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Blog Content Strategy Includes Existing Posts

BloggingSometimes the best parts of a blog are overlooked by the blogger because they are old and forgotten posts.

But that doesn’t mean the search engines have forgotten about them.

Bloggers including myself may get so caught up in content, marketing, advertising and production issues every day that they don’t have the time or bandwidth to look back.

An effective blog content strategy should include a regular effort at looking back to see which posts still have value as evergreen content and continue to attract search visitors. They have great potential to attract even more.

Content Strategy Tip

cheduling reminders in a calendar planner is helpful in staying on top of secondary tasks that don’t need to happen every day.

These are the tasks that often slip away simply because they are not habitual. The hardest ones to track are yearly, followed by monthly and then weekly.

“These top performers represent great opportunities to increase site revenue and audience.”

A weekly or monthly task that is helpful in growing a site’s revenue and audience is by checking the site analytic reports for older posts that are still drawing traffic from search engines and other sources.

In Google Analytics, one of those data points is the Entrances report.

In Analytics, click on Behavior, Site Content and All Pages. The second column from the right should show Entrances, which is the number of people who came directly to that page from an outside source.

Click on the word Entrances to put the most popular ones at the top. These top performers represent great opportunities to increase site revenue and audience.

On one actual blog, the top performing post on the entire site is more than three years old. It has grown to the number one position in Google search results for its primary keyword phrase and quite a few secondary ones as well.

Fairly high rankings in the beginning led to more work on the post, which led to even higher rankings.

Over the last several years since it was written, it has grown in the amount of content and graphics. The blogger has added links to it from other posts and social media accounts. He has refreshed the content so that it remains relevant with the times.

That same blogger has done the same thing to other posts and for the most part seen similar results.

So it is not enough to write a post and forget about it. If the post has evergreen value, return to it every now and then via analytics to see if it merits additional work.

Poor Performers


n the flip side, poor performers may not merit any attention at all or they may require a major effort to save them from oblivion.

Credit: Pixabay

Credit: Pixabay

It may be tempting to say, forget it, just let it fade away. But first answer a few questions:

  • Is the theme of the post interesting or important?
  • Is the poor performance the result of poor search engine optimization?
  • Is it long enough? The length standard for quality online content is at least 600 words if no 1,000.
  • Does it have poor grammar? Search engines recognize misspellings and other writing errors.
  • Does it have any graphics? Are the graphics unique and original?

A badly written 400-word post might have a new life with search engines if it is expanded to 600 words, acquires one or two graphics and gets an SEO facelift.

That’s much easier to do than writing an entirely new 600-word post from scratch on the same topic.

So try to find the time to check analytics regularly to see which posts have value in some form and then find the time to enhance the ones with the most potential.

Even just adding a few paragraphs will take only a few minutes of precious time.

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