Let's look at why updating old content is a worthwhile strategy and the types of traffic and conversion results you could get.

1. HOW TO
OPTIMISE
YOUR OLD
CONTENT TO
GENERATE TRAFFIC
AND CONVERSIONS

2. Rebekah Conway (née Dunne)
➔ Been working in digital
marketing for over six years
➔ I’ve worked both
agency-side and in-house
➔ Currently content
executive but experienced
in:
➔ Service
➔ SEO
➔ PPC
➔ Social Media
➔ eCommerce

4. OPTIMISING OLD
CONTENT TO
GENERATE TRAFFIC

5. WHY SHOULD
YOU BOTHER?

6. Why should you bother?
Fresh content takes hours to ideate, research and write

7. Why should you bother?
Fresh content takes hours to ideate, research and write

8. Why should you bother?
Great content is stolen A LOT (60% of SaaS blogs)

9. Why should you bother?
Behaviours and preferences change

10. Why should you bother?
Google is constantly changing
• Featured snippets - 2014
• People also ask boxes - 2015
• Bert algorithm update - 2019
• Core Web Vitals update - 2020

11. CONVINCED?

12. HOW CAN YOU BRING
OLD CONTENT BACK
TO LIFE?

13. TWEAK OLD
PAGES/POSTS
AND TURN THEM
INTO HUB PAGES

14. Tweak old content and create hubpages
HEADER
INTRO CONTENT
CTA
CONTENT 1
CONTENT 2
CONTENT 3...

15. Tweak old content and create hubpages
Shared on:
Topics covered:
Time it took:
Health Wellbeing
Incentives Practice
Education Forward planning
9 updates and one new landing page to host them =
14.18 hours

16. Results of launching a hub page with
refreshed content - traffic
Piece Traffic PoP
Comparison
YoY
Comparison
Hub Page 2,290 N/A N/A
Piece One 85 254.17% N/A
Piece Two 625 28.07% 149%
Piece Three 273 582.50% 992%
Piece Four 224 11,100% N/A
Piece Five 191 4,675% N/A

17. Results of launching a hub page with
refreshed content - traffic
Piece Traffic PoP
Comparison
YoY
Comparison
Piece Six 205 2,828.57% N/A
Piece Seven 70 900% N/A
Piece Eight 74 289.47% 957.14%
Piece Nine 450 100.89% 2,268.42%

18. SO WHAT?

19. Results of launching a hub page with
refreshed content - conversions
Piece Assisted And Last Click
Conversion (Data to Date)
YOY
Comparison
Hub Page 59 / £2,624.25 No data
Piece One 1 / £5.95 (Covid-related) 100%
Piece Two 1 / £5.95 100%
Piece Three 5 / £165.95 100%
Piece Four - -
Piece Five 3 / £51.90 100%
14.18 hours vs Approx 27 hours

20. Results of launching a hub page with
refreshed content - conversions
Piece Assisted And Last Click
Conversion (Data to Date)
YOY
Comparison
Piece Six 5 / £63.80 100%
Piece Seven - -
Piece Eight 2 / £45.95 100%
Piece Nine 2 / £104.95 100%
Total 78 / £3,068.70
14.18 hours vs Approx 27 hours

21. COMPETITOR
ANALYSIS AND
IMPROVEMENT

22. Competitor
analysis and
improvement
IDENTIFIED BEGINNERS GUIDES THAT WERE
UNDERPERFORMING
ANALYSED THE TOP TEN RANKING PAGES
REVIEWED E.A.T
ENDED WITH RECOMMENDATIONS
CARRIED OUT FRESH SEARCH TERM RESEARCH
REMOVED OVERLY SALES LANGUAGE

23. Results of launching a hub page with
refreshed content - traffic
Piece Traffic YoY
Comparison
Piece One 9,404 26.12%
Piece Two 3,677 73.78%
Piece Three 2,841 65.87%
Piece Four 75 27.12%
Piece Five 21 61.54%

24. MIXED RESULTS,
BUT...

25. Results of launching a hub page with
refreshed content - conversions
Piece Assisted / Last Click or
Direct Conversions YoY
Piece One 20.79%
Piece Two 209.73%
Piece Three 100.48%
Piece Four 100%
Piece Five 100%

26. SO WHAT HAVE WE
LEARNED?

27. EVEN IF
CONTENT IS
EVERGREEN, YOU
STILL NEED TO WORK
ON IT CONTINUOUSLY

28. UPDATING OLD
CONTENT TO
TARGET NEW
OPPORTUNITIES
TAKES LESS TIME
THAN STARTING
FROM SCRATCH...

29. WHICH MEANS HIGHER ROI

30. NOT EVERY PIECE
OF CONTENT IN A
PROJECT IS GOING
TO GET THE RESULTS
YOU WERE HOPING FOR...

31. SO INCLUDE A ‘NEXT STEPS’
SECTION IN ANY PROJECT
PITCHES TO ADDRESS THIS

32. THANK YOU!