The SEO Approach to Updating Old Evergreen Posts - TBEX Billings 2019
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Presented By: Leslie Peterson. Using SEO to drive traffic to old posts on your travel blog year after year.
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The SEO Approach to Updating Old Evergreen Posts - TBEX Billings 2019
- 1. The SEO Approach to Updating Evergreen Posts Lesli Peterson lesli@sunstonedigitalmarketing.com Photo courtesy of #VisitBillings
- 2. 2Copyright @ 2019 SUNSTONE DIGITAL MARKETING Why bother with updates? Quality beats quantity, always. Google prefers fresh content. Bottomline: Boost your search rankings and increase page views.
- 3. 3Copyright @ 2019 SUNSTONE DIGITAL MARKETING SunstoneDigitalMarketing.com/tbex19
- 4. 4Copyright @ 2019 SUNSTONE DIGITAL MARKETING Start with an inventory
- 5. 5Copyright @ 2019 SUNSTONE DIGITAL MARKETING Find your floaters... Posts to kill (potentially) No SEO ranking at all Not valuable content Too old to matter No longer relevant Non-organic traffic
- 6. 6Copyright @ 2019 SUNSTONE DIGITAL MARKETING And tackle them! 410 301 Unindex Fix
- 7. 7Copyright @ 2019 SUNSTONE DIGITAL MARKETING Make a decision
- 8. 8Copyright @ 2019 SUNSTONE DIGITAL MARKETING Deleting is your friend
- 9. 9Copyright @ 2019 SUNSTONE DIGITAL MARKETING Deleting is your friend
- 10. 10Copyright @ 2019 SUNSTONE DIGITAL MARKETING Consider the keepers... Older than 9 months? Are you an authority? Is the keyword valuable? Avoiding thin or duplicate content?
- 11. 11Copyright @ 2019 SUNSTONE DIGITAL MARKETING 4-9 months, depending on authority level 12 month wait, at least How old is the content?
- 12. 12Copyright @ 2019 SUNSTONE DIGITAL MARKETING Recognized authority? Silos of content? Are you really the best resource?
- 13. 13Copyright @ 2019 SUNSTONE DIGITAL MARKETING Is the question being widely asked? Are the required backlinks achievable? Is it worth writing about?
- 14. 14Copyright @ 2019 SUNSTONE DIGITAL MARKETING Is there enough copy to provide value? Are you cannibalizing your own content? Consider non-post pages This isn’t Vogue -- thin is not welcome
- 15. 15Copyright @ 2019 SUNSTONE DIGITAL MARKETING TVG 150% increase in page views
- 16. 16Copyright @ 2019 SUNSTONE DIGITAL MARKETING TVG 250% increase in page views
- 17. 17Copyright @ 2019 SUNSTONE DIGITAL MARKETING TVG 700% increase in page views
- 18. 18Copyright @ 2019 SUNSTONE DIGITAL MARKETING It’s been around at least 12 months You’re a topical authority The keyword is worth your investment The content isn’t thin (or if it is, you’re willing to change that) Now what?
- 19. 19Copyright @ 2019 SUNSTONE DIGITAL MARKETING Keywords Title Meta description LSIs LSIs for associated terms Target keyword in first 100
- 20. 20Copyright @ 2019 SUNSTONE DIGITAL MARKETING Photos High quality Purpose Under 125KB Target keywords before photo Pin images
- 21. 21Copyright @ 2019 SUNSTONE DIGITAL MARKETING Links Broken links Window management Internal links Check affiliates
- 22. 22Copyright @ 2019 SUNSTONE DIGITAL MARKETING Copyrighting Agree, promise, preview “Bucket Brigades” Whitespace Accuracy Remove dates and prices Appropriate header usage
- 23. 23Copyright @ 2019 SUNSTONE DIGITAL MARKETING Wrap-up Publish date Social update Backlinks
- 24. 24Copyright @ 2019 SUNSTONE DIGITAL MARKETING 365 400% increase in page views
- 25. 25Copyright @ 2019 SUNSTONE DIGITAL MARKETING 365 350% increase in page views
- 26. 26Copyright @ 2019 SUNSTONE DIGITAL MARKETING 365 3000% increase in page views
Editor's Notes
- How many people here were at my SEO workshop 2 years ago?? Yay! You might recall that I mentioned we update our posts on a regular basis….and today, it’s that process that we’ll be discussing.
- In 2015 we went, with hundreds of others, to the media opening of the Legoland hotel in Fl. 1st night…maybe the 2nd… Pool…floater… The point is, most of the water in the pool was fine…but that one little floater, that should NOT have been there, contaminated the entire pool. Quality…and percent of quality posts to total (crawling issues)…fresh content…easier to move from page 5 to page 1, than to start from scratch each time. You strengthen your overall standing by updating your old posts…Hubspot, Brian Dean, SEJournal…there have been dozens of studies to prove this alone can double your traffic. Rebranding
- These are the workflows and checklist I use for this lesson Show you at the end how to get these emailed to you
- Export plugin helps
- No SEO – I use SEMrush It may never have ranked Too old…like you are mentioning old and outdated attractions and leaving the other ones out Non-organic (pinterest, social, etc)
- Make a decision…. Talk about each of these – and why 410 and not 404
- Update your inventory…. Address the unindex, 410, and 301 FIRST! TVG story.
- TVG SEMrush 2018 was purchase
- TVG SEMrush 2018 was purchase
- Next step…. Is the post meeting expectations?
- Reset your expectations
- Not Just Idaho Why we’re in Billings area 2 weeks Traction in Florida…
- TVG SEMrush 2018 was purchase
- TVG SEMrush 2018 was purchase
- TVG SEMrush 2018 was purchase
- Update post title (make it unique; add numbers, magnet words, brackets, etc) Update meta description Add missing LSIs for the target keyword Ranking on any other high-volume keywords? Add those LSIs also Add target keyword within the first 100 words
- Update photos for quality Ensure there are not too many pictures, and each has a purpose Ensure all pictures (and pin photo) are 100-125KB Feature photo is after the first 100 words Replace old pin image with new one using the standard pin image size
- Fix any broken links Ensure external links open in new window; internal links do not Add more internal links from any new related posts Update affiliate links
- Agree, Promise, Preview in the intro Add “bucket brigades” to the content Break up content with whitespace for mobile readability Update information for accuracy Remove references to dates and prices Check for a single H1, and appropriate use of H2, H3, etc
- Update publish date Update social media scheduling blurb/photo Add new pin to your board and tribes Find a new backlink opportunity
- TVG SEMrush 2018 was purchase
- TVG SEMrush 2018 was purchase
- TVG SEMrush 2018 was purchase