Why, When, and How You Should Update Your Content (Raffaele Asquer, SearchLove San Diego 2019)
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Why, When, and How You Should Update Your Content (Raffaele Asquer, SearchLove San Diego 2019)
- 1. SEARCHLOVE - SAN DIEGO 2019 WHY, WHEN, AND HOW YOU SHOULD UPDATE YOUR CONTENT Raffaele Asquer, Golden Hippo Media linkedin.com/in/raffasquer twitter.com/raffasquer https://www.slideshare.net/RaffaeleAsquer
- 3. Eternal life * * "eternal" search traffic to your blog posts, that is.
- 4. Andrew Tate, "The Science Behind 100,000-View Blog Posts"
- 5. Andrew Tate, "The Science Behind 100,000-View Blog Posts" - 60%
- 6. Andrew Tate, "The Science Behind 100,000-View Blog Posts" Can you avoid this?
- 8. THE PROBLEM LARGE TRAVEL SITE D E C L I N I N G S E A R C H T R A F F I C
- 9. didn't move the needle S I T E S P E E D O P T I M I Z A T I O N I N T E R N A L L I N K I N G ( V I A F O O T E R )
- 10. ...why are we like this? But wait... 2015 2016 2014
- 11. ...when everybody else is like...
- 13. CONTENT UPDATE PROJECT 30 articles, including top articles by organic traffic THE SOLUTION
- 14. 3 CHALLENGES -> 3 STEPS when to update Part II how to updatewhen to update Part I
- 15. Challenge " T H E P A T H O F G O D " (although in the movie this was actually challenge #3)
- 16. These articles are doing OK... Why are we risking it? T H E U P P E R M A N A G E M E N T
- 18. When to update - Part I First, identify high-potential articles with declining organic traffic
- 19. A) DECLINING TRAFFIC compare past 12/24 months with previous 12/24 months totalorganicentrances
- 20. B) POTENTIAL TRAFFIC estimate traffic from keywords ranking on page 1-2
- 21. B) POTENTIAL TRAFFIC keep an eye on organic CTR!
- 22. No conversion Conversion C) POTENTIAL REVENUE Bonus points for high-converting articles
- 23. When to update - Part I
- 24. Challenge " T H E B R E A T H O F G O D "
- 25. Why don't we just change the timestamps? T H E T E C H T E A M
- 26. What about adding "in 2019" to the title tags? T H E T E C H T E A M
- 27. Cyrus Shepard, "10 Illustrations of How Fresh Content May Influence Google Rankings" https://moz.com/blog/google-fresh-factor-new
- 28. When to update - Part II Analyze SERPs - present and past - to identify articles worth updating...
- 29. When to update - Part II ...and discover how competitors have updated theirs
- 30. When to update - Part II ~200 high-potential articles, declining traffic may benefit from content update 30
- 31. A) DO MOST COMPETITORS HAVE FRESH CONTENT? look at current SERPs competitor you
- 32. CONTENT FRESHNESS SEEMS TO MATTER... SOMETIMES NOT REALLY [best los angeles clubs]
- 33. CONTENT FRESHNESS MATTERS ONLY SOMETIMES [how to change twitter handle]
- 34. Method #1 : download HTML files of your SERPs with STAT APICredit: Dominic Woodman HOW TO CHECK DATES ON SERP QUICKLY
- 35. HOW TO CHECK DATES ON SERP QUICKLY Method #1 : scrape HTML with Python
- 36. Method #2 : crawl a list of URLs such as e.g. with Screaming Frog https://www.google.com/search?q=bars+in+berlin https://www.google.com/search?q=how+to+change+tire https://www.google.com/search?q=movies+near+me HOW TO CHECK DATES ON SERP QUICKLY
- 37. Method #2 : then pull the dates with custom extraction https://www.screamingfrog.co.uk/web-scraping/ HOW TO CHECK DATES ON SERP QUICKLY
- 38. HOW TO CHECK DATES ON SERP QUICKLY Method #3 GLEN ALLSOPP, "SEO SECRET #4: ADVANCED KEYWORD RESEARCH CASE STUDY" https://detailed.com/secret-keyword-research/
- 39. When to update - Part II
- 40. When to update - Part II
- 41. B) HAVE COMPETITORS UPDATED THEIR CONTENT? become a SERP archeologist today's SERP 6 months ago 2 years ago 1 year ago
- 42. the SERP archeologist's tool kit A h r e f s
- 43. the SERP archeologist's tool kit S T A T who's always been on top ?
- 44. the SERP archeologist's tool kit W a y b a c k M a c h i n e have they updated it?
- 45. When to update - Part II
- 46. When to update - Part II
- 47. When to update - Part II
- 48. DO YOUR COMPETITORS UPDATE THEIR CONTENT? UPDATE THAT ARTICLE!
- 49. When to update - Part II ~200 30
- 50. Challenge " T H E W O R D O F G O D "
- 51. We are busy writing new articles... But we'll get to it T H E E D I T O R I A L T E A M
- 52. Getting writers on board PICK YOUR BATTLES few, high-potential articles
- 53. Getting writers on board PICK YOUR BATTLES few, high-potential articles MAKE THEIR LIFE EASY clear guidelines
- 54. How to update 25% - 33% NEW CONTENT 0 10 20 30 40 Item 1 Item 2 Item 3 Item 4
- 55. How to update NEW, SEO-REVIEWED INTRO
- 56. How to update INTERNAL LINKS TO RECENT, RELATED CONTENT
- 57. AND THEN WHAT?
- 60. Andrew Tate, "The Science Behind 100,000-View Blog Posts" Remember this?
- 61. Jimmy Daly, "How to Win Traffic by Refreshing Old Content"
- 62. Don't let your content die too quickly!