78: How to Get your Blog Unstuck - Part 4: Improving Old Blogs

Summary

In this episode, Meredith's husband explains how to improve existing blog posts for better SEO performance, focusing on building impressions rather than starting new content from scratch. He offers practical steps for updating blogs, such as expanding content, analyzing competitors, and reviewing posts from a user’s perspective. The episode also covers best practices for updating published dates, replacing images, and ensuring that blog revisions benefit both Google rankings and user experience.

How to Improve Existing Blog Posts for SEO Success

In the world of SEO, website owners often feel the need to constantly create new content to keep up with search engines. However, one of the most effective ways to boost your website's visibility is by improving existing blog posts. Meredith’s husband recently shared actionable insights on this process, emphasizing how updating old posts can increase impressions and enhance user experience. Here, we’ll dive into the key concepts he presented, including practical steps to improve your blog content without starting from scratch.

Why Improving Existing Blogs is Key to SEO

The primary goal of improving your blog posts is to increase their impressions—the number of times your page appears in Google’s search results, even if it’s not clicked. Impressions are an essential metric because they signal that Google recognizes your content as relevant. By focusing on improving existing blogs, you work with what Google already favors rather than fighting to get entirely new content indexed. As Meredith’s husband says, “We want to build something that Google likes,” and the best way to do this is by refining what’s already working.

How to Make Your Blog Posts Better

Improving blog content involves more than just tweaking a few sentences. Here are the key steps Meredith’s husband recommends:

• Look at it from a user’s perspective: One of the simplest but most effective methods is to read your blog as if you were a user. Ask yourself, "What do my readers need?" and "How can I make this blog more helpful?" This mindset shift ensures you’re improving content with the audience in mind, which leads to better engagement and, ultimately, better SEO.

• Analyze competing content: Another strategy is to examine what blogs rank above yours for the same keywords. However, avoid the trap of copying competitors. Instead, use their content to spark ideas on how to make your own unique and more useful. Remember, merely duplicating what others have done won’t propel your blog higher in rankings.

• Ask for feedback: If you’re struggling to identify what improvements are needed, ask a friend or colleague who fits your target audience. Their feedback can give you valuable insights into what would make the content more helpful and relevant.

• Expand your content: Sometimes, making a blog post longer by adding more depth is all it takes to improve its performance. Expand on sections that could use more explanation or add new sections that answer additional questions your readers may have.

Best Practices for Updating Blogs

Beyond basic content improvements, there are some technical aspects to consider when updating a blog post:

• Replacing images: Meredith's husband advises against replacing images unless they’re outdated or no longer relevant. The reason is that images may already be indexed by Google, and replacing them could risk losing visibility without significant gains.

• Updating the published date: If you’re making substantial changes (more than 20% of the content), it’s a good idea to update the post’s published date. This signals to both users and Google that the content is fresh. However, avoid updating the date more than once a year, as frequent updates may appear manipulative to Google.

• Keep the URL the same: When making revisions, don’t change the blog post’s URL. Changing URLs can break links and harm your SEO. Instead, focus on updating the content and headline (especially if it includes a date) while keeping the URL consistent.

Key Points for Blog Improvement:

• Look at your blog from a user’s perspective: What do your readers need?

• Analyze competitors to gather ideas, but don’t copy them.

• Seek feedback from someone who fits your target audience.

• Expand and improve your content where necessary.

• Replace images only if outdated, and be cautious about removing indexed images.

• Update the published date if you significantly revise the content.

• Never change the URL when updating blog posts.

Building a Blog That Google and Users Love

Ultimately, improving your existing blog content isn’t just about climbing Google’s rankings; it’s about making your blog a better resource for your readers. As you make updates, keep in mind that you're aiming to build impressions and provide value to your audience. By following these tips, you’ll not only increase your website’s visibility but also strengthen the quality of your content, creating a win-win situation for both you and your readers.

Resources:

• Consider using Google Search Console to track your blog's impressions and performance data to help guide your improvements.