Why you shouldn’t delete old content

What You Should Do With Old Content That’s Not Getting Traffic

As a content creator, have you ever looked at some of your old content and wondered why your new content is getting so much more traffic than your aged articles? If you did, then you are not alone. Knowing why old content dies off and what you can do about it is a mystery to most website owners; however, you should remain optimistic because there are some easy steps that you can take to drive massive traffic to your old content.  

Content Planning
Content Planning

Here are some powerful tips that will breathe new life into your old content:

Convert Your Content Into Other Forms of Media

One of the most overlooked opportunities to transform old content into new traffic is converting your older and no-longer visited articles into other media formats which will attract visitors. When you repackage the content of your article into a different form, such as a video, a PDF mini-book, an infographic, or an audio file, your new creation can be put on your webpage where it becomes search engine bait to help you get ranked; alternatively, it can be posted to other websites as a freebie offer to send traffic back to the more in-depth article that is on your site.

Marketing Your Under-performing Content

One of the surest ways to take content that is getting very little traffic and turn it into a winner is by implementing simple promotional tactics designed to jump-start visitors to your content. There are many ways to zero in on the ideal visitor for your content that will start getting you visitors immediately. If your old content isn’t getting the traffic anymore, then it doesn’t mean that there aren’t people who would find it valuable. Your job is to find those visitors, and then gently guide them to your content.  

Discussion boards can produce highly targeted visitors almost immediately when used correctly. Do a search on Google for the discussion boards that closely match your content’s subject matter. If you try to post on discussion groups that are not interested in what you have to say, then you will quickly get banned from the forum. So, be careful not to spam the board.  

The key to gaining traffic from forums is to use what is called a signature file. This is a simple message that you write once, which is automatically attached to the bottom of every post you make on the forum. When you reply to a thread, forum participants will see your signature file below your post, and if they are interested in your content, then they will click-through and visit your website. Thus, your job is to read threads and make useful posts which add value to the discussion thread.  

Blog commenting is very similar to discussion forums. You do a search in Google for “your subject blog.” You will find many blogs in your niche where you can comment on posts. The key to profiting from blog comments is you can create a username that includes a link attached to it, which points back to your site. When users see your posts and like your contribution, they will click on your link to visit your website.

YouTube is another excellent platform to promote your old content. You can make simple videos about your subject matter that are short and educational. In the description below your video, you are permitted to link back to your site. If you make a video that goes viral, then, in just a few days, you will get thousands of visitors to the old content on your website.

Facebook has many niche related groups that allow you to target new visitors for your old content. You need to join the groups related to your subject and participate in their discussions. If someone reads your posts and likes it, then there is a good chance that they will click-through to your Facebook page where some of your old content can be posted to lure them back to your website.  

Many other social sites already have a significant user base available for you to tap into. To get visitors to your old content, you just need to start participating in their discussions that are already going on. If they like your comments, then they will click the link back to your site. Some of the more popular websites that you should investigate are Twitter, Reddit, and Instagram.

Improve Your Content To Make It SEO Friendly

All content is valuable, including your old content that isn’t getting traffic! You spent a lot of money to produce it, and your visitors would probably find it very useful if they can see it. There are some simple tweaks which can help you get your content found on the search engines where you will receive a flood of new visitors to your old content.

Your visitors might not be clicking into your content because it appears outdated. If this is the case, then simply updating it with fresh and newsworthy content may be all that is needed to bring your old content back to life. Also, be sure that you are not getting penalized by Google because you have spelling and grammar errors in your content page.  

Another simple way to increase search engine traffic is to add new keywords to your existing older content. This can be a breath of fresh air to the old content that wasn’t getting any traffic. In addition to adding keywords to your body content, you should change up your meta title and description tags to include new keywords that are searched for frequently.

User engagement with your content is a significant ranking factor in Google. If Google notices that people are staying on your site for a short amount of time and then clicking out, then they will assume correctly that you are not delivering on the keyword which you are ranking for; therefore, they will lower your site ranking in the search results.

An easy way to counter this penalization is to make some simple changes that will keep visitors on your site for a more extended period. You need to be careful not to do things that will cause people to leave your website. For example, nobody wants to click in and see one big block of text, so you should keep your visitors attention by making sentences and paragraphs short. Also, content without pictures is boring, so be sure to add interesting images and videos that will keep visitors engaged. If you have a lot of data to present, then try to use graphs and charts to make complex data look digestible and straightforward. If your site is pleasing to your visitors, then Google will also be pleased.

Guest Posting Can Work Wonders For Traffic and SEO

Guest posting is an excellent way to get value from old content. To use this method, you should take the content down from your site and contact other websites in your niche. Next, offer the content to be put on their site in exchange for a link back to one of your currently popular blog posts on your website. If the site giving you a link is considered valuable in Google’s algorithm, then it will help your own site’s search ranking greatly.

In conclusion, the content that you thought was dead and buried can be revitalized to attract new visitors. The tips presented here are like a life support rescue team for old content; however, they will only help you if you take action and apply them. Start with the tips that feel the most comfortable for you. If you do this, then every piece of content on your website, both old and new, will perform at its maximum; thus, you will receive all the traffic you could dream of.

Isaac Adams-Hands

Full Stack Developer, Digital Marketer, and InfoSec enthusiast. He received his Bachelor’s Degree from the University of Western Sydney and his Business Diploma from Georgian College before joining various marketing positions in search portals, e-commerce, higher education, and addiction recovery services.

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