How To Refresh Old Content & Grow Traffic By 629% ft. Michael Keenan | Optimist
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Summary
Tyler Hakes and Michael Keenan discuss the importance of refreshing content to boost organic traffic and enhance user experiences. They explore content decay, identifying content for refreshing, and setting goals. Treating content as an asset and prioritizing based on search rankings and engagement are emphasized. Additionally, Hakes and Michael Keenan delve into the process of content refreshing, including adding diverse calls-to-action and non-text content, considering SERP features, using tools, and incorporating expert insights. They highlight the Content Refreshing Handbook and Peak Freelance community as valuable resources.
Key Takeaways
• Refreshing content is essential to combat content decay and maintain search rankings.
• Content should be treated as an asset and regularly updated to provide a better user experience.
• Prioritize content refreshing based on search rankings, focusing on high-volume keywords, pages on the second and third pages of search results, and underperforming articles.
• Goals of content refreshing include improving search rankings, moving up on page one, and achieving featured snippets, as well as increasing traffic, leads, and conversions. Consider adding different calls-to-action and non-text content to improve the user experience on blog posts.
• Take advantage of SERP features and analyze the SERP page to identify what types of content and brands are ranking for target keywords.
• Use tools like Keywords Everywhere and ClearScope to generate ideas and identify gaps in content.
• Incorporate expert insights and avoid creating copycat content by sourcing information from industry professionals.
• Focus on search intent and update content to match the intent of the target audience.
• Results from content refreshing can be seen within the first 28 days, but it is recommended to leave a three-month window to assess the impact.
• Regularly review and refresh content, especially articles that have lost traffic or need updates.
• Consider merging or removing old content to avoid cannibalization.
• Upsell content refreshing services to existing clients by showcasing the potential benefits and offering a trial period.
• Changing meta descriptions can improve rankings, but it is important to treat old content like new content and make comprehensive updates.
Key Moments
[00:00] Introduction and Overview
[02:21] Getting Started with Content Refreshing
[06:11] The Importance of Refreshing Content
[08:02] Understanding Content Decay
[13:17] Treating Content as an Asset
[15:02] Identifying Content Decay
[22:28] Prioritizing Content for Refreshing
[26:13] Deciding When to Delete Content
[29:29] Goals of Content Refreshing
[32:20] Adding Different CTAs and Non-Text Content
[34:14] Considering Search Engine Results Page (SERP) Features
[36:56] Using Tools for Content Refreshing
[38:22] Incorporating Expert Insights and Avoiding Copycat Content
[39:21] Finding Experts and Fresh Sources
[40:20] The Rewards of Content Refreshing
[41:20] Understanding Search Intent
[43:13] Matching Search Intent and Updating Content
[47:01] Results and Timeframe for Content Refreshing
[48:16] Frequency of Content Refreshing
[50:35] Addressing Declining Organic Traffic
[53:22] Finding Clients for Content Refreshing Services
[57:45] Peak Freelance and Content Refreshing Handbook
[58:15] Changing Meta Descriptions and Content Refreshing
About Michael Keenan
Michael is a SaaS Marketer and SEO and founder of Peak Freelance. He’s inspired by learning people’s stories, climbing mountains, and traveling with his partner and two Xoloitzcuintles.
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