All blog owners have the same goal: to see their articles appear on the first page of Google search results. Too often, they see quantity as the magic bullet to dominate search engines. Content is linked, while updates are neglected when not outright forgotten, sucked into the whirlwind of new publications. However, among the blog articles already published, the material to work on is substantial and its potential too often untapped. It is precisely these articles buried in the depths of the blog that, if properly optimized, can bring the bulk of organic traffic to the site. When and how do you update your blog posts? The answers in this article! Why is it important to update your blog posts? Blog owners may be tempted to remove content that they think is too old on their site and add more and more new posts. However, each time a new content is produced, Reunion Email Lists Google needs a certain amount of time, more or less, to “digest” it and start showing it on the search results pages. The speed at which this process takes place depends on many factors, including the age and authority of the blog. So updating blog posts is important, if not essential. Regular updates for quality blog posts … The data, particularly encrypted, entered in an article can sometimes change and become obsolete. Information monitoring and updates are therefore necessary to be sure of always offering quality content to users. It is also a good practice to check if the links to which the article refers are still active. … And satisfied readers! Editing old blog posts helps reduce the site’s bounce rate . This indicator is decisive since it allows to know the time of presence of visitors on the blog, it is therefore essential to optimize it. Regularly adding images, links and relevant information will make readers want to stay on the site longer and they will be less likely to give up reading in the middle of an article. Search engines are very responsive to blog post updates Updating articles is crucial not only for readers, but also and above all for SEO.
Search engines greatly appreciate well-designed and thoughtful updates , so it should be pointed out that efforts are being made to adapt the site to changing user needs. The concept of freshness was also introduced by Google in 2011, with the main objective of highlighting updated articles, especially in areas where users want to obtain the most recent information possible. Keeping blog content “fresh” and up to date then helps generate more traffic by moving up in search results. Read also: B2B Content Marketing: 10 best practices to put in place for your content strategy propel your website in the first Google results When to update my blog posts? There is no specific rule for how often blog posts are updated, it varies by industry and post content. Some subjects are indeed hotter than others and will require more frequent modifications.
To identify these articles and know when to update them, each piece of content should be analyzed on a regular basis , approximately every six months. If, however, the blog generates more than 10,000 visitors per month, it becomes important to update the content quarterly. How do I choose which blog posts to update? Identify the best performing publications Analyzes are a valuable guide to calculating the performance of each post, giving interesting metrics such as: Backlinks or inbound links: This is the most important metric to look at, as it is the most indicative of search authority. Which articles have the most inbound links? Traffic: Which old posts are still generating a lot of traffic in the last few months? Shares on social networks: the number of shares on social networks that a publication has generated is also a good performance indicator, especially since these shares are also taken into account in search engine rankings.
Keywords: Updating and reposting content is also a way to support the blog’s keyword strategy. What are the most relevant keywords? What posts are already ranking on these keywords? Is it possible to improve their positions in the ranking? Take into account the relevance of content and trending topics Depending on the content strategy and the blog’s marketing objectives, updating content can sometimes be free from quantitative analyzes . For example, if prospects ask questions on a specific subject, their expectations should be met. In the event that an article already exists on the topic, it will be fashionable to update it, even if the metrics do not designate it as an immediate target for the update. Best Practices for Updating and Reposting Blog Posts Once the publications requiring an update have been identified, it is still necessary to know what to improve.
Here are some good practices: Updates to increase the SEO value of blog posts Improve internal networking and outgoing links Text links, insertion of keywords in link labels, transversal navigation, etc. Optimized meshing of internal and outgoing links is very important and could greatly contribute to improving the position of the article in search engine results. Concretely, it’s about checking and replacing internal links, especially if there are now better resources to refer users to. Optimize article illustrations Contrary to popular belief, images play a very important role in SEO optimization . When updating a blog post, it will therefore be necessary to ensure that they serve their purpose correctly. For this, the size of the illustrations must be reduced significantly to speed up the loading of the blog page; the description, the caption and the Alt tag must be duly completed, otherwise the site could lose positions in the results in favor of other pages that are faster to load and better informed. Extend and rewrite the article Search engines like big articles. When updating a blog post, the practice is to rewrite at least 20% of the content and lengthen it to at least 1000 words. “Fresh” content will rank more easily and higher in Google search results. Be careful, however, not to completely change the nature of the article, such a practice could have the opposite effect to that desired and negatively impact SEO. Keep an identical URL If it is tempting to change the URL of an updated article, it is on the contrary very important to keep it the same, even if the blog automatically creates a redirect. This is because redirects strip some of the value of the link, so it’s best to keep it as is. Keep keywords in the article title and subheadings The title and headings of the article can be updated if necessary, but drastically changing them would be a mistake.
As with the URL, the keywords must remain the same for any edits to the article to remain relevant and the content to remain visible on Google. Optimize the meta description of the article Metadata is the first information captured by search engines, so it greatly contributes to improving SEO. To optimize the meta description, you need to review it, just like the article. Is the information always correct? Is there any way to make it more eye-catching? The meta description can impact an article’s click-through rate from search. It should therefore be an accurate reflection of what is in the post and be engaging enough to entice users to click on the content from search results. Update CTAs The point here is to assess whether the proposed CTAs are still the best option for the post and if necessary update them to increase the reader’s engagement rate. Between the time you published the article and today, it is indeed possible that you have created new premium content, such as a white paper , that it would be interesting to highlight in a dedicated CTA. Read also: The checklist for a good SEO referencing of your blog articles Improve the quality of the content before reposting the article With each update of Google’s algorithm, SEO experts realize that the quality of content plays an increasingly important role. Add an update date and adapt the content of the article to current events Adding an update date is a great idea, it will give guidance to both readers and search engines. This update should also be an opportunity to assess the accuracy of the post and determine what needs to be changed, added or removed: Replace outdated statistics with newer and more current data, add new recent examples, or replace old ones. Update dated screenshots : This is especially important for walkthroughs. Add new good practices that have emerged and delete “best practices” that no longer exist. If, on the other hand, the article is not updatable, the topic is too dated, without new news, it will be better to rewrite a new article on a similar topic. In any case, it is better to favor evergreen items , which will not need too much maintenance. Change article format There are several possible variations to update the content regularly. For example, a general white paper could be split into different articles or several white papers. This format is quite long and expensive to develop, updating it by presenting it in another form therefore saves time and money. The reverse is also possible: bring together several blog articles dealing with the same subject to make a white paper, or a “river” article, with the idea of sending a strong signal to search engines, by increasing the dimension of an old post. To promote these different formats, the reader must be given the opportunity to navigate from one article to another. For example, offering to download the full white paper at the end of reading an article, or on the contrary, offering the abridged version of a long article.
It only takes a few edits to update your blog posts and make them interesting, fresh, and relevant. It will then be a matter of reposting and promoting them as you would any other new content. To further maximize your traffic, promote it on your social networks . Do you want to know morA Landing page – also called a capture page or landing page – is a page that collects valuable information about your targets. Its objective: to seduce the visitor to your site in order to convert them into a qualified lead. In order to promote the chances of conversion, a landing page must meet a certain number of requirements. Discover here the rules to follow to create an optimized and efficient landing page. What is a Landing Page As explained in the article “When to use a form or a landing page?” », The landing page is essential in your conversion strategy. Indeed, it is this which will allow the transformation of the simple visitor into a lead. It is structured around a single objective: to encourage Internet users to leave their contact details in exchange for the service you offer: downloading a white paper, requesting a quote or a demo, for example. So what are the fundamentals in terms of landing page optimization to help you convert as much as possible? How to improve the conversion rate of your landing pages? Several reasons can explain the fact that your landing pages do not convert, or little. However, the main one is often that they do not meet the needs and expectations of your buyer personas. One landing page per target, with a single message and for a single offerIn digital marketing, your campaigns must be specific to an audience and to a single issue.
If your speech is too general, you risk losing a potential customer. For this reason, a landing page should only be the vector of a single message and only promote a single offer. By creating multiple landing pages with different offers, you’ll also get a better view of which posts are working, and which are less. For this, it is imperative to have beforehand clearly defined who were your buyer personas . The second reason your page isn’t converting is the anatomy of your landing page. A catchy title The title is the first thing your visitor will see. Write a clear, relevant, “action-oriented” title that sums up your offer in a few words to encourage visitors to take action. Show him that you have the solution to his problem. Take care of the text content of the landing page In the continuity of the title, your sub-titles and descriptions must present your offer in more detail, and the reasons why your visitors have every interest in taking action, that is to say to fill out the form. Emphasize the added value of your offer and highlight the benefits that the visitor can derive from it. To do this, you can bet on bulleted lists, images or even videos. If you intend to go into more detail about the functionalities of your product or service, we recommend that you do so below the waterline (area visible after 1 scroll). Do not forget to insert your keywords to optimize the natural referencing of your page if you want to index it on search engines.
inbound marketing interview As much information as possible before the waterline As explained earlier, the waterline corresponds to an imaginary horizontal line which delimits the area immediately visible to the Internet user without having to scroll the page. It is important that the main elements of your landing pages are visible above it, otherwise they may not be seen by a large number of people. The things to put above the waterline are as follows, but may vary depending on the purpose of your page:Your logo Your title The form Answer the question as if you were the Internet user “What are the advantages for me?” / What do I have to gain? But only with the main benefit, which is your unique selling proposition. Limit distractions “Less is more”, avoid any visual clutter so that your visitor can focus on your call to actionIn these two versions, one intended for individuals and the other for professionals, Dropbox remains very light. The four main elements are above the waterline and two of them are small enough to fit in the navigation bar. The third provides a pleasant, yet subtle visual, and the last focuses on a well-highlighted CTA. As you can see, there is no off-Landing Pages navigation possible, which limits distractions and therefore the risk of losing visitors.
Call-to-actions that catch the eye The two points to take into account to optimize your CTAs are the text and the design. The text must encourage clicks and therefore be simple, clear and powerful: it must not confuse the reader. To do this, use action verbs: “register for free” “download the trial version”. However, avoid generic terms such as “Buy”, “Learn more” or “Click here”. The design of the CTA also impacts your conversion rate. Use bright colors and high contrast to attract attention. The form The form is one of the most important elements on your page. Without it, no email, so no conversion possible. 4 tips to follow:The form should be above the waterline. Depending on your needs, creating a long form will be more beneficial than creating a short form. Indeed, a form which only asks for an email address will receive a greater quantity of leads while a long form will obtain fewer leads, but the latter will be more qualified. So it’s up to you, depending on your goals and the profile of the buyer persona you are targeting. Use drop-down menus and radio buttons: this will facilitate completion on the visitor’s side in addition to making it easier for you to use the data. Use forms clever s Reinsurance: indicators of confidence and credibility Visitors to your LP usually don’t know you, but they tend to go ‘with the flow’, hence the value of using social proof that boosts your credibility. They can come in different forms:Customer Success Stories: Successfully creating video testimonials will give you a real edge over the competition. Written testimonials also work, as long as you quote the full name and add a photo. Prizes and awards received. Press mentions. Logos of your customers. We test, we analyze and we test again! Optimizing your landing page is not a snap. The testing phase is important in order to measure the effectiveness of the content you offer. A / B Testing allows you to compare two or more versions of the same landing page. So you can see what works best.
Test the important things first, such as headlines and CTAs (text, color, size, etc.). The second method of analysis is the Heat map. It lets you know where your visitors click on your landing page. If you have two CTAs, then you can see which one works best. If you were wondering why your landing page was not converting as you expected and you were looking for solutions … now you have 9 golden rules to follow! These tips will help you boost your conversions and refine your approach. Remember, your landing pages will never be perfect the first time. But by testing them and analyzing the results obtained, you will be able to improve your conversion rates. If you wish to be supported for their creation or if you need advice to improve your conversion rate, do not hesitate to contact us !e about the best strategy to adopt to optimize the SEO of your blog? Contact us!