How To Ensure That Dormant Content Isn’t Killing Your Site
The age of technology is fascinating, but it isn’t evergreen which is to say that it changes continuously. In fact, it’s changing so fast that content has quite a short shelf life. The average lifespan of posted content is about a week. If it is just absolutely fantastic material, then it may live a month but don’t count on it. Suffice it to say that if you run a website or blog, then you need to update it with new content consistently, almost even daily. So, how do you ensure that dormant stagnant material isn’t killing your website? The first thing you must do is an audit of it. People regularly audit sites, and rightfully so. However, you have got to look for more than just keywords and broken links. You have got to remove outdated material and replace it with either a more modern version of the same piece or something entirely new. Here are a few other things you can do to keep your content from becoming stale.
Post Lots Of Evergreen Material
Whether you run a website or a blog, you can’t go wrong with evergreen material. What is evergreen content? It is material that doesn’t expire, not for a long time anyway. Some great examples of evergreen material may be “how-to” pieces and “FAQs.” Sure, there will probably come a time when these pieces do need updating, but it won’t be next week or even next month. Other examples of evergreen content would include tutorials and history pieces. You don’t need to fill your website with evergreen material to be successful. However, you should use as many evergreen pieces as make sense within your niche. The more evergreen content you have, the less you need to update and repost when you do your monthly audits.
Link Newer Content With Older Content
Sometimes excellent content gets buried under new material in the never-ending quest to keep things fresh. One great way to keep a steady stream of new organic traffic coming in is to write a new piece about an old subject. Then, link it to an earlier relevant article on your site. That gives readers something new to read and points them to other relevant material they may find applicable. That way your dormant content might be some fresh eyes on it. It kills two birds with one stone because you get a fresh stream of organic traffic to the old stuff while still posting new content.
Repurpose With Passion
There is a difference between repurposing and spinning, however small the difference may be. The point is that everyone gains knowledge and experience over time. Instead of just deleting that old content, take a close look at it and see if you can repurpose it. Can it be made into a short form video? Could it perhaps be rewritten with infographics and new keywords to become something wholly fresh and new? Do you have some long-form content that you could turn into an interview with an industry professional? Or perhaps you have something that you could condense into several small but shareable snippets that would get your site some massive exposure on social media?
Old, dormant content can become irrelevant and kill your SEO strategy. Make refreshing content part of your regular monthly audits, and you’ll be surprised at how it affects your stream of convertible traffic. Try to fill your site with plenty of evergreen material to make it easier on yourself. If you are in an industry which makes it tough for you to use lots of this type of material, then try repurposing or linking with newer content.
Joanne is an accomplished marketing and sales leader with over seventeen years of experience defining corporate marketing and sales strategies, managing sales and marketing teams, and closing new business with Fortune 1000 customers across a wide range of vertical markets.