Should you update an old blog post or write a new blog post: Which is best for SEO—and your business?
In the ever-evolving landscape of online marketing, we often often grapple with the decision of whether to update an existing article or blog post (which are core pieces of your SEO strategy) or craft an entirely new piece. Recently, I encountered this very dilemma when reviewing the blog posts Josh flagged when migrating my blog.
Josh found a blog post that was of high quality, but the post didn’t relate to any current services we offer. So therein lies the conundrum.
Why? Well, the content is valuable not just in terms of information, but also as a passive income stream thanks to affiliate income.
Here's the challenge: the platform discussed in the article underwent a radical transformation, necessitating significant update. At this point, would it be better to write a new post that better aligned with my current services? Let’s dig into how we made that decision.
First, let's tackle the fundamental question: Should you update an existing article or write a new one?
The decision to update or rewrite a blog post often hinges on several factors, including:
Relevance and Accuracy: Is the existing content still relevant or are there substantial updates that need to be added?
For us, this was borderline. Some content was still relevant, while the rest was in dire need of new technical information. It’s no good to have inaccurate information out in world!
SEO Performance: Does the current article rank well on search engines? If it already draws traffic, updating might maintain or even boost its visibility.
This was another toss up for us, as the post still performed well, but not where it once did. Removing it would likely have a minimal impact on our rankings.
Content Cluster Considerations: If the content is part of a larger topic cluster that is still a focus, consider updating. On the flip side, if you’re venturing into a new or emerging topic, a brand-new piece might make more sense.
The larger topic cluster, Squarespace SEO, was critically important to us in terms of alignment with our services. This tipped the scales towards updating the blog post.
In my case, the decision typically leans towards updating. Although creating a new article could potentially draw more attention, the effort required would not align with the return, given that my articles are often performing well and are a part of an existing topic cluster. Therefore, updating emerges as the more efficient choice much of the time.
Blog Post Enhancements: More than Just Updates
Updating blog posts for SEO doesn't just involve tweaking the text.
In this instance, adding an FAQ section at the bottom of the article seemed like a viable strategy. By compiling anticipated reader questions alongside the main content, I aim to provide a comprehensive resource that enhances reader engagement and satisfaction.
The process involves reading through the article, identifying potential FAQ topics, and then methodically addressing them. This approach not only refreshes the content but also adds layers of utility for a more enriched reader experience.
Another element to consider adding is looking at imagery or video. Can you add an infographic such as in this article about image SEO, which would make the article more dynamic? Perhaps a video could help with understanding? These can all make your content stronger!
Navigating Content Lifecycle Decisions
Ultimately, whether to update, create anew, or even retire content, isn't a cut-and-dry decision.
It requires assessing the future role of the piece within your brand or business strategy. For this Squarespace article, expansion through updates and an FAQ section breathes new life into its digital presence, helping it continue its work—even if its role has evolved.
As you navigate your content strategy, remember there are multiple pathways and strategies. Your decision will likely be influenced by a mix of content performance, strategic business objectives, and the value you anticipate bringing to your audience. Each decision shapes your brand narrative, ensuring it remains both relevant and responsive to its digital environment.
