Recycle, reoptimize and republish your less popular posts

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Millions of blog posts are published on the Internet every day, and unfortunately, not all of the content is going to be a winner. The reality is that a lot of our content is getting less organic traffic than expected, despite our best efforts.

It’s a common feeling for all marketers: that blog post you painstakingly wrote is now stuck in search results. This is called underperforming content, and in most cases it can be optimized.

Many people overlook the value of optimizing existing blog posts. As the classic saying goes, out with the old and in with the new, right? In reality, older and less popular posts are arguably the best ones to optimize .

Republish posts
Why you should reoptimize old content
These are some reasons why it may be useful and necessary to re-optimize some of your old content that has not been successful, or has lost some momentum.

Content may expire
Content needs to be updated from time to time to keep its information relevant. Even evergreen content (that which does not lose relevance) needs to be updated and undergo occasional optimization.

Keep in mind that user behavior is vital now, and it deeply affects how search engines rank your content.

Some user signals, such as returning to the search results page (the dreaded bounce) , are negative. They indicate to the search engine that your site is simply not relevant to what the user requires.

This is likely to happen if your content is (or appears) outdated. An update date from a couple of years ago can cause the user to look for alternative content. That signal will affect your SEO ranking and you will attract even less organic traffic. A vicious circle.

How to avoid this? The answer is simple: re-optimize your content.

Republish posts
Your content retains value in the long term
A study of 450 marketers showed that 40% of them generated more bolivia mobile phone number list than 30% of their leads from old blogs. And 9 out of 10 marketers re-optimize content they published more than 6 months ago.

It is clear from this statistic that updates to old posts are correlated with the traffic they attract. There is no doubt that it is worth re-optimizing your old content.

Algorithms are constantly changing
Yes, everything can evolve, including the search engine. And it does so very quickly. New technology, new rules and regulations can change search intent. To have a successful SEO process, it is important that your content is relevant.

Therefore, you should always re-optimize your content with relevant keywords that can help adapt to the evolution of Google's search intent, algorithm, and trends.

How to re-optimize your less popular posts?
At this point, it’s clear that re-optimizing old content can increase organic traffic. With that out of the way, let’s start looking at how to re-optimize your less popular posts to improve SEO.

Find fresh and relevant keywords
People's interest changes over time and the best way to keep up with the latest trends is to research your keywords. Always look for related keywords that work best to include in your content.

Re-optimizing content with long-tail keywords tends to perform better in search engines. This is because these keywords are very specific and have less competition, making them easier to rank for.