DON’T FORGET TO REPUBLISH OLD CONTENT
You write a blog post and send it out to your email list, you even post it on Facebook and other Social Media Platforms. Then you think to yourself, “great! My job is done I’m going to sit back and watch all the leads and sell come rolling in.” Hold on Kemosabe, not so fast
Just because it was emailed out to your list does not mean that many people saw your post. This is not necessary a reflection of your list size, but could be a reflection of the open and click through rate.
Your email list consist of 1000 people, 10% of your list constitute your Open Rate and 1% for your Click Through Rate. Let’s do the math: 10% of 1000 people equals 100 people that’s your Open Rate, meaning that’s how many people are opening your email. Now your Click Through Rate equals 1%, so 1% of 100 people equals 1 person, so one person saw your blog post.
That’s probably not the kind of eyeball percentage you want looking at your blog post, but that’s the Open & Click Through Rate Formula.
But then there’s paid advertising, but that’s a whole new can of worms and a whole new topic for another day.
That’s not what I want to talk about today!
What I’m really talking about is “Published Content” and what you can do about it.
GOOGLE IS DEALING WITH A GLUT OF OLD OUTDATED CONTENT!
You put out your blog post and got some eyeballs on it, that’s great! Now, let’s dive in and look at it a different way.
Google is currently dealing with a glut of old outdated content right now. The internet is about twenty-five years old and this old outdated content is what is known as “Content Shock”
Let’s go down memory lane to when gurus where saying “blog everyday to be successful you’ll get tons of leads and sells.”
Now, that was back in 2010, 2012, you could put out tons of mediocre content and get lots of love from your readers and Google because there were less bloggers doing it, but we are not living in 2010- 2012, we are living in 2019 and things have changed quite a bit. So this “Content Shock”, this glut of content is what Google is dealing with right now.
What can you do to let Google know your content is still relevant and up to date?
YOU NEED TO TEND TO / IMPROVE / UPDATE YOUR BLOG POST
Anytime you do a google search, for example, you want to know how to find out how to create vegetable garden and your looking for the type of vegetable that grows well in your area. The results come back, but results are from 2011, you do another search and this time, it’s bad information.
What’s going on here? You, my friend are having a bad user experience, what we call a google “UX”. This means you were expecting a good result of information only to get old outdated data or something you didn’t want. That’s a bad “UX” and Google doesn’t want that to happen to you.
The last thing Google want is for you to say, “screw this let me try Bing or Yahoo search instead.” Google’s highest priority is their customer-user experience and the best way for us to have a good user experience is to have good up to date and relevant information based on your search quarry.
That’s what’s going to keep us coming back to Google time after time. When that happens, Google gets the recognition of a good search engine which helps them make money by having the best platform where everyone has a great user experience.
Now, if customer user experience suffers, Google’s ability to sell ads and to make money suffers, and they don’t want that.
Google is dealing with twenty-five years of old content which include websites and businesses; some of which no longer exist. So Google has to index this, send spiders and do their google algorithms, but again they are dealing with twenty-five year old data.
So, what can you do to let Google know your content is still relevant and up to date? By updating your posts! It’s the best thing you can do to show google you have good content, not from a social media platforms, but from a Google Search Engine Platform.
What does that mean? it means that if you wrote a blog post, say six months ago and you discovered something new about it, it would be wise to go back and update it.
Maybe there wasn’t a good graph or image or whatever else was needed to be changed, go back and update the thing that helps support the blog post.
Now I’m not talking about rewriting the whole blog post over or doing it for the sake of doing it because six months has passed, but when you have good relevant content which will help revive your blog post.
The next step would be to email it again and post again as a new and improved vision. You might be saying to yourself, “isn’t that a little cheesy?” I say no! Product companies do it all the time; think about this: Coke to Coke Classic or Crest with 30% more fluoride.
When you do this a couple of things happen: your getting it back out there, the same people might see it again, but as a better version of itself and more importantly you get new eyes to see it.
Secondly, you are signaling to Google that this is not old content, but it’s up to date and improved content. This is not part of the Content Shock, what you’re dealing with is current up to date material.
What that is telling Google is when you search and get my content it is good and updated for a better UX experience. The results are relevant and you are going to have a good high user experience result.
A good rule of thumb is go back and look at all the old blogs you’ve done and see if you can improve on it in some ways that I‘ve discussed, create a spreadsheet to keep track, and file it to be used for future dates.