Every award-winning athlete will tell you, you’re only the champion until someone comes along who’s better than you. And someone will always come along, it’s only a matter of time. Your award-winning blog posts are the same – they’re only going to stay at the top of the index until one of your competitors comes along and writes something even better. And it’s only a matter of time before your older posts lose their Google rankings, now matter how great they are.
But some of the best, top-ranking posts on the Google index were written years ago. How do they manage to retain that top position for so long? How do they work their WordPress SEO? Surely, somewhere along the line, someone’s written something that’s as least as good, if not even better. Here are 5 easy steps you can use to improve Google rankings for your older posts, assuming, of course, they’re still relevant and filled with good quality information.
Link to them from a new post
You don’t want to just re-write that original blog post, you’re trying to bring it back from the dead. Take one or two key points from the original and use them as the focus of a new post. Then, include an anchor text link back to the blog post you’re trying to revive and send your readers there for more information. This link will improve your on-site SEO, as well as increase traffic to that older post.
Do whatever you have to do to promote this new article to the top – article marketing or whatever link building strategy you use – and it will help pull the older post back to the top, too.
Create an archive page
The biggest problem with blogs is, once your posts reach a certain age they become almost impossible to find. If you’re blogging with WordPress there are several archive plug-ins you can use to set up a detailed page with links to all the content you’ve ever posted. This makes it easier for your readers to find those oldies but goodies.
Put a link in the sidebar
Use a widget or block of code to create an area in your sidebar for posts you want to highlight. Dust off those oldies but goodies and bring them out into the spotlight.
Add links to your existing high-ranking posts
You should be able to tell by looking at your analytics which of your posts are getting the most traffic. Match up current big-traffic generators with those past high-ranking posts and add in links to send your visitors to the older content. I never publish an article or post without having 2 or 3 other links to send my readers to. One, they appreciate the additional information. And two, it keeps them on your site longer.
Put them in a special category and add them to your automated feeds
Of course, the best way to improve Google rankings is to get people linking to your content. And the best way to do that is to share it around. I use Twitterfeed to automate some of my Twitter and Facebook content and you’d be amazed at the traffic it can bring in.
But most of the automation products don’t reach all the way back into your archive for those really juicy blog posts. Set up a special category on your blog for that older content and use that separate category feed to drip your older blog posts out over Twitter and Facebook.
And don’t worry about the posting dates that show up on these older articles. People don’t care when it was posted as long as it’s still relevant, great quality information.