How to optimize an old blog post: Step-by-step guide

If you've chosen SEO as a marketing channel, it's not just about publishing new content. Optimizing existing content is just as important! In this article, I'll show you how to optimize an old blog post for better ranking on Google. 📝

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Step-by-step guide for optimizing old blog posts

1- Keyword analysis: The first step to optimization

Before you even begin optimizing, you need to conduct a keyword analysis. Which keyword should the article ideally be found for? What is it currently being found for? Is it still appropriate? For the latter, you use the Google Search Console. This shows you which search queries your specific URL is currently being found for and where you rank.

Want to save time and have professional keyword research conducted for your website and blog? Get in touch here!

2- Determine the right keyword

Once you've successfully completed the keyword analysis, it's time to determine the right keyword for your article. An example would be "wedding planner Munich" or "family therapy." It's possible that you're already ranking for this keyword with this blog post - in which case, you should NOT optimize for a new keyword, but stick with the "old" keyword. Otherwise, you risk a drop in ranking for a keyword that may still be relevant.

3- URL check: Is the keyword present?

An often overlooked aspect is the URL of the blog post. Is the keyword already included there? If not, you should adjust the URL accordingly. A URL that contains the keyword can significantly improve visibility on Google.

4- Keyword usage in the title, headings and body text

Now we come to the heart of optimization: using the keyword in the title, headings, and body copy. Make sure the keyword is used naturally and not too frequently to avoid keyword stuffing. A good rule of thumb is to include the keyword multiple times in the title, in at least one heading, and in the body copy.

5- Optimize page title and meta description

The page title and the meta description together form the snippet - this is the small preview in the search results:

Is your snippet written in a way that encourages clicks? Include CTAs like "Learn more!" or "Click here for the solution." It's important that your keyword appears in the page title and that the meta description is the right length (you can check this with this free tool).

6- Image Check: Insert SEO-friendly images

Images are important not only for the aesthetics of the article, but also for SEO. Are the images uploaded compressed? Have you included relevant alt-descriptions with keywords? These steps are important for reducing the article's loading time and increasing visibility in Google image searches.

7- Content check and update

The final step is a content review. Is the introduction still accurate? Can you add something new to the topic? Are all the links still working? Is there a new study or blog article you can link to? These questions will help you keep the article fresh and relevant.

Conclusion on optimizing old blog articles

Optimizing an old blog post may seem time-consuming at first, but it's worth the effort. By following the steps outlined above, you can significantly improve your articles' visibility on Google and thus attract more traffic to your website. So, what are you waiting for? Start optimizing your old blog post right away and watch the views and clicks increase! 🚀

If you don't want to tackle this topic alone, I'd be happy to help. I was recently dubbed the "SEO queen." Perhaps that's exactly what you need on your team? ☺️

FAQs about updating old articles

1. How often should I optimize an old blog post?

It's a good idea to regularly review and optimize blog posts, especially if your target market or keywords change. Conducting a keyword analysis every six to twelve months and updating the article as needed will ensure you continue to rank well on Google and your content remains relevant.

2. What happens if I change the URL of an old blog post?

If you change the URL of a blog post, be sure to set up a 301 redirect from the old to the new URL. This will prevent existing backlinks from becoming lost and negatively impacting your SEO efforts. Without a redirect, your post could lose its ranking position and you could lose valuable traffic.

3. Should I always choose a new keyword when optimizing?

Not always. If the original keyword is still relevant and has potential, you can keep it and optimize your article around it. However, if the keyword is outdated or no longer relevant to your target audience, it may be a good idea to choose a new one. Thorough keyword research will help you make this decision with an informed mindset.