Ever Heard of Historical Optimization? It’s the Secret Content Experts Use to Dominate SERPs
They say the past should be left in the past. But when it comes to digital marketing, you have no idea how valuable the past is for your brand to zoom into the future.
Let me explain.
On several occasions, you have probably found yourself wracking your brain, trying to find new blog topics to discuss to bring in more traffic to your pages. Even HubSpot, one of the authorities when it comes to content, find themselves in the middle of this dilemma sometimes.
But then, the most amazing thing happened.
They discovered that even if you run out of new things to talk about, your old posts can actually do the job of bringing in the new traffic that you need.
This is an approach called historical optimization.
What Historical Optimization is All About
From HubSpot’s analysis, this is what they found out:
- By optimizing old posts, they doubled their monthly leads.
- The monthly organic search views for the old posts they optimized increased by 106%.
- 76% of the monthly views come from the old posts they optimized.
- 92% of monthly leads come from old posts.
If those numbers aren’t making you say, “Wow”, I don’t know what will.
Basically, historical optimization means going back to your old posts and updating them. Remember that just because a post is old does not mean it’s useless. A little tweak here and there, and it can still be relevant now as it was back then.
Why Historical Optimization Works
Can you imagine the amount of content being published day in, day out?
It is no secret that the spotlight on content marketing has grown fiercer in the past few years. Here’s the problem – businesses are producing more content than ever, but the demand for it isn’t moving. We’re left with overflowing content, with 50% of it left unused, unseen, and wasted.
Considering this scenario, historical optimization works because:
- Old posts already have a degree of page authority.
Why do we go through all the trouble of adding backlinks and applying other tactics that increase page authority? Because Google algorithms prioritize pages that have a level of credibility and authority.
Knowing that these posts have lived in their own digital space far longer than any other content, it already has a degree of authority to it. That means you get to take advantage of its existing reach instead of starting from scratch.
- Both Google and users prefer fresh content.
Now, let’s clarify the meaning of “fresh”. Just because the content is fresh doesn’t mean it is newly-published. As long as the topic is still relevant and the data is up-to-date, it can still be seen as fresh, useful content. Google and online users like that.
- You prevent your posts from competing with one another.
Creating new content talking about the same old topic is counter-productive because you’re potentially making your posts compete with each other. Instead of starting fresh, refurbishing your old relevant posts allows you to concentrate all your resources on one thing, which means that the results will all be poured into one piece of content as well.
Clearly, the advantages of historical optimization are astounding. So stop disregarding those old posts and start hunting for opportunities. Sometimes, the answers we are looking for lie in what we already have.