republishing content how to update blog posts for with timestamps YoutubeScribe.com

[0:00] As of today, our blog has 250 published posts.
[0:03] And according to Ahrefs' Content Explorer, 61
pages have been republished at least once.
[0:09] And if you look at the traffic trends over the
past three years, you'll see that nearly all of
[0:14] our republished pages have consistently been
gaining more and more search traffic over time.
[0:20] Now, the best part about this SEO strategy
is that increases in traffic can happen almost
[0:25] immediately, as you can see here, here, and here.
[0:30] So if you want to know how to get organic traffic fast
by simply refreshing older content, then stay tuned.
[0:36] [music]
[0:41] When you update content, you can't just recreate
any old page and expect to get a quick boost
[0:46] in organic traffic.
[0:47] There are some requirements in page selection
and you actually need to update the content
[0:51] with some thought.
[0:52] Plus, your website should follow at least
the basic SEO best practices.
[0:57] So you should have good content, a technically
sound website, and have some kind of website
[1:03] authority; meaning, you're not a new site or
have no links pointing at any of your pages.
[1:08] Updating content isn't a magic trick that'll
send a torrent of organic traffic your way.
[1:13] So if you fall short of this criteria, then I recommend
watching some of our beginner-level videos first
[1:18] to amp up your site.
[1:19] And I'll link those up in the description.
[1:21] But if your site matches this criteria, then
let's get started with the first step, which
[1:26] is to diagnose pages where your content
is responsible for underperformance.
[1:32] Content is obviously a huge contributor to
your ranking success.
[1:36] But it's not always going to be the main reason
why you're not ranking in the top 3 positions.
[1:41] So the first thing we need to do is actually
identify that a content issue exists.
[1:46] And there are four main things to look out for.
[1:49] First, check the age of your page.
[1:52] It takes time to acquire backlinks and for
Google to understand where your page fits
[1:56] in the SERP.
[1:57] So as a general rule of thumb, you should
give your page around 6-12 months to rank
[2:02] before considering a major update.
[2:05] Second, you need to check that the page
is targeting a meaningful keyword.
[2:09] And for the purposes of this video, I'll define
a "meaningful" keyword as a topic that has
[2:13] potential to get search traffic.
[2:16] For example, this post on how to start a link
building campaign fast, isn't targeting a keyword.
[2:22] So we wouldn't update it for the purpose of
getting more organic traffic.
[2:26] You should be able to tell right away whether
you're targeting a keyword from your page
[2:29] title and URL.
[2:31] But if you're not 100% sure, you can double-
check if the topic has traffic potential by
[2:36] going to Ahrefs' Keywords Explorer and entering
a query you think could have traffic potential.
[2:41] Then scroll down to the SERP overview table
and look at the amount of search traffic the top
[2:45] ranking pages get.
[2:47] And now you just need to assess whether the
topic is worth updating based on the time and
[2:51] resources required for the potential traffic gain.
[2:55] Now, I don't want you to think that I'm saying
to only update pages with traffic potential.
[2:59] For example, we create data studies which
helps us build links, contribute to the SEO
[3:03] community, and also flex our big-data muscles.
[3:06] But since we're talking about updating pages
for more organic traffic, we'll skip over these
[3:11] types of pages for the purposes of this tutorial.
[3:14] Alright, so third, make sure your page isn't already
ranking in the top 3 for its target keyword.
[3:20] Minor updates are usually fine, but generally
speaking, if you're already ranking in the top
[3:25] positions, you probably don't want to do a full
rewrite and potentially lose those rankings.
[3:30] There's obviously exceptions to this rule,
but let's keep this tutorial simple.
[3:34] Alright, so to find pages that aren't ranking
in the top 3 positions, you can use either
[3:39] Google Search Console or Ahrefs' Site Explorer.
[3:42] With Search Console, go to the Performance
or Search Results report, and then make sure
[3:47] that you have the average position selected.
[3:50] Next, let's set a Positions filter to only show
keywords that are ranking in position 4 or higher.
[3:56] From here, you'd want to look through your list
of queries and try and spot topics you're targeting.
[4:01] Now, since Search Console shows average
positions, it usually isn't a great representation
[4:06] of where your page ranks today.
[4:09] So you can use Ahrefs Site Explorer to get
more current ranking positions.
[4:13] So I'll enter our blog URL here and run the search.
[4:16] Next, I'll go to the Top pages report, which
will show us pages that generate the most
[4:20] search traffic in our blog subfolder.
[4:23] Ideally, you want to find pages where you're not
ranking in the top 3 for your primary keyword.
[4:29] And an easy way to spot this is to look at
the page URLs, along with the top keyword
[4:34] and its position.
[4:36] So after going through the list, I found
a post that can benefit from an update.
[4:40] Our guide on guest blogging is ranking in
position 3 for "links and guest."
[4:44] But hey, our target keyword is actually "guest
blogging," so there's a good chance it's ranking
[4:49] lower than we'd like.
[4:50] So if I click on the keywords number here,
you'll see that we're ranking in position 7
[4:54] for our target query "guest blogging."
[4:57] Now, this page actually checks all the boxes
that we've gone through so far.
[5:01] It's been longer than 12 months since our
last major update, it's targeting a meaningful
[5:06] keyword, and it's an underperforming page.
[5:09] Now, the last thing we need to do is make
sure our subpar rankings aren't due to
[5:13] backlink-related factors.
[5:15] To do this, we need to find out how many backlinks
the top-ranking pages have and assess the quality
[5:20] of those links.
[5:21] So let's go to the SERP overview table in
Ahrefs' Keywords Explorer for this query.
[5:26] So, here you can see all ranking pages as
well as their SEO metrics.
[5:30] And the main metrics we're looking at are
the number of Referring Domains, which are
[5:33] unique websites that link to the page, Domain
Rating, which represents the overall strength
[5:38] of a website's backlink profile, and URL rating,
which represents the overall strength of a page's
[5:44] backlink profile.
[5:45] So based on these metrics, our page has plenty
of unique referring domains and high website
[5:51] authority, yet we're being outranked by other
so-called "weaker" pages.
[5:55] Now, we may not be able to rank in the first position
because of the sheer amount of links the page has,
[6:00] but a jump from position 7 to position 2 or 3
could give us a decent bump in traffic for a topic
[6:06] that has a lot of business value for our company.
[6:09] And so therefore, this page could benefit
from an update.
[6:12] We have a full video on assessing keyword
and ranking difficulty, so I'll link that up for
[6:16] you in the description.
[6:18] Alright, so now that we've identified a
page to update, it's time to refresh it.
[6:22] And this requires a bit of research and decision making.
[6:25] The first thing you'll want to do is assess search
intent and make sure your page matches it.
[6:30] Search intent means the reason behind
a searchers query.
[6:33] And the best way to do this is to look at
the top-ranking pages and identify the 3 C's
[6:38] of search intent.
[6:39] The first C is content type.
[6:42] Content type can usually be categorized into
blog posts, product, category, and landing pages.
[6:48] So based on the SERP, these are all blog posts
including ours.
[6:52] The second C is content format.
[6:54] And this applies more to blog posts and landing pages.
[6:57] A few common blog formats you'll see are how-tos,
tutorials, list posts, and opinion editorials.
[7:04] For a landing page, that might be something
like a tool or a calculator.
[7:08] In this case, you'll see a mixture of "complete
guides" and a couple "what is guest blogging"
[7:12] type posts.
[7:13] We've gone with the how-to format.
[7:16] And the third C is content angle.
[7:19] Content angle is often depicted in the title
as the "benefit."
[7:22] It's basically your hook as to why someone
should click and who it's for.
[7:27] Based on the top-ranking pages, it looks like
the "ultimate guide" posts are hitting the angle
[7:31] of thoroughness.
[7:33] Whereas the "what is guest blogging" posts
are targeting beginners.
[7:37] Ours on the other hand is actually targeting
more of an advanced audience.
[7:41] We've gone with the angle of building high-quality
links at scale, which probably isn't appealing or
[7:46] helpful for a beginner.
[7:48] So overall, our post matches search intent
but it also tells me that we're likely missing
[7:53] a lot of depth and context for a beginner-level
audience; whom in my opinion are the ones
[7:58] searching for the query "guest blogging."
[8:01] Another interesting observation from this
SERP is that the "what is guest blogging"
[8:05] pages are actually ranking higher than the
more authoritative pages with significantly
[8:10] fewer referring domains.
[8:12] So something to consider is that these pages
may actually serve searcher intent better than
[8:16] the other pages.
[8:18] So if we were to update this page, we'd probably
include a short section on "What is Guest Blogging"
[8:23] within the content.
[8:24] Now, I want to illustrate my point on the importance
of matching search intent with an example.
[8:29] In November, 2018, we published a post targeting
"what is seo."
[8:33] And the post was created as an expert roundup
where we asked seasoned SEOs what search engine
[8:38] optimization meant to them.
[8:40] The post was great, but it didn't match search intent.
[8:43] As you can see from the SERP, these pages
are posts for beginners with basic information
[8:48] on the definition of SEO.
[8:50] As a result, our organic traffic growth fell
short of its full potential.
[8:55] We then updated the post on September 5th,
2019 and almost immediately got a huge spike
[9:00] in traffic.
[9:01] And it continues to grow.
[9:03] So bottomline, if your page isn't perfectly
matching searcher intent, then your traffic
[9:08] and rankings will be limited.
[9:10] The next thing you need to do is analyze the
top-ranking relevant pages.
[9:14] Now, since we've already pinpointed that we
have a content issue rather than a links- or
[9:18] technical-related one, we need to see what
the top ranking pages are doing right.
[9:23] So this would require you to manually visit
the pages and analyze key points that are
[9:28] being made.
[9:29] And you don't need to actually read every
single post word for word.
[9:33] You just want to get an understanding of
structure and key talking points.
[9:37] And because the majority of pages have gone
with the "complete guide" angle, I'll open up
[9:41] these three pages since that's the angle
we'd go with too.
[9:45] The easiest place to start is to look at heading
tags because it'll tell you the main points that
[9:49] are discussed throughout the post.
[9:52] To speed up the process, you can use Ahrefs'
SEO toolbar and use the on-page feature which
[9:57] is free for everyone.
[9:59] Just click the Page icon and you'll see a
list of the main headings.
[10:03] Then do the same for the other pages.
[10:06] So I've put the headings in a Google Sheet
and now we're just looking for similar topics
[10:10] that are covered by the top-ranking pages.
[10:12] So a couple of them talk about guest blogging
goals, they all talk about finding guest posts
[10:17] opportunities, preparing your pitch, writing
the actual post, and so on.
[10:22] So your typical step-by-step guide to guest blogging.
[10:25] And again, we'd probably include a section on "What
is Guest Blogging," so I add that as a separate note.
[10:31] Alright, so this should give you a decent
outline to work with to write a great post.
[10:35] But there's one last thing that I think is
worth doing.
[10:38] And that's to analyze the page's backlink profile.
[10:41] Since we're updating a page and we've ruled
out that links aren't the reason for the page's
[10:46] underperformance, it's worth looking at the
page's backlinks to see why people linked to it.
[10:51] For example, if you have a post that includes
stats and people linked to you because of
[10:55] that stat, generally speaking, you should
include it in your updated post so the link
[11:00] stays relevant.
[11:02] Does this play a role in rankings?
[11:04] I can't say it does or it doesn't.
[11:05] But only good can come from it, assuming
the point is still valid, accurate, and up to date.
[11:10] Plus, if a lot of people are linking to you
because of something you've mentioned,
[11:14] then it could lead to more links going forward.
[11:17] To see your backlink profile, go to Ahrefs'
Site Explorer and enter the URL of the page
[11:21] you're updating.
[11:23] Next, go to the Backlinks report.
[11:25] From here, you can just skim through the list
and look for unique reasons why people are
[11:29] linking to you.
[11:30] So as you can see here, we got a link from
Entrepreneur because of a stat mentioning 20%.
[11:36] And the link below that also talks about a
traffic increase by 20%.
[11:40] So to quickly see how many links we got
because of this stat, I'll scroll back up
[11:45] and enter "20" into the Include box.
[11:47] And I'll also set the Search filter to only
look in the surrounding text and link anchor.
[11:53] And there are nearly 60 unique pages that
have linked to this page because of that stat,
[11:58] so it's probably worth mentioning.
[12:00] Now, you don't have to include everything
you find in the Backlinks report.
[12:03] Just do it if it's still relevant, adds value, and
makes sense with the context of your page.
[12:09] Alright, so after doing this, you should have
a thorough outline of the key things to include
[12:13] in your content.
[12:14] The last step is to republish your post and
submit it for reindexing.
[12:18] If you use a CMS like WordPress, change your
published date to the current date, and hit Update.
[12:24] After you can resubmit your URL in Google
Search Console and request reindexing.
[12:29] Just enter the URL in the search bar.
[12:32] And then hit the Request Indexing link.
[12:35] From my experience, Google recrawls the page
almost immediately.
[12:38] So if you've done everything right and your page
matched all of the aforementioned requirements,
[12:42] you can sometimes see an immediate bump in
rankings and traffic.
[12:46] Now, you don't have to actually request indexing,
you can also wait for Google to recrawl the page
[12:52] which should have the same effect.
[12:54] So I encourage you to go and do a content
audit of your site to see which pages could
[12:57] benefit from a full-blown update.
[12:59] And we have a full tutorial on doing a content
audit as well as a free template that'll do
[13:04] the heavy lifting for you.
[13:05] So I'll leave a link to that in the description.
[13:07] Now, if you found this video to be helpful,
make sure to like, share and subscribe for
[13:11] more actionable SEO and marketing tutorials.
[13:14] And if you have any questions, leave one in
the comments below.
[13:16] I'll see you in the next tutorial.

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