As the concept of content marketing becomes more and more widely accepted, many enterprises are paying more and more attention to publishing content for marketing. What I want to share with you today is how you can maintain and make good use of these contents after accumulating so much content to maintain good search results!
This time we refer to an article by a foreign blogger . The author mentioned in the article that an article originally in the blog has always been ranked third in the keyword search results, but it has not been updated after two years. , Slipped to eighth place. Examining the website traffic, we found that the traffic has a trend of straight decline.
Therefore, the author made the following adjustments for this article:
1. Minor updates, such as: sentence lengthening, adding new keywords in the article, title adjustment, typo update
Title adjustment: Why I Moved from Dropbox to Google Drive -> Dropbox vs Google Drive: Which Should You Choose?
Add new keywords in the article
The result of this is to allow the search engine to distinguish the difference between the newly-added content and the originally indexed content when it is crawled again, so that the newly-added content can be re-indexed and have a chance to improve the ranking.
2. Adjust the release date so that the article appears at the top, which is the latest article on the website
Changing the publishing date is a way to inform search engines that "this is new content". Another advantage of doing so is that when your website visitors come to the Landing Page, articles after the updated date are easily exposed in the earlier place. Make the page more likely to be clicked, and the traffic of the page will also have a chance to increase.
A common practice is to update the content on the website of the supermarket collection point activities, credit card discount programs, etc., to modify the update information in the same article, and to ensure that the release date is updated after each modification. The ranking is effectively maintained.
3. Update the metadata of the article's title, keywords, description, etc.
As important as the text, there are the Title, Description, and keywords in the Meta tag. This part is an important basis for search engines to determine whether the content is different. Appropriate modification can help search spiders to better distinguish the updated content. .
4. Treat as a new article for promotion, for example: use e-newspapers and communities to promote
After the content differentiation has been completed, a large amount of exposure is needed for the traffic to be noted. The update of the content and the increased traffic in a short period of time will allow search engines to treat this article as new and valuable content. Opportunity to improve its ranking in search results.
Result: climbed from 8th to 3rd in 4 days, the page views increased by 486%
Through the information shared in this article, we can summarize the following points to help the ranking of the old article rise again:
1. Update outdated information-
For example, some article websites that share credit card discount plans or travel agency itinerary information will be updated from time to time, and the updated content will be added to the original article to retain the original traffic, and it can also be judged by search engines as new To be indexed.
2. Add external links to the new page (after adjustment), don’t add external links to the old page
3. Update the title, which should contain keywords -
The update of the title can also enable search engines to effectively determine that the article is the updated content, but remember that the new title still contains the keywords you set.
4. Update the text, including keywords
5. Mention keywords within the first 100 words of the article
6. If there are subheadings in the article, at least one subheading must mention keywords
7. Adjust META information
8. Update release date-
Update the release date. Search engines will also update the date below the URL when indexing. For searchers, the more new information they receive, the more willing to click.
9. Let the article appear at the top (latest article)
Update the publication date so that the article is at the forefront of the website, and it is easier to be exposed to users during in-site browsing.
10. Email to customers
11. Post information in the community
12. Pay close attention to the ranking status
Old articles can also be used for new purposes. Try it now!
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