Round 2005 or so, company blogs grew to become the factor to do. Huge gamers within the enterprise world touted that such platforms may “drive swarms of site visitors to your primary web site, generate extra product gross sales” and even “create an extra stream of promoting earnings” (Entrepreneur Magazine circa 2006). With guarantees like that, what marketer or exec wouldn’t soar on the weblog bandwagon?

Sadly, preliminary forays into branded content material didn’t all the time dwell on minor points like “high quality” or “leisure,” as a substitute specializing in sheer bulk and, in fact, all of the key phrases. Now now we have discovered higher, and lots of company blogs are much less prolific and provide extra worth. However on some websites, behind many, many “subsequent web page” clicks, this previous content material can nonetheless be discovered lurking within the background.

This active company blog still features over 900 pages of posts dating back to 2006

This lively firm weblog nonetheless options over 900 pages of posts courting again to 2006

This example leaves present SEOs and content material groups in a little bit of a pickle. What do you have to do in case your web site has extreme portions of previous weblog posts? Are they okay simply sitting there? Do you want to doone thing about them?

Why trouble addressing previous weblog posts?

On many websites, the sheer variety of pages are the most important purpose to think about bettering or scaling again previous content material. If previous content material managers selected amount over high quality, heaps of previous posts ultimately get buried, all evergreen matters have been written about earlier than, and it turns into more and more more durable to hold stock of your content material.

From a technical perspective, relying on the size of the previous content material you are dealing with, pruning again the variety of pages that you simply put ahead may also help enhance your crawl effectivity. If Google has to crawl 1,000 URLs to discover 100 good items of content material, they’re going to take notice and not spend as much time combing by means of your content material sooner or later.

From a advertising perspective, your content material represents your model, and bettering the set of content material that you simply put ahead helps form the way in which prospects see you as an authority in your area. Optimizing and curating your present content material may give your assortment of content material a clearer topical focus, makes it extra simply discoverable, and ensures that it offers worth for customers and the enterprise.

Zooming out for a second to have a look at this from the next degree: Should you’ve already determined that it is value investing in weblog content material on your firm, it’s value getting essentially the most out of your present sources and guaranteeing that they aren’t holding you again.

Resolve what to hold: Stock and evaluation


The very first thing to do earlier than accessing your weblog posts is to ensure you know what you may have. A full record of URLs and coordinating metadata is extremely useful in each evaluating and documenting.

Relying on the content material administration system that you simply use, acquiring this record will be so simple as exporting a database area. Alternatively, URLs will be gleaned from a mixture of Google Analytics information, Webmaster Instruments, and a complete crawl with a software corresponding to Screaming Frog. This post provides a very good define of how to get the info you want from these sources.

No matter whether or not you may have a listing of URLs but, it’s additionally good to do a full crawl of your weblog to see what the linking construction seems to be like at this level, and the way that will differ from what you see within the CMS.


As soon as you understand what you may have, it’s time to assess the content material and determine if it is value holding on to. Once I do that, I like to ask these 5 questions:

1. Is it useful for customers?

Content material that is useful for customers is useful, informative, or entertaining. It solutions questions, helps them clear up issues, or retains them . This might be something from a walkthrough for troubleshooting to a set of inspirational images.

These 5-year-old blog posts from different real estate blogs illustrate past content that still offers value to current users, and past content that may be less beneficial for a user

These 5-year-old weblog posts from completely different actual property blogs illustrate previous content material that also provides worth to present customers, and previous content material that could be much less useful for a person

2. Is it useful for us?

Content material that’s useful to us is incomes natural rankings, site visitors, or backlinks, or is offering enterprise worth by serving to drive conversions. Moreover, content material that may assist set up branding or successfully construct topical authority is nice to have on any web site.

3. Is it good?

Whereas this can be a little bit of a subjective query to ask about any content material, it’s apparent if you learn content material that isn’t good. That is about elementary issues corresponding to if content material doesn’t make sense, has tons of grammatical errors, is organized poorly, or doesn’t appear to have a degree to it.

4. Is it related?

If content material isn’t not less than tangentially related to your web site, business, or prospects, you must have a very good purpose to hold it. If it doesn’t meet any of the previous already, it most likely isn’t value holding on to.

These musings from a blog of a major hotel brand may not be the most relevant to their industry

These musings from a weblog of a serious resort model will not be essentially the most related to their business

5. Is it inflicting any points?

Problematic content material could embrace duplicate content material, duplicate focusing on, plagiarized textual content, content material that could be a authorized legal responsibility, or some other variety of points that you simply most likely don’t need to deal with in your web site. I discover that the evaluation section is a very good alternative to determine posts that focus on the identical matter, so as to consolidate them.

Utilizing these standards, you possibly can divide your previous weblog posts into buckets of “hold” and “don’t hold.” The “don’t hold” will be 301 redirected to both essentially the most related associated put up or the weblog homepage. Then it’s time to additional tackle the others.

What to do with the posts you retain

So now you may have a pile of “hold” posts to kind out! All of the posts that made it this far have already been established to have worth of some form. Now we would like to benefit from that worth by bettering, increasing, updating, and selling the content material.


When setting out to enhance an previous put up that has good bones, it may be good to begin with enhancements on focusing on and basic writing and grammar. You need to be sure that your weblog put up has a transparent level, is focusing on a particular matter and phrases, and is doing so in correct English (or no matter language your weblog could also be in).

As soon as the content material itself is in fine condition, make certain to add any technical enhancements that the piece may have, corresponding to related interlinking, alt textual content, or schema markup.

Then it’s time to make certain it’s fairly. Visible enhancements corresponding to including line breaks, pull quotes, and imagery impression person expertise and can keep people on the page longer.

Develop or replace

Not all previous weblog posts are essentially in poor form, which may provide an excellent alternative. One other approach to get extra worth out of them is to repurpose or replace the knowledge that they include to make previous content material recent once more. Knowledge says that that is properly definitely worth the effort, with enterprise bloggers that replace older posts being 74% more likely to report strong results.

A number of methods to broaden or replace a put up are to discover a unique tackle the preliminary thesis, add newer information, or combine more moderen developments or modified opinions. Alternatively, you possibly can broaden on a bit of content material by reinterpreting it in one other medium, corresponding to new imagery, participating video, and even as audio content material.


Should you’ve invested sources in content material creation and optimization, it solely is sensible to attempt to get as many eyes as attainable on the completed product. This may be finished in a number of alternative ways, such assharing and re-sharing on branded social channels, resurfacing posts to the entrance web page of your weblog, or perhaps a little bit of exterior promotion by means of outreach.

The follow-up

As soon as your weblog has been pruned and also you’re engaged on getting essentially the most worth out of your present content material, an vital last step is to hold tabs on the impact these modifications are having.

Probably the most important measure of success is natural natural site visitors; even when your weblog is designed for lead technology or different particular targets, the variety of eyes on the web page ought to have a robust correlation to the content material’s success by different measures as properly. For one of the best illustration of site visitors totals, I monitor natural classes by touchdown web page in Google Analytics.

I additionally like to control natural rankings, as you may get an early glimpse of whether or not a bit is gaining traction round a specific matter earlier than it is profitable sufficient to earn natural site visitors with these phrases.

Do not forget that no matter what modifications you’ve made, it would often take Google a number of months to kind out the relevance and rankings of the up to date content material. So be affected person, monitor, and hold increasing, updating, and selling!