How your old content can help with SEO
Looking to get the most SEO value out of your content marketing efforts? Columnist Tamar Weinberg explains how to breathe new life into your content assets.
As the volume of content on the internet continues to expand at jaw-dropping rates, it’s getting harder and harder to attract an audience.
And yet, publishers and brands are investing heavily on churning out new pages. The Washington Post publishes 1,200 new content assets every day, 500 of which are articles prepared by their in-house editorial team. Across the entire web, according to estimates from Internet Live Stats, over 4.3 million blog posts go up each day. Keeping up with that kind of competition volume is a bit of a non-starter.
What’s more, traffic referred from search, which was once considered to be the most attainable and most effective audience acquisition channel, is likewise becoming harder to attain. Depending on the user’s search term, geolocation and device, Google’s monetized SERPs are likely to aggregate fewer than 10 organic, non-personalized results. Regardless, social media is driving more traffic to content pages than search.
One recent study conducted by Boost the News found that 74 percent of new articles hit their traffic peaks on the same day they’re published, followed by 25 percent the following day.
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