Don't Delete Old Content; Here's What to Do Instead

If you've been running a blog or website for a long time, you have a secret weapon.

Even if you don't update your content regularly or have the most interesting blog posts on your site, you still have an advantage over other sites: your site's longevity.

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Now, whether the actual age of your site really weighs in to site authority isn't totally clear. While Google says that website age doesn't factor into its algorithm, some SEO experts still say that yes, an older site looks better to the search engines.

Regardless of what's true, it's a far better practice to revamp your existing content than to scrap it. You can use Google Search Console and other SEO tools to monitor which pages perform the best and which keywords brought readers to particular posts. In fact, this data alone can help steer you in the right direction when you're trying to decide which content to prioritize.

But delete those old posts, and you lose data about them. You lose their associated comments. You lose important keywords. And if any other sites backlinked to you, those are now dead, too.

So, what to do if your old posts are inaccurate or just plain lousy? Keep them alive, but bring them up-to-date with seriously killer content.

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Here are a few quick and easy ways to do this:

  • Add recent information or news about the topic
  • Add several new sections with H2 headers addressing related ideas
  • Incorporate quotes from industry experts
  • Improve the syntax to make the post more on-brand
  • Include a link to a free download (lead magnet)
  • Add or adjust the call to action
  • Incorporate other media, like images, infographics, or videos

Don't send those old posts to the graveyard -- with a few changes, you can seriously boost your credibility, and your bottom line. 

What do you think? Have you ever renovated content and seen a boost in engagement or sales? Do you think Google cares (or doesn't care) about your site's age anymore?