Do you have a lot of older content on your blog that is just sitting there, doing nothing? Then this post is for you. Historical blog optimisation essentially means going through your old, outdated blog content and optimising it in order to generate more leads and traffic, eventually leading to more end conversions. You can even improve your conversion rates by as much as 87%. There are a number of different ways you can do this, and we’re going to go over some of the best below.

Historical content optimisation can refer to a number of different tactics, such as updating old content and even republishing it as new; going through old posts and adding keywords to help improve search rankings; and optimising your most popular posts that could include a better call-to-action (CTA) to help them generate more leads.

Improving CTAs

When looking at calls to action, there are a number of things to consider. For instance, you may discover some of your old blog posts have CTAs that are outdated, or focus on a particular offer that is no longer available. Perhaps some of your old posts are lacking CTAs altogether. Going through these old posts and updating the CTAs to be more encouraging, relevant or updated can in turn result in more leads.

Adding keywords

To increase the amount of traffic to your older blog posts, try and come up with some relevant keywords that people may use to search for exactly the kind of content you’ve written; this is called SEO. If you don’t feel like going through all your blog posts, try picking on some of the more successful ones and finding out just how much more powerful they can become. The results may encourage you to keep going with historical SEO, with research indicating you could increase your number of leads by an almost unbelievable 99 per cent – but you won’t know until you try it.

Combining the two

If possible, your CTA should relate to the keywords and subject as much as possible, otherwise you won’t see as many results. So, for instance, if a client is looking for great PR services, and your keywords are ‘public relations for business’ and ‘business PR’, mention your PR services for business at the bottom of the article and how you are able to provide a custom quote for visitors who fill in their details in the provided link. Now your post is optimised.