It will be 2012 before we know it. It’s time for your annual website content review. You have great high-traffic pages, but you also have duds. You may be tempted to delete them… don’t.
Remember that every content page is a gateway to your site, and you need all the gateways you can get.
As this post, An SEO Playbook For 2012 suggests:
“If you have decent quality content that provides real value, keep it whether it is SEO optimized or not. Yes, get to work optimizing older content doing things like selecting hub pages, optimizing text and cross-linking. But do not delete your old content.”
How to do more with what you have
There are endless ways for you to do more with the content you already have.
Consider:
* Expanding the content. Most site pages can be easily expanded — your About page, for example. Yes, you’ve told your audience who you are, but have you checked your keywords recently?
Starting with your keywords, add more information. Post staff photos, and short biographies. Add a short company history, and a vision for your company going forward.
* Updating the content. Updating older pages can be as simple as adding a couple of paragraphs, or it can involve rewriting most of the content. Either way, take this opportunity to cross-link relevant pages together.
* Linking to the content. Drag evergreen content into the limelight by linking to the content from higher-traffic pages.
* Excavating old blog posts. Blogs are wonderful, but older content gets buried quickly. Create a plan for excavating old posts in 2012. Your plan could include creating hub pages, but it can be much simpler. Consider creating a schedule to curate older posts in new posts with the title: “This week in 2011″, or “Today in 2011″.
* Kindle it. I’m helping a client to develop a Kindle ebook from his blog. Not only will his older posts get fresh visibility, he’ll also get new readers.
Web content is valuable, and you can get even more value from your content when you do more with what you have.
Angela Booth, top copywriter, author and writing teacher.
Info Product Maestro: Make $500 a Day with Your Information Products
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