How to Get 260.7% More Organic Traffic In 14 Days (New Strategy + Case Study)

content relaunch blog post imaage height=Today I’m going to show you a new strategy that boosted my organic traffic by 260.7%.

(In 14 days)

This strategy also led to a flood of visitors from Twitter, Facebook and blogs.

The best part?

I didn’t need to publish any new content.

And in today’s post I’ll reveal the exact step-by-step process that I used.

The Blog Post That Made Me Say: “I Totally Have to Try This!”

One day I stumbled on a HubSpot blog post called, “The Blogging Tactic No One Is Talking About: Optimizing the Past“.

hubspot blog post

In that post HubSpot revealed that they update and re-publish old blog posts.

I thought to myself: “Hmmm. Interesting.”

Then I learned that this approach led to a 106% increase in HubSpot’s organic traffic.

organic search engine traffic before and after

I (literally) shouted out: “I totally have to try this!”

So I did.

Even I was surprised at what happened next…

Here Are My Results From “The Content Relaunch”

I first executed The Content Relaunch with this post:

backlinko blog post

2 weeks later that page’s organic search engine traffic was up a ridiculous 260.7%.

organic traffic increase in google analytics

I also got a huge spike in traffic from social media and blogs:

traffic spike

Because “The Content Relaunch” got my content in front of lots of people…

…the page accumulated a ton of new backlinks.

number of total backlinks

Needless to say, these fresh backlinks boosted my rankings.

In fact, rankings for my target keyword (“white hat SEO”) jumped from the 7th spot to position #4:

first page google ranking

Now that you’ve seen the results, it’s time for me to walk you through the step-by-step process I used.

The 3-Step Process to Higher Rankings and More Traffic With “The Content Relaunch”

There are 3 steps to The Content Relaunch:

Step #1: Identify under-performing content

Step #2: Improve and update that content

Step #3: Republish your post

Here’s why this strategy is so effective:

First, new readers see your old content.

Chances are, 90%+ of the people that might benefit from your content never see it.

But when you relaunch your content, you create another opportunity for people to benefit from your stuff.

Second, you make your content better.

I’d be willing to bet you have at least a handful of posts on your site that are outdated or mediocre.

The Content Relaunch gives you the opportunity to update and improve that content.

Better content=more traffic.

Third, your content has built-in social proof.

When you relaunch a blog post, you have social proof on Day 1.

For example, my post already had comments and Facebook likes the day I relaunched it:

likes and comments

With that, let’s dive into the step-by-step process…

Step #1: Identify Under-Performing Content On Your Site

Your first step is to find a piece of content to re-publish.

Here’s how:

1. Pages That Rank #7-#15

You probably already know that the top 3 spots in Google get the lion’s share of traffic (source).

organic CTR study

(In fact, the top 5 positions in Google get 67.5% of all clicks)

That’s why you want to push pages that rank #7-#15 into the top 5.

But first, you’ll need to find these pages.

To do that, head over to the Google Search Console and click on “Search Analytics”.

google search analytics

Then, click on “Impressions” and “Position”:

position in google search console

Finally, glance over the results. Keep an eye out for pages that get lots of impressions…but rank between #7-#15.

ranking low on first page

These are pages that could get a significant boost from The Content Relaunch.

2. Pages Where Organic Traffic Dropped Off

If you see a page’s organic traffic sliding…

organic traffic decline

…The Content Relaunch can get it back on track.

3. Content That Under-Performed

We’ve all been there…

You put your heart and soul into a piece of content.

But when you launch it?

Crickets.

Sometimes this is simply a case of bad luck (or timing).

In fact, that’s exactly what happened to me when I first launched this post in 2014:

old blog post

It did OK…but way below my expectations.

And when I used The Content Relaunch on that post two years later, traffic to that page shot through the roof:

post after content relaunch

4. Content That’s Good…But Could Be Better

My white hat SEO case study was OK…

…but there was a LOT of room for improvement.

I’ll have more details on how I improved my post a bit later.

But to give you an idea of why my post was lacking, just take a look at this screenshot from the post:

old twitter

Yup, Twitter hasn’t looked like that in a looooong time.

Step #2: Make Your Content 2x Better (And More Up-To-Date)

Now that you’ve found a piece of content for The Content Relaunch, it’s time to improve that content.

Here’s exactly how I made my content (at least) 2x better:

1. Updated Images and Screenshots

Like I mentioned earlier, my post had some VERY old screenshots:

old google search results

These ancient images made my visitors say to themselves: “How old is this post anyway?”.

Not good.

So I updated the old screenshots with new ones:

new google screenshot

Simple…yet effective.

2. Improved The Post’s Structure

My old post had an unnecessary section at the top called, “Wait…What’s The Skyscraper Technique?”.

old section

I decided to scrap that section and jump right into the results instead:

new section of a blog post

3. Added a New Case Study

This was a big one.

I realized that my content was solid, but it had one gaping hole:

The case study featured someone that ran an SEO blog.

Which led to comments like this:

misguided comment

I’ve personally seen The Skyscraper Technique work in dozens of different industries.

But I needed to prove it.

So I added a new case study from someone in a boring niche (workplace wellness).

new case study

4. I Addressed Common Reader Questions

Whenever I publish a post about SEO, I inevitably get the “what’s the ROI?” question.

ROI question

And it’s a good question.

So I added a section to my post that outlined Emil’s ROI:

roi section

5. Did More Storytelling

My original post had almost ZERO storytelling.

That’s OK for a list post…

…but NOT for a case study.

After all, the story is the most compelling part of any case study.

So I added a backstory to explain WHY Emil needed to get more traffic.

storytelling in a blog post

OK, this story may not get you to shut off Game of Thrones.

But still: ANY story is better than none at all.

6. Added Bonus Steps

My original post was comprehensive-ish.

And I realized that comprehensive-ish wasn’t comprehensive enough.

That’s why I added a step #0…step zero

…and a smattering of pro tips:

pro tip

That way my post was a one-stop resource for people that wanted to execute a white hat SEO campaign.

Step #3: Time to Relaunch!

Now that my post was 2x better, it was time to share it with the world.

Here’s exactly what I did:

1. First, I let bloggers know that I had a new case study coming out.

If you’re reading this you already know that you need to promote the heck out of your content.

And the best way to do that?

Targeted email outreach.

For this post I looked for people interested in The Skyscraper Technique.

How? I Googled “The Skyscraper Technique”.

google search

(Pretty clever, right πŸ˜‰ )

And when I found someone that wrote about The Skyscraper Technique…

mention in a blog post

…I sent them a friendly email:

outreach email

Because my email was ridiculously targeted, most people were happy to share my post when it came out:

outreach email response

2. Second, I changed the “published” date in WordPress.

This is important.

When you change the post’s “published” date, your post appears at the top of your blog feed.

To change the date, just head over to that post and click the “edit” link under the post’s date:

wordpress published date

Then change the date to today…

changing published date

…and hit “update”.

Like magic, your post will appear at the very top of your blog feed:

top of blog feed

3. Next, I shared the post on Twitter.

Here it is:

tweet

As you can see, nothing fancy.

That said, you may have noticed that I emphasized the new case study.

And I recommend you do the same thing for your Content Relaunch.

In other words:

When you promote your relaunched post, put your content’s new features front and center.

Did you add an infographic? Emphasize that.

Did you write a new section? Emphasize that.

Did you shoot a video tutorial? Emphasize that.

When you emphasize what’s new, you’ll get old AND new readers to check out your post.

4.Β  Finally, I sent the Backlinko community an email.

This is HUGE.

If you want more people to read your content, you need to build your email list.

(And then let your subscribers know about your new stuff).

Case in point:

My Tweet above got a grand total of 111 clicks:

total tweet clicks

And my newsletter email?

7 THOUSAND.

total clicks email

(To be fair, I have twice as many email subscribers than Twitter followers. But you get the idea).

And when it was all said and done, my page got a 260% lift in organic traffic thanks to The Content Relaunch:

organic traffic increase in google analytics

Not too shabby πŸ™‚

Now It’s Your Turn…

Now that you’ve seen my results, I’d like to hear from you.

What do you think of The Content Relaunch?

Or maybe you have a question about a step in the process.

Either way, leave a comment quick below.

I’ll be around today to reply to comments and answer questions.

So if you have a question or thought, leave a comment right now.

  1. Hi Brian, this is really amazing. I do republish my old posts but now I learned something new, ‘optimize’ ‘update screenshots and links’, ‘share like crazy’, ‘change the date to today’.

    1. You’re welcome, Abby. Yes I’ve heard of the idea before but didn’t realize how powerful The Content Relaunch was until I tried it.

  2. Hi Brian,

    Another great post as usual. I think your timing to write this post is great, because I’ve seen lot of other blogs doing it lately.

    And you’re right, I think updating our old content is much better than to write something new, because sometimes people publish something new just for the sake of publishing, and the results are crappy content.

    Once again, nice post Brian!

    Cheers,
    Iqbal

    1. Hey Iqbal, yes totally. Most people have a wealth of awesome content sitting in their archives. And it’s usually 10x faster (and more effective) to re-publish that content vs. creating something from scratch.

    1. You’re welcome, Zakaria. I held this technique close to my chest. But it was too good not to share with the Backlinko community.

  3. I’m in a relatively blah niche, but since my site is new I don’t really have content to repurpose. Nevertheless, most of the tips in this article apply to new posts as well. Basically, if you do it right from the beginning, there’s no need to repurpose later. Time to get writing!

  4. This is brilliant Brian, you’ve just inspired me to relook on my old content.

    What I like most and am happy you did it, is the “Targeting email outreach” part.

    Reaching out to people who’re interested in your topic, is a great ROI.

    Its really working for me and am sure it can work for anyone.

    Thanks a lot.

    Best
    Bill

    1. Srinvasa, glad to hear that you’ve seen similar results. From people I’ve talked to The Content Relaunch works well 99% of the time (when done right).

  5. Brian, This is so insanely simple! I remember reading that Hubspot post and was interested, but didn’t see the opportunity like you had.

    I noticed you were able to outrank sites like Moz and was dying to read about why you were republishing/updating your older posts.

    One question I have is about the frequency of updates. Recently, I changed the meta info on an old post to increase click-through rate. Immediately after, I was thrown off the grid and sitting on page 5 now for a particular keyword phrase.

    Wondering if this tactic will help.

    Thanks again for sharing. Added to my buffer.

    Cheers,

    Sam

    1. Hey Sam, some of the best things in life (and marketing) are, amirite? πŸ™‚

      Good question. Hmmm. That may have been due to a few reasons: a) coincidence as Google was super volatile in September, b) the CTR was worse with the new meta data, c) the new meta data didn’t include a keyword or phrase that was helping you rank.

      So yeah, I’d consider revamping the whole post, adding the old meta data back, and giving the post the whole Content Relaunch treatment.

  6. Thanks for the post. For clarity, when you say “repost,” do you mean leaving the URL the same and changing the post date to today’s date? Anything else you do from a technical end?

  7. Hey Brian,

    Your SEO strategies are working. Even though you don’t publish oftenly, what is already published is a gold mine.

    I love the Skyscraper technique the most.

    I have also confirmed that changing the publish date can boost your rankings almost overnight.

    Cheers!

  8. YES. I love this because 99% of blogs on the internet need to be doing THIS instead of publishing yet another top 10 list that gets no attention. Imagine how much better the blogosphere would be if people spent time carefully crafting and improving articles like they were ongoing works of art. Imagine. Question: any rough estimate of how many direct emails you sent?

    1. Well said, Devesh.

      I almost look at content like real estate. Rather than build another house, why not renovate one of the 50 you already own?

      I actually send much fewer outreach emails with The Content Relaunch because the post has so much built-in social proof from the first time around.

  9. Hello Brian,

    This strategy can easily be scaled for clients/niche sites. I’ve been doing this same technique for our link building blog as well and this pumps up the traffic of our latest guide on link building: http://sharprocket.com.ph/link-building-tips/

    I’ll add a few points here.

    You can plug in your competing ranking pages to Ahrefs (make sure you use the exact URL option), then go to Organic Keywords section – there you’ll find tons of organic keywords that can be added to your content. How? Update your existing content with new sections from organic keywords like (e.g. what is _____, ___ tutorial, ____ resources). This will help your content to be more comprehensive and can help acquire new organic keywords for new added sections. Best thing. When searched for those new phrases, the content itself can naturally acquire new natural backlinks/mentions from publishers referencing that content – boosting the overall page authority of that content asset.

    1. Hey Venchito, great insights here.

      SO what you’re saying is that you don’t just update but also add a few long tail keywords as well?

      1. Yes, but make sure to add new sections that aren’t your target keyword. For example, your post is about “link building strategies”, over time that guide ranks #11 to #15 for long tail keywords like “what is link building” – which isn’t your target keyword at the first place but have some good search volumes. That’s a goldmine! You can add a section in your content explaining what link building is all about. Because Google sees your content to be relevant to other long tail keywords, it’d better for your content to be updated that way.

        Another option is what I said, in case your content is not ranking for other long tail keywords aside from your main target phrase, you can plug in your competing ranking pages to Ahrefs and identify long tail keyphrases that they are ranking.

  10. Hi Brian,

    I am Huge FAN of yours. And thanks for sharing this strategy. Honestly speaking I am following this technique from past 2 months and my blog traffic grew from 1000 per day to 25000 per day, this technique is really awesome.

    Thanks
    Cheers!!

  11. Great article Brian ! I was wondering how you could turn your somewhat productive content into something more effective. Turns out this might just be the answer i was looking for.

    1. Thanks Francois. Yup, this would be one of my first steps. The Content Relaunch can really help underperforming content get a second chance.

  12. Hi, i love all your posts, very simple and direct to the point, but i really wonder how can i apply to my case. I have a cooking blog and it’s a little more difficult to apply you advices. Does not this really behave different depending on your type of content?

      1. Most of it yes. Maybe if i change the content a little and replace some pictures with new ones do you think it can have the same effect?
        I have already identify some posts to re-publish with lots of impressions but rank between 7 and 15 as you said. I will try just to update the pictures and the date and check πŸ˜‰

  13. Hey Brian,
    I’m new in SEO. I recently create my 1st website. That have no more clicks and impressions yet. So I decided to use this technique a later. when I will have some more clicks and impressions.
    What’s your suggestion? please

    Regards
    Raees

  14. Hey Brian, I am pretty new to SEO and I want to make big nutrition blog but most of the gurus are telling not to enter in competive industry, I want to ask you if you were in my place and you have 300 usd in pocket, no connections in industry then what will you do ?

  15. Awesome post! I have been doing something very similar, and can confirm it brings incredible results.

    My organic traffic went from 10,000 visitors a day to about 12,000

    One question: Is that “Referring Domains (Live Index)” report from Google Analytics?

  16. Thanks. I was pondering on the date update part just a few days ago searching you have answered my question.

    One thing struck me is that you still leave your old comments. If people would see comments from 2 years wouldn’t they think twice about the article. How would they know if the article is really updated with new and up to date info for all they know you could of just changed the date some audiences may be ticked off. Just sayin great article keep it up.

    1. You’re welcome, Harris.

      Great question. That’s why I don’t include dates with comments. Otherwise, as you said, it can cause confusion when you re-publish your post.

  17. Great work Brian!

    You always rock.

    Your today’s strategy is awesome. Got many things to learn. Will apply and re-launch my old content.

    One thing I want you to be aware. I am subscriber in your newslatter. But, your last email was in my Gmail spam folder. πŸ˜›

  18. This is a good one. I have noticed you doing this by checking your site through wayback machine. But i dont know the term content relaunch. Now i got this. Unfortunately this time i did not receive the mail from you. I got your update from my friend.

  19. Hello Brian, I must confess, the efficacy of this method is “MIGHTY”. I’ve used it several times and it has worked like charm for me. I also do recommend it to others to, so when I saw it here, I just smiled. I learned some new things in the post too, so its amazing adding to my knowledge.

    Nice job.

  20. Hi Brian, thanks for the awesome case study. Is this achievable on a relatively new website, which has no backlinks, no traffic and one blog post, which is one month old?

  21. Great Post.

    I personally got a lot of success with the content relaunch. I have seen ranking boost as much as 20 in the SERPs.

    Thanks for again sharing an awesome case study.

    Cheers

    Hav a great day.

  22. Great stuff Brian!

    I noticed that you downplayed your Email vs Twitter click volume. After doing a little analysis based on your data – the huge insight for me was: The Click Through Rate (CTR) for Email subscribers was *Massively* higher than your Twitter audience. Not a perfect apples-to-apples comparison but clearly a huge difference in engagement. Either Subscriber-to-Click or Impression/Open-to-Click

    I’m sure there’s more under the hood in terms of persona loyalty and frequency of contact – regardless that’s an amazing data point. And I know you’ve been emphasizing building email lists – this is definitely a great example of following the numbers to be more effective.

    A sincere thank you – always love reading your breakdowns.

    1. Thanks Dan.

      You’re 100% right: the difference is staggering. And it’s one of the (many) reasons that email marketing crushes social media. As you said, it’s semi-biased because email subscribers may be more into my content. But still. That doesn’t account for the insane difference in CTR between the two platforms.

  23. Hi Brian,

    Great post-I’ve been trying to decide on a reposting strategy-now I have one (I’ve already done the search console analysis in the article).
    My question is, I notice that when outlining the search console steps, you mention finding page ranks between 7-15, but you have “queries” instead of “pages” checked in the search box. Should I be focusing on page rank or KW/query rank? I’ve done the search both ways…

    Thanks in advance,
    Tonya

    1. Hey Tonya, Great question. You definitely want to go with “queries”. Pages averages your rankings for all keywords (including irrelevant ones). So I recommend focusing on pages + keywords that make the most sense for your business.

  24. I love this tactic, Brain. It’s something we all can do and it’s so effective. After you’ve written a post, you’ll probably read new information, get fresh data, find new tools, etc which will make sense to add to your post.

    I have a few blog posts I was dying to make more helpful for my readers. I’m aiming to make them at least 3x better πŸ˜‰

    1. Sounds good, Raul. Totally. Everyone with a blog has at least one post that could use a refresh/upgrade. And if you’re going to go through all that effort, why not relaunch it!

  25. Great Brian (as usual) !

    I definitely love your way of doing SEO and I apply a lot of your tips&tricks with my clients.

    Keep up the good work !

    1. Thanks Guy. Sometimes the simplest strategies are the best ones πŸ™‚

      Yes I would. I’d optimize it for CTR as that’s big for SEO right now.

  26. This is awesome! I deleted more than 200 posts on my blog, disavowed more than 20,000 backlinks and changed the permalink shorter. The result was in a few days my blog tanked in Google search rankings and even Alexa ranking. The organic traffic dropped by more than 300%.

    Disappointing? No, it was an opportunity for a fresh start. I’m now working on optimization of the remaining 40 posts. I’m working on on page SEO and improving the graphics. In the past two weeks, I noticed a steady increase in traffic. It’s not at 276% level but might be heading there if I follow your advice.

    1. Did you 301 any of the 200 deleted posts? Did you run the 20,000 backlinks through a link detox process?

      Brian is likely being polite, you’ve clearly damaged your SEO by being too heavy handed!

      I would certainly be disappointed if I tanked in the rankings and lost 300% of my traffic (assuming the actually traffic numbers were significant to begin with)

      Good luck though, a fresh start can put you in a better place mentally! If you earned your rankings once, you can earn them again!

  27. Hi Brian,

    This is another great post if you republish your previous content with full dedication improving content quality, images, screenshots and videos it will definatly going to boost rankings.

    I have one question: Can i place any informative video to someone else’s on my website to help my readers?

  28. Once I saw the title of the post I began wondering how you were going to handle the publishing date (i.e., leave it as is or update it). Modifying the publishing date is great for putting the post at the top of your blog page and for signaling to readers that it’s new/recent content, but what to do if you have a permalink structure that uses dates? I don’t, but it certainly crossed my mind. Just do a redirect? (I’m guessing that the downsides of a redirect are far outweighed by the extra life that the updated post gets.)

    Very encouraging postβ€”thanks, Brian.

    1. Matthew, good question. That’s why I don’t recommend using dates in URLs. They’re nothing but trouble. But yeah, I agree that a 301 is usually your best bet in that case.

      1. I just read this comment. I could see not using dates for a company, but for a news site like mine, I think dates are crucial. Guess the only way to combat this is to do a new post completely and just expand upon the original article.

  29. Top notch as usual, Brian.

    We do repurpose out content and change the publish date (updated at date in our case), but I got some nifty new tips from this piece, specifically, paying attention that previous feedback, questions, and changing images, emphasising new content in promotion and adding new sections.

    Often, you can go into an old post, make a few spelling/grammar modifications and save, and Google (as well as other places) will pick up the new published/updated at date, in turn giving you a boost, but these techniques help freshen things up and improve that boost. So, I’ll be making sure I update or add something new next time I refresh.

    Thanks, Brian.

    1. Thanks Gareth. Yes, that’s true. But I prefer The Content Relaunch because it’s more than just a new paint job — the post is significantly better.

      Keep me posted on how this works out for you.

  30. This tips is brilliant. I just make some try to implement this. But some minor issue appeared. If I change publish date some post in wordpress, old url will have 404 error, should I leave it or make a redirect 301 to a new one?

  31. Great share here Brian!
    I remember i once followed this technique; republished an old post, add latest date to it and the result was good!
    But i think i read/hear it somewhere that Google doesn’t like republishing old contents and putting it in today’s dates, i mean like doing it too much!

    1. Tunde, you’re right: this can be done in a black hat way. But The Content Relaunch isn’t shady. You’re giving your content an update and re-publishing it –something Google would want you to do.

    1. You’re welcome, David. Cool. I’ve been updating my old content for years. But it only recently hit me to fully re-publish the post. It’s been a game-changer.

  32. This is something which we’ve been utilising on client campaigns for a couple of months now.

    To me, perhaps the main reason why this approach succeeds is due to the fact that you take the time to work out how a post can be made better. When writing in the first instance, it can be all too easy to get caught up in publishing deadlines and other factors which mean a post isn’t always as great as it could be.

    By going back and relaunching the post, the focus is upon how it can be made even better and many of those inclusions which should have been there first time around are now worked in.

    A fantastic post as usual, Brian and great to see such an uplift in traffic.

    1. Very well said, James. You definitely get the “secret” behind why The Content Relaunch works so well: you’re making your content MUCH better.

  33. Brian,

    I’ve been waiting for this since I noticed that Emil was added to that case study. You hinted on doing a post explaining how to relaunch a post and here it is.

    Great stuff.

    Stupid “unrelated” question. Would you suggest getting rid of the dates on the comments if doing a content relaunch?

    – Andrew

    1. Thanks Andrew. That was the first time I used The Content Relaunch. Now I’ve used it 3-4 times and have seen consistent improvements in organic traffic.

      Not a stupid question. Yes, I’d consider getting rid of dated comments them altogether.

  34. Hey Brian

    Awesome as always

    I think I can help give you another hack also, that I learned from a new post over at problogger

    Its a way to get new hits of traffic by getting FB to recommend your high performing older content to new audiences more often (And for FREEEEEEE)

    OK so I’ve copy and pasted it below:

    So I want to share a kick ass traffic hack I saw this week over at Problogger

    The hack seems to be a great way to boost relevance, views and more (And ive included the original link below) but I want to add a twist to it

    Basically in the post, the author talks about going into old content and getting traffic bumps to it and its wicked smarht

    OK…

    Lets say that you have an old piece of content
    Maybe you’ve repurposed it
    Maybe you want to get more traffic to it as it still converts
    Or maybe you’ve updated it recently…

    So Step #1:
    Create a video version of the post-be it an update, a tease in or a segment of the post, that you can add is as a video version

    Step #2:
    Now go upload that directly to Facebook (Dont use a 3rd party url but instead upload direct)

    Step #3:
    Next, go get the embed code for the video, and insert it into your old post

    Now here’s why this is so smart…

    The video on your fb channel can of course be used to send them across to the blog post right?

    We know that

    But here’s the secret ninja cool thing:

    When you have that video embed in your post, EVERY time someone on that article watches that video, likes it etc it manipulates the FB algo

    Because its been viewed recently, it sees it as good content…and so it recommends it to your group again back over on Facebook

    It goes from a video that might be weeks old, to showing in the news feed again and more often to your fans

    For Example:

    Lets say it you took a video intro and segment for that whitehat seo post and uploaded it to your facebook fans

    You then embed that video into your article as an update

    Heres whats cool-

    Every time someone clicks play on that video that’s embedded in your article, FB says

    “Hmm this content seems to be getting traction-lets show it more often in front of your FB audience again!”

    So new fans will start to see the new content, because other people have watched the video over on your site…

    And the video gets more social proof…

    And new fans see the video and come across…

    AND you have more touch points with your audience…

    OH yeah, and its showing to them for FREE because it will update it based on traffic thats heading to your site and reading your article

    Can you see the power of this?

    Free updated traffic and CTAs to your cooler audience, to help send them across to content thats not current

    Hashbrown #amazeballs

    The original post was over on Problogger as a guest post (Not my article fyi I just thought people should be using this asap

    Dan

    Here’s the original link:
    http://www.problogger.net/how-to-drive-traffic-to-your-blog-through-your-archived-material-on-facebook/

  35. BOOM! One of the most comprehensive post on updating your old content
    I especially love your take on re-promoting the post.
    This is something that I MUST try.
    Thanks for sharing this, Brian!

  36. Great stuff as always Brian. Quick question: how would you tackle the ‘relaunch’ phase if your blog post URLs feature the date? Changing the published date will then effectively create a brand new URL and doing a 301 will lose the ‘social proof’ of the original?

    1. Luke, good question. By default WordPress won’t change the permalink of an existing post (I think). So it’s hard to say.

      If you have lots of shares I may stick with the old permalink. If not, I’d 301 redirect to a permalink that doesn’t have a date.

  37. Brian,
    I’ve always wondered how it was done. You showed us exactly with changing the blog’s publish date with great visuals and easy to follow steps. Thank you. I had updated some of mine and just hit update and put in date at bottom of post. Not so good. I can’t wait to try this soon!

  38. Thanks for the words Brian. I continue to study your stuff everyday. It’s hard to focus on building our users base by contacting new ones or spend a lot of time on SEO. What would you do?

    We are a marketplace website that allows architects to list their designs for contractors and homeowners to buy. It’s only 2 of us pushing the marketplace. Would love to hear back if only a sentence or two.

    Thanks!

  39. Hey Brian, this is awesome! I’ve recently been put in charge of gathering more traffic for our company’s blog and this is a great start that I’m definitely trying out. Thanks a ton!

  40. Hey Brian, even I believe in updating contents time-to-time. In fact, I observed Google improves your rankings of any particular post when your relaunch it.

    And thanks for this amazing share.

  41. Hi Brian,

    Just noticed a mistake! Sorry that i had to comment on your blog for the first time just to mention a mistake, but i think i should more focus on the positive side. πŸ™‚

    So, here it is:

    “Did you a new section? Emphasize that.”

    I suppose it should be like THIS:

    “Did you add a new section? Emphasize that.”

    Cheers! πŸ™‚

  42. Hi Brian, I’ve recently found that google indexes open facebook groups (but not closed / secret groups). Do you think indexed links in facebook pages and groups can make a difference when it comes to rankings? Or is it just another content promotion channel with no organic effect?

      1. Hi Brian, since you’ve mentioned facebook as a traffic source in this method – I’ve added something which I think is quite new. Up until now, facebook groups weren’t open for google. But recently “open” groups are being indexed – which means yet another source for potential organic traffic.

  43. Hello Brian,

    I am a great Fan of your work. Again an EPIC post. It’s truly amazing and inspiring content. I really love it.

    I am going to relaunch my old content and will share my results with you.

    Thanks once again πŸ™‚

    Have a nice day!

  44. hi Brian, I never left your site from the first time I met your site, almost read your great insights everyday. We are building a B2B new website for international trade using WordPress. Can I ask two question:

    1. if re-post, can title tag be changed?
    2. This question obsessed me a lot: from your view, I know LSI, synonym that can put into contents, description tag.

    As we got a couple of synonym for one specific category or product, can we put 2-3 of them into title tag (as title is very important for ranking)? Such as our keywords: reflective tape, reflective film, reflective sheeting are synonym of one product, or suppliers and manufactures are synonym (I know it is big words, I just cite as example).

    Can I include them into title tag like: Cheap Reflective Tape, Film, Sheeting Suppliers (Manufacturers)?

    any suggestions?

    Thank you very much

    1. Chamal, freshness is a temporary ranking factor. The Content Relaunch is more about improving your content and giving it new life. That way the rankings stick over time.

  45. Hi Brian.
    Is it ok to replace the original case study with something really new? I ask this because a lot can change between original post and its content update (in this case 2 years).

    Somewhere I feel is the updated version becomes more relevant to readers and enhance the impact even more.

    Would love to hear your opinion?

    1. Good question. In general, if something will make the content better, go for it. In my case I added a case study to the post. But if your case study if out of date, there’s no issue with replacing it.

  46. This is great. I always wondered how to bring the updated posts to show up in the beginning. The points you have covered makes things so much more clear. Thanks Brian. πŸ™‚

    1. You’re welcome, Prerana. That’s a small detail that makes all the difference in the world. When you change the date you’re relaunching the post so more people can see it.

  47. Hey
    Brian, you are doing best in SEO industry, you educate us to be on top of the Google results, my question is ? how do we change previous content with new content?

  48. Hi Brian,
    As always a well presented article with good data to back up. I have always gone back over old posts & upgraded with images, video & updated text – mainly thinking to provide better information for our customers – though I never thought to change the publish date !
    Great tip.
    Cheers
    Alison

    1. Hey Alison, I was 100% in the same boat! With The Content Relaunch you get credit for all the work you put into improving your posts. That’s why I love this strategy.

  49. This is pure gold mate. I use to re-publish some old blog posts sometime back so that important posts appear on top once again. But you have written a detailed and informative post to make it much better. And it shall be fun playing with old content.

  50. Hey Brian,
    Thanks for sharing. I think your timing to write this post is great, because I think updating our old content is much better than to write something new.

    Once again, nice post Brian!

  51. Great post Brian, as always πŸ™‚
    But you need to help clarify a little thing: In Search Console, do you mean “After clicking on “Impressions” and “Position” what should we click?

    QUERIES (which is keywords people used to found my site)
    OR…

    PAGES (which are the pages/posts on my site indexed in Google)

    I asked because your guide talked about pages, while the image show “queries”

    1. Good question, Patrick. Someone else asked the same thing. You search for queries and then optimize the page that’s ranking for that KW.

      1. Thanks for that beautiful clarifications Brian πŸ™‚

        But unfortunately Search Console don’t display pages their queries/keywords are ranking for.

        So how do I know this, to avoid optimizing a keyword for the wrong page?

          1. Brian am I’d been adding more contents to some of my pages. But I have another clarification:

            Do you mean I should simply click the UPDATE button after adding more content?

            OR…

            Change the date of publication to present day and then click UPDATE? I mean let’s assume I first published the page on: 09-12-2014 then I should change to: 07-10-2016?

  52. Hi Brian
    Like other of your posts, it’s great! But I have the feeling that these techniques are much more suited for blog posts than ecommerce sites.
    How would you adapt this technique for ecommerce category pages or ecommerce product pages?

    1. Herve, that’s true. This strategy is definitely for blog posts. My premium training program SEO That Works contains LOTS of effective SEO strategies for ecommerce product and category pages.

  53. Excellent information, Brian. Your best targets for me are additional storytelling, changing the post date, and adding updated visuals. Your generous step-by-step sharing helps all of us. Thank you! You have given me some terrific specifics to help me begin the blog section on our private school website.

    1. You’re welcome, Joni. I agree: it’s one thing to say “improve the post”. It’s a complete other thing to do a step-by-step walkthrough.

  54. Hi Brian,

    Wow, I wanted to do it for the very long time, but now I see how it’s necessary and effective to boost website’s performance. Thank you for this strong incentive! I will immediately follow your steps and see what impact it will make. πŸ™‚
    Starting tomorrow!
    Cheers!
    Kasia

  55. Hi Brian,
    This is GREAT information, but, many of our readers don’t like to post comments or share our information.
    Why? Because they don’t want people to know that they may be diabetic.
    I wish there were something we could do to get a lot more shares and quality backlinks.

    Sincerely,
    Brianna

    1. Brianna, thanks. The upside is that your competitors are in the same boat. So it may only take a few links to outrank them. Plus building backlinks
      is a different thing than social shares. I have more on this in my training product, SEO That Works.

  56. Wow, Brian, great stuff!

    I can see this working because people and Google can see that someone is not only current, but constantly doing a critical self-analysis on their material, adjusting it, improving it.
    I think this gives people the confidence to know that the site-owner is staying on top of things, and can be trusted….

    Thanks for the great share….
    Cheers,
    Therese

    1. You’re welcome, Therese. Yes, that’s definitely a potential factor here. Google probably wants to see that you’re consistently improving your content vs. blasting out 50 more mediocre posts.

  57. Hi Brain,

    A very good idea here. Carefully read the entire piece.

    But, I have a question.

    It was somewhat easy for you to get positive feedbacks from your email outreach, as those you reached to had interest in your technique already.

    In the case of an article that hasn’t been previously linked to (via other websites), who exactly will be reached via E-mail?

    Some random bloggers in same niche?

    1. Favour, the key is targeting. So if you’re republishing something about wthe paleo diet you’d want to find people that just shared content on that topic.

    1. Good question, Boris. It’s hard to measure the exact number (Ahrefs doesn’t have a date comparison feature like GA). But that chart says it all πŸ™‚

  58. These are amazing recommendations on updating the content.

    Actually, I noticed that it’s important to update your blog posts too.

    Not long ago I updated my post where I was analyzing SEO tricks used by TOP 5 blogs of online marketing experts (Brian you were one of them), and I could instantly notice improvements of my rankings. I’m thinking of making an infographic with the results of my analysis in a month and give this post a new lease of life.

    It’s very pleasant that you included a screenshot of my email β€œAnd shared it multiple times :)” (I’m that Michael).

    1. Thanks Michael. Sounds like an interesting project. I think adding an infographic and some other details could definitely make that post worthy of a relaunch.

  59. Hi Brian, thanks for gifting this jumbo post. In fact, I usually take my tea and manage at least 20 minutes when I start reading your blog posts.

    I know that I’ll something extra-ordinary in your posts and today, I didn’t also have to be disappoint as the post above helped me a lot to think about about getting more traffic to my blog.

    Regards,

    SM

  60. Hey Brian, I’m a new reader here and I’m already a fan of your blog. Honestly, I really need to apply content relaunch in some of our outdated post and hopefully I’ll be able to execute them well. I will follow this step by step.

  61. Brina,

    Another awesome tactic !

    This is very interesting for websites with few pages !
    But for 400+ posts between position 7 and 15 it should be very painful…

    So, I should make list fewer. What would you suggest Brian ? Target posts new to position 7 or 15 ?

  62. Hi there! I have gotten so much value from your blog, thank you so much. I’m trying to revamp some things and I know this will help.

    Quick que: Is there ever a reason to be cautious about updating the publish date on a page? Like, if a page ranks well or whatever, or is there any risk of losing ranking by updating the publish date, or is it definitely always the right thing to do?

    Thank you!
    Rayzel

      1. wonderful thank you for the quick reply!
        It was SO refreshing to read on your blog that you only have 33 articles total, but that each one is like the most amazing thing ever. I actually remember when you were fairly new with your site – I can’t remember now how I found you but it was a couple years ago at least. My blog is similar when it comes to quality of content and epicness, but I DO have a LOT of posts and I’ve been thinking of doing like you said and maybe deleting some of the very old ones when I first started that may not really be up to the level that I now have, or seeing if I can make them much better. I am a little nervous about deleting a bunch of posts but I have heard on other podcasts of people’s organic traffic going way up after cutting out a bunch of old posts as well, so I might give it a try.

  63. Weldone Brian!
    This is revealing.
    Before now, what I do to enliven old posts was just to retweet, share on FB, and other social media.
    But Now?
    It’s a different ball game entirely.
    I’ve got REAL WORK to do.
    Thanks so much — you’re just too much.
    Keep up the great work,
    You’re invaluable!

  64. I have been thinking of relaunching my old posts that haven’t been updated in last couple of years and they rank somewhere on Page 3 to Page 10. I just got a big push from this post.

  65. YES! I love this. The first “low-handing fruit” I identify with clients are under-performing posts with high-value keywords.

    That makes it easy for me to get to know them (as well as cutting down my writing time) … but it also give them immediate payoffs.

    Fantastic walk though (and DATA), as always.

    1. Thanks Aaron.

      Smart move. Most people jump right into creating new content even though there’s a wealth of it already on most people’s sites.

  66. Brian great timing. I have been in the process of doing this for many of the popular posts on my site. One thing however I’m struggling with is identifying old keywords and new keywords to target.

    Search Analytics only shows the keywords and not the exact page ranking for that keyword. Which makes the process very frustrating because you have to search each keyword and manually see which page of your site is ranking.

    Do you have any suggestions on what tools or techniques I could utilize to understand which old keywords I should focus more on as well as new keywords I should be targeting?

    *Google analytics shows no keyword data for my site. Its all not provided.

    1. Saad, that’s true. You can use a tool like SEMRush or Ahrefs to see which pages are ranking for that keyword. But in many cases you probably know what page it is…

  67. Hey Brian! Thanks for the useful content that i just read on mobile! πŸ™‚
    Would you mind telling me which lazy loading tool / script u use?

    looked like cloudflare’s mirage 2.0 but i am not sure.. even the wistia placeholder had been lazy loaded.. =)

    Thanks for you help and continue your wonderful work!
    Markus

  68. Hello Brian,

    Thanks for your sharing.
    I have to question about content relaunch :
    1) Do you thing it’s working at long term. Cause you proved results but increase of poistion can be due thanks to emailing campaign, twitter, trafic and baklinks : All signals induce maybe an increase for few days or week…?

    2) I make the same thing as you 2 months ago (add value in old posts) but without post on Facebook, not by email, nowhere and i didn’t relaunch (change date of publish) and there was no changes on trafic, CTR, or position.

    Thanks you for response.
    That’s why i posted question 1)

    1. You’re welcome, Al. This example is from December 2015 and the rankings are still there. So yes. 2. Changing the publish date is key.

  69. Oh my god. You make it sound almost too easy! This is too much value for all of us here. The lesson for me is that the promotion done here seemed to have boosted the clickthrough rate and (most likely) dwell time, which is probably responsible for the spike in traffic. As always, kudos to you!

  70. Hello Brian, I blog in education niche. As you updated earlier How to get 25,000 Un. Visitor/ Month earlier, It was good. But let me tell you, In India in education Niche, 25k Visitors (unique One/Month) is not a big deal (Maybe because of low RPM in education niche). So, do all your techniques work in educational niche too?. Whether it is skyscraper or Post Relaunch.

    1. Kishor, if you look at some of the other case studies by Backlinko readers you can see that my strategies have worked in several different industries.

  71. Great Strategy Brian, We have used this techniques and it really work awesome in high competitive niche this works very well and I must say we have seen more than 300% growth in our clintes website traffic.

  72. Great article Brian. I was looking for something like this. Thanks for sharing this. I am reading your articles for the last few months and they are really helpful. Just a question, can we change the cover image of blog as well?
    Thanks

  73. Another great one from the past but I want to know one question. Suppose I am ranking for a page in 3rd page and I wish to change the total page with new and more high quality content. So is this mean that I will loose my rankings for that particular page ???

  74. Would you republish a post if the permalink structure is set to include the date? I could see doing this if your post was just the post name, but by changing the date of the permalink structure scares me.

  75. I heard about you from Neil Patel and have been following you since on and off.

    This article is awesome. I have one question which may sound silly but it is pinning me.

    You especially talked about changing the date. Does that really matter to change the date? How does it impact SEO (positively or negatively). Just wondering.

    Would really love to see you guiding me.

    Regards

    1. Adeel, I don’t think the date change itself is a big deal. It’s more about getting the post back to the top of your feed/re-promoting

  76. I have been following your posts and applying them with excellent results even on a free site. Thanks to you, I now have the confidence to rank well in Google from rank 35 to 23 in just a month. Great posts from you, Brian.

  77. Hi Brian,
    I recently read about an SEO that had a lot of success just changing the publish date of his old posts and getting a lot of traction. Obviously, freshness is a ranking factor but I like your approach of actually adding new content and refreshing other aspects like images and stories.
    Also, I was wondering if you could share your email subject lines when you share your outreach components; I love to see the headlines other effective outreach emails use. Thanks!

    1. I think I saw that same post, Daniel. The Content Relaunch does tap into freshness, but it’s so much more than that. That’s why the rankings stick.

      (I actually save my subject lines and best outreach scripts for students of my premium training course, SEO That Works).

  78. Great post, Brian. I have a lot of old (but good) content on a couple of my websites and this seems like a great way to bring it back to life.

    One question…and you’ve kind of part-answered this in another comment, but I want to be 100% sure that I understand.

    Say you have an old post with a 100’s of comments going back a couple of years or more. How would you go about relaunching that content if you have dates on your comments?

    You mentioned in another reply that you don’t have comment dates showing on your website, but what if me and others reading this do have their comment dates showing?

    Thanks again for an awesome post πŸ™‚

    Marcus

    1. Marcus, I’d remove the dates. If that’s not doable or best for you, relaunch anyway. You can put a note at the bottom of the post that says: “We originally published this post on X”. We just updated with with x,y,z”

  79. Amazing article. Alexa sent this article’s link to my email. Very helpful content. I will probably have to start applying this right away Brian!

    Also, I just had a quick question. Do the search engines (Google, lol) come to know (and do they act on that info) if we edit our blog posts to a good extent (i.e. add more information, pictures, etc) without changing the published dates?

    Thank you.

    1. Adarsh, thank you. It’s hard to know (Google has never said one way or the other). But I’d be surprised if they didn’t look favorably on content that gets consistent tweaks and improvements over time.

  80. Hey Brian,

    Thanks for this useful post. Happy to be in your Subscribers list.

    Can I use this strategy for the service pages instead blog posts? Please advice.

    Also thanks for Venchito’s advice on using long-tail keywords in the content.

  81. wow. I applied your tips and got 150% increase in traffic. One question, can you suggest a period “how old” is old for you to relaunch a post?

  82. Hey Brian!

    I love your content and have been following your blog for a couple of years now. I also follow Neil Patel and really like his content. You guys seem to have different ways of generating traffic. Neil says produce a lot of content and you say produce some content but promote the hell out of it. I’m more attracted to your strategy and have attempted to do that with my blog, lifehackersguide.com. But many of your backlink strategies haven’t worked very well for me (like email outreach) and I’m wondering if I need a certain critical mass on my blog before I can get traction. As of now, I only have 2 posts. Would you recommend waiting until I have 5 or 10 to start promotional efforts in earnest?

  83. As always great post. The key here is having something more to say or update page with fresh new content! I have a page that’s, so to speak, work in progress ie it is re-published every 3-4 months but with new info and new angles….spike is always there just wish I have an engaging community as your…thx!

    1. Thanks Nicholas. Regarding a community, there’s a lot to it. But one of the keys is asking people to comment. That way your readers know that you value their input.

  84. Hi Brian,
    That was a brilliant idea and amazing strategy! We often find ourselves at a loss of ideas about how to bring more traffic to our site and improve our ranking. Content relaunch can indeed help to increase the reach of your posts. While reading this article I had a doubt about the scenario wherein a person who comments at your ‘new’ post and suddenly realizes this post is an old post with recycled content. But then I noticed that none of comments have the date of publication! Genius! πŸ™‚

  85. Hey Brian,

    Great post. I updated one of my articles in August and just checked the stats and they definitely have gone up.

    Question: Do you think you can get these kinds of results from updating “pages” as well since pages don’t show dates? I have a client who has several service pages that I’d like to update and wonder if they’d get a similar bump.

    1. Nice. Christina, it depends on how much you promote the page. The date is a small part of why The Content Relaunch works πŸ™‚

  86. Thanks, Brian – I just relaunched my first piece today!

    I found an article on my site that was several years old and nearing page 1 for some competitive keywords (even though it was not a great article at all!) I ended up adding almost 2,000 words and forming it into a comprehensive guide. Can’t wait to see how this works!

  87. Thanks for this great article, Brian. Already following you on Twitter and added this to Buffer. I would really like to translate this to my German readers. Am I allowed to do so?

  88. Hey Brian,

    Great post, as usual. I do have one question to ask. Changing the published date would alter the chronology of the post list altogether. Isn’t it enough (as certain themes show) to have only “last updated” field?

    Also, is there any repercussion if I did alter the chronology of the posts?

    Thanks!

    1. Thanks Anu. It’s up to you. In my experience you want to put the relaunched post to the top of your feed. It’s an important part of The Content Relaunch.

  89. Hello Brian,

    I loved your post and I have to told you that I devour your quality posts πŸ™‚

    I have a -most probably stupid- question, because you explained it a lot in your article but if you could confirm I understood, I will be reassured πŸ™‚

    I have a WP blog too, and I update my posts since a while, but I never touched the date: I thought Google seeing that the post lasts since 2007 would be a + for me.
    So you clearly suggest me I change the date of my 2k~ posts to 2016, when I update the content ?

    I recently modified an article I was ranked on #1st SERP image suggestion, and my image disappeared from Google… I’m terrified to modify others good ranked posts.

    Thanks in advance for your answer and keep doing your fantastic work.

    Cheers,

    Bomba

    1. Bomba, I wouldn’t update all of them at once because that’s spammy. I’d only change the dates when you significantly overhaul the post.

  90. Brian, I love reading your site. I am just average on seo but I have gotten my site to under 200,000. I could use any tips you could give me.

  91. Hi Brian,

    Great article and impressive results! I like the content relaunch idea because it’s a good way to create content without having to start from scratch, and a good tool to analyze what you’ve done in the past and see what worked or not.

    Sometimes, it can be hard for a webmaster to accept that what he/she thought was a great post didn’t work as expected. It can also be a bit boring to rewrite an older post. But I believe this strategy can yield incredible results because you gain new insight on what your audience is looking for, and you can “fix” older content to give it a new life.

    Antoine Lavoisier, the famous French chemist, used to say: “Nothing is lost, nothing is created, everything is transformed.” Food for thought!

    1. Hey Greg, thank you πŸ™‚

      You’re 100% right: it’s not always exciting to go back and tweak something you wrote 4 years ago. It’s more exciting to write something new. But well worth it πŸ™‚

  92. If 90% of the folks that might benefit from my content likely aren’t seeing it then, wow that’s kinda mind blowing. Never really looked at it from that angle. I will be doing a lot more repurposing of older content for this reason alone.

  93. Brian,
    Thanks for your the sharing, your article is priceless and valuable for us to study and learn. However, your website got too many great articles but seem the missing important “SEARCH BOX” function for us to search the relevant topic πŸ˜‰
    Thanks,
    Kasumi

  94. Today i got nugget or i can say a diamond. Beleive me i have been asking everybody about hey man wha do you suggest about updating the post because i have been watching many people doing that. But couldn’t get proper answer and By change your post came up on the first page of your blog and it filled my thirst.

    Thank u so much for this amazing and beautiful share. Brian u are definitely an angel. Keep up the good work

    Thanks again

  95. Great article Brian! I felt a little bit discouraged by statistics on how most of the bloggers fail to succeed. But this information is not only useful, but also is very very inspiring!

  96. Hi Brian,

    I have to say we have some great content on our website, but I never knew that by identifying and republishing, we could achieve such results. Looks like I’m going to be busy trawling my site tomorrow for that underperforming content! Great article and great insight.

    Thanks

  97. This is a great technique that has been used for decades in traditional marketing. Just think about all the “spring clean” articles we get in April, or “make your own decorations” near Christmas.

    There’s nothing new under sun, but there are hoards of people who haven’t seen your old content, so get it out there again!

  98. Great tips, Brian. I’ve seen benefits from this strategy before as well.

    I have one post I originally wrote in 2009 that became my first piece of powerhouse content. About once a year, the traffic starts slowing down so I go through it and update it with a lot of the suggestions you’ve included: current examples and screenshots, answers to reader questions, etc. Every time I do, the traffic bounces back.

    Here are a few other things you can look at:

    – URL: If I didn’t optimize the URL in the past, I do it now (with proper redirects from the old one, of course)
    – Cross-links: I’ve often added related content since I originally published a post, so now I add links to it
    – New features: This year I’ve started adding “Click to Tweet” quotes to top performing posts to make it as easy as possible for people to share

    1. Very cool, Elizabeth. Glad to hear that you’ve seen similar results from The Content Relaunch. And good point about the URL redirects. In my experience URL optimization is underrated for SEO. And a relaunch is a good time to change it.

  99. Hey Brian, I love your work.
    However i would love to see some non-ecommerce cases. A Case about Law-firms would be interesting. I find it very hard to come up with ideas to shareable content.
    The Cost Benefit is pretty low, since every material made about “Law” has to be written rewritten and read so many times.

  100. Hey Brian! I have a question for you. Love the article first off. Once I’ve figured out what content ranks 7-15 how do I know which articles those are specifically on my site is I have hundred? Is there an easy way to get the links to help me understand which content to repost?

  101. Hi Brian,

    After reading your article, I’ve learnt how important it is to have a unique, yet simple content to attract the audience as you have shown in the screenshots in your article. I found this very useful to understand and you’ve also stated the instructions step by step in nice and simple terms. This allows people like me who are new to content marketing and SEO to understand the skills and strategies more easily and hassle free.

    Also, your article has inspired me on the fact that the contents on a web page or a blog does not need to be complicated nor do we need to make it fancy i.e. adding too many colours.

    I look forward to read more of your future articles.

  102. Hey Brian,

    Thank you so much for always posting such helpful contents that not only help us to improve our ranking & traffic but it also inspires us to become like you, man.

  103. Hi Brian,

    In my experience, I have seen that writing your content in response to a user’s question is the best approach to content development.

    Instead of researching for high volume search keyword and writing your content around the search phase, focus on fulfilling your readers needs and winning the search engine game might be a bit easier.

    Plus, you can discover hidden keywords even the most sophisticated keywords research tools on the net won’t show you.

    Thanks Brian, useful list on improving SEO traffic.

  104. Thank you so much for always posting such helpful contents that not only help us to improve our ranking & traffic but it also inspires us to become like you, man.

    Great article Brian! I felt a little bit discouraged by statistics on how most of the bloggers fail to succeed. But this information is not only useful, but also is very very inspiring!

  105. This is great stuff, Brian. Sounds silly, but I didn’t realize going back in and updating the date in addition to the new content could make a difference. Saw you speak at SumoCon and the tips just keep on coming!

  106. Hello Brian,

    This is my first visit to your blog, your case study is really awesome but don’t you think google algorithm works differently for different areas as search results are more based on local preferences. Secondly I found bit difference in your writing than other entrepreneurs. your blog is not full of links as I saw other bloggers do. One thing I got clear that it’s not required to full your blog post on the name of references.

    Thanks!! Once again !!

  107. Superb analysis, Brian.

    I actually republished an old (boring) article a few weeks ago following the tips in this article. Already noticing a lot of traction via Google Analytics. Thanks once again for sharing such a detailed case study.

  108. Thanks for sharing interesting post Brian. Makes a lot of sense to reuse the content specially if it’s already a worthwhile content. Will apply this strategy in the future. Kind regards

  109. Man, I never even think about relaunching content. If I have some content that I feel is underperforming I typically just create some more. It does seem easier than creating all new content (which I know is often necessary) and can even help visitors put more trust in your site. I like how you mention having old screenshots on one of your posts because I can totally picture myself leaving a site if I saw that the images or screenshots were clearly dated.

    1. Hey James, for sure. I recommend giving The Content Relaunch a shot. I think you’ll prefer is vs. creating lots of new stuff.

  110. Hey Brian,

    Another amazing article filled detailed information.

    I run a site teaching people how to create a successful blog. Because of this article I’ve started to go back into my old blog posts, to make updates and incorporate more technical on-page optimization techniques.

    I’ve been following your blog for several months now and you consistently put out great content. Keep up the stellar work!

    Thanks,
    Mike

  111. I am trying this technique for my digital marketing blog and it actually works. However, I feel that updating content when your blog gets bigger and bigger is so tough especially when things are moving so quickly in the digital marketing industry. Do you suggest updating review articles as well when there is a new UI update or they have added new features?

  112. This post is amazing, Brian. Tahnk you. It scares me a little to touch the date of a post though. One reason is because I don’t like the idea that it will disappear from when I first published it. Another reason is that I’m afraid I might lose current ranking instead of improving it.

  113. This is great stuff, Brian. Sounds great, but I didn’t realize going back in and updating the date in addition to the new content could make a difference. This information is not only useful, but also is very very inspiring!

  114. Brain, I’ve just read your post and believe me its very similar to my case study. I have relaunched my services bases website after a annually maintenance and when i re-submit my sitemap after relaunched my website I saw a very huge positive impact in SERPs.

  115. Updating the date on when the post was published is definitely a great idea. Especially if you have an affiliate website ranking products. I would definitely skip over a result if it it’s ranking a product I’m interested in, but the review was made 2 years ago. It simply seems like an old page, even though it could be updated i these past 2 years. The same goes for articles on SEO. It’s constantly updating and the methods are constantly changing, which means that an old post might not answer my question in present days.

  116. Awesome stuff as always Brian, love your storytelling method.

    If you have a website that used to be focused on web design, and now it’s focused on SEO (so a lot of your old blog posts about web design are irrelevant and aren’t even that good), generally speaking… would you remove them, delete them, or improve them?

  117. Hi Brian, since a few days I’m ranking #1 in Google Belgium on “seo-copywriter”. Being only a one-person seo-copywriting business, I’m proud to rank out some ‘big’ seo-businesses on this competitive keyword. I wanted to thank you for that, since I used quite some advice from Backlinko. So, thanks πŸ™‚ Greetings Jasper

  118. Good stuff, Brian. I don’t know why people don’t trust social media more since they surely may be of great help when it comes to search rankings. I’ve always got a better rank when I used social media to spread a word about the post I wrote. Perhaps those won’t be juicy links but still, any share = a backlink that will help with better ranking, or at least, get the post indexed faster.

    The post you wrote provides good insights on how people can keep or improve Google rankings.

    Enrich the content, justify the statements, update the data, hit publish button and send it over to your subscribers and followers – that’s pretty much it.

    I would just add that upcoming bloggers should build trust and authority first before they start applying this technique. I believe you’ve to have a brand that will hold your back while relaunching an old content and trying to beat competitors. πŸ˜‰

    p.s. Your “white hat SEO” term now ranks as #3, at least on my end. πŸ™‚

    Cheers!

  119. Great Post Brain, I’m very much interested in republishing an old post to improvise the content based on current scenario. But sometimes afraid to do so because it may affect the current status of that webpage in Google SERP, Is that possible? You got a huge subscriber list there.

  120. Brian,

    I could seriously read your posts 10x over (and no doubt some of them I have).

    My site is still relatively new, so I’m still building up content. With that said, I’ll definitely be keeping this one in my back pocket for later.

    Keep up the AWESOME work man.

    Cheers,
    Lewis.

  121. Hey Brian,

    I think this is a great idea. As a matter of fact, I just started using Long tail pro last week and changed one of my keywords for one of my review posts. It made a world of difference! I will have to revamp that post as well as a couple of others as you did. I’m quite sure I’ll attract better results.

    Thanks for the share Brian!

  122. Hi Brian thanks for sharing this. One question do you change the URL of your republished post? If so do you then redirect the old one to new?

  123. That’s so sick!

    How many posts would you recommend having on a blog before doing this sort of thing?

    Like, I have one blog I’m helping SEO and it’s only got like 15 or 20 posts at the moment and is less than a year old. Is it too early to get in on the game here?

  124. Hi Brian,

    I’ve read about this elsewhere but no where near as many specific and helpful tips on how to do it properly, so thank you!

    I am curious about changing URLS – some of our ollld blog posts never really got a ton of traffic, and some of the URLS are really long or they don’t contain the keyword (which I optimize for the specific post). Is it ok do change the URL ever? I would hate to run into an issue where it was linked to something, and I am not sure how to find that out…

    thanks for your help!
    Darby

  125. Hi Brian

    Couldnt you update your old content with more relevant info and then sumbit to google for reindex? Im saying this could be a way to boost old content without changing the publish date for news sites with date in URL.

  126. Hi Brian

    Thanks for sharing. After the relaunch, is it better to resubmit the article in the search console or using the fetch as Google?

  127. Great article Brian, I’ve experimenting with this myself, and then going a step further using Edgar tool to repost multiple times on social channel to maximise visibility.

  128. For those who have an internet site that was once centered on website design, and today it’s centered on Search engine optimization (so lots of your old blogs about website design are irrelevant and aren’t even so good), generally speaking… can you take them off, delete them, or improve them?

  129. You just changed my view on the SEO. Earlier I thought it is quite hard to rank on Google, make backlinks and some other stuff. After this guide, I tried updating my old articles, and I got interesting article after 1-2 weeks. It almost increased the traffic by 60%. I also replaced the published date to last updated by doing some changes in the Theme files.

    Thank You

  130. Hi Brian, nice article and nice tips as always. One question: When we add new sections in the existing article should we mark them as ‘New’ in the article so that old readers know what new is added in the article? Won’t making new stuff help the readers?

  131. Another great article as usual! But i have a doubt.when we republish a post ( i mean changing an old to new date), will it not be considered as duplicate content by google? some bloggers say that instead of republishing , make the post as “updated on so and so” . whats your opinion about this?

  132. Am busy updating posts, so this is not only a good check-list, it’s also good inspiration.

    One question about changing the date: is the only benefit that it then appears high up the list of recent posts? My site does not rely on that, so my visitors would not see that sort of feature. Would you still recommend I change the date? I figure it can’t hurt, but interested to know if there are maybe other benefits than what you specifically mentioned. Such as are the search engines more likely to crawl ‘newer’ content (assuming all else is equal like url structure not hiding posts/pages).

    As always, thanks for sharing with such detail!

  133. Thanks for sharing this. I work for a Thailand car exporter and most of our stuff is pretty pedantic, introducing our company or one of the vehicles. Can this also be re-purposed as you describe. We don’t have a big Twitter following and have no email list.

  134. Yet another brilliant case study, Brian. Never thought of revamping and republishing underperforming content on my blog. Thanks for sharing these awesome tips!

  135. Would love to see a case study on my niche and business. As a wedding photographer its really hard to get a broad selection of backlinks. Although the techniques above should help, applying them to such a specific industry niche is trick I think. I really need to invest some time in this.

  136. Hi Brian,
    Thanks for the great insight post!
    Never thought that relaunch the old content can be so useful in attracting new traffic. After reading this case study, I believe you are right. This method can be a good use for old content, “recycle” it and gain new traffic.

  137. Hi, Brian,
    That was a great case study indeed, I’m now surely going to recycle or the way you like to call it “Relaunch” my content. I wonder how fast will google index the new content and reconsider it.

  138. great post Brian, but wouldn’t you have received an increase in traffic anyway from simply telling your list to visit the site?

    From SEO terms alone would the changes make that much of a difference? I’m going to try anyway but just trying to pick your brain.

  139. Hi Brian,
    Would love to know best practices for how to add “last updated” to updated content without changing a bunch of code on an ongoing basis. And, when republishing older content to current date; does this affect any inbound link structure?
    Thanks!

  140. Hey, great post, a very exciting read. Sadly I have dates in my post urls so when I try to update it, it automatically changes the url. Is it worth redirecting or just leaving it as it is?

  141. Hi Brian, thanks for this amazing post!
    Very often we think that we have to constantly create new content and we forget about the optimisation of existing blog posts.
    Also, I love the fact that your blog posts are full of actionable steps.

  142. Hi Brian,

    Thanks for the great post. Looks easy enough to implement this strategy. πŸ™‚

    I’m not sure if this has been asked yet (not willing to scroll through nearly 400 comments to find out), but is that case study real? Forgive me if this comes across wrong, but I’m just wondering if you made it up since the case study is about two totally different websites, but about the same person, Emil. Hope my question makes sense. πŸ™‚

  143. Hi Brian,

    This is a good strategy that we are implementing ourselves. However, a word of warning to people implementing this strategy – make sure you make copies of your old blog articles!

    After updating one of ours, someone tried to claim that we copied them because the date appeared after theirs. They had basically spun our original article anyway – a real snake oil thing to do, but hey!

    Thankfully, we were able to use the wayback machine and prove that we originally wrote the article a couple of years ago.

    From now on, we always take screenshots etc of our articles before updating them.

  144. Hi Brian,

    Great post Brian, but wouldn’t you have received an increase in traffic anyway from simply telling your list to visit the site somehow?
    I wonder how fast will google index the new content and reconsider it.

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