How To Get More From Existing Content With Historical Optimization

Considering all the ways to draw attention to your content, one underutilized tactic could help you get even more from your creation efforts: historical optimization.

Historical optimization involves updating published content to give it new life and longevity. This powerful tactic taps into everything you’ve already done. All the content painstakingly created for your website can be used again and again to engage readers with up-to-date information, improve search visibility, generate organic traffic, and boost the return on your content marketing investment.

Successful historical optimization example

Let’s take a blog post I published in 2014, How to Pitch Your Content to Editors. By 2021, the content was ranking lower in search results, which naturally led to a decrease in organic traffic to the article. People had stopped engaging, and the embedded calls to action were essentially dormant.

We did an overall content audit and realized the site included that 2014 article and two similar blog posts on the topic. (The latter two articles combined netted fewer than 1,000 views, 1 new contact form completed, and no new customers.) Instead of continuing to split traffic across three pages, we consolidated the content into one updated in-depth blog post. We redirected the original URLs for the two similar articles to the updated in-depth blog post URL. We added hyperlinks to other relevant on-site content, infused the piece with updated keywords, optimized our calls to action to be more visible and direct, and added fresh information.

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