Why You Need To Update Your Company’s Blog Posts (And How To Do It)

A computer and writing station

Your company’s old outdated blog posts are like beautiful flowers that will wither and die if they’re not given sunshine and water.

With this sunshine and water, your blog posts will stay strong and colorful and continue producing leads and sales for your company.

The way you give your blog posts this sunshine and water so they stay vibrant and productive for your business is to update them on a regular basis.

In this post, you’ll learn why Google loves updated blog posts, how to select the best posts to update, and some easy ways to update your old blog posts as well.

Why Are Updated Blog Posts So Important To Google?

Search Engine Watch outlined in an outstanding blog post the six factors that Google uses to give your blog posts a freshness score. The first two of those freshness factors are:

  • Freshness by inception date: A web page can be given an immediate freshness score based on its publication date, which decays over time as the content becomes older.
  • Regular updates to content: Google scores ‘fresh content’ that’s updated regularly in a different way to a news article that doesn’t change.

As you can see, the first factor of this freshness score is based on the date that your blog posts was created.

Then when your blog posts start to grow older, this freshness score  goes down. And in Google’s eyes, your old blog posts becomes just pale gray flowers, not the vibrant and colorful flowers that they once were.

Next, when Google makes its decision on the freshness of your blog posts, they will take a long look at how often your blog posts have been updated.

Businessman looking at a chart.

So, by regularly updating and republishing your old blog posts, you’ll receive a higher freshness score from Google. In addition, when you regularly update your old blog posts, you can also:

  • remove old and expired links
  • add new more accurate data
  • add new and better images
  • improve the SEO value of posts

Plus, because of the long-term SEO value of blogging, your old post could be found and read at anytime.

And do you really want your blog posts to present outdated and obsolete information? Of course not. This would cause your business to be seen in a very negative light.

How Do You Select the Best Blog Posts For You To Update?

In selecting the blog posts you’d like to update, you should always stay with your proven winners.

So, start by taking a long hard look at your blog post metrics and study, for example, things like:

  • inbound links
  • traffic generated
  • leads generated
  • social shares

Of course, the specific metrics you’ll use will be based on the metrics you’re currently monitoring. But after you’ve reviewed your blog post metrics then do this:

First, make a list of your top performing posts based on metrics you’re monitoring. These are your proven winner and should get most of your time and attention.

Second, make a list of your blog posts that are performing fairly good but not as good as your top performers.

Now, focus most of your updating efforts on your top performing posts first and then your good performers second.

What about your poorly performing posts?

Once you’ve updated your best posts and the good ones, then you can devote some time to the poor performers to see if you can get them to perform better.

Or, if they’re just too obsolete and underperforming then simply get rid of them and don’t waste your time.

How To Update Your Old Blog Posts To Keep Them Fresh And Productive

A computer and writing setup.

Here are five easy ways to update your outdated posts and give them sunshine and water so they continue to be vibrant and productive:

  • Deep link your old posts to new posts you’ve created that are relevant to the anchor text in the old posts you’re updating because Google likes deep linked posts and it’s a ranking factor.
  • Make your outdated posts longer if they’re on the short side. Google likes longer content and you should aim for a post length of at least 1,000. And increasing their length will increase their SEO value.
  • Change the title of your blog posts to make it more SEO friendly. But if you change the title of your blog posts, use the same keywords and keep the posts URL the same because they are proven winner that get clicks.
  • Add new images to your post to improve and enhance its design and visual appeal. In short, make it a more beautiful beautiful flower by adding new sunny images with new alt tags and descriptions.
  • Update old outdated information in your posts with new current information, data, and statistics. Information and statistics change at a fast rate. So, it’s critically important that you keep these elements of your posts current and up-to-date.

Finally, republish you updated posts changing its publishing date to the current date that you’re republishing it on.

Each blogging platform is different, so you’ll have to find out how to change the publishing date on the blogging platform you use.

Also, add an editor’s note somewhere in your updated posts basically saying: That this post was updated (new date) and was originally published (old date).


Now you know why you need to update your company’s old blog posts, how to select the best blog posts for updating, and some simple ways to update your old outdated posts.

So, don’t let your old outdated blog posts wither on their stems starving for sunshine and water.

Instead, give your old outdated blog posts the sunshine and water they need by updating them regularly so that they stay vibrant and colorful for your company’s blogging success.

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