Update Your Old Website Content for More Traffic

One of the best ways to get more relevant website traffic to your site is by updating your current content.

Here’s how we did it recently and how you can too.

1. We got a lead from our site because they found this tutorial on our blog helpful (this is the validation of a good post that we should optimize).
2. I looked at this page in SEMRush to see what we ranked for.
3. I saw keywords we weren’t on page 1 for and used those keyword ideas to update the blog post with more helpful information – ideally to better fulfill the intention of the searcher.

Here’s what that did:

If you’re not familiar, this is from Google Search Console (a free tool) where you can see actual keywords that lead to impressions (views of your page links in the search engines) and actual clicks through to your site.

The above screenshot shows all the clicks and impressions for that blog post in the last 3 months.

We updated the content on February 29th, and then you can see a spike in more traffic and more impressions.

Taking it a Step Further

After updating the content with the goal of getting more traffic to our website, we decided, “let’s make sure we are converting that traffic into our sales funnel.”

We used HubSpot to put a targeted slide-in on that page (green box on the bottom right):

Whenever we create a call to action, we try to get inside the mind of the buyer…

What We Know: The person searching for this is building a landing page for their Shopify site.

What We Can Infer: They probably want more traffic to their website, because who doesn’t!?

What We Can Offer: We connected what we know (they are using Shopify) and what we can offer them (more relevant traffic) to build this call to action.

The Takeaway

Using SEMRush or Google Analytics, find some of your best-performing pages, then see if you can make them even more helpful for your target audience. Update them and watch more traffic and leads come strolling in. For a bonus, make a strong call to action that matches the intention of the person who would gain value from that page.