You can be on Entrepreneur’s cover!

5 Ways Your Old Blogs Can Generate New Leads With a little sprucing up re-purposed content can drive more traffic to your site.

By Eric Siu

entrepreneur daily

Opinions expressed by Entrepreneur contributors are their own.

Westend61 | Getty Images

You've probably invested a lot of time and money into your blog. Perhaps you've hired freelancers to contribute content, or you've spent hours pouring over analytics to find that sweet spot in your content marketing that generates results. Given the investment in your blog, it makes sense to revisit old posts and make them new again. Optimizing old blog content to generate more leads can have great results.

When the team at HubSpot decided to optimize their archive of older content, the results were nothing short of extraordinary. HubSpot saw a 106 percent increase in organic search views, thanks to their efforts at what's been dubbed "historical optimization." This method is simple, yet can achieve great results. Let's take a look at what historical optimization means and how you can tackle it with your own blog.

Related Book: Ultimate Guide to Link Building by Eric Ward and Garrett French

Historical optimization -- refresh, renew and relaunch.

How old is your blog? If it's more than one or two years old, it is likely it can benefit from historical optimization. That's because Google and other search engines change and tweak their algorithms -- the magical and hidden formula to determine what shows prominently in search results -- every six months to a year.

The exact algorithm isn't known, and the release schedule for search engine tweaks seems to vary considerably. Most people now about the big tweaks, like Panda and Penguin, but smaller tweaks occur all the time.

SEO experts provide tips for optimizing your blog posts based on what's currently the standard thinking around what works to help posts appear near the top of search engine results. The problem is that the more time passes, the more some tips become obsolete.

Many years ago, for example, SEO experts suggested specific formulas for using keywords in headlines and body copy. While it's still considered a best practice to use your keywords in headlines and in body copy, the rigid mathematical formulas we once used are gone.

Another reason to update your old blog posts is the prevalence of social media in today's online marketing programs. Optimizing images in your posts, or adding images if your posts lack them, can help you gain more traction from a single post on sites such as Twitter or Facebook. Tweaking headlines, adding click to tweet boxes and resizing images, are all simple things you can do to potentially bring in a lot more traffic and leads to your website.

Related: 7 Ways to Get Your Blog Audience Spending More Time on Your Page

5 steps to optimize older posts.

If you're ready to tackle historical optimization, these five steps make it simple to get the most out of your older blog content. You'll need access to your analytics and some time to research and plan, but once you've got it underway, you'll be amazed at the results.

Before you begin, be sure to backup your old posts so you can restore them if your changes do not work out as planned. Although these methods have worked for many people to increase traffic and leads, you always want to have a backup ready to put into place if things don't work out as expected.

Step 1: Analyze your traffic patterns and pinpoint your top three traffic-producing posts

Look for the top three posts (or more) that bring the most traffic. These are the posts you'll use to springboard your historical optimization efforts. It's not uncommon to realize that a handful of posts actually bring in the majority of traffic to your site. Those are the posts you want to concentrate on for your optimization project.

Step 2: Update your older content

Read through your blog posts and look for opportunities to update the information. If you reference dates or other things that are now old, it's time to fix them. This includes images. Remember those screen shots of a computer program circa 2008? Yeah, that how-to blog post is just a wee bit out of date. It's time to give the post a facelift.

Related Book: Start Your Own Blogging Business by Entrepreneur Press and Jason R. Rich

Step 3: Add internal links to relevant content, or content where you'd like more traffic to land

Because your high-performing blog posts get plenty of traffic now, they are ideal places to add internal links to newer posts that came after your original post was published. They may be able to pass along some of the link-love to your newer blog posts.

Step 4: Fix keyword issues

Remember the days when you had to repeat a keyword phrase X number of times for a page to rank? Page text ended up sounding repetitive, like a trained parrot was repeating a phrase. Review your older blog posts for that talking parrot. Keyword usage today is a lot more relaxed and less scripted.

Step 5: Optimize your images for Pinterest and other social media

Pinterest users tend to click more on vertically-oriented images than horizontal ones. The ideal pin height is approximately 1.5 to 2.8 times the width of the pin, so scale your images accordingly.

With a few simple tweaks -- these five steps are a good start -- you can optimize your old blog content to generate increased leads. Prioritize your efforts around your top performing content first, working your way down to other blog posts that haven't produced much of a result. Over time, even these laggards may surprise you when you spruce up, dust off and revise your old blog content.

Eric Siu

CEO, Single Grain. Founder, Growth Everywhere.

Eric Siu is the CEO of digital marketing agency Single Grain. Single Grain has worked with companies such as Amazon, Uber and Salesforce to help them acquire more customers. He also hosts two podcasts: Marketing School with Neil Patel and Growth Everywhere, an entrepreneurial podcast where he dissects growth levers that help businesses scale. 


Want to be an Entrepreneur Leadership Network contributor? Apply now to join.

Editor's Pick

Side Hustle

He Took His Side Hustle Full-Time After Being Laid Off From Meta in 2023 — Now He Earns About $200,000 a Year: 'Sweet, Sweet Irony'

When Scott Goodfriend moved from Los Angeles to New York City, he became "obsessed" with the city's culinary offerings — and saw a business opportunity.

Personal Finance

How to Get a Lifetime of Investing Experience in Only One Year

Plus, how day traders can learn a lesson from pilots.


94% of Customers Say a Bad Review Made Them Avoid Buying From a Brand. Try These 4 Techniques to Protect Your Brand Reputation.

Maintaining a good reputation is key for any business today. With so many people's lives and shopping happening online, what is said about a company on the internet can greatly influence its success.


Save on Business Travel with Matt's Flight's Premium, Only $80 for Life

This premium plan features customized flight deal alerts and one-on-one planning with Matt himself.

Science & Technology

Here's One Reason Urban Transportation Won't Look the Same in a Decade

Micro-EVs may very well be the future of city driving. Here's why, and how investors can get ahead of it.


I Got Over 225,000 Views in Just 3 Months With Short-Form Video — Here's Why It's the New Era of Marketing

Thanks to our new short-form video content strategy, we've amassed over 225,000 video views in just three months. Learn how to increase brand awareness through short-form video content.