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8 Tips to Promote Your Old Blog Posts to Get More Traffic

updated on Jan 01, 2016
8 Tips to Promote Your Old Blog Posts to Get More Traffic As your blog ages, the number of old posts increases noticeably. We have seen many bloggers focus on creating new contents only and leave posts behind as soon as they are published. In fact, some of these posts are still valuable for driving traffic to your blog, but if you don't do anything to help them live on, they will go dying eventually.

This post includes several simple yet practical tips for promoting old blog posts, and you should be able to see a growth of the page views when trying some of them.

However, before taking any of the tips, the first thing to do is to figure out which old posts are worth the time and efforts. Most blogs would include the two types of posts: time-intensive posts, and the evergreen posts. Those posts in the former type should be abandoned from your promotion plan. So spend some time to find the evergreen posts.

Tip 1: Display Related Posts

If you are careful enough, you may have found that most blogs have a "related posts" section either at the end of each post or in the sidebar. By adding such a section to your blog, your old posts will be pulled to visitors automatically when you write a post with a related topic. This not only increases the exposure of old posts, but also reduces the bounce rate because visitors get more ideas about what to read next.

If your blog was built with WordPress, showcasing related posts is more than easy as you can make use of a plugin like Related Posts to handle all the technical tasks. Depending on which plugin you use, the related posts can be selected by tags, categories or taxonomies. Displaying featured images for the related posts is also possible.

Display Related Posts

Tip 2: Display the Popular Posts on Your Blog

Have you noticed that the minority of your posts has made up most of the traffic? Then why not make these posts easier to be found by your new visitors?

You should have several posts popular among your readers, coming with the best user engagement and the most comments. Such posts are either interesting or very helpful, so they are possibly what your new visitors want to read, too. By taking the most popular posts together and displaying them on your homepage, category archives or somewhere else you like, you are bringing more vitality to those evergreen contents.

For a complete guide to display popular posts on a blog, read this tutorial.

Tip 3: Link to the Important Posts on the 404 Page

When creating a custom 404 error page, there is much power you can take to increase the page views and get your visitors engaged without irritating them. To promote old posts optimally, consider the following suggestions which are all good for user experience as well as your blog traffic.
  • Add a good search form on the 404 page.
  • Display the most popular or most commented posts on the page.
  • Display the recent posts or random posts.

Tip 4: Round up Old Posts

Making roundups of your posts is also a good way to bring better visibility and value to the old content. The benefits are that regular readers could find it easy to read the posts that they may have missed, and the internal linking involved in the roundups increases the popularity of your posts in search engines.

There are several roundup methods, and which to use all depends on your considerations about your blog. Below are two of the popular ways.
  • Create regular roundups based on date, for example, one roundup for each month.
  • Create custom archives pages based on category, tag, customer interests, or anything else you can come up with.
No matter which kind of roundup you want to make, you are able to get it easily done. Refer to this simple tutorial for the detailed instructions to create an archives page.

Round up Old Posts

Tip 5: Improve Old Blog Posts for SEO

When trying to promote old posts, improving the content for search engine visibility is also necessary as organic traffic is of great importance. Since the search engine algorithms keep updating, your posts might already lag behind.

When updating the posts, there are several considerations.
  • Optimize the post titles. Look at the headlines of your good posts that bring traffic. Find the dull ones, and then replace them with powerful and interesting ones. Remember to keep the headlines keyword-focused and with the proper length. Besides, try not changing the permalinks or you will generate 404 errors.
  • Optimize the post content. Check whether you are using the proper sub-headings and keeping the reasonable keyword density. Also, remove the outdated information, and add something new like the latest statistics and interesting images. More tips are included in our tutorial about writing SEO-optimized blog posts.
  • Improve the internal linking. Internal links bring good chances for your old posts to be found and read by the readers of your new posts, and they contribute to SEO, too. A great way to increase internal links is to look for the old posts which are relevant to current subjects, and then write follow-up content with links back to those posts.

Tip 6: Make Use of Comments

If you are allowing comments on your blog, you can try adding links when answering comments to point readers to old posts. This saves you time since you do not need to give the full answer in the comment section, and it is effective in generating traffic.

Besides, the links you add could be clicked not only by the one posting the question, but also by some others who are meeting the same issue. If you have a try of such links, you will be surprised at how many precious opportunities they bring.

Make Use of Comments

Tip 7: Share Old Posts on Social Media

Social media are power tools you can use to promote your old posts. If you have already built a reputation by posting useful information that helps your followers, you will get even better results. The most commonly-used social network platforms for old post promotion are Twitter and Facebook.

When using Twitter, you do not have to share each old post manually, because there are many automation tools which allow you to schedule tweets. The Revive Old Post is a good option.

And when you are on Facebook, besides sharing posts on your Facebook page, you can also find groups relevant to your topic, participate in them and promote posts when needed.

To take good advantage of social media, you have to remember the following rules and learn some other social media marketing strategies.
  • Exclude the categories which include time-intensive posts when scheduling old posts for auto-sharing.
  • Find the optimal frequency of post sharing and never overdo. Try to start by sharing 2-4 posts per day.

Tip 8: Send the Evergreen Posts to Your Email Subscribers

Have you made an email marketing plan? If the answer is "Yes", then you have got a good chance in hand for the promotion of old posts. And if the answer is "No", you'd better hurry up and start building your email list with an email service like MailChimp.

You can select out the most popular and valuable posts on your blog and then send out newsletters regularly with links to the posts and proper descriptions that arouse readers' interests. Below are some good suggestions for promoting old posts with email newsletters.
  • Write a good subject line to increase the open rate. You can try A/B split testing to improve the skills of writing subject lines.
  • Include a call-to-action to pull the subscribers' attention.
  • The frequency is important. Make sure that you are not looking spammy.