As content marketers, we frequently suffer from What Have You Done For Me Lately Syndrome (WHYDFMLS). As soon as we’re done with one piece of content, we’re on to the next one, barely stopping to check analytics for a couple of days. Analytics themselves are to blame, in part. Our default window into traffic-based analytics is somewhere in the realm of 30 days, leading us to neglect older content that’s still performing well but may not be competing day-to-day with the latest and greatest.
I’m a big believer in digging back into your hidden gems and looking for content that’s still performing but may be due for an update, rewrite, or even just testing a better title/headline. How do we find this content, which is often buried in our this-week-focused analytics?
Let’s think like SEOs. One approach is to find older content that’s still ranking for a solid number of keywords, but may be out of date or under-performing. This is content that’s still driving traffic, but we may be overlooking. We don’t have to fight an uphill battle to get it ranking – we just have to better tap the potential this content is already demonstrating.
There’s a great step-by-step tutorial from Moz using their Keyword Explorer tool that walks through exactly how to identify past content using a combination of page-level keyword and analytics data.