If you have a limited amount of organic traffic (say less than 5,000 unique visitors from organic search a month) or just launched your site/blog, then you should probably skip this entire process and spend time building links to your domain and growing your overall traffic.You can always come back to this as your content and your site matures.The first and probably most important question is: Which posts should you update?The first place to start is to look at the posts on your site that already drive the most traffic, particularly if you have an older blog where some of the more popular posts are things you or your team wrote six or more months ago.Treat posts that you update like seasonal content and keep the living URL the same.Clear the “already tweeted” or “already published” flags (so the post will retweet when you change the publish date) and hit the “publish” button.
So isn’t updating evergreen content a bit of an oxymoron? This discussion is part of a larger discussion I’ve been having on Twitter about re-tweeting old posts that have no published dates on them.
Building a powerful website and being thorough in every detail of its search engine optimization is important.
But if that awesome website just sits there, it becomes a bit stale.
(side note – for those of you who are using a plugin to post your tweets and may not know, when they “publish,” it sets a field in the database so it doesn’t retweet when you make any edits.
In this case you want to override that behavior and make it retweet again as if it were a new post).According to Moz’s 2015 Search Engine Ranking Factors Survey, “freshness of content on the page” is a major influence on search ranking.