Benefits of Content Optimization

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By our own analysis at HubSpot, we found a drop in performance for content more than 571 days old. If your content is approaching two years old, it’s time for an update.

Optimizing your content is an involved process, sometimes taking as long as writing the original content. So, why bother?

When properly optimized, I’ve seen content outperform the original content and reach new audiences. Here’s how.

1. Better SEO and Discoverability
If your older content isn’t drawing traffic, it’s not worth much to you. Content optimization can rescue lagging rankings and boost your visibility in search engines and AI programs like ChatGPT and Perplexity.

When HubSpot began optimizing old content, the brand argentina whatsapp number database grew organic views on those posts by an average of 106%.

The higher your content ranks, the more likely you are to gain high-intent traffic— that’s marketing speak for reaching prospects who are looking for your product or service.

2. Better Engagement
The more updated and relevant your content is, the more credible and useful it will be to the reader. In turn, this creates better brand engagement.