If your content isn’t performing as well as you expected, or old pieces you published a few years ago are no longer relevant or pulling their weight, it’s time for an update.
Specifically, it’s time to optimize your underperforming content.
This is the process of updating, tweaking, editing, and rewriting old content that’s not pulling in ROI. The goal is to improve the content so it will eventually start:
- Ranking in search.
- Getting read.
- Gaining engagement such as shares or comments.
- Earning conversions.
