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How to Promote Your Old Evergreen Content: 5 Tips

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Kristi Kellogg


Does your site have an incredible library of content built up?

If you have hundreds (or thousands) of blog posts and articles, it’s key to make sure that your valuable evergreen content is still getting traffic.

If you’re constantly publishing new content, however, it’s easy for the old content to get lost in the social media shuffle.

Here, we’re going to focus on five ways to make sure that content is still getting the attention it deserves.

Read on for expert tips on how to promote your blog content long after publication.

1. Keep an Inventory of Your Evergreen Content

Fact: not all content is created equally.

When we talk about promoting old content, it’s important to note that only evergreen content should be taken into consideration.

Evergreen content is the kind of content that is going to be just as relevant now as it was a year ago – or as it will be a year down the road.

Good examples of evergreen content include how-to articles, checklists, listicles, and content that answers questions – this is the kind of content you want to share on social media long after publication.

If you’re a flower company and you have a blog post on rose color meanings, for example, that blog post will not change from one year to the next – the meaning of a red rose will still be the same year after year.

On the opposite side of the spectrum is newsy content.

For example, a blog post announcing an acquisition, major sale or industry update – those are the kinds of things you can cease promoting after a brief period.

To that end, comb through your content and identify the best evergreen posts.

It’s good to keep an inventory of your evergreen content in general, not only so you can share it, but you can keep tabs on it and update it as needed.

If you had, for example, an evergreen SEO checklist, you’d need to update it periodically to reflect changes in the algorithm.

Take the recent evolution of link attributions – anyone who had an evergreen post that explained how to use rel=”nofollow” would definitely want to update it to include the new link signals rel=”sponsored” and rel=”ugc.”

2. Create a Specific Schedule for Sharing Evergreen Content on Social Media

Now that you’ve identified what content to keep sharing, you’ll want to create a social media schedule for it.

At Search Engine Journal, we’ve developed a system where the top 200 evergreen posts of the year fall into scheduled slots and are shared on LinkedIn, Facebook and Twitter.

The slots are scheduled strategically so that they don’t compete with our new articles, ebooks, webinars, and podcast promotions.

Additionally, all posts have strategic hashtags (triggered by their silos or words within the titles) and tag the author.

This was all set up through the Buffer WordPress plugin, and it’s a key for promoting old blog content consistently.

Another great option, especially if you’re just focused on Twitter, is the Tweet Old Posts plugin.

As you might have guessed, this plugin will automatically tweet posts from your blog archives and allows you to set the following:

  • Tweet prefix (to introduce each tweet)
  • URL shortener to use
  • Hashtags to include in the tweet
  • Minimum interval between tweets: this allows you to determine how often the plugin will automatically choose and tweet a blog post for you.
  • Randomness interval: this is a contributing factor in minimum interval so that posts are randomly chosen and tweeted from your blog.
  • Minimum age of post to be eligible for tweet: this allows you to set how old your post should be in order to be eligible for the tweet.
  • Categories to omit from tweets: this will protect posts from selected categories from being tweeted.

3. Feature Other Posts on Every New Post in a ‘Most Popular’ or ‘Related Posts’ Section or Sidebar

You can get more leverage out of old content by featuring it whenever you publish new content.

One of the greatest promotion strategies is to add a sidebar or bottom section on your blog where you highlight related content and/or your most popular posts.

In addition to driving fresh traffic, this strategy will:

  • Increase your click-through rate (people who are very interested in the topic are most likely to want to read more on this).
  • Increase the crawl depth by introducing additional internal linking.

You can do this manually, or you can use a plugin to handle the job automatically.

Yet Another Related Posts Plugin, for example, has a wide variety of options and settings for choosing related content automatically.

You can set which webpage elements you want to take into account when calculating relevancy.

By default the tool analyzes:

  • Titles
  • Content body
  • Tags
  • Categories

Furthermore, you customize the look and feel of the related posts block by:

  • Setting the list type
  • Creating the intro
  • Showing / hiding excerpts
  • Setting the number of posts to display

4. Curate Multiple Old Blog Posts in Roundups

Roundups are useful for generating additional exposure to your previously published articles.

If you get a bit creative, you can make thematic roundups that highlight evergreen content.

Let’s say, for example, you have a lifestyle site or foodie blog that features a lot of recipes.

You can create an all-new blog post that curates the most popular recipes of the year, which in turn will drive new traffic to your evergreen recipe posts.

These types of roundups are useful and allow you to naturally link to a bunch of your last season articles.

5. Boost Top-Performing Evergreen Content on Social and Optimize It for Conversions

Some of your evergreen content might actually be the top traffic drivers to your site overall.

If you’ve identified top evergreen content that is ranking well and consistently driving traffic to your site, it clearly resonates with your audience.

When you’ve got unicorn content like that, I recommend doing two more things with it:

  • Up the ante with social media ads.
  • Optimize that content for conversions.

Try a targeted Facebook ad with a $20/day budget to drive additional social traffic to your top content.

Additionally, make sure the content is optimized for conversions since you’re investing ad spend in it – add clear CTAs in the text, sidebars, pop-up ads and/or banner ads, that will drive goal completions and conversions.

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WordPress.com Introduces A New Way For Websites to Make Money

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Matt Southern


Websites hosted on WordPress.com can now monetize their content with a new recurring payments feature.

Available with any paid plan on WordPress.com, the recurring payment feature lets site owners collect repeat contributions from supporters in exchange for things like exclusive content or a monthly membership.

“Let your followers support you with periodic, scheduled payments. Charge for your weekly newsletter, accept monthly donations, sell yearly access to exclusive content — and do it all with an automated payment system.”

Recurring payments on WordPress.com allows site owners to:

  • Accept regularly-scheduled payments directly on their site.
  • Offer ongoing subscriptions, site memberships, monthly donations, and more.
  • Integrate their site with Stripe to process payments and collect funds.

WordPress.com site owners can enable recurring payments by following the steps below:

  • Step 1: Connect (or create) a Stripe account. Visit the Earn page from the WordPress dashboard and click Connect Stripe to Get Started.
  • Step 2: Add a recurring payments button to your site using the block editor.
  • Step 3: Customize details such as payment amounts, frequencies, subscription tiers, and so on.

Websites will pay WordPress a percentage of revenue earned through recurring payments, which varies depending on whether its a personal plan (8%), premium plan (4%), or business plan (2%). In addition to WordPress fees, Stripe collects 2.9% + $0.30 for each payment.

In order to make a recurring payment to a WordPress.com site, users will also need to have a WordPress.com account. If they don’t already have one, they’ll be prompted to create one when making a recurring payment for the first time.

For users, this will make it easy to subscribe to multiple sites with one account and manage all subscriptions from one place.



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Here’s how to set up the Google Site Kit WordPress plugin

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Here's how to set up the Google Site Kit WordPress plugin


On Oct. 31, Google announced the launch of its Site Kit WordPress plugin that, “enables you to set up and configure key Google services, get insights on how people find and use your site, learn how to improve, and easily monetize your content.”

This plugin allows you to easily connect the following Google Services in a dashboard format within your WordPress backend:

  • Search Console
  • Analytics
  • PageSpeed Insights
  • AdSense
  • Optimize
  • Tag Manager

It brings the convenience of accessing your site’s performance data while logged into the backend of the site. This is great for webmasters, developers and agencies who are often an admin for their own site or a client’s WordPress site. However, it does not offer the robust and dynamic capabilities of a Google Data Studio report or dashboard to sort data so it may not be ideal for a digital marketing manager or CMO.

With that said, it wouldn’t hurt to implement this plugin as it’s actually a nifty tool that can help you stay on top of your site’s performance metrics. It’s also another way to give Google more access to your site which can have some in-direct benefits organically. 

Here is what the Google Site Kit plugin looks like within the WordPress plugin directory.

Installing and setting up Google Site Kit

To utilize the plugin, simply click install and activate as you would any other WordPress plugin. You will then be prompted to complete the set up.

Step 1

Click on the “Start Setup” button.

Step 2

You will be prompted to give access to your site’s Google Search Console profile, which means you need to sign in to the Gmail account that has access to your site’s Search Console profile.

Step 3

Once logged in you need to grant permissions for Google to access the data in your Search Console profile.

Step 4

Once you’ve granted all the respective permissions, you will get a completion notification and can then click on “Go to my Dashboard.”

Step 5

Once you’re in the Dashboard you will see options to connect other services such as Analytics, AdSense and PageSpeed insights. You can now choose to connect these services if you like. If you go to the settings of the plugin you will see additional connection options for Optimize and Tag Manager.

Here is what the dashboard looks like with Search Console, analytics and PageSpeed Insights enabled. You can see a clear breakdown of the respective metrics.

The plugin allows you to dive into each reporting respectively with navigation options on the left to drill down into Search Console and analytics.

There is also an admin bar feature to see individual page stats.

In summary, this is a great plugin by Google but keep in mind it’s just version 1.0. I’m excited to see what features and integrations the later versions will have!


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About The Author

Tony Edward is a director of SEO at Tinuiti and an adjunct instructor of search marketing at NYU. Tony has been in the online marketing industry for over 10 years. His background stems from affiliate marketing and he has experience in paid search, social media and video marketing. Tony is also the founder of the Thinking Crypto YouTube channel.

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Bing Announces Link Penalties – Search Engine Journal

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Roger Montti


Bing announced a new link penalties. These link penalties are focused on taking down private blog networks (PBNs), subdomain leasing and manipulative cross-site linking.

Inorganic Site Structure

An inorganic site structure is a linking pattern that uses internal site-level link signals (with subdomains) or cross-site linking patterns (with external domains) in order to manipulate search engine rankings.

While these spam techniques already existed, Bing introduced the concept of calling them “inorganic site structure” in order to describe them.

Bing noted that sites legitimately create subdomains to keep different parts of the site separate, such as support.example.com. These are treated as belonging to the main domain, passing site-level signals to the subdomains.

Bing also said sites like WordPress create standalone sites under subdomains, in which case no site level signals are passed to the subdomains.

Examples of Inorganic Site Structure

An inorganic site structure is when a company leases a subdomain in order to take advantage of site-level signals to rank better. There have been

Private blog networks were also included as inorganic site structure

Domain Boundaries

Bing also introduced the idea of domain boundaries. The idea is that there are boundaries to a domain. Sometimes, as in the case of legitimate subdomains (ex. support.example.com), those boundaries extend out to the subdomain. In other cases like WordPress.com subdomains the boundaries do not extend to the subdomains.

Private Blog Networks (PBNs)
Bing called out PBNs as a form of spam that abuse website boundaries.

“While not all link networks misrepresent website boundaries, there are many cases where a single website is artificially split across many different domains, all cross-linking to one another, for the obvious purpose of rank boosting. This is particularly true of PBNs (private blog networks).”

Subdomain Leasing Penalties

Bing explained why they consider subdomain leasing a spammy activity:

“…we heard concerns from the SEO community around the growing practice of hosting third-party content or letting a third party operate a designated subdomain or subfolder, generally in exchange for compensation.

…the practice equates to buying ranking signals, which is not much different from buying links.”

At the time of this article, I still see a news site subdomain ranking in Bing (and Google). This page belongs to another company. All the links are redirected affiliate type links with parameters meant for tracking the referrals.

According to Archive.org the subdomain page was credited to an anonymous news staffer. Sometime in the summer the author was switched to someone with a name who is labeled as an expert, although the content is still the same.

So if Bing is already handing out penalties that means Bing (and Google who also ranks this page) still have some catching up to do.

Cross-Site Linking

Bing mentioned sites that are essentially one site that are broken up into multiple interlinking sites. Curiously Bing said that these kinds of sites already in violation of other link spam rules but that additional penalties will apply.

Here’s the kind of link structure that Bing used as an example:

illustration of a spammy link networkAll these sites are interlinking to each other. All the sites have related content and according to Bing are essentially the same site. This kind of linking practice goes back many years. They are traditionally known as interlinked websites. They are generally topically related to each other.

Bing used the above example to illustrate interlinked sites that are really just one site.

That link structure resembles the structure of interlinked websites that belong to the same company. If you’re planning a new web venture, it’s generally a good idea to create a site that’s comprehensive than to create a multitude of sites that are focused on just a small part of the niche.

Curiously, in reference to the above illustration, Bing said that kind of link structure was already in violation of link guidelines and that more penalties would be piled on top of those:

“Fig. 3 – All these domains are effectively the same website.
This kind of behavior is already in violation of our link policy.

Going forward, it will be also in violation of our “inorganic site structure” policy and may receive additional penalties.

Takeaway

It’s good news to hear Bing is improving. Competition between search engines encourage innovation and as Bing improves perhaps search traffic may become more diversified as more people switch to Bing as well as other engines like DuckDuckGo.

Read Bing’s announcement: Some Thoughts on Website Boundaries



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