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(The short of it is this: Find who’s getting press in your industry, and see if you can land it too).

The idea of updating infrequently is new to most people, which means you may do it wrong. When you take this approach, you’ve got to make sure your blog is geared towards converting visitors into readers. If you go the “old route” of promoting social media profiles and RSS feeds, the exposure will be pointless.

If you’ve never touched a post after hitting the Publish button, the idea of updating old posts probably seems very strange to you. This works, first and foremost, because Google values .

The search engine knows that for some queries, searchers really need the newest information available. If you’re searching to see who won the Superbowl, you don’t want to know who won in 2012.

If you are researching to buy a new digital camera, you don’t want to know what cameras were the best in 2008. You as a searcher are more likely to click on results that feel “recent” – maybe the current year is a part of the headline, or the result shows a date within the last few months.

However, maintaining and updating old content, especially your most successful content, is hugely important.

Keep reading to learn why you should update old posts, how to choose which posts to update, and what to update when you decide to take the plunge. It’s the idea of working smarter rather than harder.

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You don’t look back and tinker with old posts, you just soldier on, trying to recreate past success with each new blog post. No, there’s no replacement for continuously creating new content for your blog.

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