A few weeks ago I was talking to Joe Chernov of HubSpot, a leading marketing software company with a very active blog community. As VP of Content, Joe’s role is to ensure that HubSpot’s content is consistently high in quality and driving valuable lead gen.
One of the surprising insights from our conversation was that Joe found that many of HubSpot’s older blog posts from prior months or even years were getting extremely high conversion long tail traffic.
It turned out that people digging deep into the blog’s archives had a very specific pain point to address. Accordingly, HubSpot saw conversion rates much higher than that of their most recent posts, albeit at lower volume. This is why Joe’s team continues to tinker with older posts.
If it can work for HubSpot, it can work for you. Here are three things you can do to optimize older evergreen posts on your blog for long tail conversion.