If you’ve got a blog that’s collecting dust in Google’s basement, here’s some good news: fixing up old posts is usually faster and more effective than pumping out endless new content. But knowing what to fix and how to do it? That’s where most folks get stuck. This guide is for anyone who manages a blog and wants to squeeze more organic traffic out of stuff they’ve already written—without getting lost in SEO theory.
The tool we’ll focus on is MarketMuse, which promises to take the guesswork out of optimizing content for search. It’s powerful, but it can also be overkill if you don’t use it right. I’ll walk you through what’s actually worth your time, step by step, and point out the stuff you can safely ignore.
Why Bother Optimizing Old Blog Posts?
Let’s get this out of the way: updating old content isn’t just busywork.
- Google likes fresh, relevant info. Old posts can drop in the rankings, even if they were great once.
- Quick(er) wins. It’s often faster to improve something that’s half-decent than to start from scratch.
- You probably have good stuff buried. If nobody’s seeing it, that’s wasted effort.
But not every post is worth your time. The trick is picking the right ones and updating them in ways that move the needle.
Step 1: Pick the Right Posts to Update
Don’t just start with your oldest post or pick at random. Here’s how to find posts with the most potential:
-
Look for posts with declining or flat traffic.
Use Google Search Console or your analytics tool. Find posts that used to get visits but don’t anymore, or ones stuck on page 2-3 for decent keywords. -
Check for posts that almost rank.
If you’re sitting at position 8–20 for a solid keyword, you’re close. These are the easiest wins. -
Ignore posts that never had a chance.
If something never got traffic and isn’t relevant, don’t bother. Some content just doesn’t deserve CPR.
Pro Tip:
Export your data into a spreadsheet. Make a shortlist of 5–10 posts to start—don’t try to fix your entire archive at once.
Step 2: Run Your Post Through MarketMuse
Once you’ve picked a post, here’s where MarketMuse comes in handy.
How to Get Started
- Paste your URL into MarketMuse’s “Optimize” or “Audit” feature.
- Let it process your content. This may take a minute.
What you’ll get is a report that shows: - How your content stacks up against top-ranking pages. - “Content Score” (how well you cover important topics). - Suggested keywords and topics you’re missing.
What Matters (and What Doesn’t)
Pay attention to: - Content Score: Are you well below the competition? That’s a red flag. - Topic gaps: Terms and subtopics you barely mention, but competitors cover deeply. - Suggested word count: If you’re way under, you might need more substance (but don’t pad for no reason).
Ignore or take with a grain of salt: - Exact keyword stuffing: You don’t need to hit every phrase 10 times. Write like a human. - Blindly chasing the highest word count: Sometimes less is more, especially if your readers want quick answers.
Step 3: Actually Update the Content
This is where most people overthink things. Here’s what you should actually do.
Fill Content Gaps
- Add missing sections or explanations that top-ranking posts cover, but you don’t.
- Answer related questions you see in MarketMuse’s suggestions (or in Google’s “People Also Ask” boxes).
Improve What’s Already There
- Clean up weak intros and unclear points.
- Make sure your main keyword or phrase appears naturally in the title, headers, and a few times in the body.
- Update stats, examples, or product mentions—Google doesn’t like outdated info.
Sprinkle in Suggested Topics
Don’t force every MarketMuse suggestion into your post. Instead:
- Use the “related topics” as a checklist—try to weave in the most relevant ones.
- If a suggestion doesn’t make sense or would sound weird, skip it.
Make It More Useful
- Add a clear summary or actionable takeaway.
- Break up walls of text; use bullet points and headings.
- Link to more recent or high-authority sources.
Pro Tip:
If your post is super thin (<500 words), it often needs more than just a tweak. Sometimes the best move is to combine it with a related post, or just let it go.
Step 4: Don’t Forget the Basics
Even the fanciest optimization tools can’t fix the basics. Before you hit “update,” double-check:
- Title tags and meta descriptions: Make them clear and inviting, not just keyword lists.
- Internal links: Add links to and from other relevant posts. This helps users and search engines.
- Images: Update outdated screenshots, add alt text, and compress for speed.
- Formatting: Make sure it looks good on mobile and loads fast.
Step 5: Re-Publish and Monitor
After updating, change the “last updated” date if your platform supports it—this can help with freshness signals.
- Re-submit the URL in Google Search Console to speed up re-indexing.
- Watch your rankings and traffic for a few weeks. Not every update is a home run, but you should see some improvement if you picked a good post.
If you see no change after a month or two, try a bigger rewrite or target a different keyword. Sometimes, even the best tools can’t fix a post that’s just not what people want.
What to Ignore (Mostly)
There’s a lot of SEO “best practices” that sound good but rarely move the needle:
- Chasing every tiny keyword variation: Focus on what’s actually getting searched.
- Obsession over “keyword density”: Google’s smarter than that.
- Writing for MarketMuse’s score instead of readers: Use the tool as a guide, not gospel.
MarketMuse is great for showing you what you’ve missed and how you compare, but it won’t save bad writing or fix boring content. Don’t fall into the trap of optimizing for a tool instead of real people.
Wrapping Up: Keep it Simple, Iterate Often
You don’t need to overhaul your whole blog in a weekend, or chase every shiny new SEO tool. Pick a handful of posts, use MarketMuse to figure out what’s missing, and update accordingly. Watch what works, skip what doesn’t, and don’t be afraid to ignore “rules” that don’t fit your audience.
Small, focused improvements win out over endless fiddling. Hit publish, see what happens, and keep moving. That’s how you get out of Google’s basement—one useful post at a time.