Common SEO mistakes publishers make (and how to fix them)

For most businesses, SEO is built primarily on evergreen content optimized for specific search phrases. The goal is to attract potential buyers from search and convert them into leads and sales. Most experts, training and tools are focused on this kind of SEO.Publications, however, are different. We have a wealth of content and continually create new content. We aim to keep our readers informed and our goal with SEO is content visibility, traffic and audience growth.Many publishers don’t account for these differences in their SEO strategy and lose out on valuable traffic as a result. Here are the biggest mistakes I see publishers make, and how to fix them.Focusing only on new contentMost publishers focus only on new content and ignore past articles. But search engines often reward content that is updated and maintained regularly. Businesses rely on this kind of “evergreen” content, but publishers must make a conscience choice to update older articles when…