Hats off to Yoast for this one.
The thinking is simple: when you get a lot of comments on a post, it can dilute the keyword strength you’ve worked so hard to create. That could be OK for a toss-off post, but if you want your really popular content that’s stood the test of time to stand out even further, the answer is simple: make it a Page, not just a Post-on-its-own-page.
Don’t just copy and paste the content into a new page, by the way. I’d actually either:
- Delete the post altogether, or …
- Write the new Page differently, adding new content and restructuring the old
What this accomplishes is kind of spectacular for your site’s SEO and for your business.
It preserves keyword strength (you’ll want to deactivate commenting on this new Page).
It gives you the added benefits of a landing page, where you can further direct readers to your other content on the topic at hand or encourage them to sign up for your list.
And I think it also carries with it a slight psychological buzz of heightened trust and importance — with readers musing, “hmm, if it’s a Page, it must be really important stuff.”
(NB: I freely admit I have absolutely zero evidence for this assertion. It just makes sense to me because I’ve caught myself thinking the same thing from time to time on other sites.)
Take a look at your archived posts, and then check their stats in Analytics. What’s standing the test of time? What do people keep coming back to month after month? Those are your prime contenders for conversion into Pages.
Go get ’em, tigers! (See? This SEO stuff isn’t that hard….)