SEO Strategies for Updating Content

A stale website means stale traffic and stale sales. If your page is filled with old content or you’re wondering what to do with those blog posts from 2015, there are strategies to consider before hitting the refresh button.

So what are some SEO strategies for updating old posts?

The good news is, there’s no need to reinvent the wheel. Your old content can be repurposed for a new audience and a new age.

Why Update Your Blog Posts?

Having a website that collects data and email leads is not enough. Especially if that site is filled with information from six years ago. Content is always king, and when it comes to your brand’s website, content is more important than any product or price point you’ve perfected.
And while you may have stellar posts from 2017, originally written with SEO in mind, freshness is a key element of Google’s SEO algorithm. Updating content on a regular basis keeps your SEO score healthy and the traffic, clicks, and impressions flowing.
Plus, when was the last time you searched on Google and clicked on a result from 2013? More often than not, users are searching for content that’s timely and relevant in today’s world. Refreshing relevancy will naturally increase click-through rates, as will anything that aligns with a user’s preferences and search intent.

Let’s rebrand!

Unfortunately, updating your “blogs” tab isn’t enough. For SEO to work in your favor, your entire site needs a 2021 refresh. So focus your energy on each one of your services or products for optimal results.

Everything Old is New Again

If you have existing content, start by repurposing what you’ve got rather than pumping out new posts. Why? Because new posts hit the internet every second. When you update existing content, you’re not competing with the masses for a top spot. So without further ado, here’s how to refresh your page and figure out what to focus on. Because unless you’ve got a massive team or a massive budget, narrowing your focus is more economical than reinventing every word on every page.

The Numbers Don’t Lie

If you’re scratching your head, wondering what pages need a revamp and which aren’t worth your time, dig into data. Using Google Analytics? Head to your account for tons of useful metrics — from bounce rates to clicks and impressions, see which pages bring in the most traffic and focus on optimizing existing winners.

Revamp Keyword Research

We can’t discuss SEO without mentioning keywords. Arguably the most important aspect of the magic algorithm, staying current on relevant keywords is essential. The keywords popular when you first launched your site have come and gone. Take time to uncover the new words generating larger search volumes and stronger conversions.

In the same vein, remember to stop and consider what consumers want. What drove them to your page in the first place? That’s called search intent. And it’s a huge factor in Google’s ranking. If you can understand why users land on your page, you can improve your content. 

Consider Comments

 Even if you don’t have an analytics suite (always recommended) there are other ways of figuring out what scrollers want to see. For example, check out your comment section for feedback. And while you’re there, delete spam comments so future site visitors are spared the junk.

Stay SEO-Friendly

 While updating content in itself is a great tip, make sure the content still follows SEO best practices. Think basic vocabulary, no sentences longer than 200 words, headers to break up content, lots of transition words, high-quality images, and working links. 

Remember The Details

 Our last tip takes an average of five seconds…but it yields fantastic click-through rates. Simply adjust the post date to today’s date. Google will automatically update that date in the SERP leading to more click-through rates. As mentioned, timely content triumphs.

While you’re at it, update headlines and the content itself to reflect today’s year. If an old post called out the Seven Best Social Media Strategies of 2017, update the title to 2021. Also make sure each link is working and each data point is up-to-date. 

In Summary

 SEO is far from brain surgery. But new posts are the difference between stale sales and a page flooded with traffic and efficient conversions. So be intentional with your refresh and watch the new fiscal year flood with new revenue results.

A bit about us – Web Fox Marketing is a web agency in Livonia, Michigan SEO as well as digital marketing professionals. We service our local communities near Livonia, Novi, West Bloomfield, Farmington Hills, Royal Oak and beyond. In addition to offering digital advertising solutions, we’re experienced in search-engine ranking advantages , Google Ads advertising (PPC), Search Engine Optimization solutions, social media marketing, and much more!

A web site most certainly is the beginning, as online success throughout our digital world is dependent on search prominence & max exposure to many marketing channels. Our Michigan lead generation agency is glad to assist you with any kind of opportunities you have. Drop us a line today and let’s get started building your responsive site!

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