Refresh Website Content to Boost SEO

For those who are knee-deep in search engine marketing, you have likely discovered how much on-going work is involved in the ever-important task of search engine optimisation.

Refresh Website Content to Boost SEO

For those who are knee-deep in search engine marketing, you have likely discovered how much on-going work is involved in the ever-important task of search engine optimisation.

For a moment, let’s ignore all the back-end stuff that goes into keywords, meta-tags, alt-descriptions, and the like, and look at the most prominent feature of SEO; your website’s content; including blogs and articles.

Creating and wading through a sea of content, year on year, can be exhausting, and often can feel like a redundant task. Keep trying to come up with new things to talk about, and eventually you’ll run out of things to say.

Of course these critical tasks are essential to SEO, which is why marketing agencies spend so much time on developing perfectly optimised and value-driven copy.

But not every brand, business, marketer, or agency has the time, creativity, and resources to knock out content on the regular to feed the never-satisfied monster that is Google, and this conflicts with every search-engine’s insatiable hunger for fresh content.

Luckily, there is an alternative to slaving away to create something fresh and interesting on a regular basis. SEO can be enhanced by simply refreshing some of the better-performing content you’ve used in the past.

What do I mean by this? Let’s take a closer look…

Why Refresh Old Website Copy?

Things change, it’s one of the only constants in this world. Depending on which industry you’re in, things might change a little more quickly. 

This means you need to keep things up to date on your website’s copy, but it also means that you might need to go back to old blogs and update them with new information or remove things that have become redundant. 

From the perspective of offering your visitors something valuable, this is really important.

Search engines also love fresh content. When you make changes to your website or blog, search engines like Google take notice. It shows that your content is up-to-date and more relevant, which makes them want to show it to people who are conducting searches. 

This means more people finding your content and being taken to your website.

It also gives you an opportunity to direct focus onto particular information you want people to know about, such as a new product or service, a promotion, or a change in your business or industry.

When Should You Do It?

Knowing when to update and refresh old content can be difficult, and there is no hard-and-fast rule here. In some cases it depends on your industry, with some of them moving more quickly than others.

If for instance, you manufacture steel products, there is less chance of major changes shaking up your industry than, if for instance, you offer software development; an industry that changes constantly, and at a rapid pace. 

In the latter example, you would refresh content for search engine optimisation far more frequently.

A good rule of thumb, however, is that your content should change roughly every 2 years, but there is no harm in doing it more frequently than that.

Refreshing Copy to Boost Search Engine Optimisation Rankings

With that in mind, your blogs and web content can get a new coat of paint, with minimal effort, in a few ways. 

Let’s look at some of them here…

Refreshing Old Content

The more blanketed approach is to completely rewrite content to bring it up to speed, or simply to freshen it up with the same information, albeit in different words, with a different voice, and perhaps a few extra nuggets of new information.

This might be necessary when you find older blogs or pages are starting to dip in their search engine optimisation performance, when you have changed up some of your keywords, or when something in your offerings or processes have changed.

Restructuring Content

You don’t always have to rewrite your content to make it perform better, sometimes it is enough to restructure it. 

Let’s say you’ve written an excellent article that is stacked with useful information, but you’ve buried that useful information somewhere in one of your bottom paragraphs… chances are that not many people make it far enough down the page to find it when reading.

One of the best approaches here is to just move that important info up the page so that it is more prominent. 

Alternatively you can also look at things like organising your structure with subheadings that make things easier to read.

Sometimes, this is all you need to do to see your performance increase.

Removing Old/Outdated Content

Not everything you’ve put in your articles is necessary, in fact it might just get in the way of what you’re trying to say.

Every writer should know the concept of ‘killing your darlings’. Just because you like the way payid casinos online australia something reads, doesn’t mean it needs to be in the article or website copy. Trim the fat, shave the fluff, and delete all the stuff that doesn’t need to be there. 

Make things easier to read for your visitors. Give them only the stuff that adds value to their experience.

Maybe something that once rung-true in your blog or content no longer does. Technology, processes and time frames change; information becomes redundant. 

If your copy has any of this in it, take it out and republish it.

Contact ATKASA Digital Agency for Details

Refreshing your content is just one strategy behind successful search engine optimisation campaigns.

If you would like to know more about enhancing SEO performance for your business, be sure to visit the ATKASA Digital Agency website today for more information.