Has the content on your site grown stale? Or, do you have content that is a few years old, but has always ranked high? No matter the circumstance, your content could probably use a refresher. Even if your site is search engine optimized, if you do not contribute new information on a consistent basis, the search engines will flag your site as unreliable.
Google reads outdated content as unreliable and irrelevant. When a person searches for specific keywords, even if your site is the best at answering the question, Google may not list it. To work around this algorithm, you must update your content. You can either add new content or freshen up old topics with new insights.
What to Look for in Your Old Content
All content should serve a purpose. Writing with the intent to inform, engage, entertain, sell, or serve, will satisfy your readers’ needs. Purposeful writing will also increase the likelihood of social sharing.
- Take a look at your old content and determine if it serves a purpose and is useful to your target audience.
- You should know your ideal customer enough to create content that addresses a problem they are having and answer any questions about a topic.
- Learn to be concise and thorough.
- Check for any outdated links in your articles.
How to Refresh Your Content
Analyze the data from older content types to see which ones were liked, shared, and commented on the most. Is there a way you can put a new spin on the topic? Repurposing your content with a new twist or update keeps your readers excited and informed. Articles and other content types that did not rank favorably can be refreshed by looking at the topic from a different point of view or angle.
You can repurpose older content into another form to breathe new life into the same topic. For example, if you wrote an article on how to write SEO headlines, you can take the same information and create a video or podcast. Different forms of content appeal to different people. Keep a list of various content types and consider switching back and forth depending on your niche.
Consider analyzing your old content for SEO keywords, both head and long-tail. Do not keyword stuff your content, but use the keywords naturally. Copywriters tend to do this inherently because they write with the reader in mind. Keep your target audience and their wants and needs as your main focus when writing content. You can use a tool to check for appropriate keywords and keyword phrases. Bruce Clay, Inc., a global marketing company, recommends using SEOToolSet Single Page Analyzer to scan the page and give you a keyword report.
Using a keyword report will allow you to see if you are using too many or not enough keywords and phrases. If you are not using enough, consider researching the long-tail keywords you can add to refresh your content.
If your content seems thin, you can actually incur penalties from Google. Thin content is the opposite of high-quality content. You will want to offer your readers a complete answer to their question and use terms associated with keywords. If your prospects are looking for an article about gem mines, you should also discuss rocks, minerals, and caves.
Add social proof where necessary to substantiate your claims. Using information from government, medical, or other credible sources will help to add value to your content. The trust factor involved is another reason you should refresh your content on a consistent basis.