Updating your Website Content
There’s an incredibly important aspect of SEO that everyone needs to know: it technically never ends. It is never finished. A successful SEO campaign is constantly working to optimize, update, and improve every aspect of the SEO process. Settling for your current rankings is a dangerous move—you’re likely to be surpassed by contending and new websites that emerge, and perform better than yours.
While it seems arduous, one of the most vital pieces of improving your ranking is updating your content—all of it.
When you first publish your content, Google takes note of the date. As time passes, the “freshness” score decreases. It’s best to update as often as possible, but letting a few months pass between each update isn’t going to destroy your rankings.
Start by reading through your content. It can be beneficial to hire a separate pair of eyes to read over your content, reword what can be reworded, and recommend any further changes. While it’s difficult to look at your website with a fresh pair of eyes yourself, it’s important to try your hardest to spot opportunities for improved and refreshed content, as well as opportunities for brand new content. Navigate your website as if you were a new user—explore the pages, read through the content, and figure out the degree to which it is user-friendly. Familiarize yourself with the information you provide, your navigation options, and your search traffic.
Analyze your current site performance. How is your page performing? Which of your keywords are bringing in the greatest amount of organic traffic? On which page is your bounce rate the highest? Remember that informative and useful content is more important in page ranking than keywords. Keywords should certainly be used when appropriate, but they should be immersed in a large body of useful content.
After you have finished your analysis, take the time to re-write your page content. Add new information, retract old information, and reword current information. Refreshing your content isn’t an arduous process, and doesn’t need to be a chore. It’s important for your website rankings, and it’s critical for enhancing your user experience, and reducing your bounce rate.