5 SEO Reasons To Update Your Content Regularly
Everyone knows that creating SEO-optimized content from scratch is a very time-consuming and painstaking job. It is much easier for both a novice and an experienced author to update an old text and achieve a similar result in a shorter time.
According to statistics, updating content can increase traffic by 106%. In addition, 90% of professionals agree that this approach is more effective than writing new articles. Let’s find out how updating content can help your business and where to start.
1. INCREASE RANKING AND COMPETITIVENESS IN SEARCH RESULTS
The Google Search Results Page (SERP) is an important factor to consider when updating website content. The better the content satisfies the search queries of users, the higher your resource will rank. It depends on the competitiveness of the site.
Content should contain trending keywords and phrases that are trending right now among your target audience. In addition, SERP factors should be taken into account when updating site content so that the changes meet the expectations of search engine algorithms. By satisfying the above requirements, you will ensure the high competitiveness of the resource and its frequent appearance in the search results.
2. BETTER ALIGNMENT WITH INDUSTRY TRENDS
The number of competitors that you should be wary of in SEO depends on your field of activity. As a rule, the rivalry is especially pronounced in the areas focused on online commerce and SaaS. At the same time, competition is virtually non-existent in retail, freight, and some other industries.
However, the more attention you put on SEO, the more likely your links will pop up at the top of the SERPs. This matters both for B2C companies and in the B2B market – in both cases, it is useful to have a site that ranks well. In addition, updating content in product descriptions, blog posts, or in general on each page will bring your site closer to modern industry standards.
3. INCREASE ENGAGEMENT AND CONVERSION RATES
What happens after your pages start to rank better? As a rule, after SEO optimization, organic traffic and engagement increase. If updating content regularly takes too long, you can always contact the relevant agencies and enlist help in editing and updating pages. Then you, in turn, can focus on customer service and business development, and not on periodic website updates.
For obvious reasons, people will always be more likely to click on SERP links with more recent dates. This is why regular page content updates help your old posts feel new, even if they were created a long time ago. This results in improved conversions, increased revenue, and, most importantly, your authority.
4. HIGHER ROI COMPARED TO CREATING NEW CONTENT
As we have said, creating new content requires more time and research than repurposing existing content with the latest search engine optimization trends. According to the latest data, SEO-optimized content attracts 20 times more clicks than any contextual advertising (PPC). People simply trust organic content more than paid ads.
Thus, you can update the content of the pages on the site, spending only a small part of the resources that would have to be invested in creating posts from scratch. While it’s cheaper and faster than writing new articles, SEO on your site shouldn’t completely replace original content production. You still have to add fresh blog posts and update them just like you would with existing content.
5. INCREASED TRUST AND LEAD LOYALTY
In addition to all of the above, updating old content allows you to build trust and build strong relationships with subscribers. Demonstrate to people who visit your site and buy goods or services from you that you are serious about the content of your site.
SEO optimization of old blog posts and product pages allow you to strengthen the reputation of your brand. Don’t limit yourself to keywords and writing texts: adding new links and multimedia content also brings tangible benefits. In addition, Google’s search algorithm favors frequently updated web pages, so this way you increase your site’s ranking in SERPs.
HOW TO START UPDATING CONTENT FOR SEO
So, now you know how updating content for SEO can help your site rank better. Now let’s figure out where to start. Updating website content is a rather tedious task, but you can seek help from an SEO agency to make your life easier.
Professionals will help optimize the resource, as well as provide recommendations for creating content in the future. You can prepare the necessary information for them to speed up the process. For this:
- conduct a content audit of your site for frequently used keywords and phrases;
- make a list of the titles of all blog articles and check how effectively you use keywords;
- check the spelling in every blog post with a trusted writing service;
- make sure that all internal and external links on the site are working;
- check the alt text and metadata for each blog post and media file.
CONCLUSION
Many companies focus exclusively on original products and rarely update existing content consistently. This is what you should be using. Updating existing posts by adding new information and incorporating current trends will be of great benefit. Conduct a site audit, find SEO bottlenecks, and start updating old content to make the most of all the promotion opportunities that search engines offer.
