In the marketing world, we all know how frustrating it can be when the first iteration of content hasn’t automatically reached the number one position on the search results. As content marketers, we can feel very precious and protective about our content, for some admitting that their content might need to be amended if it’s not performing as well as expected can be difficult. When time and energy have been poured into creating content, there’s no need for that to go to waste. Editing existing content utilises the copy that is already on the website and improving it for SEO benefits, this is known as content refresh.
Content refresh can be a part of your wider search engine optimisation strategy. For SEO it’s important to monitor how your content is performing and create actions based on the website data. By no means are we recommending purging your entire website, however, that might sometimes be useful for websites which are flooded with URLs which have had no organic traffic and aren’t relevant anymore. It’s about looking at the metrics of the site and determining what is worth keeping, updating, merging or deleting and continuing to make adjustments to make the content the best it can be.
So let’s start from the top, with a definition of the content refresh for SEO specifically.
What is a content refresh?
A content refresh is a deep edit of existing website content – this process can involve any type of content that is on the website from informational pages to commercial pages.
Does refreshing content help SEO?
Yes! Refreshing your website’s content plays a significant role in boosting your SEO performance. In fact, every time you make a change on your website, search engines take notice and adjust the page ranking accordingly. If you want your website to gain more search traffic and to continue to climb the search engine rankings, regular and strategic updates are important.
Search engines love fresh and relevant content, and regularly updating your existing articles, blog posts, and web pages can significantly improve your search rankings. The simplest way to describe it is when content is refreshed on a website it acts like a beacon (like a bat-signal) alerting search engines that the website is active, up-to-date and valuable to users. This enhances your chances of ranking higher in search results, attracting more organic traffic and engaging your audience.
How often should you refresh content for SEO?
Unfortunately, there isn’t a one size fits all answer to how often you should refresh content for SEO. The frequency that you update your website’s content depends on a number of variables including your industry, the type of content and audience engagement.
A general rule of thumb is to assess your content regularly and update it at least 1-2 times a year. It’s commonly recommended that evergreen content is edited as often as the information on it needs to be updated. For topics that don’t change much, you can get away with editing it once a year, however, if the content is constantly evolving you might want to update it more frequently. High-performing or time-sensitive content may require more frequent updates.
When should you prioritise content refreshes over content creation?
You should prioritise content refreshes over content creation when you have existing content that has the potential to perform better with updates. If you notice declining search traffic or engagement on certain pages, focusing on content refreshes can yield quicker and more impactful results compared to starting from scratch with new content. Refreshing high-performing but slightly outdated pages can also help maintain their relevance and authority, enhancing your overall SEO strategy. By strategically prioritising content refreshes, you can maximise the value of your existing content and optimise its performance in search engine rankings.
How do I refresh old content for SEO?
Content refresh allows you to incorporate new keywords into your copy, address current trends and ensure that the information on the page stays accurate and authoritative, further solidifying your website’s credibility in the eyes of both users and search engines. So, if you’re wanting to stay ahead in the competitive online landscape and maintain a strong SEO presence, regular content refreshing is a must! To steer you in the right direction, take a look at our quick guide to refreshing your website content to improve your SEO rankings.
Identifying content in need of refreshment
Before starting the content refreshing process, you need to analyse the current content to determine your content strategy. Identifying which content on your site needs to be refreshed is crucial to maintaining a strong SEO strategy, this should be done by looking at the performance of your content. It’s important to regularly monitor website performance, this can be done through third-party SEO monitoring tools, GA4, Google Search Console, and even user feedback. Doing this will provide valuable insights into content performance and help you determine the ideal content marketing strategy for your website. Remember it can be a little tricky to find the right balance between keeping your content relevant and avoiding over-refreshing.
Performance metrics
Closely examine performance metrics such as impressions, clicks and position ranking, which can be found in Google Analytics and Google Search Console, to gauge how well your content is resonating with your audience and performing in search results. A decline in these metrics could indicate the need for an update.
Seasonal trends
It is important to consider seasonal trends to understand fluctuations in performance over time. Content based on time-sensitive content such as Christmas, Valentine’s or summer will have peaks and valleys in the performance. It’s important to consider the time of year when looking at the performance metrics of your content, be sure to be using a wide date range when looking at the data and see if you can spot any patterns. This can determine whether you want to wait to update the content until closer to the time or might leave the content as is.
Website content based on trending topics such as global news or new legislations/laws will become outdated very quickly and might not need updating as the search volume typically will not return.
Search intent
The analysis of search intent is an unsung hero when deciding what content needs to be refreshed. This helps determine if the page aligns with the identified keyword scope and satisfies the users’ search queries. User intent is extremely important to search engines. Gone are the days when you will rank for specific keywords because you have stuffed them. Search engines are looking for the most relevant and authoritative website landing pages to rank higher in the search results.
Accuracy
Inaccurate or outdated information can lead to a loss of trust amongst users and negatively impact your SEO ranking. Regularly audit your content to verify the accuracy of facts, statistics, and any references provided. By ensuring that your content reflects accurate and trustworthy information, you not only enhance your brand’s authority but also improve your SEO ranking as search engines reward well-researched, authoritative content that meets users’ needs and expectations.
It’s important to include EAT (Expertise, Authoritativeness and Trustworthiness) within your content marketing strategy. Search engines place significant emphasis on EAT when evaluating the quality and credibility of websites, and will push those with more credibility as this provides the best experience for users.
When these insights and considerations are put together, you can pinpoint which pages require refreshing and ensure your content stays relevant, engaging and optimised for SEO performance.
Our content refresh quick tips
Unfortunately, content refreshing isn’t just about changing the publishing date, it’s a little more complicated than that. So now that you’ve uncovered which content needs to be refreshed, what is the next step?
Here are our quick tips for content refresh:
- Focus on key landing pages and priorities those declining search traffic or outdated information
- Optimise meta titles and meta descriptions with relevant keywords to improve click-through rates and visibility in search results.
- Ensure target keywords are seamlessly integrated into the refreshed content, enhancing its relevance to search queries.
- Don’t forget to update internal links, ensuring they lead to other valuable pages within your website.
- Don’t forget to update internal and external links and fix any broken links.
- Improve the readability of your web pages with subheadings and bullet points.
- Expand on the existing content by adding fresh content with new insights, examples or case studies.
When in doubt, consider enlisting the help of a digital marketing agency like our team of SEO experts at List & Found. Our team can provide valuable insights, conduct in-depth SEO analysis, and recommend strategies to optimise your content for better search engine visibility. This will breathe new life into your website’s performance, making it more appealing to both users and search engines, ultimately elevating your SEO ranking and overall online presence.
Measuring the success of your content refresh
Measuring the success of your content refresh is a crucial step to gauge the effectiveness of your efforts and make data-driven decisions for future optimisations. Several key performance indicators (KPIs) can be analysed to evaluate the impact of your content updates. Tracking SEO metrics such as organic traffic, keyword rankings, and click-through rates provides insights into the visibility and engagement of your refreshed content. Additionally, monitoring user behaviour metrics like bounce rates, time on page, and conversion rates offers valuable feedback on how effectively your content satisfies user intent. By closely examining these metrics, you can determine the success of your content refresh and make informed adjustments to continuously enhance your website’s performance and SEO rankings.
What if your metrics are declining after a refresh?
Experiencing declining metrics after a content refresh can be disheartening, but it’s essential not to lose hope. There are several factors to consider when facing this situation. Firstly, analyse the changes made during the refresh to ensure they align with your target audience’s needs and search intent. It’s possible that the content adjustments may have shifted the focus away from relevant keywords or topics. Secondly, monitor user behaviour on the refreshed pages to identify potential issues or barriers hindering engagement. Lastly, keep in mind that SEO improvements can take time to show their full impact, and fluctuations in metrics are not uncommon during the transition period.
Stay vigilant, continue monitoring performance, and be ready to make further adjustments based on data-driven insights. If the decline persists, seeking guidance from SEO experts or digital marketing agencies can offer valuable insights and solutions to get your content back on track for success.
Contacting the experts for your content refresh
When it comes to elevating your website’s performance through content refresh, our B2B digital marketing agency is your trusted ally. Whether you’re new to SEO, or newer to a specific brand or industry it can take some trial and error to get content refreshing right. There’s always a risk of losing the good search traffic and engagement that your website already gets when making an amendment to the site. That’s why it’s always best to turn to professionals to help.
With expertise in content refresh SEO, our team at List & Found understands the critical factors that can boost your website’s traffic and improve your online presence. Here’s how our agency can help you revitalise your content and achieve remarkable results:
Strategic content refresh
Our team employs a data-driven approach to identify landing pages that require immediate attention. By focusing on content refresh for SEO, we ensure that your web pages align with current search trends and user intent, maximising the potential to attract targeted organic traffic.
Optimised meta data
Crafting compelling and SEO-friendly meta data is essential for driving clicks from search results. Our agency excels in optimising meta titles and meta descriptions, leveraging target keywords, and enthralling users to click through to your content.
Keyword research and targeting
With in-depth keyword research, we identify the most relevant and valuable keywords for your content refresh. By strategically incorporating these target keywords, we enhance the visibility of your web pages in search engine results.
Internal Link Building
Building a robust network of internal links is a key aspect of content refresh SEO. Our agency employs effective internal linking strategies to boost your website’s crawlability, improve user navigation, and signal the importance of your content to search engines.
Partnering with our digital marketing agency ensures that your content refresh efforts yield impactful results. With a keen eye for detail and a passion for driving online success, we are committed to optimising your website’s content and enhancing your SEO performance. Don’t let your valuable content go unnoticed – let us lead the charge in revitalising your web presence and catapulting your website to new heights of success!
Don’t let your valuable content go unnoticed – partner with our digital marketing agency today and unlock the full potential of your web presence. Get in touch with us now to embark on a successful content refresh journey and take your online visibility to new heights! Contact us for expert guidance and achieve remarkable results. Let’s revitalise your website’s performance together! Visit our B2B SEO page for more information on our content refresh strategies and other SEO offerings.
