The kind of content you publish on your website can make or break its performance in global search engines such as Google and Bing.
Based on a recent post, 92% of marketers have reported content as a valuable business asset, with 56% planning to spend more on content in 2021.
Whether you publish industry news or work in an eCommerce business or a SaaS agency, old posts on your site should be refreshed per SEO trends.
Additional reports indicate that refreshing content can increase organic traffic by 106%.
Why Refreshing Old Content is Beneficial
Why should you refresh content you published months or years ago instead of solely focusing on original content? Simply put, some content pieces are too good to be forgotten.
You may be proud of specific articles, case studies, or tutorials and want to update them without throwing out the work you’ve already done.
Updating old posts with Fresh SEO Keywords, links, and multimedia can be extremely helpful since Google’s SERP favors updated links.
Given that Google is a de facto trend-setter in terms of SEO, search engines such as Yahoo will follow suit and rank refreshed content better.
As such, the benefits of going through the trouble to refresh the content on your site can manifest in several important ways:
- Improved content visibility and subsequent audience engagement
- Increased audience retention due to old content being refreshed with new info
- Improved brand reputation and industry authority due to updates to old content
- Marginal costs to your time and resources compared to creating completely original content
How to Refresh Content and Make the Most of it
It’s worth noting that while refreshing existing content will improve your website’s SEO and save precious resources, it cannot outright replace the original content.
You will still need to find time to produce original articles, multimedia, and other content for SEO and marketing purposes besides refreshing existing materials.
Include Content Refresh in your Regular Production Schedule
Once you commit to refreshing your content, you should do so with a schedule in mind.
Use your publishing calendar as a reference point and include regular content audits.
If refreshing old content in-house becomes overwhelming, you can reach out to SEO and ask for professional assistance to mitigate your content refresh difficulties.
As with any form of content optimization, refreshing old posts manually won’t do much. SEO tools such as Google Keyword Planner, SEM Rush, and Ahrefs can be extremely helpful in determining your content’s performance and ways to improve it.
Likewise, content editing tools such as Grammarly, Hemingway Editor, and Evernote can be helpful in detecting proofreading or formatting discrepancies throughout your website quickly.
Be Mindful of the Original Content’s Ideas
It’s easy to lose sight of your old posts’ ideas when you refresh them with new keywords, links, and multimedia.
The original piece you are updating should still hold value for your readers despite added SEO elements.
Never update your content for the sake of raising its search ranking without taking its practical value into account.
Doing so can cause readers to bounce off of your content and consider it spam in the future even though you’ve refreshed it.
Content, both new and old, should be written and published for human readers first and search algorithms second.
Even if your traffic is satisfactory now, you can still make good use of old posts by sprucing up your SEO game.
\Go through your site’s analytics with the aforementioned SEO tools or contact an SEO agency to do it for you.