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Why Updating Old Content Is Just as Important as Writing New Stuff
If you want to achieve lasting results in online marketing, then you need a content strategy to help your business engage with your audience, driving targeted traffic. It's not uncommon for businesses to focus on creating new blogs and articles, under the impression the more content you publish, it automatically translates into improved performance.
What many businesses overlook, is that there is value in older posts. Yes, new content is vital, but old articles that were once performing well, can become assets when you refresh them. Updating existing content is just as important as writing new stuff, if you want to maintain your ranking in search results, increasing website traffic, and driving conversions.
Your older content can be valuable, as they have already built authority, unlike your new posts. It may already come with high quality backlinks, a good ranking, along with excellent engagement metrics. This is why it may have more punch than your new content. When you update your old content, you can take advantage of the existing authority, rather than starting from the beginning.
At the same time, it's important to bear in mind that search engines do favour any content that has been available for some time, especially if it has proven itself as relevant and valuable to your audience. When you update your older posts, it doesn't only ensure you maintain your current ranking, it can improve it.
Over a period of time, your content is going to start losing its traction, even if it was ranked number one in search results. This is content decay. It happens when relevant posts no longer hold your users interest, or search engines. If you ignore it, your content can drop dramatically in rankings. This can be due to numerous reasons from outdated information, changes in your industry, or changes in user behaviour.
As you can imaging, as your content decays, it isn't able to reach your audience effectively, slowing your website traffic.
When you update your old content, you can improve your Search Engine Optimisation (SEO) performance. Search engines are constantly evolving, along with user expectations. As a result, ensuring your content is optimised and up to date is essential to your online success. Updated content is important to your SEO strategy, as it:
Updating old content turns outdated posts into relevant, accurate, and updated posts that provide your audience with value. Small improvements to your old posts can provide an excellent results over time, increasing their ranking in search results. As you improve your old content, it will improve authority, boosting visibility, and driving organic traffic to your site.
We are not talking about major rewrites. Updating old content can include simple adjustments, such as adding new targeted keywords, improving the readability, and / or updating it with relevant information.
The more you update your old content, the more authoritative your site becomes over time.
Updating old content is an excellent way to improve your authority and relevance in your industry, taking advantage of old content that already has traction. Updating your old content helps to improve your SEO performance, boosting your online visibility, driving organic traffic to your website. Do you need help creating a proactive content strategy to achieve the best end results, or do you need help updating old content? Genie Crawl offers over ten years experience and our team are here to help you push your business forward online. Contact us now for a free quote.
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