In today’s Tech News Tuesday episode, we’re talking about digital clutter—specifically, clearing out the cobwebs on your website in order to improve your search rankings. It’s like giving your digital home a good spring cleaning, even though it still feels like winter where we are.
Your website is a great place to store your best content, and many times that content is “evergreen” – search-optimized content that is continually relevant and stays fresh for readers over a long period of time. But, over time that content needs some pruning and refreshing.
Updating Old Content is as Important as Creating New Content
One thing people might not realize is that updating old content and clearing the clutter on our websites is as crucial as churning out new stuff. Google’s always hungry for fresh, relevant content. Updating old articles is as crucial as creating new ones. It’s a positive trust signal for Google and keeps your site relevant. It tells your readers that you’re on top of things.
If the date of an article is a few years past, many people question whether it is up to date and relevant. So make it easy for your audience to know you are reviewing and updating your content.
Updating content is a quick and affordable win. It takes far less time than creating new content from scratch. Now, not all posts need a facelift. Focus on the ones ranking in the top six to ten spots in search. Those are prime candidates for an update, and a potential rankings boost.
Pro tip: if you find yourself competing against yourself with similar blogs, merge your articles into one, the strongest post.
If a post is already rocking the top spot on Google, don’t mess with it. If it’s not broken, don’t fix it!
Stay on Top of Your Core Business Content
When was the last time you updated your vital business details? Imagine a potential customer stumbling onto your site and seeing information from five years ago. Not a good look.
The bottom line is this: review your current content and identify anything outdated or not essential to your business. Trim the excess. Identify those gaps and add that to your content plan. Are you laser focused on the business you want more of and the needs of your ideal client?
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Links in this episode: Content refreshing: How to update old content and boost your traffic