How Refreshing Content Can Help You Rank Higher
Why Businesses Need Fresh Website Content
Just like your family pet, your website is a living, breathing entity that needs constant attention to thrive.
And similar to how your pet receives vaccinations to stay healthy, your website needs constant refreshing to stay top of mind and rank higher in search engines.
In this blog, we’ll discuss how fresh content affects SEO, and we’ll give you some pointers to keep your articles circling in Google’s rotation.
Keep reading for tips, tricks, and a whole lot of reasons why businesses need fresh website content.
Fresh Content & Search Engine Optimization (SEO)
Did you know that Google makes changes to its algorithm every day?
As you’re reading this, “Googlebots” are crawling thousands of sites, and Google developers are creating more sophisticated algorithms to better answer users’ questions.
Google values high-quality, relevant, up-to-the-minute content.
So if you want to compete with the hundreds of thousands of people vying for clients in your industry, you need to keep your content at the top of Google’s list by updating it frequently.
We’ll go into more detail soon, but updating your content can be as simple as adding a new image or removing outdated links.
“The only constant in SEO is change.” – Heraclitus, if he’d been alive for the dawn of the internet
Those sites that frequently update their content, and can thus answer users’ questions in more detail, have a much higher chance of ranking on the first page of Google.
If you own or work for a business, this should be one of your top priorities.
For more analytically-minded readers, here are a couple of technical explanations for why fresh content is indispensable to your business:
#1: Successfully Updated Content = Frequent Indexing
Let’s say you’re arranging your books in alphabetical order. You’ve sorted and placed them all on the shelf, but you turn around and realize that you left one out. Unless the author’s name begins with AA or ZZ, you’ll need to rearrange the books to fit the forgotten one in correctly.
You can’t leave it out, and you can’t just put it anywhere – it has a place, and that’s where it needs to be.
Google is similar. Whenever a web page is updated, Google has to go through and reassess the website’s ranking.
Just like with sorting the books, each site in the world has a place, and Google’s mission is to get it where it needs to be.
Or, more realistically, where it deserves to be. You can’t just update your content with nonsense and expect it to rank better – your content needs to be informative, timely, and relevant. Always.
A lot of the time, that means updating broken links, removing low-quality images, and implementing best on-site SEO practices. Click the link to read more about on-page optimizations and how they can help your site.
#2: More Content = Opportunities to Rank for More Keywords
Google parses through every page or article you post, looking for clues as to what the page or article is about.
One of the most conspicuous clues is keywords: the more relevant and specific a keyword is to the overall page, the more Google will view the page as a piece of high-quality content, and that means better rankings.
For example, let’s say you own a pet store and want to include a section about your new scarlet macaw on your Tropical Birds page.
You could include keywords like “scarlet macaw,” “scarlet macaw bird,” “scarlet macaw bird for sale,” “where is scarlet macaw from,” and many more to communicate to Google and potential customers exactly what your page is about.
Google is pretty lazy, so make it easy for them to find and learn what your page is about — just don’t go overboard and stuff keywords in where they don’t belong.
And remember to include keywords in the appropriate place for the appropriate topic.
For example, placing scarlet macaw keywords in your Marsupials page wouldn’t do you any good.
Google might misunderstand what your page is about, and fewer people will click it when they discover they’re not getting the information they wanted.
Baffled by keywords? Worry not. EverSpark is a full-service content marketing agency with over 10 years’ experience digging up and using keywords expertly in content strategy.
How often should I update my content?
This is a contentious topic. Everyone seems to have a different opinion over how often they should update pages to see results, but remember: the worst thing you can do is take a blanket approach and treat all of your pages the same.
The truth is, different types of content should be updated more regularly than others.
In general, you should try to refresh small pages (individual blogs, FAQs, and the like) at least once every six months (ideally, though, it would be closer to three months).
You can do a quick run-through of those small pages and check on how their keywords are performing. This is also a great time to check for places to include on-page optimizations.
You can start off updating larger pages (think: homepage and service or practice pages) once every six months, then step back and check again in 12 months.
Larger pages generally have more authority than smaller pages, so you shouldn’t have to circle back as much.
Fresh Website Content Ideas for Lawyers & Financial Planners
Don’t get us wrong, a first-rate content strategy is the cornerstone of every SEO plan. But truthfully, those strategies take time to plan and execute.
If you want to see some quick progress, consider updating your existing content. Here are some ideas for places to start:
- Update expired data and statistics
- Fix broken links, which are a negative factor for Google
- Law firms: Include any legal developments or changes in statutes that are relevant to your firm
- Update your headlines to include better keywords
- Include relevant, compelling images (and make sure you’re complying with copyright laws)
Businesses Need Fresh Website Content to Rank
Everybody needs a little boost sometimes, including the living, breathing entity that is your business’ website.
If you want to rank better in search engines, you need to update existing content. You’ll convince Google that you own an authoritative site worthy of ranking, and you’ll help potential clients to trust you as the expert you are.
Ready to clean up your website and get a boost in rankings? Our Atlanta Content Marketing team will walk you through the steps to help you grow.