Keeping Content Up-to-Date is a Game Changer for SEO

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Why Keeping Content Up-to-Date is a Game Changer for SEO and How to Do it Right

Over the years, Google has made no secret of its attempts to quantify how up to date content is and presumably factor such information into their algorithms. This culminated in 2011 in the most important breakthrough that meant 35% of all searches would be affected by Google’s perception of how fresh the content is. Obviously the ramifications of this have reverberated around the internet and yet many sites and affiliated blogs have not managed to keep up with the relentless demand for fresh, up-to-date content. Let’s take a look at the breakdown of reasons why this is so important and some little tips as to how to get it done.

Frequency of inspection

Firstly, the very simple fact that the more frequently your site is updated with fresh content will mean that search engines will run the rule over your site on a more regular basis, which in turn offers the possibility (not a guarantee) of achieving better rankings for your site. To break this down into the minutiae, it is always worth remembering that each time your site is updated, search engines will spot this and re-evaluate your site’s ranking. However, the ranking you achieve will, at the end of the day, not be enhanced by simply spamming your site with fresh content, but only if the quality of said content is increasingly high.

Updating content

One fantastic little tip is that when you are running the rule over historic content and making changes to dead links, you should make a habit of also updating at least some of the surrounding text. This way, search engines are far less likely to simply ignore the small changes you have made. An example of this might be an article in which you have quoted a study from say, 2012 could easily be updated to cite a more recent study and you could amend a little of the discussion accordingly. In addition, linking to some fresh thinking on the subject of your article will also enhance the validity of the content in the eyes of the search engines, not to mention the all-important eyes of your visitors! This would make your article more relevant to your customer base (which is a search engine score!) and more likely to be re-evaluated positively by the search engine (double score!). This leads nicely into the next point, which is that the types of changes to your content matter. Tags, date and time stamps and advertising or changes to JavaScript are far less important in terms of freshness indicators than changes to the bulk of the text of any article.

New pages

Be aware that while refreshing existing content and keeping it relevant and up-to-date is excellent practice it in no way replaces the urgent need for creating totally new pages with completely original content. Websites with a greater rate of page creation are more likely to see ranking rises than sites with stagnant pages. Of course, the new pages must be filled with quality, relevant content – that should go without saying.

Audience Engagement

Let’s look at audience engagement for a minute. Keeping your target audience engaged can be a tricky one, but two excellent ways of doing so involve populating your blogs with fresh content that deals with relevant problems or solutions to issues that your customer base might have and sharing said content via social media. Now obviously engaging with customers is the very crux of most business, but here we’re speaking of SEO, so it is clearly worth pointing out that the more you engage with your customers, the more traffic is directed to your sites which manifests in a kinder gaze of the search engines’ eyes. If you can become the perceived ‘authority’ on your field in online terms, then this will not only manifest in the likes of Google ranking your site higher, but will undoubtedly boost your lead generation figures.