top of page
Writer's pictureAlex

Content Can Catapult Search Success, Here’s How



Pretty good use of alliteration right? (Also, I couldn't find a copyright-free catapult picture, so, a cool rocket photo will have to do).


Anyway… The digital world is moving fast. What’s here today is (seemingly) gone tomorrow. Now, I'm not about to write about the need to update your content every day, but, it is very important that you pay attention to your website’s content to make sure that it A. hasn’t gone stale and/or B. it’s not out of date. “Why?” I hear you ask. Let me explain…



Why Does Fresh Content Matter?

Google crawls the web constantly (so do other search engines but, let’s be honest, hardly anyone uses anything other than Google. Look, here’s a graph

… see.)


When Google is crawling, it’s hunting for the most up-to-date content that’s showing premium E-E-A-T signals (Experience, Expertise, Authoritativeness, and Trustworthiness) to serve its users. When your content is old and rusty, it signals to Google that your website either isn't as good as others covering similar content or that it’s just not worth showing people. The result? Lower search rankings, which equals fewer visitors, meaning less business. Not ideal.


BUT WAIT! It’s not just Google that we need to be wary of. Keeping things fresh also benefits your audience too. People who do come across your website/content also want information that's accurate, timely, and helpful, and outdated content can be frustrating and misleading to potential customers. If someone finds your content is out of date, it can leave a lasting impact, which can damage your credibility.





7 Benefits Of Regularly Updating Your Content

So, now that we know why your website can struggle when content is not up to date, let’s delve into the flip side, and see what you can gain from keeping things regularly updated.

 

Enhanced User Experience

Fresh, relevant content keeps visitors engaged and coming back for more. By providing up-to-date information, you demonstrate a commitment to meeting your audience's needs and expectations.


Increased Conversions

When your website showcases the most current products, services, and offers, you're more likely to convert visitors into customers. Outdated information can create a sense of distrust and deter potential buyers.


Boosted Brand Authority 

Consistently publishing high-quality, informative content positions your business as an industry leader. This establishes trust and credibility, making it more likely for people to choose your products or services over competitors.


Improved Search Engine Optimisation (SEO)

Search engines prioritise websites that offer fresh, relevant content (remember those E-E-A-T signals from before?). By regularly updating your site, you're sending a signal to search engines that your business is active and engaged, which can lead to higher rankings in search results.


Cost-Effective Content Creation

Updating existing content can be more efficient than creating entirely new pieces. By refreshing older content with new information, you can repurpose your efforts and maximise your content's impact.


Deeper Audience Engagement

Regularly updated content encourages visitors to return to your website to see what's new. This increased engagement can lead to longer website visits, lower bounce rates, and more opportunities to build relationships with your audience.


Data-Driven Optimisation

Analysing website analytics can help you identify which content is performing well and which areas need improvement. By updating content based on data insights, you can optimise your website for better results.





How Often Should You Update Your Content?

The quick answer to this is simple. When it needs to be. However, the frequency depends on many factors, such as your industry and target audience. Some topics require more frequent updates than others. For example, a technology blog might need to be updated daily or weekly, while a law firm's website might only require updates once or twice a year.

A good rule of thumb is to review your content at least once a quarter and make updates as needed. Here are a few more tips…


4 Tips For Effective Content Updates

Creating a content update strategy that delivers results requires careful planning and execution. Here are some essential tips to guide you:


Focus On Quality Over Quantity

Content creators can fall into the trap of thinking that updating content means that you’re always adding. That’s not the case. While it's important to update your content regularly, it's equally crucial to prioritise quality over quantity. Don't simply add new content for the sake of it. Instead, focus on improving existing content by adding value, enhancing readability, and ensuring accuracy.


Optimise For Relevant Keywords

Stay up-to-date with the latest keyword trends and incorporate them seamlessly into your content. This helps search engines understand the topic of your content and improves your chances of ranking higher in search results. When updating old content, it may be that the target keywords for the article are now not as popular as they once were, so including newer, higher priority keywords, or keywords with more search volume will help boost the old content even more. 

WARNING, avoid keyword stuffing! It can harm your SEO and readability.


Refresh Visual Elements 

It’s not just the copy that needs a refresh every now and then. Outdated images and graphics can make your website look unprofessional and outdated too. Regularly review your visual content and replace any images that are low quality, irrelevant, or no longer represent your brand. 


Repurpose Existing Content

Don't let valuable content go to waste. Repurpose existing content into different formats to reach a wider audience and maximise its impact. For example, transform a blog post into a video, an infographic, or a podcast episode. This can help you create fresh content without starting from scratch.



Conclusion

Regularly updating your website content is essential for both search engine optimisation and audience engagement. By providing fresh, relevant, and valuable information, you can improve your search rankings, enhance user experience, build trust, and ultimately drive business growth. A little effort goes a long way! 




Comments


bottom of page