SEO - Update Old Content

Content Refresh: What Is It?

Content refresh, in the context of SEO, refers to the process of updating and improving existing content on your website. This practice is essential for maintaining relevance, improving search engine rankings, and providing value to your audience.

As a seasoned computer science teacher, I often tell my students that content is like a garden – it needs regular tending to flourish. Just as you wouldn't plant a garden and leave it untouched for years, you shouldn't let your website content grow stale.

Why Should Old Blog Posts Be Updated?

Updating old blog posts is crucial for several reasons:

1. Improved relevance: Information changes rapidly, especially in tech-related fields. Keeping your content up-to-date ensures it remains valuable to readers.

2. Better search engine rankings: Search engines favor fresh, relevant content. By updating old posts, you signal to search engines that your content is current and valuable.

3. Increased traffic: Updated content can attract new visitors and encourage return visits from previous readers.

4. Enhanced user experience: Fresh, accurate information provides a better experience for your audience, increasing engagement and reducing bounce rates.

Finding or Choosing Which Content to Update

Previously high-ranking pages that have slipped in rankings

To identify these pages, you can use tools like Google Analytics or SEMrush. Look for pages that used to perform well but have seen a decline in traffic or rankings.

Certain pages for which high expectations never materialised

Sometimes, we create content that we believe will perform well, but it doesn't meet our expectations. These pages are prime candidates for updates.

Pages that include seasonal content

Seasonal content, such as holiday-related posts or annual event coverage, should be updated regularly to remain relevant.

Best Practices to Update Old Content

Here's a table summarizing the best practices for updating old content:

Practice	Description
Update statistics and data	Replace outdated figures with current information
Add new sections	Incorporate new relevant topics or expand on existing ones
Improve readability	Break up long paragraphs, add subheadings, and use bullet points
Optimize for keywords	Research and include new relevant keywords
Update internal and external links	Remove broken links and add new relevant ones
Refresh media	Update images, infographics, and videos
Improve meta description	Rewrite to accurately reflect updated content
Promote updated content	Share on social media and in newsletters

Let's dive deeper into some of these practices with examples:

1. Update statistics and data

Old version:

<p>As of 2018, 52% of global web traffic comes from mobile devices.</p>

Updated version:

<p>As of 2023, over 60% of global web traffic comes from mobile devices.</p>

2. Add new sections

Old version:

<h2>Benefits of Content Marketing</h2>
<p>Content marketing helps improve brand awareness and customer loyalty.</p>

Updated version:

<h2>Benefits of Content Marketing</h2>
<p>Content marketing helps improve brand awareness and customer loyalty.</p>
<h3>Impact on SEO</h3>
<p>Regular, high-quality content creation can significantly boost your search engine rankings.</p>

3. Improve readability

Old version:

<p>Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — and, ultimately, to drive profitable customer action. It's an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.</p>

Updated version:

<h3>What is Content Marketing?</h3>
<p>Content marketing is a strategic marketing approach that:</p>
<ul>
    <li>Creates and distributes valuable, relevant, and consistent content</li>
    <li>Attracts and retains a clearly defined audience</li>
    <li>Ultimately drives profitable customer action</li>
</ul>
<p>It's an ongoing process that should be integrated into your overall marketing strategy, focusing on owning media rather than renting it.</p>

How Frequently Should One Update Old Posts?

The frequency of updates depends on various factors:

1. Industry pace: Fast-moving industries require more frequent updates.
2. Content type: Evergreen content may need less frequent updates than time-sensitive pieces.
3. Performance metrics: Regularly monitor your content's performance and update as needed.

As a general rule, I recommend reviewing your content at least once a year. However, for rapidly changing topics, quarterly or even monthly reviews may be necessary.

Conclusion

Updating old content is a crucial aspect of SEO strategy. It helps maintain your website's relevance, improves search engine rankings, and provides value to your audience. By following the best practices outlined in this guide, you can breathe new life into your old content and keep your website fresh and engaging.

Remember, SEO is not a one-time task but an ongoing process. As I often tell my students, "In the digital world, standing still is the same as moving backward." So, keep refreshing your content, and you'll see the benefits in your website's performance and user engagement.

Credits: Image by storyset