Stale website content can be a detriment to your business. That’s why you want to make regular updates and refreshes to your content, from landing pages to blogs and everything in between. If you let your content stagnate, it can turn off visitors who may assume you approach your business in the same way: lack of attention.
Here’s what you need to do to refresh your content.
Perform a Content Decay Audit
One of the first areas of focus should be on improving content that you used to rank well for but that now seems tobe losing rankings for certain keywords. When this happens, traffic starts to drop off. This type of content probably did very well initially, but when growth starts to plateau, it doesn’t take long to stagnate from there as search engines quickly realize that piece of content is no longer serving the topic like it used to. Or, it could be because your competitors have put out better or fresher content since then on that very same topic.
Either way, it’s time to make some changes. Check your analytics to see if you can detect a pattern or see when the content started to lose ranking.
Refresh Evergreen Content
The goal here is to update and re-promote seasonal as well as evergreen content. Evergreen content is content that never goes out of date or out of style. It doesn’t mention dates, trends or current events. Rather, it gives a good overview of a topic that will always be true, such as “gardening tips” or “classic dinner recipes.”
Seasonal content involves content that pertains to a certain holiday such as “Christmas holiday decoration tips” or “Best ways to celebrate 4th of July.” In the case of annual or seasonal promotions, you should revisit these every year to update them, from contest offerings to dates, and refresh the wording as needed.
Refreshing such content is the only way to maintain your rankings year after year.
Update Older Posts and Pages
If you leave older posts up on your site that date back months or years, the chances are still good that someone will stumble across them and notice the outdated information. This doesn’t put you in the best light when it comes to authority and trustworthiness. When you update your posts, this shows search engines that the information contained therein remains relevant to searchers.
You can update an old post whenever you are made aware of new information on the topic. Look for updated statistics, events, and dates. Things that can age your posts include:
- Personal information
- Timelines, dates, events
- Statistics
- Pop culture references and outdated jokes
- Non-inclusive language
- Old or broken links
Contact Detroit Internet Marketing
Is it time for a website refresh? We can help you rejuvenate your content to keep it inviting, updated, and functional. To learn how, schedule an appointment with us today at (248) 234-4830.
