Your time has come; Has the website been updated? If you have content that is more than 18 months old, then yes, it’s time to remaster it to regain lost search traffic and rankings!
Start with a site check to see which pieces need work. Then get creative by adding new information or media, or completely reworking the pieces! Of course, you won’t need to completely rewrite every piece, but you should at least remove old references and spruce up and expand the content where possible. Once you’re done updating your content, you can go ahead and introduce it to your social media feeds.
Check your content
Before you start controlling your content, you need to know where you are. Newer content probably doesn’t need to be updated yet: it usually takes 12 to 18 months for a piece of content to peak in search traffic and start declining.
Instead, look at older content, even evergreen or seasonal content. You don’t just want to check the pieces whose traffic is going down, but the ones whose conversion rate is going down even if your traffic rates stay the same. There’s no point in getting a lot of traffic from search if none of those viewers buy anything.
We recommend prioritizing content that can be updated quickly because it doesn’t require a lot of work. Pieces that need light rewriting or copy editing and proofreading can be updated first, and you can see a significant increase in traffic and conversions for relatively minimal work.
Next, look at the content that had top traffic at least six months ago. I use Google Analytics to determine which articles have topped in the past. If you have content that is several years old, be sure to check the traffic on old and outdated content. You will likely see a lot of room for improvement.
Finally, decide which seasonal and evergreen pieces need updating. Focus on those with outdated references, old statistics, and outdated information, as well as those that could easily be expanded or embellished with videos, images, or other visuals.
Remove old references
Update evergreen and seasonal content by removing old reports, deleting old statistics and replacing them with relevant new ones, and fixing broken links. You can also link to other tracks you’ve created after the track you’re updating is published, and make sure any of those tracks link to it as well. You should update seasonal content well in advance of the start of the season in question.
Christmas content, for example, should be updated by November.
You can update the content by adding new elements that make it stand out more. Use all the means at your disposal. Add images or videos. Graphics, widgets, photos, captions or interactive elements can breathe new life into your content. It may be worth working with a marketing agency in this type of media, as many smaller marketing agencies now offer SEO services as resellers.
Adding new content
One way to update old content is to add new text to the track. Maybe there have been new developments in the field since the topic was originally posted, or maybe you haven’t mentioned an interesting subtopic that you could add now. Try adding anecdotes or personal quotes. The point is to offer something new to the reader.
Repeat old content into new pieces
Reworking old content into new content is usually not as onerous as writing it from scratch and can be a good way to show search engines that your content is fresh and relevant. Re-edit a blog post into a series of blog posts. Replace the written content with a video on the topic or a graphic. Add a recorded podcast on the topic to your content. Viewers are increasingly interested in different types of content, so this can be a great way to improve the ranking of content that is performing well, but not as well as it should.
Re-promote the updated content
Of course, you need to re-promote your content after updating it. Don’t forget to share your updated content on social media and with relevant people who have contributed to it, even just in the form of a quote or resource. Promoting your content will generate more backlinks and increase its visibility.
Does your website need a content update? If it’s time, it’s time, but rest assured that the content is worth updating. Updating your content can restore your old search rankings and conversion rates.
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