Refreshing or repurposing old website content is a great way to quickly produce material for upcoming marketing campaigns and to give your search rankings a lift. In this article, we'll discuss:
Why you should refresh old or outdated content.
- Improve SEO Rankings
- Create Content for Native Ads
- Write Articles for News Sites or Guest Blogs
- Build Support Content for Campaigns
How to refresh site content.
- Do Your Research
- Build on Previous Content and Update Outdated Info
- Keep Content Simple and Scannable
- Link to Internal Pages
- Update Date/Time and Add Editor's Note
Why refresh old or outdated content?
Improve SEO Rankings
We often hear “Google likes fresh content.” At the same time, we hear many industry experts claim “Google prefers older pages.” So which is it?! Short answer: both.
We know Google wants to rank pages that have authority and topical relevance. Older URLs already have authority, and adding fresh content to old pages with the intent of increasing topical relevance should help our content rank higher.
The biggest shortcut in SEO, as outlined by Chris Prendergast in his 2020 TrenDigital presentation is to do just that. Find existing website pages with keywords ranking in the 8-12 position, and improve the content on those pages.
Create Content for Native Ads
Native ads are ads placed within website content that look and function as if they are part of that website. These ads often feature articles, videos, and infographics. Creating new content for multiple Native ads can be a daunting task. Most brands often have relevant content already out on their blog or news section. It is quicker and may be more beneficial to start with old content, especially if you need to get your campaign up and running.
Write Articles for News Sites or Guest Blogs
If you’ve been asked to write a guest blog or provide a news article, you don’t have to start from scratch. Go back through your website content and see if you have anything relevant to your topic. This will give you a starting place to either build upon or adjust for the medium. Although duplicate content can be penalized on the web, similar content is okay. Just make sure you have a link back to your own site in the guest posted article.
Build Support Content for Campaigns
Most marketing campaigns include a landing page strategically built for conversions. While a landing page is vital, it often takes support content to educate and “warm” leads before they are ready to take that conversion action. Again, instead of creating all new support content, you likely have access to old content that needs a little cleaning up and adjusting to fit your campaign.
How to Refresh Content
Before you get started, remember that it is generally best to refresh evergreen content. A page named Top Instagram Advertising Trends in 2020 will quickly become outdated and won’t ever have a chance of ranking anytime beyond 2020. The same thing goes for topics or announcements that are no longer relevant (e.g. Title: Google Ads Introduces Third Headline Field).
Do Your Research
Study your top pages in Google Analytics or whatever tracking platform you have implemented. Find those articles or pages that continuously bring in Organic traffic or that are the most engaging. Then, if your goal is to boost Organic Search rankings, do some keyword research and see how these pages are ranking for your target keyword topics. Then optimize for keywords that need a little more support.
Build on Previous Content and Update Outdated Information
Instead of creating a new page, you can add an additional section to your existing content. Add more context or vital information and fill in where you have keyword gaps. If your page gets long, consider inserting a table of contents at the top of the article with anchor links to each section within the page.
Make sure to also read through your page and replace any information that is no longer accurate or relevant.
Keep Content Simple and Scannable
As you are adding or editing content, keep user experience in mind. Make sure your readers can quickly scan your page and quickly understand your content. Allow them to dive deeper into a topic based on their interest.
Link to Internal Pages
Internal links are a great way to direct visitors to other resources on your website or move them towards a conversion action. Internal links also help give some page authority to other internal pages, especially when the linked pages strongly relate to your on-page content.
Update Date/Time and Add Editor’s Note (if applicable)
Finally, when you save your edits to your page, update the published date and time. Depending on your content, it can also be beneficial to add an editor’s note explaining when and why the article was updated. This is especially helpful if your article has comments on it from a date before the published date and time.