Once you have your website and blog created, it can get overwhelming to keep coming up with new ideas for new pages and blog posts. Don’t worry, we’re here with some good news; you don’t HAVE to. In fact, it can be just as beneficial for your website to instead just go back through your old pages and blog posts and refresh or rewrite the content on those pages. We’re going to cover some of the SEO benefits, user experience benefits, and conversion rate benefits in this article.
SEO Benefits
There are several benefits to going back and refreshing or rewriting the content on old blog posts and pages. Your industry is changing, your company is changing, your clients are changing, and your website should change to keep up with those.
Improved Search Rankings
By updating your content, you signal to search engines that your website is changing and still active and relevant. Having new content on your website pages can help improve your rankings especially if you’re working on including new keywords and key-phrases that are more relevant or timely with current search trends. Google algorithms do favor new and fresh content, which can lead to better or higher visibility in search results.
More resources:
https://ahrefs.com/blog/content-refresh/
https://www.wix.com/seo/learn/resource/how-to-refresh-content
Addressing Content Decay
As your website pages and posts age, content can become outdated, which of course can results in a drop in rankings and organic traffic. By refreshing your website content, you can make sure that your website doesn’t experience “content decay” and maintain or improve your position in search results. This includes updating info on your site, changing testimonials, statistics, new insights and even removing outdated or obsolete information.
More resources:
https://www.clearscope.io/blog/content-refresh-seo
Capitalizing on Seasonal Trends
You can keep your website appearing in trending searches by making sure that it includes seasonally relevant content. You can leverage existing link equity and keep your content timely and relevant for users during different seasons.
More resources:
https://www.wix.com/seo/learn/resource/how-to-refresh-content
User Experience Benefits
After you increase organic traffic to your website, you can improve the user experience with fresher and newer content or copy on your website. Making sure that your website conveys and communicates a still-relevant message is of course going to help with the user experience and more engagement.
Enhances User Engagement
Rewritten or refreshed content can keep your users more engaged by giving them up-to-date information and new insights. This can and should include adding new media like images, videos, embeds, graphics, etc, which all can make the page or post more engaging and easier to consume and share.
Improved Navigation and Readability
Making sure that you have fresh content also allows you to potentially reorganize and restructure your website based on the user data and analytics which could include more time spent on site and a better and longer user experience. This could include breaking up longer paragraphs into more digestible chunks, adding bullet points, adding sub headers to help make content more skimmable.
Aligning With User Intent
Making regular updates to your website copy and content helps ensure that your content continues to meet the changing or evolving needs and interests of your users. Your users are constantly changing and the reasons that they make decisions are changing. This involved going back and refining the core messaging of your website to focus the content too match what your users and customers are looking for, providing better information for them to make decision based on, which can improve their satisfaction and conversion rates.
More resources:
https://www.contentharmony.com/blog/how-to-refresh-website-content/
Conversion Rate Benefits
The end-goal of your website should be to convert. Whether that is converting users to buyers, users to leads, or any other action, improving or changing older website pages and blog posts can help improve your conversion rates.
Increased Conversion Opportunities
Newer and up-to-date content can directly impact and improve your conversion rate by providing relevant and targeted calls to action (CTAs). You can ensure that your content addresses the pain points of your users and and then provide better-worded and more actionable CTAs on your website.
More resources:
https://www.clearscope.io/blog/content-refresh-seo
Competitive Edge
Monitoring, updating, and refreshing your content based on what your users want and what your competitors are doing can help to prevent you from losing ground. Staying competitive with your refreshed content ensure that your website stays appealing to your users, which can help convert visitors into customers or leads.
More resources:
You can learn how to stay relevant in your industry by working with one of our Growth Strategists! We stay up-to-date on all the lasted strategies and tactics to make sure that your website is appearing in search results and that your website is working for you by converting visitors or users to leads or customers. Book a time with one of our team members to get started building your own digital marketing and content creating (or refinement) strategies.
