Justin Fox
Justin Fox SEO Strategist

When does your website need fresh content?

Justin Fox
Justin Fox SEO Strategist

No matter the size of your company or the industry you operate in, having good and authoritative content on your website is a strong factor in determining the success of your approach to SEO. Of course larger firms with greater budgets will be able to dedicate more towards such endeavours, but even those with less time and resources can still achieve a lot in this area.

Time sensitive content

For content which makes use of the latest facts and figures, frequent updating of information is a must if you intend to provide readers with the most accurate information possible – especially if the content piece in question intends to lay claim as ‘the’ most authoritative source out there.

Therefore refreshing your content, as and when new information comes to light, is ideal for maintaining your level of expertise. For example if you produce a piece which makes use of a specific set of government-sourced data, take note of when the next set of this data is to be published so that you are on the ball with making updates as they are needed.

Analytical performance

From a more data-led perspective, Google Analytics, Search Console and other tools enable website owners to gain a great deal of insight as to how individual pages are performing in terms of audience interaction. Should a piece of content have a sustained period of attracting a sizeable level of traffic before encountering a decline, there is a chance that Google has decided that the page is no longer as authoritative as it once was.

Whilst there may be other factors contributing to a sudden drop in traffic, if the rest of a site seems to be unaffected, then it may be time to have another look at how up-to-date a piece of content is, and if needed it can subsequently be refreshed.

Search habits

For a piece of content large or small, you have the opportunity to optimise it for any number of keywords based on audience search data. This is a lynchpin of how you can generate content ideas but as with any data-led approach, the data used only reflects search habits up to the moment it is recorded.

Therefore it is well worth taking the time periodically to examine what your audience is searching for, in order to see how the specifics of their habits have changed. 

If for example you own a website which sells shoes and have a piece of content optimised around the term ‘black shoes’, then it’s worth making sure that ‘black shoes’ are still something that people want to read about. Otherwise whilst your content may be performing well for the term ‘black shoes’, if no-one is searching for it then you won’t see any benefit in terms of traffic or conversions. 

By having another look at the data, however, there may be a similar term with greater search volume which the same piece could be optimised for, such as ‘black shoes for the summer’. With just a few quick edits to bring the original piece in line with this new data, you can turn a non-performing piece of content into a useful one, which reflects the change in your audience’s search habits.

For more about the content of your content, check out these other relevant blog posts:

How long should a blog post be?

How to repurpose content for SEO

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