High-quality, meaningful content drives traffic to a website, creates leads, and ultimately results in better profits. While regularly adding new content such as blog posts or landing pages to your website is an important strategy to improve your SEO, updating your main website pages is also crucial to drive new traffic to your site and keep existing users returning.
1. Fresh, up-to-date content offers useful, accurate, and reliable information.
Online users want content that solves their problems. Whether they're looking for trusted services or product comparisons, they want to obtain information that's helpful and current. In order to attract more site visitors, it's important to provide well-thought-out and engaging content that online surfers will be compelled to share through links and social media.
Your website should offer fresh content without any grammatical errors, incorrect statistics, or obsolete details that could lead to misinformation. When you regularly edit and update your website content with new, well-researched copy, you'll likely increase your customer base and actually make site visitors stay and take interest in your business, as you'll be able to meet their content needs and keep them coming back for more.
2. Fresh content boosts your authority.
Expertise, authoritativeness, and trust (E-A-T) are key factors that Google looks for when assessing and ranking a website, and these are easier to establish when you deliver fresh, valuable content. The one undeniable element that online industry leaders have in common is that they offer useful, informative content that's targeted to their particular industries.
Many authoritative online marketers also ensure that old pages, especially popular, high-ranking posts rich in statistics, are periodically revised to reflect any recent changes in data. To position yourself as an industry leader, you need to offer exceptional content and make sure that your pages stay relevant and helpful. More people will start to trust you and what your business has to offer once you've successfully built your readership.
3. Fresh content leads to frequent indexing.
When you regularly update your site, Google takes notice and reevaluates your ranking. The more frequent you refresh your content, the more frequent your site gets indexed. Frequent indexing gives you the opportunity to climb to higher rankings as long as you update old pages with relevant and engaging new copy.
Web crawlers, which are advanced programs that search the Internet to discover new and updated pages, index websites according to methodical processes and various algorithmic factors. They tend to index websites more quickly if the sites have new links to more current sources. This means you should edit out links to old, outdated sources and replace them with new links to help get your site indexed faster.
4. Maintenance is an important factor Google considers when evaluating a website's ranking.
In addition to expertise, authoritativeness, and trust, maintenance is crucial for your site to rank highly. To show Google that your site is properly maintained, you have to make sure that your pages are current, relevant, and accurate. Web crawlers are always looking for fresh content and updated pages, and Google is more likely to push your site ranking higher when you consistently publish valuable information on a regular basis. Repurposing old content is an excellent way to produce something new and keep your website fresh.
Now that you understand the importance of tuning up your website, the next steps are to determine which pages to edit, decide what kinds of changes to make, and monitor implemented changes.
We frequently work with clients who want to create ongoing updates or refreshes to their website — this can range from updating the homepage with new promotional banners, creating infographics, incorporating user generated content, adding more detailed product information and more.