What’s the #1 asset most overlooked when it comes to elevating your search rankings? Your existing website content. Too often, companies focus exclusively on creating NEW blog posts and money pages that target ranking goals. However, your current site content likely holds the ultimate key.
Search engines like Google want to surface fresh, up-to-date webpages that provide value for searchers. So consistency and diligence in updating what’s already live across your site play a crucial role.
From product info to FAQs, homepage messaging to location pages – it all factors into perceptions of freshness and authority in Google’s eyes.
How Often You Should Update Different Website Content
When it comes to website content updates, here is our recommended frequency across different types:
- Blog posts – 1-2 times per month. These are your content marketing bread and butter!
- Core website pages – Every 1-2 months. Give your About Us, Services, Contact, etc. a regular tune-up.
- Sales & pricing pages – As needed with new offers, products, etc. Be ready to update these dynamically.
- FAQ Pages – Every 3-4 months
- Evergreen guides – Every 4-6 months. Revisit and refresh your classics. Add new stats, findings, and links.
- Landing pages – Quarterly. Update messaging, offers, and proof points to stay compelling.
- Location pages – Annually. Update names, images, menus, or offerings for each location.
Of course, adjust frequency based on resources and needs. But aim for a regimented schedule across all website content types. Finding the perfect schedule for updating your content can be a challenging endeavor but it’s truly worth it.
Regularly and continuously optimizing your website with high-quality content, relevant keywords, and proper technical aspects is crucial for improving your website’s search engine ranking and maintaining its overall SEO health.
Top Areas to Focus Your Website Content Refreshes
To maximize your time spent updating, focus on these high-impact content areas:
- Blog Posts – Refresh your top performers with new stats, examples, and links. Update outdated details. Or if you’re not doing this, you better start writing blog posts today! A study by HubSpot, businesses that blog regularly have 126% more leads than those that don’t blog.
- FAQs and Help Content – Add new Q&As based on recent customer questions. Keep your knowledge base comprehensive.
- Product Pages – Update pricing info, descriptions, specs, images, videos, availability etc.
- Landing Pages – Revamp messaging, offers, testimonials, and proof points. Update campaigns.
- Evergreen Guides – Revisit and add new stats, findings, expert opinions, links, and images. Make them timeless. Google Search Quality Guidelines emphasize the importance of creating evergreen content that is informative, comprehensive, and up-to-date.
- About Us Page – Update leadership team, achievements, awards, company news, culture and values. The About Us page is extremely important and if you use it right, it will help you increase sales.
Optimizing Updated Content for Higher Rankings
When breathing new life into old content, keep SEO top of mind:
- Add target keywords naturally into refreshed content. Aim for 1-3% keyword density.
- Update page titles, and meta descriptions to include focus keywords.
- Use headers, image captions, and bold/italic text to highlight keywords.
- Interlink updated content with other related pages on your site. Strengthen internal linking.
- Promote refreshed content on social media, email newsletter, etc. Help it get indexed and ranked faster.
Maintaining a Content Update Schedule
Updating website content on a strict schedule takes work. Here are seven tips for sticking with it:
- Review Google Analytics to find outdated, underperforming content in need of refreshing.
- Build an editorial calendar to plan and assign upcoming content updates across teams.
- Set reminders to revisit evergreen content and give it a refresh every few months.
- Track updated content’s performance vs. old to justify the continued time investment.
- Designate content owners on your team responsible for keeping specific sections updated.
- Use tools like SEMrush to identify new keyword opportunities to target in refreshes.
- Repurpose and expand old high-performing content into fresh new pages and posts.
It takes real work. Yet the long-term traffic and conversion gains deliver truly massive ROI if you make it happen. So be the hero that finally implements consistent updates at your company – before competitors steal the opportunity. Your search visibility will thank you for it!
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Keep Your Site Updated Without the Work
If keeping your website content updated feels like a never-ending task, we can help.
Our digital marketing team specializes in complete website content overhauls designed to boost organic visibility. Let us shoulder the burden of keeping your website content fresh and engaging —auditing outdated pages, writing fresh content, and updating your site each month.
With our help regularly refreshing your web content, search engines will start seeing your site as more authoritative. That means higher rankings and more traffic over time as we elevate your SEO perceptions.
Contact us today for a free website audit and consultation. Let our team map out a custom content strategy focused on ranking goals. We’ll showcase exactly how regular updates will elevate your site’s authority and search dominance over time.
We’re eager to revitalize your web presence and help you achieve your SEO goals.