Top 5 Reasons to Make Regular Updates to Your Website
Refreshing old content and making regular updates to your website will ensure relevance and good SEO rankings.
The one thing that remains constant about SEO is that the structure and parameters are always changing. Therefore, your website — the engine for all organic search traffic and SEO rankings — should continue to evolve as well. In Google’s eyes, a stagnant website that isn’t regularly updated or refreshed is a dead website, and dead websites don’t rank well.
That’s the bad news, but consistently updating your website unlocks a host of benefits, too. Here are five good things that happen when you keep your content fresh and website up to date:
1. More frequent indexing
The more regularly you refresh your website, the more frequently Google will index it. And, the more Google pops in to reassess your site’s position on its index, the more opportunity you have to score higher rankings.
Remember, though, regular updates should never compromise the integrity of your content. Reliable, valuable, and high-quality content will always reign supreme; anything less can earn a penalty from Google.
2. Increase your click-through rate
People are much more inclined to click on articles published recently. Therefore, your website’s click-through rate should increase when you make frequent updates. And Google’s algorithm rewards higher click through rates with higher SEO rankings. Once someone clicks through to your content, though, you don’t want them to leave. So, it’s equally important to grab your readers’ attention and provide valuable information once they’re on your site.
3. Improve your content’s value
Google’s top priority is to make sure the websites in its search results provide top-notch experiences to its users by giving them content that’s useful and relevant to the search that found it. The best way to make sure your content remains valuable to readers is to regularly review it and work to keep it accurate and up to date. Regular updates make your site a more valuable resource for users and keep SERP rankings high.
4. Strengthen your links
Many of the helpful resources you linked to will eventually slip out of existence. Whether those sites shut down or the URLs changed, broken links can damage SEO and push your site further down the SERPs.
On the flip side, fixing broken links is a great opportunity to link to more relevant resources that may not have been available when you created the original content. While you’re at it, you can and should link to internal resources, as well. Linking to the best content — whether internal or external — will help you stand out and make your content look much more valuable to Google. It can also earn valuable backlinks from those reputable sources.
5. Stay ahead of the algorithm curve
There can be up to 600 Google algorithm updates per year, and the most recent one is wreaking havoc on sites that contain low-value content. Staying up to date on these changes and regularly updating content to keep pace with Google’s rules and regulations will give your site the best chance to rank well.
Easy ways to refresh site content
Updating your website doesn’t have to mean a complete redesign or content overhaul (unless, of course, your site has remained untouched since the mid-90’s). To the contrary, regularly refreshing your existing content is often all it takes to stay on Google’s good side. Updating content signals to search engines that your site is fresh, which will result in higher rankings and a spike in traffic.
Here are a few easy ways to refresh content that can yield big results without a huge investment.
- Pay attention to spelling, grammar, and sentence structure. Review your existing content to rework any poorly written sentences and fix grammatical errors.
- Keep keywords relevant and up to date. Remove low performing keywords, add-in and optimize high performing keywords, and update keyword phrases as you identify the more successful ones. Then update your content to reflect the new strategy.
- Bring old content back to life. Static sites don’t rank well, even if you’ve once posted articles that proved useful and helpful. Updating key articles is an excellent way to show Google that your site is still alive and well. You should also share the updated content and promote it again, just like you would if it was brand new.
- Update content consistently and regularly. Google wants to see that you’re consistently providing new, refreshed content for its users. You can easily double web traffic this way. Use your website blog to publish new posts three times a week, or refresh existing content a few times a week. This can include adding articles, new images, videos, or making small changes to already existing content. The important part is to show Google that you’re continuing to update the website.
If you want to boost your search engine traffic and overall SEO score, update existing content and regularly refresh your website. The impact of fresh content on Google rankings simply cannot be overstated.
For more advice and help keeping your website fresh and ranking high, Drop us a line.