Instead of always writing new content, why not take advantage of existing content on your site? Refresh the information, develop your ideas, ask yourself what is optimizable to improve the positioning of your page and the engagement of your visitors.
Why update the editorial of your site?
SEO Goal: Stay on the 1st page of search results on Google
In order to make its results pages ever more relevant, Google continually updates its algorithm, which results in some volatility in the positioning of your site. An element taken into account by Google is the CTR (click through rate) on your result and the rate of return.
Refreshing the contents of your pages will give you a greater chance of maintaining or gaining positions on the (SERP) Search Engine Results Page. Therefore, these editorial updates have a very good ratio of time spent/result so do not deprive yourself.
Be up to date with Google standards and updates
Google updates its algorithm regularly, no less than 600 times a year! Most do not have big consequences, but some are remarkable and have a significant impact on the positioning of pages or sites. Today these updates are incorporated directly into the main algorithm but we remember very well some patches (now integrated) that could do a lot of damage to those who had dubious practices.
To list only the most important ones:
- Panda (2011) heavily penalized duplicate content, spam, and keyword-stuffing;
- Penguin (2012) has strongly penalized over-optimized or spammy backlinks abuses;
- Hummingbird (2012) strongly penalized keyword-stuffing and low-quality content;
- Pigeon (2014) adjusted the results with greater consideration of local factors (geolocation);
- Mobile (aka Mobilegeddon) (2015) promoted pages and sites optimized for mobile device navigation;
- RankBrain (2016) has optimized results based on the correlation between queries and site content. The low contents have once again been penalized;
- Possum (2016) has boosted local results;
- Fred (2017) penalized abusive sites with above-the-fold advertising (mostly low-quality content blogs).
- The year 2018 also saw Google’s result pages fluctuating wildly.
Several free tools can help you track the volatility of SERPs:
https://www.semrush.com/sensor/?db=EN&category= (Desk) or https://www.semrush.com/sensor/?db=MOBILE-FR&category= (Mobile)
There are many more and each of these tools will provide data that you can correlate with your Analytics data to see if your decline or increase in visibility is directly related to Google updates.
Update your content to improve your Page Authority (PA)
Refreshing your content can be a great opportunity to republish it to your social communities and through your newsletters for example. These new communication actions can strengthen the involvement and commitment of your readers. They can naturally react again on your publications (comments on your page or article, sharing networks, talk to their community …), these factors will be taken into account by Google and help your pages to perform.
How to update your content?
Define the strategic contents to refresh
The first step is to choose the right content to rework to get the best results. Generally, blog contents are the easiest to review and optimize.
Thanks to your tracking tools (Google Analytics for example) and other online tools like Ahrefs or Yooda Insight, you can filter your content to see which ones bring you traffic, which are currently performing on impressions relevant to your activity and positioned at the bottom of the 1st page or 2nd page of the search results. By treating these content of interest in the first place, the places gained as a result of your work will be quickly visible in terms of incoming traffic.
Subsequently, attack the pages that are less powerful (positioned on pages 3 and 4). The return on investment will be less obvious unless you manage to move from the 4th to the 1st page, which is unlikely easily.
Refresh your content but do not change URLs
As noted above, search engines do not like duplicate content, so it’s best not to copy your old articles into a new, updated article.
Work directly on your old post and do not change the URL otherwise the performance of your actions may be degraded.
If your site’s administration allows you to adjust the publication date of the article, consider updating it.
Remember to create a copy of the old content and archive it, in case of loss of visibility on certain expressions you can easily return to it.
Inform your readers of the update
Be clear with your readers! We recommend adding a note in your article to indicate that the original publication of the article was made on that date and that the article was updated to that date. This will avoid any confusion about the freshness of your data, or questioning if your readers compare the date of publication and the dates of comments from the first broadcast.
What to modify in your article?
- Delete or update any obsolete data;
- Refresh existing links (external sources, internal links);
- Adjust the editorial according to the semantic evolutions;
- Update your media (captures, graphics, images, videos);
- Refine the visibility/presence of your Call-To-Action;
- Review your meta-description that has evolved this year to a max length of 1866px (about 320 characters);
- Check your useful SEO tags (Title, H1, H2, H3, Alt image, etc.).
It is obvious that undertaking a strategy of updating your content is a job that requires preparation time and action time. A fresh content update is king for Google, so developing your content marketing will pay off. Just Search has an editorial division if you want to delegate all or part of such a strategy do not hesitate to contact us.