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In today’s information age, there is an enormous amount of content published online each and every day. Content is a great tool for brands as it can help them increase their visibility online, showcase their expertise, and add value to the lives of their target audience. It is important to create a steady stream of new content, but should you also be updating your existing content? A content refresh strategy is a smart - yet often overlooked - aspect of SEO that could make a big difference to your presence online. Keep reading to discover the importance of regular content updates.
Boost SEO Efforts
A primary reason to update content is to boost your SEO efforts. Updating your content with new information will signal to search engines that your website is active and relevant without the need to produce entirely new content. This will improve your ranking and increase organic traffic to your site.
Ensure Relevancy & Accuracy
Another reason to utilise a content refresh strategy is to ensure relevancy and accuracy. The world is constantly changing, meaning that content posted a few months or weeks ago can quickly become outdated, irrelevant, and inaccurate. Content updates will keep your content relevant and accurate, which is critical for establishing yourself as a thought leader in your niche.
Adapt To Algorithm Updates
It is also important to consider search engine algorithm changes. Search engines frequently update their algorithms, which can change how content is ranked. By staying current on the latest algorithm updates, you can optimise your existing content to adapt to changes and improve your search engine ranking.
Improve The User Experience
You should always be looking for ways to improve the user experience, as this is how you increase engagement and convert visitors into customers. Regular content updates improve the user experience by ensuring that they are receiving relevant, up-to-date, and fresh content. Nothing is worse than a website with outdated content that has not been updated in many years (especially pre-COVID), so regular updates of your website content is key.
Remain Competitive
Regular content updates are also important for remaining competitive. You can be sure that your competitors will be updating their content to improve their search engine ranking, so you do not want to fall behind the competition.
How Often Should You Update Content?
Content update frequency is tricky as there is no clear-cut answer. It will depend on the type of content, your industry, audience preferences, and any changes that could render your content irrelevant or inaccurate. Generally, you should review your regular content, such as blogs and social posts, on a monthly basis, while static website content could be assessed every few months as part of your website content maintenance schedule.
As you can see, there are many benefits to updating your content. Content remains king in today’s digital landscape, but you should be updating your content as well as producing a steady stream of new content. With regular updates, you can improve your ranking, position your brand as a thought leader, and ensure the relevancy and accuracy of your content online.
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