The Internet is a trunk of infinite memories: what we publish will always remain on the Internet. So if we want our web content to continue to generate traffic and penalize us over time, we have to make sure that it remains relevant.
The only way to do this is by updating our content. In this way they will continue to add value and generate visits.
It is true that creating new web content is usually more appealing than constantly reviewing what has already been revised, but according to a survey by , 51% of companies say that updating existing content is the most efficient tactic.
For this reason, the periodic updating of the contents should not be ignored. And, also, the more you update your website or your blog, the more Google will like you, a key point for your positioning.
Now that we are clear about why it is important to update your web content, let’s see what steps to follow:
To identify them, analytics is key . In this case, check the traffic statistics in Google Analytics.
It is very simple. You must go to: Behavior> Site Content> All pages.
After identifying these blog posts, we must modify them and include links to other blog posts or pages on our website to ensure that they have higher traffic.
We must make it easy for those who visit our article to get them to stay. We achieve this through clear and direct communication. Additionally, this also helps improve readability on mobile devices.
We have to:
Divide the paragraphs so they are not too long.
Structure with lists.
Eliminate ornaments and words that do not add anything and that can be confusing
Make the sentences shorter.
Change the introduction and conclusion yes or yes
What do we pay more attention to when we consume content? Introduction and conclusion or end.
Modify your introduction and your conclusion with new data, with some current element, with a new (Call To Action), etc. This will bring freshness to the article even though you created it 6 months ago.
However, one thing you should NEVER change is the page URL. This way you will always retain the authority that you have already achieved so far and you will not lose the that you have been able to generate.
Add more keywords
Everything evolves. Google searches, too.
It is likely that over time the same information was searched using new keywords. You must identify these new keywords and introduce them in your article so that it remains relevant.
If this is complex for you, both and have functionalities to help you find the right keywords for each content.
After publishing the updated content, it’s time to add it to the social media calendar to promote it. We can also move it through newsletters or mailings that we send, etc.