Update Your Content and Reap the Benefits With Higher Rankings

November 19, 2020

When it comes to website content, you may think the best strategy is to create a new page for that content. That would be correct unless you already have a page created on the same topic. In that case, updating the old page wins for several reasons. 

First, the existing page has already been on Google’s radar, as Google has already crawled and ranked this page. A current page has user behavior history attached to it that helps the page rank, and it can also have backlinks. Read our article Boost Your Organic Presence with Internal Links to learn why links are important. Creating a brand new page means you would need to build up rankings from scratch. 

Second, an improved click-through rate, or CTR, is another benefit of updating old content. Users are more likely to click on the most up-to-date content. Updating the old page to be more relevant and published in the current date will increase your CTR scores for that page. 

Along with increased CTR, as we already mentioned, updating old content can provide higher rankings by Google already being familiar with the page. It’s also a big time-saver as it doesn’t take as much effort since you’ve already done research on the content topic, the structure is set up, and not all of the content may need to be changed. Editing an old page saves your resources and performs well on Google. 

How to find old pages to update

Now that you’re on board with the benefits of updating old content, how do you determine what’s worth updating? It’s best to look for topics that are still relevant in your field and for seasonal pages to repurpose annually. KSA&D can help you sort out your content to update. Our experienced marketing team also utilizes tools like Google Search Console to find what pages are ranking just slightly under the top results. Updating those pages will help you get a quick boost in rankings. 

How to add value to updated pages

After your team and ours come up with a good game plan to update pages, KSA&D will make the necessary changes to add value to these pages. We’ll make sure any dates are updated, images are relevant to the changes, the links make sense, the copy is improved, keywords are optimized, and the content length is appropriate. When your pages are published, we can help promote them through social media, SEO, and PPC services. 

What are you waiting for? Take advantage of this easy win in higher rankings by updating your website content with KSA&D today!

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