Considering the fact that 70% of internet users read blogs, it’s safe to say that blogging is an important content marketing strategy.
However, part of that B2B content marketing strategy means keeping your blogs up-to-date.
Keeping your blogs up-to-date builds authority, improves indexing, and can help boost your rankings.
Let’s take a closer look at these and several other key reasons why you should always keep your content up to date.
You keep your content current
Content gets outdated fairly quickly, thanks to changing dates, statistics, prices, and other pieces of data. When you update your content, you’re making sure your information is still relevant and accurate.
Imagine when your audience checks your website and sees outdated information or statistics that are no longer accurate or relevant. While you might not be a mind reader, it’s safe to say that their impression probably isn’t great.
When you go back and update your content, you can make sure that your information is still accurate and current. If you want to make sure that the upgraded content gets you ahead in today’s rapidly changing world of digital marketing, you can delegate work to SEO agencies. By leveraging up-to-date tools and technologies, such as keyword tracking, SEO optimization, and content curation, agencies like Tactica help companies keep their content current and maximize visibility by creating dynamic content that engages audiences while staying relevant to ever-evolving trends in the industry.
Not only does this help you make sure that you’re providing accurate information, but it helps improve user experience. That’s a win-win situation!
It helps build authority
The more work you regularly put into your blog, the more authority you can generate. Authoritative web pages have up-to-date, relevant content that shows they know what they’re talking about.
When you go back through and edit the content that’s already on your site, you tell Google that you’re a webpage that knows what it’s talking about. In doing so, you can build authority.
Better yet, when you go back and update old content, you show your audience that you’re a site that is authoritative and has good information. This helps build your audience’s trust and reputation.
The consequences of building authority are huge, too. When you become an authoritative site, you increase the chances that users will regularly check your site.
Better yet, there’s a higher chance that other websites will link to yours because your content is trusted and authoritative.
You can improve linking structures
As you grow a website over time, you add new pages and posts to the site. And, as you add more pages and posts to your site, you increase the internal linking opportunities.
Internal linking is one of the best ways to keep your audience navigating through your site. Internal linking means adding links to other pages on your site within your current content.
However, many older posts may not have quite as many links simply because those newer pages didn’t exist when you wrote them.
You can go back through and reevaluate your internal linking structure when you update your content. Look for new places where you can add valuable and relevant internal links.
Doing so can be the key to making sure that users stay on your website and continue navigating through your site to ultimately make a purchase or take action.
Search engines index your site more frequently
Search engines visit pages that are regularly updated much more frequently than those that aren’t. The result is that your site is indexed more frequently, keeping your position in SERPs pretty high.
You see, search engines use web crawlers to scan or ‘index’ your page. Web crawlers are high-tech programs or bots that scan the web for sites and pages. They index a site according to certain algorithmic factors from search engine companies.
Some of these factors include:
- What subject keywords were used
- How many incoming links
- How often do updates on the website take place
Every time you update your site, search engines notice these changes and re-arrange your ranking. So, the key to search engines gauging your index should depend on how often you update your page.
Just don’t confuse more frequent indexing with higher indexing. While search engines can index you more, you won’t necessarily obtain high indexing. But when search engines always look for your site, you have more chances to rank higher based on your content.
Google favors frequently updated content
Google is the most widely used search engine on the internet. And, this search engine is more likely to favor frequently updated content higher in SERPs than content that doesn’t get regularly updated. This helps your site improve visibility with potential customers.
The way this works is that Google’s web crawlers, or the “Google bots” are constantly crawling the web to look for updated and new content. When they find new or updated content, Google indexes it, making it appear on their results pages.
Better yet, Google’s crawlers tend to favor pages that are frequently updated. That means that these pages tend to appear higher up on results pages, increasing the chance that someone will click on that page.
For businesses, this means that updating your content regularly can improve your position on Google and ultimately reach more customers.
That doesn’t mean you need to update your site every ten minutes. In general, a couple of times a week should be sufficient.
Changes or updates don’t have to be major, either. You can just add images and articles or make small changes to your site. Even that’s enough to show Google that you’re active online and providing fresh, accurate, and relevant content to users.
You can rank for more keywords
When you update content, you have the chance to incorporate more keywords into your posts. This can help you improve rankings and expand your site’s reach.
Keywords are one of the primary factors on the search engine’s algorithm chart and are utilized for indexing and ranking. When you add content like article postings or blogs, you should always optimize them to include updated and relevant keywords.
You see, these keywords are what users type into a search engine’s query box when looking for something on Google. Google then analyzes your content to see if it includes these and related keywords. If it does, you’re more likely to appear in front of your customers for that particular search.
When you go back and update content, you can increase the number of keywords in your pages and posts. This can ultimately help you expand your keyword reach and grow your audience by appearing in more searches.
Just remember that Google constantly updates its algorithm, changing what types of keywords you’ll rank for and how you’ll rank for them. Make sure to tailor your content’s keyword updates to the current algorithm in order to stay relevant.
You encourage repeat traffic
Visitors are more likely to return to your page if they know you’ll keep updating it. That’s because they know that your site can be trusted to provide them with current and accurate information.
Visitors returning to your page are repeat traffic, which is good for your brand engagement and visibility. When there’s repeat traffic, you establish your brand loyalty. And brand loyalty is actually key to becoming a successful brand on the web.
Returning visitors also affects your authority. Search engines can pick up repeat traffic, making your site rank higher than your competitors.
So, by going back and updating your content frequently, you can show search engines and users that you’re a valuable and trustworthy source. In turn, you can boost the number of users who visit your page.
How to update content on your site
Now, you know why you should update content on your site, but how should you go about that?
Well, there are actually a couple of different ways to update the content on your site. Here are a few key methods for updating your content to maximize search conversions and improve your site’s rankings.
Remove content that’s hurting your traffic
One easy way to keep your content up to date is to remove content that’s hurting your traffic or isn’t beneficial to your site. This can help improve your site’s overall position and improve page load speed.
Checking your content and removing irrelevant ones can also prevent confusion among your readers. They now know all your posts are trusted because you don’t overstuff your site with unwanted content.
Look at the analytics on your site to determine which posts have a high bounce rate, are underperforming, or are causing clients to steer clear of your page. From there, you can work on weeding out those posts.
Combine relevant posts
If you have two posts on the same topic, you can combine them into one post to create long-form content. Most of the time, search engines prefer long-form content to short-form content.
As a result, long-form content can help your site rank better, increasing your brand’s authority and trust.
Look for opportunities on your site where you can combine two or more posts into one. Doing so can help give your site a boost in rankings and online position.
Go back and add new links
Updating your content can also look like going back over your internal and external linking structure.
To update your content, comb back through old posts and look for opportunities to link to other relevant and high-authority content.
At the same time, look for internal linking opportunities that you can use to create a better customer map through your site.
Keeping your content up-to-date is important for improving your position on SERPs, building authority, and increasing brand loyalty.
Those are some pretty good reasons to keep the content on your site fresh and relevant!
However, updating your content isn’t the only way to improve your site’s rankings and, ultimately, your customer base. Using AI can also be a major way to connect with your clients on a new level.
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