Content Refreshing: Complete SEO guide

In the modern world, each of us is constantly selling something: a product, a service, or ourself. In the conditions of the digital world, it has become an obligation to survive. It often starts with generating traffic to drive people to your website and SEO is one of the most powerful strategy of them all. The problem? SEO is dynamic and you need to act on a content refreshing strategy once in a while.

Content Refreshing
Informing your customer

What should you know before refreshing your content?

#1 – Content

Content — it’s everywhere. You’ve heard the word in a number of contexts, but what does it mean, and how can you use it to grow your business?

Simply put, content is anything you can create that is meant to be consumed by other people. It’s an extremely broad definition because content itself is a very broad thing.

It can be something small like a photo, graphic, comment on a social post, a Tweet, or an email. It can also be something larger like a YouTube video, a blog post like this one, an infographic, a book, a whitepaper and more. The point of content is to convey a message to the masses in whatever medium best suits the message, the business, and the consumer.

You may be thinking, “why do I need to worry about content?” Content is important to a business because it can attract and engage prospective customers while educating them on your product or service or informing them of vital details about your business. Creating content is deeply connected to the promotion, that’s why SEO is so highly demanded. The problem is that content can become obsolete hence why content refreshing is important.

Content marketing
Content marketing

#2 – Content creation

Content creation is the complex process of generating topic ideas that appeal to your buyer persona, creating written or visual content around those ideas, and making that information accessible to your audience as a blog, video, infographic, or other content formats.

Content creation is what helps people discover your business, brand, and products. And that content helps you attract, engage, and delight prospects and customers. It brings new visitors to your site and ultimately generates revenue for your company. In other words, if you’re not creating content, then you’re behind the curve.

However, content creation is only the first step. It is very important that your content is of high quality. It is high-quality content that allows you not only to attract site visitors, but also to make them your customers. In the times of fast consumption, people rather prefer visual content, than the plain one. This means that people will prefer visual content rather than plain text. 

If you do a little research on the internet, you will see that there are a huge number of tools and programs that can help you with creating visual content. You can rely on a graphic design tool to create illustrations, a video editor to spruce up your strategy with videos, a photo stock library for stunning imagery, a movie converter to be sure your files are compatible with the platforms you put them on or even an AI writer for SEO to opimize your content.

In the process of creating content for your platform, you need to focus on your audience, adjust to the processes of the browser. The best decision in this situation is using SEO techniques to help your product find new customers.

#3 – SEO

SEO means “search engine optimization.” In simple terms, it is the process of improving your site to increase its visibility when people search for any products or services related to your business in Google or other search engines. The better visibility your pages have in search results, the more likely you are to garner attention and attract prospective and existing customers to your business.

How can you rank on Google?

The first thing most people do when they are searching for a product or service is to Google it. That means it’s important for your site to rank high enough to be seen. You can tell it by yourself as a user, and see that you don’t look past the first page of search results. 

Google’s role is to connect your search with the right content. If someone types “how to do my taxes” into Google, they want to learn more about the tax filing process and then how to do it. If you posted a blog about filing taxes, you would want it to be delivered to a Google user. The problem is your website needs to rank higher than everyone else who writes about filing taxes. Search engines work by performing these functions:

  1. Crawling the internet to find new web pages and documents
  2. Putting that content in a giant index/database
  3. Ranking that content on various factors

Search engines discover new content by sending out search engine spiders, or crawlers, to find it. Crawlers are computer programs or bots that find new files, images, or videos by visiting links on web pages. They visit web pages very quickly, which allows them to discover new sites and other content in a few seconds. Crawlers also tend to visit popular websites that create new content more frequently than unknown sites. That’s why you should constantly post new content on your site.

Creating a sitemap also helps search engines. A good sitemap will link to every page on your site. SEO professionals also use the Google Console to find out what pages have been crawled and whether there are any errors caused by poor navigation structure, redirect loops, and server errors.

When crawlers discover new pages and content, they store the information in an index. You can consider an index to be a very large database containing all the web pages on the Internet that a search engine has found. Search engines will analyze and fetch content from their index when searchers enter a search query.

Then Google will rank websites based on its algorithm. They assign scores based on various website ranking factors and then rank the pages from highest to lowest. Search engine algorithms also change over time to improve search results. Keep in mind that the goal of search engines is to provide quality content so that their users are satisfied with search results and keep using their search engine. 

Thus, you can take independent steps to improve your result in the ranking of websites. However, most often the best result can be obtained when applying to the services of SEO companies. They will provide professional advice and take all the steps for you: from identifying the target audience and drawing up an individual strategy to real results. At K6 Agency, we pride ourselves in creating helpful content showcasing our expertise and transparency.

Why should you care about SEO?

Sometimes we hear from naysayers who question why SEO is needed, especially if they’ve run a successful business for years without investing in their website.

Businesses that have never had to worry about SEO before may look into it today because most of those searches start on Google. As a result, the Google algorithm decides who sees your website and who doesn’t. You could be losing money if search engines decide your site should be ranking on Page 5 or Page 6.

Not only does SEO get you more traffic and conversions, but it also helps to build trust and confidence with your customers. The strategies you implement for SEO ensure you offer high-quality content, a user-friendly experience, and links with high authority.

If a new visitor doesn’t purchase on their first visit, they’ll remember your page as being authoritative and reliable. One day, they’ll need your product or service, and they’ll be back to order from you. Good things will happen to your business if you follow the SEO tips we discuss in this blog.

Content refreshing

How to improve SEO content refreshing

One of the best things you can do for your SEO is to refresh your existing content. Taking the best of your old content and giving it a make-over can help improve your SEO. To do this effectively, you do need to take your content skills to the next level. It’s time to turn your good content into great content.

Use your analytics tool to crunch your website traffic, looking for your most high-performing posts.

Look for content that has these key features:

  • Inbound links. Remember, search engines use the number of inbound links as an indicator of authority and expertise.
  • Traffic. You want to refresh content that is already popular or is on the cusp of breaking through. This is where it helps to have expertise in SEO and search analytics.
  • Evergreen content. These are the blog posts and articles that offer useful advice, how-to’s, tips, and industry-related content that is always relevant and helpful.
  • Keywords. Since you’re trying to rank in search engines for specific keywords, look for the content that already ranks for these keywords. And look for content that can be updated with these keywords (without keyword jamming, of course).

Content refreshing strategy

The first thing to explore are the following questions in no particular order:

  • Is this content still relevant?
  • Have there been changes in your industry or company that impact the validity of your content?
  • Are there any errors or mistakes in your content?
  • Is there new research that you should reference and link to?
  • What kind of feedback did this content get the first time you posted and shared it?

Step 1 – Review and update your keywords

The best way to do this is to use your analytics tools, such as Google Analytics, to review your search analytics. This displays a graph of search traffic and volume. Then you can narrow this down based on keywords or search terms.

Step 2 – Update your statistics

It’s important to link to studies, research, and resources that help provide authority and data to reinforce the key message in your content.

Step 3 – EAT and YMYL

The new E-E-A-T acronym stands for Experience, Expertise, Authoritativeness, and Trustworthiness. Google uses these metrics to measure and quantify your website’s ability to be a leader in your field. YMYL stands for: Your Money, Your Life. YMYL pages are those that could contain information that has a huge impact on your money or your life. The EAT and YMYL are critical concepts to creating quality page content that helps you rank in Google. We recommend you analyze your pages based on these acronyms.

Step 4 – Update your layout for content refreshing

Think about the content that you like to read online. It very likely makes good use of white space, has multiple headings, bulleted lists, and has a clear and obvious message. Recent research shows that the average reader spends less than 15 seconds on your web page.

Step 5 – Share on social media

One of the best ways to drive traffic to your refreshed content is to share it on Twitter, Facebook, LinkedIn, and Instagram. Write social media posts that mesh with your overall brand and marketing messages.

Step 6 – Think content refreshing strategy

First of all, we advise you to review your keywords because it’s a key to a successful SEO strategy. Also, you have to keep refreshing your content and write more evergreen content. If you feel that you have to learn more, then spend time on social media engaging and reading to different types of content. Make refreshing your content part of your content strategy, and very soon you’ll see an upward trend in your SEO results.

What’s next?

So, we have established a direct connection between content and SEO and identified the main methods for increasing SEO. This way, instead of following trends, you will be able to create trends.

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