How To Update Your SEO Content for Maximum Potential?

Did you know that the top 10 search results in Google are at least 2 years old? Yes, that reiterates that ‘old is indeed gold’.

People tend to believe in a misconception that Google and other search engines discard old content like trash. But, that’s far from the truth. However, the fact remains that the authenticity, authority, and relevance of content play a crucial role in delivering its objective.

Industry experts and experienced digital content developers from digital marketing companies in Dallas understand that there are no content rules set in stone that can derive the highest ranking for your website.

However, looking at the trends and numbers can give you an insight as to what works well and you can figure out a pattern there. This is where expertise and experience come in most handy.

But, first, let us understand why you should consider updating your website’s old content.

Why Should You Update Your Old SEO Content?

Well, there are a few valid reasons to update your content. We will get there in a moment, but first just consider the following statistics.

• Less than 6 web pages out of 100 newly published articles will rank in the top 10 search results within a year. That means, approximately 95% of web pages published within a year never get to the first page of search results.
• There is a content inequality when it comes to driving traffic. The top 3% of a website’s top-performing pages usually drive as much traffic as the bottom 97%.
• Revamping old contents can increase organic traffic by 106%.

One of the important factors in SEO rankings is that your content should be relevant. The changing dynamics of the economy, market and technologies leads to change in user intents as well. Trends, fashion and preferences of the consumers keep on changing.

For example, a bell bottom trouser could have been a trend in the 2010s, and so anyone  searching for fashionable trousers a decade ago would see bell bottom trousers in their search results. But in 2023 it may not be in vogue, and so a user searching for fashionable trousers won’t see bell bottom trousers now.

Furthermore, SEO rules for search engine algorithms in the 2010s were different than in 2023. Therefore, high-performing content from a decade ago might lose its traffic in the current day if they are not kept relevant and updated.

The experts at Dallas Digital marketing agency appreciate the importance of good content for your website’s maximum reach and organic traffic. We have witnessed firsthand how updating and revamping the content on our client’s websites have created the desired positive results for their business.

We will share some valuable strategies and tips to work with your existing content library and realign those with the current SEO best practices so that your website’s search rankings improve, attracting more visitors and organic traffic.

And, so here we have compiled the best practices guide to revamp and update your website’s old content to create a maximum and ever-growing impact for your business.

Updating Your SEO Content

Now that you have understood why your SEO content must be updated, let us dive forward to understanding how to do it. It involves a strategic approach to updating and revamping your old content.

You must understand that not all your old contents need to be revamped.

Therefore, you must analyze the old contents and their performances and pick up amongst them those that must be updated to stay relevant and thus perform well. The entire procedure requires a few crucial steps that we will discuss below.

1. Perform Content Audit

When you systematically analyze and assess all the content on your website to understand which content is performing well, you are performing a content audit of your website.

This process tells you which content or types of content are performing well and which ones must be improved, optimized, or deleted.

Looking at vital metrics such as page views, bounce rate, time spent per page, conversion rate, etc., will help you identify how well a particular content is performing.

Once the high-performing contents are identified, they need to be analyzed further why they are performing well. Since success leaves cues, there must be something in the content that resonates with the audience and the search engine algorithms.

You need to carefully look at the content’s structure, tone, format, topic, etc., to understand the key elements that have made it successful.

SEO experts at the digital marketing company in Dallas point out that here, you may also recognize a pattern.

When you identify the key elements and the success pattern of your content, it is easier to replicate these in other content.

The next step is to analyze the contents that are not performing so well, compare their metrics and key elements with the successful ones and check where there is a deviation. It will help you to point out those contents that require further updation, revamping, or complete elimination.

2. Update Your Keyword Research

Once you identify the web pages and the SEO content that require an update, you must conduct thorough keyword research for those pages. Keyword research helps you know what your intended users are searching for and what kind of phrases and words are they using to search for them.

Using high SEO optimization tools such as Google Keyword Planner and SEMrush, you will be able to identify the current trends in those keywords that have a high potential for those web pages that need to be updated.

The SEO experts at the Dallas SEO company reiterate that this is an extremely crucial and technical process. Since it involves knowing the broad range of keywords and then narrowing them down to a few keywords that are extremely relevant to your web pages.

This process also has to take into account the changing market dynamics. Since a lot of things, facts, and figures must have changed since the older content was first published.

3. Optimize On-Page SEO Elements

Once you have identified the new keywords and the niche your web page needs to focus on, you must update and optimize your content page’s SEO elements. It is known as on-page optimization, where the various SEO elements are aligned to signal the search algorithms that it is fit for the user’s consumption.

It, again, is a highly technical process involving several activities, like updating the title tags and optimizing the meta tags. Additionally, the SEO experts at Dallas SEO agency recommend the following optimization tips for revamping your contents.

• Refresh The Content

You must ensure that your content is revamped and edited for any relevant changes, statistics, and data to reflect the current trends and relevancy. Also, ensure that the newly found keywords are implemented and any old and outdated keywords are removed from the content.

• Remove Broken Links

While refreshing your content, care must be taken to remove any broken links and bad URLs that are not working properly. Any low-quality backlinks, if present, must also be removed. This empowers the page with authentic and relevant content.

• Use Interlinking

Interlink your content with other relevant web pages on your website. It helps the users and the search engines to navigate through your websites more effectively. It also makes the content more reliable and relevant. It involves using anchor texts to describe the interlinked content.

Experts at a digital marketing company in Dallas agree that it takes a whole domain of expertise to understand and fully utilize this aspect of interlinking content. Nevertheless, it is very crucial to fetch organic visitors for your website too.

• Add Visuals

Add visuals or graphics that explain the content better. Statistics tell that 94% of the web pages containing images, infographics, and videos explaining the contents resonate with the target audience and perform well.

• Add Alt Texts To Images And Videos

Give brief descriptions of the images and videos using the relevant keywords. It ensures that search engine bots do not miss the images and understand them better. The Dallas digital marketing agency explains that it also helps the content to feature in image searches as well.

• Enrich Readability and Structure

Ensure the readability of the content is optimized by appropriately aligning the header tags such as H1, H2, H3, etc. It gives the content a structure and hierarchy of information, which is easy to read for the readers and easy to scroll for the search engine bots.

Studies show that a well structured web page always has a high chance of ranking in search engines.

• Improve Site Speed

With the drastic pace of changes taking place in the spectrum of web design and development, your web pages and their content may become irrelevant if it does not load fast. Google’s study tells us that 32% of users will bounce back if your website takes 3 seconds to load.

So, analyze your site’s speed and loading time with tools such as Google PageSpeed Insights and make the necessary changes by compressing your image files, reducing the server response time, or tweaking the scripts of your website to load faster.

4. Build High-Quality Backlinks

Backlinking is crucial if your website must rank high in the search engine results pages. According to a study conducted by Moz, external links or backlinks influence Google’s algorithm by 82%.

So, what should you do to build high-quality backlinks?

This is part of external linking, but it is also a very important External SEO Element that gives credibility to and authority to your website and its content. External SEO elements to secure good backlinks require an altogether different strategy and approach.

The Dallas digital marketing agency suggests the following steps. 

• You can reach out to other websites and bloggers in the same industry and ask them to link back to your web pages. Ensure that each outreach effort is personalized.
• Secondly, you can also guest post on other sites and participate in online communities to provide links to your website. Building a good rapport with influencers in your industry can be an effective way to secure high-quality backlinks.

5. Monitor Constantly

SEO is not a one-time activity. It is an ongoing process.

Consider the following statistics to understand the magnitude of the above statement.

• Google receives 99,000 search requests every second and a staggering 8.5 billion search requests in a single day.
• In 2020 alone, Google updated its search engine algorithms 4,500 times. That is a little over 12 times per day. And we are not even talking about other search engines.

The changing dynamics of the economy, market, tastes, and preferences of the consumers and advancements in technology impact the search intent. Expert digital marketers at the digital marketing companies in Dallas agree that it also affects the relevancy of your web content.

Therefore, your SEO activities need regular monitoring. Furthermore, all the relevant adjustments must get conducted accordingly.

Wrap Up

In the world of the internet, content is king. However, the content must be relevant, authentic, and resonates with both the target audience and the requirements of the changing search engine algorithms.

A refreshed, revamped, and updated content rejuvenates it to reign high again and achieve its purpose. It is essential to improve your website’s online visibility leading to high organic traffic and conversion.

However, it requires acute marketing insight and technical expertise to accurately and effectively update an old web page to achieve its objectives. If you are an entrepreneur in Dallas, Texas, looking to improve your SEO, hiring a digital marketing company in Dallas can be a wise and prudent business decision.

Do let us know the strategies you implemented to update your SEO content and digitally empower your business to leap to the next level. We will be glad to know.