Why Content Needs to Be Updated Frequently
If your site’s content was lacking or nonexistent and you recently added new pages or new content on existing pages, that’s a great move for your business. The content on your site helps people find the site through organic traffic, it answers their questions and it helps to create conversions. It’s one of the most powerful tools that you have. However, people often make the assumption that they’re set for good once they have this premium content. They assume the site will now be effective indefinitely. But that is simply not the case, and it’s important to know why this outlook will not work.
The truth is that you need to update or refresh your content frequently. Let’s take a look at three of the main reasons why.
Relevancy Fades with Time
First of all, your company isn’t static. Products change. Branding changes. New goods and services are added and older ones are removed. The content that you write today may be relevant today, but that does not mean it’s going to last. It’s not going to help your audience for good. Just how fast that relevancy fades depends on the industry, but it can happen quickly. If your traffic numbers have been declining, it could be that your content, no matter how well written, just doesn’t work anymore.
New Keywords Are Needed
Updating the content also means updating the keywords and other SEO elements. These can change for a variety of reasons. Keyword popularity may wax or wane. Search trends may change, as happened when voice search became more popular and so people started searching for longer strings of text or entire questions, rather than merely keywords. You need to update your content so that the keywords match your current audience and draw in the largest possible amount of traffic. You should always be refining your keyword strategy to get the most out of it.
Fresh Content Matters
The amount of fresh content that you have on your site also matters. It makes your site appear more active and relevant. It promises that readers will get current information and that there will often be something new and valuable for them to read. If the site has been stagnant for years, it simply doesn’t appear to be as solid of a search result as a site that gets updated with new content all the time. Even if you’re not removing old content, adding new pages can help your ranking significantly.
Start Working on Content Now
You can see how important it is to get high-quality content consistently if you really want to optimize the performance of your site. Call Content Customs now to start working with our experienced team of writers and designers.