Introduction
Content still plays a vital role in the success of the website. Without the optimized content, a website doesn’t rank. Even the big shots of the market refresh their content once or twice a year to rank high on search engine pages. Thus, it is suggested to rejuvenate content every once in a while and tweak it according to the latest trends.
What Is Content Refreshment?
Before we get into the reasons as to why content refreshment is necessary, let us understand what content refreshment is. Content refreshment is where you edit or change the content to increase the traffic, rank high on Google, and pass on the new information to the users.
It is one of the best ways to keep the users updated about what is going on in the company. Be it in written form, audio form, images, or video form, when you refresh the content, people are more likely to visit your website. Even they are tired of boring old content and everything consumed already.
However, the critical thing to remember is that whether it is your old content or new, it needs to be qualitative content. Although it has become shorter and crisper, content is still content. Whether you are writing content by yourself or hiring a content writer, writing quality content is a must.
Why Does Content Need Refreshment?
There could be numerous reasons as to why content might need the refreshment. But a few of the top reasons to refresh the content are
For SEO purposes
The first and foremost requirement of content refreshment is SEO. If it is not ranking on the first page of Google, it is not in the top 90% of the websites of the world, and people will not pay attention to it. Also, adding and removing, and editing the content will generate more traffic as compared to the pages of a website that has older content.
Only SEO-optimized websites will rank in Google. And to do that, brands either need to consult experts or keep themselves updated with Google algorithms.
New Website Traffic
With old content, you’ll have old traffic, but with fresh content, you’ll be able to generate new traffic. Sometimes posts are almost to the point and just need a little nudge. By optimizing those posts and pages, you’ll not only be able to generate more traffic but the relevant ones too.
However, remember not to fall prey to keyword cannibalization. In the run to gather more website traffic, don’t make the mistake of making your one post compete against another. It could damage the health of the website severely.
Add new features
At times, people are so focused on other tasks that they forget the task at hand - of adding a new feature. Thus, brands who keep introducing new features on their websites, like actionable buttons, comment sections under blogs, social media integration, etc., are more likely to rank higher on SEO, generate more traffic and convert potential customers into actual ones.
And for adding a new feature on the website, they don’t need to wait a whole year. Do it as soon as it is introduced in the market and as soon as you have it with you.
For Promotions on Social Media
Social Media is changing every day. A few years back, Instagram was merely for entertainment, but now it is a thriving platform for local brands. However, those brands will have credibility if one can see that their website is updated and informative.
No person will trust the brand if it does not have a good website. And to keep the website valid, content refreshment is necessary.
How to Refresh the Content?
How to Refresh the Content?
There are many ways to refresh the content, and most don’t know how. Well, there are content writing companies who can help you refresh the content and edit it according to modern trends. Below mentioned are a few points as to how they refresh the content
Content Audit
Focusing on content with higher ranks and traffic will only get more users, not sales. Thus, content should be such that it could generate tangible results. If your website is filled with keywords, more people will visit but will not be converted into customers. Your focus should be to convert the potential customers into actual customers and even non-customers into customers.
Content Gaps
Once the content audit is conducted, you need to work on the content gaps. What is a content gap? The content gap is content lacking in information and functionality. If they are not filled, the bounce rate of the website will increase, resulting in a damaged ranking. Thus, these content gaps need to be filled.
A few points to remember while filling the content gaps are:
- What do you need to add?
- What do you need to remove to keep the focus on the required pages/content?
- How to improve readability?
Update the Information
New things happen every day. Today’s brand-new information is tomorrow’s outdated news. People tend to forget about the brands that do not come up with something new every few months. One cannot change the content of the website every day, but if lots of information on the website is outdated, it will be pushed to the second page of Google.
And do you know what happens on the second page of Google? Dead bodies are buried. And do you know why that happens? Because no one goes there to look. Hence. Keep on updating the information on your website.
Improve User – Experience
The user experience needs to be smooth and enriching. No one will visit the website if they are not gaining anything out of it. Whether it is to buy a product or they want to learn, be inspired, or want to be entertained, websites should cater to every need of theirs. Otherwise, what could be the reason for brands to create a blog and gallery page?
Thus, to improve user experience as well, the content needs to be refreshed from time to time. Let’s suppose if someone is visiting a photography website, not necessarily to look at the photos. They might be here to read the blog and learn about photography.
Relevant Keywords
Keywords change from time to time, and it is necessary to add relevant keywords to the website. Also, if the content of the website has not been changed for a long time and a lot has happened since, then it is necessary to find the relevant keywords and insert them. People often optimize websites by revamping old blogs. They do this by adding relevant keywords and backlinks.
Conclusion
Content Refreshment is critical for SEO purposes. With old and boring, and outdated content, your website will not generate traffic as it used to. Hence, the content marketing experts suggest refreshing your content time and again. And also write utterly new content once a year.
It is a must that this exercise is followed, not just for ranking purposes but for a better user experience as well.
