How Updating Old Website Content Can Grow Your SEO Traffic

By on January 11th, 2021

5min Read

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Contrary to what you may imagine, old website content is still gold. It’s a ‘currency’ you can use to purchase better SEO results. But first, you have to update it. Many of us unfortunately don’t know how doing that could grow your SEO traffic and boost your search engine ranking. Well, here’s your chance to find that out from the best digital marketing Agency.

Google Loves Up To Date Content

You are probably afraid of updating your old blog posts, especially if they are still driving a decent amount of traffic to your website. 

There’s just one problem: Outdated information will only serve to confuse and misinform your customers. Eventually, they will lose trust in your content and your brand’s reputation will suffer, leading to poor search engine ranking.

Any best SEO agency in Sydney will advise that you revise and update content that is over a year old. Updating your old content will not only help you retain customers but also show Google that you are committed to providing your audience with accurate information. 

Low Bounce Rates

It’s easy to go fall for quantity when you are managing your own SEO campaign. Having plenty of content on your website might be great but the question you will want to ask yourself is “is the quality of the content excellent?”

Have a digital marketing agency in Australia conduct an SEO audit on all of your blog posts. The audit will reveal content on your website with grammatical and structural errors. Fixing such errors is important to improving your ranking on SEO. 

Why? Poorly written content has the effect of increasing your bounce rates. Your audience will lose trust in the credibility of the content. Typos and grammatical errors also show your audience that you don’t care enough to publish polished and well-written content.

Fresh Content Ranks Higher

No matter how good your content is, it will fall off the Google search radar over time. That’s because the Google search algorithm promotes content that has been revised over blogs that have become stale from lack of updates. 

Updating your old content actually takes much less effort compared to regularly creating new content for your website. Make core changes to your content for your efforts to pay off. Making changes to JavaScript elements and comments won’t do much to improve your rankings. 

Updating your old content will boost its freshness factor as well. Since Google uses freshness as a ranking factor, your old content will rise rapidly up the SERPs.

Improve User Experience

People won’t bother coming back to a website they had a bad experience on. Improving user experience should therefore be on top of your list of priorities.

Updating your blog posts is one of the most effective ways to boost user experience.  As we mentioned earlier, older content will increase your bounce rates, especially if it has outdated information, and this will drive away visitors. 

Visitors will only stay longer on your site if your information is fresh and accurate. We understand that updating every single article on your site can be an uphill battle. But you don’t have to do it alone. Partner with a digital marketing company in Australia and let the experts do the heavy lifting for you.

Leverage Your URL authority

The best part about old well-performing website content is that it already has a great head start. This party explains why older blog posts that have been updated perform much better than newer posts. 

Older posts already have some authority and a good number of quality backlinks. You will find it much easier to rank for keywords using such content. Of course, you should keep creating fresh content for your website but at the same time, update your older content to give your SEO campaign the much-needed boost.

In summary, updating old website content is crucial to the success of your SEO campaign. Reach out to any great digital marketing agency in Sydney for ideas on how to best do that for optimal results. This is part of what we do exceptionally well at Digital Hub Australia. We offer quality web development services which include updating old blog content and making your website up to date. 

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