How to Refresh Old Content

If you have been around the digital marketing arena for a while, you may have generated loads of leads and boosted your conversions with good SEO strategies. But, like everything else in this modern fast paced world, many things, including SEO, get stale. You can infuse new life into your business with refreshed content and new SEO strategies.

Why invest in content?

• With the market being dynamic and flooded with competitors, you need to keep reinventing your brand and your message to stay relevant. People lose interest in an outdated concept or boring old content if it has not been updated for a long time. While you do not have to reinvent the wheel every time, a few changes and updates can keep it fresh and happening.
• Refreshed content will fetch better ranking on Google pages, which means more people are likely to discover and rediscover your brand.
• The content and the keywords used may no longer be relevant to your brand or business.

Irrelevant keywords can mean a loss in conversions and increased cost.

How to refresh old content?

1. Do a thorough research.

Do some research on keywords and see what is more relevant in terms of downloads, clicks, and ads. Build your content around the new found relevance. Great quality content not only informs but gets shared, linked, and tweeted upon. Along with refreshing the content, deciding the schedule for roll out will streamline your efforts.

2. Optimize your keywords again.

Old content may not have had the right keywords. Or, if your brand positioning has changed and new keywords are needed, you might have to match your content with the now relevant keywords. Overuse of keywords can hamper your Google presence. Update the frequencies of keywords and headers to make them more Google-friendly.

Google has a limit of 55 characters for titles and 155 characters for meta descriptions. Check and modify your content to fit the requirements.

3. Update links and dates.

Data, references, dates, and best practices are some of the things that change over time. What was a best practice in health care last year, for example, may no longer be relevant this year. Provide the latest information, links that work, and corrected dates and timings. If you have to move some pages or rename some files, you may do it with '301 redirects.

4. Work on the visual aspect.

Images, photographs, and animations need rework from time to time to match the relevance of the content.

5. Make content mobile friendly.

It pays to make your website mobile-friendly. Studies show that people are more likely to respond to mobile-friendly content and ads. Most people like to use the Internet to make on-the- go purchase decisions that can save time. If your text is too big and the images take a lot of time to download, the potential buyer may quickly drop your site.  Invest in a mobile-friendly version for better targeting.

Your SEO strategy should change with time. Always keep your website relevant to reap the maximum benefits!

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