Running automated content audits requires little effort after the initial setup but updating your old content takes work. You can reduce the workload by running regular content audits and having an efficient updating system (more on this later) but it’s worth putting some work into your old content.
Updating old content is important for several reasons.
1. Users and search engines want the latest information
As with most things in search engine optimisation whatsapp number database you have to think about the impact on the end user as well as search engines. When people turn to Google, they want to know they’re getting accurate information and the “freshness” of content and the information it includes is crucial to this.
Let’s imagine your best-performing page is an in-depth blog post filled with stats, data and useful info – great job. Now, let’s specify that this blog post was first written in 2016 and the stats you’ve included (and linked to) are all previous to the publishing date.
At best, these stats are probably using data from 2015 and now those figures don’t sound so useful, insightful or reliable. Understandably, users want the latest information and search engines want to deliver it, which is why fresh content tends to rank higher (search engines) and achieve better engagement (users).
2. Content quickly becomes irrelevant
We’ve already seen how quickly stats can become with tech hubs forming across the region irrelevant but this problem isn’t exclusive to data. Industry trends, user demands, audience expectations, technology, competitor performance, regulations and a seemingly endless list of factors evolve over time – things that need to be reflected in your content.
For example, there’s not much point in one of our blog posts talking about mobile optimisation like it’s a new requirement. Or, even worse, suggesting a marketing tip or strategy that flouts GDPR regulations.
In the latter case, outdated content can be quite dangerous.
3. Relevance matters more than ever
Relevance has always been important in SEO american samoa business directory but Google has increased the role it plays in recent years. In July 2018, Google updated its Search Quality Evaluator Guidelines which heavily featured the acronym E-A-T, standing for expertise, authority and trustworthiness. Then, the following year, a series of core algorithm updates began to increase the weighting of these factors in the SERPs.
4. Performance declines with age
As content naturally becomes less relevant/accurate, performance gradually declines over time. This results in fewer clicks, fewer links, less time spent on pages, fewer return visits and just about every performance metric that matters. Thankfully, this is relatively simple to remedy if you spend the necessary time it takes to update your content, keep it relevant and maintain performance.
