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2024

Refresh Your Site & Content to Rank Higher

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SEO Reboot: From Stale to Stellar

Let’s face it, everything needs an extreme makeover now and then; otherwise HGTV wouldn’t exist.

Your website is no exception.

Continually rejuvenating pages with up-to-date information can work wonders for your search engine standings.

While Google’s Freshness Algorithm doesn’t need all your content to be updated frequently (Google understands that a lot of content is evergreen), it still appreciates a fresh face every now and then.

Of course, SEO strategy goes beyond just keeping your content fresh and engaging. To truly elevate your search engine standings, it’s crucial to consider other key factors that contribute to a well-rounded website.

Don’t worry, we’ll go over those in detail.

But first, let’s talk about one of the most effective SEO strategies for improving search engine rankings:

Refreshing old content is like rocket fuel for SEO*.

*The kind that propels your old content rankings to new heights without any rapid unscheduled disassemblies.

A picture of Refresh Your Site & Content to Rank Higher with The King Of Search

“Refreshing old content boosts SEO.” Yup. There’s a reason it’s been written about 100 trillion times: it works.

But let’s not get too hung up on the same old advice that’s been regurgitated more times than a star-nosed mole can burrow (did you know they can dig 8 feet in just 3 minutes?). Instead, let’s dive deeper into the nitty-gritty details of content rejuvenation.

First off, let’s talk relevance.

If your content is indistinguishable from the articles your competitors wrote on the subject five years ago, it’s time to ditch the stale ideas and embrace the changing landscape of your industry (and search engine algorithm updates!)

Offer your readers something they can sink their teeth into, or your site will be lost in the sands of time like all of our old MySpace profiles (I hope).

Now, let’s get real about content depth.

Sure, you can whip up a quick 500-word fluff piece that skims the surface like a water strider on a pond.

And your visitors will skim the surface of your sales funnels, too.

Your readers are hungry for more—they want the full course meal, not just the appetizer.

And how about readability? How many times have you heard someone complain, “Gee, I wish that article was harder to read!”

Exactly.

Let your content breathe with short paragraphs, eye-catching subheadings, and engaging visuals. Make it easy for your readers to devour your content, and they’ll keep coming back for more.

Finally, let’s tackle originality. You might think that every angle has been covered and every story has been told—but there’s always room for a fresh take, a unique spin, or a surprising twist.

In a sea of copycats, be the majestic narwhal that stands out from the crowd.

(See? Didn’t expect there to be a star-nosed mole and a narwhal in this SEO article, did you?)

Alright. So how do you give your website and its content a much-needed Extreme Facelift: Website Edition (coming to ABC in 2025)?

Check out the list below; its contents will help you on your way:

See if your site needs a tune up.

A picture of Refresh Your Site & Content to Rank Higher with The King Of Search

Perform a comprehensive checkup with an online tool (think Ahrefs, SpyFu, or Semrush). These tools will help you pinpoint any technical glitches dragging down your search engine rankings. For example:

  • Detect Broken Links: Broken links can hurt your website’s credibility and user experience (UX). These tools can quickly identify any dead-end links on your site, enabling you to fix them promptly.
  • Uncover Slow-Loading Pages: Page speed plays a crucial role in user experience and search engine rankings. These tools can help you pinpoint sluggish pages and provide recommendations for optimizing load times.
  • Identify Missing Meta Descriptions & Alt Tags: Metadata is critical for SEO success. With these tools, you can easily spot missing or poorly optimized meta descriptions and image alt tags, which can be hindering your search engine rankings.
  • Evaluate On-Page SEO: These comprehensive tools can analyze your on-page SEO elements, such as keyword usage, heading structure, and internal linking. This will help you identify areas for improvement and refine your SEO strategy.
  • Monitor Technical Issues: Keep tabs on your website’s technical health by regularly checking for issues like broken redirects, server errors, and duplicate content. These tools make it easy to stay on top of any problems that may arise and quickly resolve them to maintain optimal website performance.

By conducting a comprehensive checkup using these online tools, you can ensure your website remains in tip-top shape and performs at its best in search engine rankings.

Become master of your domain.

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Evaluate the performance of each page on your domain. Keep tabs on metrics like traffic flow, engagement levels, bounce rates, and conversions. Jot down which pages are thriving and which could use some TLC.

Here’s an abridged checklist for basic—but effective—evaluation of existing pages:

  1. Traffic Flow: Monitor the number of visitors landing on each page using tools like Google Analytics. This will help you understand which pages are attracting the most attention and driving organic traffic.
  2. Engagement Levels: Keep track of metrics such as average time on page and scroll depth to gauge how effectively your content captivates visitors. High engagement indicates that your content is resonating with your audience, while low engagement suggests room for improvement.
  3. Bounce Rates: Bounce rate refers to the percentage of visitors who leave your site after viewing only one page. A high bounce rate may indicate that your content is not meeting user expectations or that your web design and navigation need an overhaul.
  4. Conversions: Track conversion rates for specific goals, such as newsletter sign-ups, product purchases, or contact form submissions. This will help you understand which pages are contributing to your overall business objectives and which require optimization.
  5. Identify Pages Needing TLC: Make a list of the pages that are underperforming, based on the metrics mentioned above. Prioritize them according to their potential impact on your overall website performance and business goals.

Keeping a pulse on key metrics will help you continuously identify areas of success and opportunities for improvement.

Spy on your competitors (in a totally legal way).

A picture of Refresh Your Site & Content to Rank Higher with The King Of Search

To stay ahead in the cutthroat world of digital marketing, it’s crucial to keep a close watch on your competitors. So take a gander at their sites and see where they stand for similar keywords.

By observing their strategies and tactics, you can glean valuable insights and identify opportunities to outshine them.

  • Analyze their keyword strategies: Use online tools such as Ahrefs or SEMrush to uncover the keywords your competitors are targeting. This will help you discover any gaps in your own strategy and identify high-potential keywords that can drive more traffic to your site.
  • Examine their content: Dive into their blogs, case studies, and other content offerings to understand the topics they cover and the quality of their work. Pay attention to the tone, style, and depth of their articles to discern what sets them apart and how you can enhance your own content.
  • Track their social media presence: Follow your competitors on social media platforms to stay updated on their latest campaigns and promotions. This will give you a sense of their brand identity, audience engagement, and the effectiveness of their marketing strategies.

Breathe new life into your website’s articles.

A picture of Refresh Your Site & Content to Rank Higher with The King Of Search

Put your content under the microscope. Does it pack a punch with relevant keywords and deliver value to your readers?

Quality trumps quantity any day, so aim for top-notch articles over keyword-laden fluff.

When assessing your content, consider the following factors:

  1. Relevance: Ensure that the information you provide aligns with your target audience’s interests and addresses their pain points. Strive to stay current with industry trends and offer timely insights.
  2. Depth: A well-rounded piece of content should cover the topic comprehensively, diving into essential aspects and answering common questions. Providing in-depth analysis can help establish your website as an authoritative source of information.
  3. Readability: Break down complex concepts into easily digestible chunks by using short paragraphs, subheadings, bullet points, and images/videos/infographics. A pleasant reading experience can encourage your audience to stay on your site longer and explore additional content.
  4. Originality: Offer a fresh perspective on the subject matter, even when covering well-trodden topics. Presenting unique insights, anecdotes, or case studies can help your content stand out from the competition.And you know what they say:

Bottom Line

Remember, keeping your website’s content fresh and engaging is the key to staying ahead in the SEO game. So, roll up your sleeves and give your company’s website and its content the tune-up it deserves.

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