Why Updating Your Existing Content Is So Important (And How To Do It)

Why Updating Your Existing Content Is So Important (And How To Do It)

Creating an effective content strategy is fundamental to your marketing efforts, but it’s usually about creating new content. Yet, your existing content may be even more important than creating new content because existing pages already have unique data, including rankings and on-page engagement. It’s much more effective to use your own data than relying on third-party numbers that your competitors have the same access to as you.

On March 15th, I was honored to be the guest host of the #VCBuzz marketing Twitter chat for the second time! Our discussion was focused on the benefits of updating your existing or older content and how to go about doing it. So, how do you create a content updating strategy or include updating your current content in your content strategy? Let’s discuss!

Why Updating Existing Content Is So Important

Q2 Why is updating old content so important and why do so many brands fail to do that?

Creating quality content is challenging and time-consuming, so you want to extract as much value out of it as you can. Your older content is a gold mine of benefits, which you’ve already spent time, energy and resources on, so don’t forget about it.

Updating your older content delivers a better user experience, so visitors find value on your site or blog, stay longer and show interest in your products and services. This includes visitors referred by backlinks, which will help boost your site’s SEO.

Updating older content and fixing broken links will also strengthen your site’s SEO by welcoming search engine crawlers and helping them index your site, boosting your rankings. Dead links stop search engine crawlers in their tracks.

Our society tends to focus on what’s new, which is why brands often fail to update older content. Once content is published and initially distributed, it’s put on a back shelf and forgotten about. Don’t do this and lose so many benefits!

Updating older content will also give you fresh ideas for new content! Approach a topic you previously blogged about from a different perspective, or explore a previous topic more in-depth by creating a series.

How To Identify Content That Needs Updating

Q3 How to identify content that needs updating? How to get better organized with content updates to turn it into an on-going process?

Use a tool like DeadLinkChecker to find broken links that may be damaging your rankings and usability. There’s a free tool, Multi Check (for multiple websites) and Auto Check (which runs on a regular basis and emails you reports).

Also, visit your website regularly! Before you create new content, look at older content you’ve already published on the same topic. Check popular posts to see if they need updated or can be enhanced with fresh information. Check pages before sharing!

Moving forward, include your older content in your content strategy. Dedicate time and resources to updating older content, refreshing your blog/site and cleaning up broken links on a regular basis. Make it an equal priority with creating new content!

Key Elements of a Successful Content Update

Q4 How to update content? What are the key elements of a good content update?

First, check for broken links, missing videos, corrupt images or loading issues. Are your images optimized or are they slowing down the page from loading? Have you used images without permission? Get permission, or replace them with appropriate ones.

Next, look at the copy. Is the headline drawing traffic, or can it be improved? Reread the article and captions. Is the content still relevant or does it need to be refreshed? Add any new information that will bring the content up-to-date.

Make sure your content is readable (and skimmable) with appropriate visuals, short paragraphs and different sections, or headings. White space and proper formatting are your friends on screen. Add relevant videos, GIFs, polls or other media!

Recommended Writing & SEO Tools

Q5 What are your favorite writing and SEO tools?

My favorite writing and SEO tools are Headline Studio and Email Subject Line Tester by CoSchedule, Microsoft Word, EvernoteWordPress.com and DeadLinkChecker.

Review the entire How to Update Your Old Content chat, and join future #VCBuzz marketing Twitter chats on Tuesdays at Noon ET.

Tweet Us (Or Leave Your Feedback in the Comments)

How does updating your existing content currently fit in your content strategy?

Do you delete content from your blog, or is everything worth keeping?

What are your favorite writing and SEO tools?

CCC’s Chief Content Marketing Officer,
Jaime

Link Building to Success: Optimize Your Website

This is the third post in a 4-part series highlighting steps you can take to improve your website’s search engine optimization (SEO). This guide was written by Ramya Raju, an experienced freelance web design writer from India. If you missed part one or two, we’d recommend reviewing them first.

While reading the first two parts of this series, you were probably wondering when I’d get to link building.

chain links

Link building is without a doubt one of the most discussed topics in SEO today. The idea is that your website is linked to by other websites and blogs, which helps in building higher rankings for your website for specific keywords. By using keyword anchor text, your site will get ranked for that particular keyword. For example, Adobe Reader is ranked number one for ‘click here’ anchor text because most download links for the reader shared on different websites are labeled with these keywords.

There are a few ways in which link building can be performed.

  • Organic Linking – the best way to gain rankings is through organic links. Such links are generated without you putting in any effort, and if they come from sites with higher rankings, like media websites and well recognized ones, then there is nothing better for your website’s SEO.
  • White Hat – quality link building efforts that follow search engines’ policies and still focus on your human audience. For example, only link to quality content when it fits within the context of your post. Don’t spam your audience (or someone else’s) with unnecessary, broken or unhelpful links that don’t contribute to the discussion.
  • Black Hat – the wrong way of link building that involves spamming and low quality back links, which should be completely avoided. It can lead to penalization by search engines and actually damage your SEO efforts.

Getting other websites and blogs to organically link to you is tough. It takes time and effort for your site to become popular enough to draw the required attention. That’s the reason why link building is an art and building quality links has to be planned well. The following methods will help you receive quality, organic links from outside sites:

  • Submit blog posts as a guest writer on the most notable blogs pertaining to your industry. These blogs will allow you to link back to your site in the author box.
  • Partner with related businesses that have their own websites and try to get a link back from their pages for partners, vendors, suppliers, etc.
  • To generate better incoming traffic to your website, create local search and social media profiles. The direct effect of these profiles on your search engine rankings is debatable but they will help drive more traffic to your website (which in turn will boost your SEO efforts).
  • Buy advertising space and/or submit your website links to dedicated industry directories and online trade journals. Don’t submit links or purchase ad space on low quality websites that are unrelated to your website (even if it’s free to do so).
  • Publish content which is so rich that people share it on their sites and blogs, providing you with useful back links. Infographics are an example of content that is typically shared at a high rate.

Photo: “Chain Links” by Eric Martin / CC BY 2.0

We hope you’ve enjoyed the first three parts of this 4-part series on search engine optimization. Check back next Thursday for part 4, Using Google+ to Boost Your Search Engine Rankings. As a reminder, posts are published on the CCC  blog every Tuesday and Thursday. Thanks for stopping by!

Ramya RajuRamya Raju is a freelance web design writer with 8 years of extensive blogging experience on a variety of online publishing and social media platforms. She generally writes high quality articles on travel, photography, SEO, web design, English courses and other general topics as requested. Ramya, an extrovert with a passion for photography and anthropology, enjoys travelling to different countries to discover new cultures and experience life with the locals. You can reach her at ramyaraju896@gmail.com or visit her online at http://www.colorcharacter.com/uk/.