Here’s how to leverage nyc SEO and enhance a website’s visibility after an analytical review of existing content by identifying which types of search queries generate the most impressions and clicks.
One of the simplest tactics to generate new traffic is also one of the most overlooked ones: updating and expanding old content.
What are the advantages of updating old content?
Unlike an aging wine, the contents of a site don’t necessarily age well, with some of them degrading over time. The creation of new content is not always necessary when you have a body of good content that can be processed and reviewed in a more accurate way so as to provide new rapid results thanks to a simple refresh.
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Updating existing website content offers the following benefits:
- Provides a better user experience: users read content to find information, but if they are out of date, they are no longer useful. Ensuring that the content is up to date and accurate is the best thing for the reader experience to do.
- Maintains the authority of URLs : each time a new page is created on a site, the new URL has no authority. Older content URLs have existing authority from any link they acquired, but also just from being “aged”.
- They can be optimized for new or multiple keywords : as you will see below, one of the biggest advantages of data control is to see what types of search queries give rise to impressions and clicks. Sometimes you can find excellent keywords with a very low click rate. Simply changing the content to include a keyword or its variations helps you rank the content better and get a higher click-through rate.
How to choose the content to update
Step 1: First connect to Google Analytics and select Behavior> Site content> All pages.
Be sure to segment your data by organic traffic first so that you only see the pages most visited by organic users and note the first 10-15 pages that drive the most organic traffic to the website. You can use the export function in GA or simply copy and paste the list into a Google sheet.
Phase 2: You can then use the data from the Google Search Console to provide guidance on how to update new content.
In the Search Console go to Performance report in the left navigation, select the date range and click on the + NEW button to segment the data according to the URL of the page. Normally we select the filter “exact URL” and then we go to copy and paste the main URL from our list.
From an initial analysis of data it was found that a lot of research was done on the site relating to “how to make a website secure”. At this point you could find similar search patterns that the initial article did not cover or did not elaborate on and update that section of the article to better align with the search patterns.
Make sure you choose search patterns that are relevant to your business and the original article. In this case, you can see a nice increase in traffic until the Google core update in November which gave targeted relevance since the original intent of the article was that of “Chrome not secure warning” rather than how to secure a website.
As we have repeated several times during this article we must always keep in mind that we are following these same tactics to try to recover the lost traffic in a relevant way.
Other content update tactics to use
- Repair any broken links : this tactic has always been good for both the user experience and nyc SEO. If we have content with many links or links related to seasonal / dated content, it is always good to check it regularly to make sure that the link is still active and current to avoid negative effects on SEO. When making changes or changes you must always republish the contents.
- Adding more images or videos : even images and videos can become obsolete which is why you should always check that all the media in the posts are still relevant. Another way to update is to simply add new media , especially videos. For months we remember that there is more and more interest in videos, which is why if it is feasible it is always good to create and add a YouTube video relevant to the posts.
- Add or modify a call to action to increase conversions: the content is likely to push a curious user to become a customer or a regular reader. That’s why it’s critical to experiment with call to action and call to action and titles that can lead to higher conversions.
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How often should content be updated?
There is no pre-established standard for the update frequency and this realistically varies according to the website and the sector.
If you have just published a website, you can skip having to focus on updating content for the first few months. If you are administering an existing blog that receives traffic, you should review the data every six months and determine what content is performing well or likely to benefit from the update. If the sector is often on the move it would be advisable to identify the contents that should be updated much more often to stay updated. However, if you have more than 10,000 visitors per month, it may be important to update the content every quarter as well.
If you are looking for a way to increase the ranking of a website or to improve SEO and provide better information to your readers, it is always good to consider the possibility of updating existing content. This is a good option to take advantage of existing SEO directly and quickly and avoid creating new content that would probably take some time and effort.
One last tip: every time you update the contents, it is always good to share them and promote them as much as possible.
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