Creating content is an ongoing exercise. And so is maintaining it.
Keywords that were improving your ranking six months ago may not be doing so today. For best SEO value it's important you regularly revise content to ensure it maintains its momentum and outranks competitors in organic SEO.
The impact and relevance of your content changes over time. It's important that you stay on top of it. But why should you revise your website to stay ahead of the game? There are three main factors:
- Your competition
- User behaviour changes
- Outdated content
1. Your competition
Never stand still. Your output should be as constant as your resources allow. Just because you may be outranking your competitors, they too are trying to outrank you. Just because you've finished an article, it doesn’t mean your competitors aren’t starting a new one.
Look at the search results to see what your competition is doing that you're not. You can rest assured they're doing the same.
Be as innovative as you can. Repurpose/revise existing content such as an infographic for instance. Create videos, target the lower volume long-tailed keywords. Every piece of content you produce should make an impact and be geared to driving traffic and conversions and to out-muscle your competitors.
2. User behaviour changes
To rank well in organic rankings requires an understanding of user intent i.e. why is your audience searching for particular topics and what organic search terms are being used?
Bing and Google search terms, plus the type of high ranking content from two years ago has changed. You need to educate your team on changing trends to ensure content output is reflective of those changes.
Powerful online SEO tools like Semrush can guide your content teams on which search terms and keywords to focus on. This could mean refreshing existing content around a particular topic or creating fresh content. Clustering your content is an effective way to organise and to visualise your strategy.
3. Outdated content
Everything loses its shine over time. And content is no different.
What ranked well previously may not rank as well today. Regular audits are a good idea. Using SEO tools will ensure your domain remains authoritative, as well as your web pages.
For example, if you have a blog post that's a couple of years old with a statistic, which at the time was up-to-date, then consider refreshing the article with updated subject matter. This will improve page authority and ultimately its ranking. Also, consider the following:
- Evergreen pages: These are pages that shouldn’t go out of date. Nevertheless, it's worth looking at them to see whether they can be freshened up
- Threshold pages: These are pages that have slipped to page 2 (position 11) of the organic rankings. A minor tweak could see them climb the rankings
Reviewing your website and resolving issues accordingly means your site health will be maintained. This is achieved with regular site audits/crawls on a weekly, bi weekly or monthly basis.
For good SEO, an SEO professional, internally or externally, can help you formulate and implement an effective strategy. Plus a competent content team invested in SEO will deliver engaging content to your target audience and your web pages will start to rise in search engine rankings for organic traffic.
At Codehouse we offer a comprehensive SEO service that encompasses three phases designed to improve site health and SEO ranking: