5 Easy Ways to Keep your Website Content Fresh

If your website is not evolving and changing with the times then it’s simply a liability. Basically, it’s doing your business no good. In fact, it could be hurting your business. The second you stop refining, re-tuning and tweaking your website is the time it stops loosing it’s competitiveness. The only inevitable outcome is a slow and steady decline in the search engine rankings. Ouch, this is going to hurt.

Your website copy is no different. Old blogs, articles and web pages that have been left lying dormant for years without the slightest copy change will not only be putting clients off but will also be hampering your websites overall web score and in turn rankings. You have to ditch old copy and replace it with new and engaging content. So following are 5 quick and simple ways that you can clean out the dusty old cupboard of your website and replace it with shiny new exciting copy that resonates with your audience. I know your thinking that all of this sounds too hard. After all you went to all the trouble to write the content years ago now you have to replace it all again. What a nightmare. Well, this is the internet and we can’t do anything about it except suck it up and do what we have to do. So start tapping on those keyboards and get cracking.

Related article: Don’t worry about SEO just create good content – That’s wrong!

# 1. Optimise your website content. Make sure that your web page is optimised correctly for your main keywords. Look at the titles and descriptions to make sure they are still relevant. Perhaps you have forgotten about a special you have on last year and it’s still on the site. Things like this can really bring a web page down so you need to keep the keywords updated. This is all ‘on page’ web stuff but it will keep the page fresh.

Say for example you’re a plumber is Sydney and you have a page on your site all about hot water systems. Perhaps it’s time to revisit this page and add some new copy about your latest energy saving hot water system. You only need to add a few paragraphs and this will have a dramatic impact.

# 2. Add some links. Let’s say you have written a blog 4 years ago and your really proud of it. Unfortunately this copy will get buried in the rankings as more newer fresh content gets published over time. You will notice that traffic numbers will drop over time to this blog as less people are able to find it, however good a read it is. A cool little trick is to write a new blog that is somehow related to the old one and put a link on it directing viewers to the old blog. This will not only let Google know that there is a ranking signal to this old blog but it will also direct people back there. If it’s as good as you say it is then people will link to this article and this should re-energise it in the search results. I will often write a blog and have an internal link pointing to something I wrote 6 or even 7 years ago.

# 3. Redirect it. In some cases a blog or page is so old that it has to be deleted. In fact it’s just plain embarrassing. Before you hit the delete button think about the traffic going to that particular page and the keywords it’s ranking for. To be on the safe side what you need to do is perform what’s called a 301 and this will redirect people from the old page to a more relevant new page. This is the safest option. Never delete, always 301. This is standard web practise.

# 4. Do 1 page per week. If the task sounds too large I suggest do this in small steps at 1 per week. Don’t look at the whole picture rather take 1 blog or page at a time and spend say 20-30 minutes on it. Once you get the hang of it you will find that some pages only need a couple of words updates. It may be easier than you think.

# 5. Ditch it. Some articles are just so old they need a complete overhaul. Like some bad clothes you have from the 80’s or 90’s they just need to be thrown out. What was fashionable in content back in 2010 for some industries (especially ours in the digital space) are definitely no longer relevant. I say get in there with a jack hammer and start again.

The advantage of reviving new copy is that you really don’t have to think of new topics to write about. Finding new blog topics can be really hard work (the more you write the more they all seem to sound the same and you end up becoming very repetitive). They are already there and have worked well for you in the past so why not just revive it with a bit of TLC and save yourself a lot of time at the computer.

Creating a Combined SEO & Content Strategy

I often, in our line of work as a digital marketing agency come across businesses that completely ignore the fundamentals of what’s deemed a current digital strategy, that is the cohesive and intertwined relationship between SEO and content. Like salt and pepper they go nicely together and one does not really work effectively without the other.

I often and to the detriment of their business often sight people engage agencies who have a foot in one or the other camps but not both. In today’s Google centric landscape this is absolute madness. This is old style SEO and it no longer works.  Google wants to see how creative you can be in terms of web copy and then they want to see just how you go about optimising this copy.

If your in Australia and you Google the words ‘content marketing’ you will find the following results:


forbes and copy blogger

You have to ask yourself what do these sites all have in common and the unifying word is: trust. Yes that’s right they all have an enormous amount of trust with Google and this is why they are sitting up there on page one for this very competitive and much sort after keyword. Now we all know that not everyone wants to rank for these 2 words but if you want to drive more traffic to your website then you really need to look at the types of topics that are trending right this second on social media, how they relate to your business or industry and how are you going to craft copy to attract people to read these articles or blogs?

The following article will clearly she you how to find the perfect set of  keywords that will attract the right type of ‘eye balls’ on your website which in turn will earn your freer in bound quality links. Thesis what will help rank your copy.

Related article: Content and SEO, The Perfect Marriage

# 1: Where are you ranking on Google? You need to see what keywords are bringing in the highest amount of traffic as well as customer conversions

You really need to know what your status is on Google for your main keywords and where your laying pages are for these coveted keywords. This is where you need tools like SEMrush or Ahrefs. Here you will be able to search for a keyword ( say your a cosmetic surgeon in Sydney and you want to know where your liposuction landing page is on Google for the keyword ‘liposuction sydney’.  There are tools that will show you where you are ranking really quickly.

# 2: You need to find similar keywords that you have found in point # 1 to target. Let me elaborate. Say, for the ‘liposuction sydney’ keyword you were already on page 1 or that it was far too competitive for you to even contemplate to tackle. What you need to do is use a tool that Google provides called’ Google’s Autocomplete or a really fun website called answerthepublic.com and they will give you the next best thing. answers such as : ‘how much is liposuction sydney’ will appear and hey presto you have your next blog topic that you can focus on which will drive sales leads. There are heaps of other variations like: liposuction specialist sydney, liposuction without surgery sydney, but once you find the results you can see the huge potential for content marketing around a group or core keywords. I absolutely love this website. Give it a try and you’ll immediately see what I mean and Ill bet that you’ll be off and tapping those keys on your laptop with your brand new topic. It’s so easy and really effective.

Another great idea is to use a tool called keywordtool.io to assess the amount of web traffic a certain keyword is likely to bring in. If your new blog topic has minimal search then perhaps use this website to assess the highest volume of traffic and target your content around these.

# 3: How are your competition doing in the SERP’s?

Use SEMrush Keyword Difficulty Tool to gauge how difficult it will be to get these new topics based on the important keywords high in the search results. The outcome for this is really useful it will tell you exactly the ranking difficulty for that particular keyword with he number of monthly clicks. With this tool you will see what your up against and just how tough it will be to rank. Note, if there are Government websites on this page or a lot of education sites this might be a bit too tough to try to outrank. I would definitely look for another topic if I saw these.

Basically, it’s up to you how much visibility you want to have online. I always tell my clients the more the better but you have to have quality coy that will attract clicks in a highly searched space. This is not easy but hopefully with he above tools you should be well on you way to mastering the art of content marketing and SEO.

The golden rule is to work with everything you have at your disposal and really learn these well. Look at your keywords that are doing well then start the search to look for more diversified keywords that will bring in even more traffic. Do this slowly, evaluate the outcome and then modify with each step of this process.