Updating website to meet the year 2024
12/01/2023 • Profession news
In the fast-paced world of technology and the Internet, your website should never stagnate. The content you put out there is like any other product and has its life cycle, so at some point, it will start producing less conversion, i.e. creating less value for your company.
Regularly updating your website is essential to stay current and provide a quality user experience. An updated and optimized website not only keeps visitors engaged but also improves search engine rankings, which leads to better web traffic, as content that is not regularly updated surely slows down your site. At the same time, as in today's digital age, the website is often the first point of contact between your brand and potential clients or audience, its regular updating becomes essential for the success of your marketing and maintaining positive relations with the public.
How does updating content improve SEO?
By updating your content, you will receive many SEO benefits, including improved search engine rankings. This became especially important after Google updated its algorithm in September 2023 with a new tool called Google Content Update. The new updated algorithm pays much more attention to the usefulness of the content which has brought a huge drop in search engine traffic for many, while some pages have suddenly experienced high rankings. The reason was that the new automated ranking algorithm began to prioritize original and useful content among search results. So, properly updated.
Google regularly monitors its users and then adapts its algorithms to their behavior and needs. Users will first click on some newly published text on a certain topic because they believe that this way they will get the most relevant information. Imagine if you did a Google search on the topic you're reading about and you got three headlines: Updating the Website, Updating the Website in 2023, or Updating the Website to Meet 2024. Would you click on one of the first two or the one you're reading now? Even if you don't, Google will push a post with a newer year higher in the search results.
In other words, sometimes it's enough just to change the title and make the post more current. If you just change the year in it compared to the year when the post was published, people will surely click on the title that communicates the current year, which will increase the CTR (Click-through Rate) and give a positive signal to Googlebot. However, you also need to take care of the content of the text. For example, if you talk about trends in content marketing in the text, then you have to update the content as well, and not just change the title, which you certainly don't have to do if you publish recipes for preparing meals. It might just be enough to change the title from Sauerkraut Sarma to Sarma for 2024. Because sarma is always sarma, but a different title will push your post on the search engine and increase its CTR.
By regularly updating the website, you improve marketing and PR
When you improve your website's search engine rankings, more potential customers will automatically discover your brand through organic search, which is key to building relationships with both existing and potential customers. This is how you improve your marketing.
When you share up-to-date information, as well as products or services, you demonstrate your authority and expertise in the industry, which positively affects the perception of your brand, builds trust with consumers, and increases audience engagement. If visitors return to your website frequently and find useful content, it creates the impression that you care about their needs. It can improve public relations and contribute to a positive perception of your brand.
Regularly updating your website is not just a technical requirement, but a key component of your digital marketing and public relations strategy. Regularly updating the website with accurate and relevant information builds trust with the audience. This is essential for maintaining positive public relations. By updating your website, you can shape how your brand communicates with its audience, build trust and a positive image, and respond effectively to changes and crises. PR and digital marketing are closely related, and the website is the central point where these two worlds meet and shape the perception of your brand.
What content should be updated and when?
Your main ally in finding answers to these questions should be Google Analytics. Namely, only through analytics, you can determine which posts on the website are useful to you and which are not.
The ones you should update first are definitely the texts or pages that are not bringing you any traffic. Don't immediately dismiss such content, as it may not be entirely bad. It might just be necessary to rework it differently, give it a different title, or change the meta description or cover photo. The same goes for content that used to bring in traffic, but then stopped. Such content must be reviewed and updated so that it converts users better. Sometimes just one little thing is enough to start the conversion, on the same link, without deleting, just with a good update.
Refreshing content like an old blog post is irrelevant if you don't understand why you're doing it. In other words, if you understand the point of updating old posts then you will do so regularly, which is the only correct answer to the question of when you should update existing content on your website. Track Google Analytics and change things on the fly. Certain articles may remain untouched for months, while some will require an update as early as the second week after publication. If your texts have a lot of impressions and a low CTR, update them now! Updating your content should be a key element of your content marketing strategy that you can rely on to improve your website traffic and overall SEO score.