How often should you update the contents on your website?
Regularly refreshing content is essential for positioning your site. Learn how often to update your texts to enjoy the greatest results!
What is a content update?
Updating a website’s contents involves modifying them in terms of information and structure.
This brings tangible business benefits::
- greater effectiveness of the offer
- increased positioning and visibility of the site
- building the brand image
What does updating texts depend on?
This procedure may result from newer copywriting standards, existing competences or greater resources on the site. Each of these factors is an indication to make changes to the site for better marketing results.
Changes in copywriting
The perception of what attractive content is is constantly changing.
Not long ago, specialist articles were considered a model of copywriting. Today we know that substantive value is only one of the elements, and attention should also be directed towards a clear information architecture, consisting of adding headings, highlights, bulleted lists, etc. This increases the readability and assimilation of information.
For this reason, the structure of the content on the site should be regularly analyzed and changes should be implemented when the structure is not optimal (for example, there is a lack of formatting and paragraphs, which results in homogeneous blocks of texts – this is a common error).
Increased competence
Practicing a profession enriches knowledge and experience, which can also be used to improve the website.
This is an important contribution to changes, because – interestingly – we observe a quite clear relationship that each subsequent update of the content increases the number of professional specifics.
Usually, at the beginning, the company’s website presents itself in superlatives, using marketing messages to make a good impression. Over time, accurate arguments about why the offer stands out from the competition come to the fore. This is the result of company optimization, improvement of production processes, improvement of the service, etc.
Therefore, it is worth looking at the content from a fresh perspective and enriching it substantively to make it more convincing for the customer.
More resources on the website
You can increase the quality of the text by using existing content on the website. A tool for this purpose is internal linking, which sends the reader to other subpages within the domain.
So if the website is constantly developing, it is worth updating older content by adding links to newer materials. This way, the user can navigate the site more easily and reach the desired information. This is also important for Google robots, which index sites with rich, up-to-date internal linking better.
How often should texts be modified?
We can see that refreshing the content depends on three factors that need to be taken into account. However, they differ significantly in terms of the dynamics of change:
- It is worth revising changes in copywriting standards every 2-3 years in relation to your site.
- The issue of competence is very subjective, but we recommend checking the information on the site at least once a year.
- The resources on the site grow quickly with regular blogging, so you should update older subpages as soon as new materials appear that constitute a field for linking.
A construction company has published an article on how to calculate the strength of a balcony. If the phrase “balcony strength” appears on other subpages, you should add a link to the new article. This will:
- Google will receive a signal that older content is being refreshed, which means that the information contained in it is still relevant.
- The new article will receive several incoming links, which will affect the indexing algorithms more efficiently.
As a result, both the linking and the linked pages will benefit from the update.
There is a business potential in regularly refreshing content that is worth using. Therefore, it is important to pay attention to not only creating new texts, but also updating old ones as the site develops.
Leave a Reply