Digital content marketing is one of the most powerful and accessible tools for businesses of all sizes. However, many brands find it difficult to take an effective and consistent approach to search engine optimization (SEO). One area that businesses tend to overlook is maintaining their existing assets, instead of simply focusing on new content.
It’s important to remember that past content, even that created months or years ago, can still be valuable tools. Not to mention that you invested significant resources into planning and creating each of these assets. Therefore, it’s wise to take practical steps to ensure their longevity. You should make reviewing and improving past content a core part of your SEO strategy.
You may find it difficult to know how to be more effective at this tactic. That’s why we’ve put together a quick and easy guide to refreshing your SEO content.
Identify the content you want to update
Updating all of your SEO content is unlikely to be necessary in most circumstances. Not to mention that it’s not especially practical or cost-effective. Therefore, it’s important to be able to identify which specific pieces of content could benefit most from a few key changes. This will allow you to strike a balance between preserving the value of existing assets and ensuring they’re better suited to the current market.
The most efficient approach in this case is usually to perform a full email list australia website audit. You can certainly do this manually, but Ranktracker's Website Audit 2.0 tool can be a more efficient and data-driven approach.
Identify Content to Refresh
This type of tool scans all the pages on your website and catalogs the various SEO issues with your content. More importantly, the results of the audit give you actionable insights into how you can effectively update or fix these elements.
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The next step is to prioritize which content needs updating. The automated audit tool provides insight into the most pressing issues from a technical standpoint. However, it’s also important to prioritize adjustments based on your marketing goals. While there may be clear changes to make to some content based on your analysis, the needs of your current campaign may mean that focusing on other materials should take priority.