Content is an extremely important component of SEO as it helps search engines, such as Google, determine what your website is about, along with how relevant it is for users and subsequently where it should be ranked.
Whilst ensuring your website consists of high-quality content is crucial, that is not where the work stops. If you want Google to prioritise your content, then it must remain up to date. To help you get started, I’ve pulled together five simple tips for keeping your content fresh.
Look through your existing content and begin to prioritise, it’s best to start with the content that is driving a lot of traffic and therefore performing the best. There are simple changes that can be made throughout, for instance there may be stats or figures that are slightly outdated and can be amended, as well as formatting tweaks such as breaking up long paragraphs with bullet points. Or in some cases fully repurpose the content may be necessary.
SEO doesn’t stand still, and neither do the words people use to search. What was a high-performing keyword a year ago might not carry the same weight today. Use keyword research tools to ensure your content remains optimised and relevant, looking for emerging phrases, changes in search intent, or gaps in coverage. It’s not about keyword stuffing, but making sure your content still answers the relevant questions in the right way.
If your content’s out of date, it will unfortunately no longer be useful. Algorithms value accuracy, so make it a habit to review your posts regularly. Keep an eye out for changes in your industry or updates to tools and platforms you reference that could impact your advice. Even swapping out old screenshots or adding a new section can keep things feeling relevant and trustworthy.
Mixing up the format of your content can really boost your reach and performance. From turning a blog post into a quick video, adding infographics to break down complex ideas, or embedding audio clips - it’s beneficial to have variety. Not only does it improve user experience, but it also gives search engines more signals to work with.
If you're not measuring how your content is performing, you're essentially playing a guessing game. Use tools like Google Analytics or Search Console to see which pages are holding attention. Metrics such as time on page, click-through rate, and scroll depth can help you figure out what’s working and what needs a rethink. As well as later using those insights to guide your next updates.
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