Ranking higher on Google is one of the main goals of any digital marketing program. Improving your search engine ranking helps to achieve multiple things both within your business and externally with your customers. Increasing your visibility improves credibility, which in turn increases the number of quality leads and potential clients.

So now you’re probably asking, “How do I rank higher on Google?” The answer may be simpler than you think. We’ll tell you how you can optimize your current website content to increase your search engine rankings.

While you may not be familiar with SEO and other similar digital marketing terms, you should know that it all starts with content. If you are looking to improve your search engine rankings, it may be time for a content refresh. Updating existing content is a great way to utilize resources you already have.

Why Is My Website Not Being Found by Search Engines?

Search engines use multiple factors to determine content quality. One example is freshness, where Google displays the date something is published, so users are more likely to click on something a couple of days old versus months or years.

Frequent updates also mean your site is indexed more often. Priority is given to newer content due to the limit of pages that can be crawled per day. If your content is old or hasn’t been updated in several months or years, your website may not be a priority for search engines.

Why Should I Care About Updating “Old” Website Content?

HubSpot conducted an analysis of their monthly blog views and discovered that updating old blog posts with new content and images increased their organic traffic by 106%. They also found that 76% of their monthly blog views and 92% of their monthly blog leads both came from “old” blog posts. That’s a pretty good reason to start paying attention.

Updating existing content is a great way for sites to:

• Appear higher on SERPs
• Appeal to a more targeted customer base
• Ensure that your site presents cohesive branding
• Go after relevant SMART goals
• Increase website leads
• Improve conversions
• Grow organic search views
• And more!

Why Updating Content Matters in B2B

Updating content matters because it is a way to repurpose existing resources and make them work for you. Often, we don’t want things to be seen as a work in progress, we only want to publish the perfect results; however, Google and other search engines love to see site growth and improvement. If a site is recently updated, your website is categorized as a current resource and credibility is built. Credibility is also established by updating old keywords that are no longer relevant or performing.

The goal of search engines is to establish credible sources of helpful information. They want to determine what the reliable sources are by using relevant keywords. Updating existing content on your website shouldn’t replace new content creation, but it is an effective SEO strategy to begin implementing that many don’t even consider.

How to Determine if the Content on Your Site Needs Updating

This is important to consider when developing your SEO strategy. Let me ask you a couple of questions to see if your site is ready for a content refresh:

• Does your website contain broken links, blurry images, or outdated and inaccurate information?
• What keywords are your customers using to find you? What keywords should they be using? Do these align?
• Does your content guide your site visitors to action? Are they converting to quality leads?

Contact ECW to Help Optimize Existing Content & Improve Site Performance

Ecreative is a full-service digital marketing and web development agency based out of Minnesota. Our digital marketing specialists and SEO copywriters can help diagnose any issues with your current content and help optimize your website for better performance. If you’re overwhelmed with all that needs to get done or maybe you just don’t have the time, people, or resources to take on the content archives, Ecreative is here to help.

We specialize in the industrial B2B market, and we can help improve your search engine rankings. Contact us to learn more about our offerings.