Update SEO content: the best strategy to improve SEO Ranking
Before updating our SEO content, we must understand a main premise: the update or the changes we make must add value and improve the experience of the person who is consuming it.
Changing only the packaging, links or navigation will not necessarily improve your positioning on the web.
Here are some steps you can follow when you think it’s time to update an article, video, or piece of information.
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4 Steps to update SEO content and improve your website’s positioning
1. Check the performance of the contents in Google Search Console:
How many impressions and clicks are the articles receiving (What should I improve?).
Better performing queries (How are people searching? How are they getting me?).
Average Positions (How high am I currently showing up on the results page?) .
Location where the contents are better positioned (Is my target audience finding me?).
2. Look for indexing errors in Google.
3. Check external and internal links of the site: check if any have expired or need a redirect.
4. Do a research on Google (results page) on specific topics to see what type of content is ranking and adapt our content.
Before updating our SEO content, we must understand a main premise: the update or the changes we make must add value and improve the experience of the person who is consuming it.
Changing only the packaging, links or navigation will not necessarily improve your positioning on the web.
Here are some steps you can follow when you think it’s time to update an article, video, or piece of information.
4 Steps to update SEO content and improve your website’s positioning
1. Check the performance of the contents in Google Search Console:
How many impressions and clicks are the articles receiving (What should I improve?).
Better performing queries (How are people searching? How are they getting me?).
Average Positions (How high am I currently showing up on the results page?) .
Location where the contents are better positioned (Is my target audience finding me?).
2. Look for indexing errors in Google.
3. Check external and internal links of the site: check if any have expired or need a redirect.
4. Do a research on Google (results page) on specific topics to see what type of content is ranking and adapt our content.
How often should I update my SEO content to improve web positioning?
As Amit Singhal, former executive vice president of Google, explained at the time: “Different searches have different freshness needs.”
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That is, depending on the essence of your content you must update:
Hourly.
Once a week.
Once a month.
Annually.
What are those types of content?
Recurring events
If people are looking for the “Men’s Soccer World Cup”, Google probably understands that it is from the next edition (Qatar 2022), because the algorithm is already prepared to give you the most up-to-date information about it.
Therefore, when your content is based on this format, you must update your content with:
Teams classified to the next edition.
New records that can be broken in that World Cup.
Stadium information.
Interesting facts about the country.
In this case, this is changing the main content of your site.
This will improve the positioning of your website in Google, because you are staying relevant for both users and the search engine.
Recent news or “hot topics”
A news blog or any site that is responsible for providing the latest information on a topic falls into this group. Here users can get pages indexed up to minutes before their searches.
That is why it is extremely key that those who make a living from this find a way to:
Differentiate yourself from your competitors and thus always be the first option. It should be pursued to have high visit times on the site, high click-through rates and low bounce rates.
Perfectly understand the user’s intention to use the correct key phrases, optimize the content and thus improve the SEO positioning of each page.
The Google News Publisher Help Center explains that to rank specifically in Google News the influencing factors are as follows.
How to position my news in Google News?
Relevance of the content.
Prominence.
Authority.
Freshness.
Location.
Language.
Recent updates
This would be the case for us and for most companies that provide services and sell products.
Why?
Because, although industries are constantly changing, it is not usually a “news flash” or a “recurring event” like a World Cup.
For example, in the world of web positioning, Google is constantly making changes to improve the responses it provides to its users. Therefore, people searching on this topic will want to get the most up-to-date information on best practices for these types of jobs.
That is the key: to always be observing how users are searching, what type of content is performing the best and what content Google is showing in the SERP.
Freshness: variables that improve the positioning of your website
Content indexing date
Whenever we index an article in Google for the first time, we will have the “freshest” content on the topic we are covering.
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