As a content writer, writing new content may be the main part of my role, but it’s far from the full picture.
No, I’m not talking about optimisation elements like keyword research, which are critical to my work, I’m referring to updating website content.
When crafting optimised copy for website landing pages and blogs, content writing is not a post and ghost situation. Pieces should be considered living content that is adapted over time.
Why and when should you update your website content?
While preparing to write this, research illuminated that you the reader would likely find your way to this article via a “how often”-style search. While we’ll touch on frequency later in this blog, understanding why and when we should update website content is far more pertinent.
Updates are important because they can deliver more value to your users and turn ineffective pages into conversion machines, signal for search engines to recrawl your page, and increase your keyword rankings and organic metrics.
6 instances in which you should update your website content:
1. In response to SEO results/rankings
Google favours high-quality content, and ranking positions are calculated, in part, based on the algorithm’s assessment of your page’s content quality.
If you’re struggling to rank, or have dropped in the rankings, it could be time to update your website content to offer more value to users. Ensure that your content meets the search intent of your chosen keyword, answers the questions users have, and meets or surpasses the content quality of your competitors.
2. In response to website analytics
Website analytics such as page visits, engagement rates, conversion metrics and bounce rates, in conjunction with page keyword rankings, can illuminate the need to conduct copy updates.
3. If page KW’s are adjusted
Has discussion illuminated a new optimisation opportunity for one of your existing pages? Whilst updating the keyword use across the page, amend your content to increase its quality and the value it provides to users.
4. Product/service information updates
Tweaked how you deliver your service or course? Has your product changed over time? Be sure to update your website content to reflect product/service changes, and to ensure that your content positions them optimally in the marketplace.
5. As products/services are added or removed
Products and services are likely referenced and linked to across your landing pages and blogs. When your offering changes, your content needs to reflect this.
6. Brand changes
Brand voices shift over time as they mature. Be sure to ensure that your website copy reflects the brand voice you’re using across other areas of your marketing, your desired positioning and the culture of the business.
Let’s talk about update frequency
When it comes to the frequency at which you should update your website content, you can approach things in a number of ways.
- Update by update: If your workload allows, you could simply perform updates reactively, when each of the 6 update opportunities we cover above arise. However, we’d recommend working in processes like those we cover below, to ensure update opportunities aren’t missed.
- Build updates into an extension of your reporting process: Insert an extra stage of work (post monthly SEO reporting), where if dips occur consistently over time, or your ranking isn’t increasing after a dip, you update your website content to improve its quality and optimisation. Similarly, you could perform updates after reporting on website analytics. For example, if you’re ranking well for a term, but the associated page has low conversions and a high bounce rate, you could make an impact with content updates.
- Build certain content updates into your publishing process: When you’re creating new landing pages for new services/products, update references and links to services/products across all pages.
- Monthly or quarterly update reviews: While the two above points cover lots of the 6 instances in which you should update your website content, other update opportunities could still be missed. Schedule in monthly or quarterly update audits, to help you assess which update opportunities you need to respond to, client by client.
Contact our team today to discuss how we can support you with copywriting, SEO and website design and development.
