First things first, what does refreshing your content entail and why should you care? Well, the answer is simple: for content to continue ranking #1 or high on a user’s organic search, you need to make sure your blog post or piece of existing content is the most relevant.
After some time, your content will hit a plateau in website traffic. So if it goes without an update, it will start to decay. But before we get into decay, let’s discuss the goal, problem, and solution for refreshing your existing content.
Goal: The goal of any content or blog post is impact and to receive as many views and website traffic as possible. Ranking #1 in organic search means your content was most relevant to a user’s search and was optimized using the right keywords and titles. However, naturally, your content’s growth will start to level out and reach a plateau due to maxing out keywords and rankings. Leveling out isn’t necessarily a bad thing, but if you don’t do anything about it once it happens, you’ll start to see a drop in page views which you absolutely don’t want.
Problem: Instead of refreshing your content, you might think creating all-new content is better, but we promise that’s not the case. Not only are you spending less time updating existing content, but you’re spending less money too! Besides, new content isn’t guaranteed to rank well in organic search because of the limited number of keywords to help optimize your content. It’s better to update the content that once ranked well than to start over.
Solution: After going through our goal and problem, our answer is a no brainer. Refresh the existing content that was once a hit and keep it at a steady plateau, so it keeps ranking higher against other businesses’ new content.