Everyone knows that producing new content with SEO intent is time-consuming and delicate work. Whether you’re a novice or an experienced creator, you can refresh older content instead and achieve a similar result in a fraction of the time.

According to published data, refreshing content can increase traffic by 106%, with 90% of professionals who agree that this is better than creating new pieces. Let’s dive deeper into how refreshing your content can help your business, as well as how to get started.


1) Improved SERP Ranking & Competitiveness

Google’s Search Engine Results Pages (SERP) is an important factor to consider when you refresh the content on your website. Depending on how relevant your content is to search queries, it will rank better or worse than your competitors’ links.

This makes it essential for your content to contain trending keywords and phrases currently popular with your target audience. Besides, SERP factors should be taken into account by refreshing your website content to align with search engine algorithm expectations. Using them in your content will ensure that your business is more competitive and that its links show up in SERP far more frequently.


2) Better Alignment with your Industry’s Trends

Based on the industry you operate in, you will have more or fewer competitors to worry about when it comes to SEO. Industries, which focus on online commerce and SaaS, are highly competitive concerning SEO, while retail, shipping, and others are less so.

However, the more care you put into your SEO update efforts, the more likely your links are to show up in global search results. This is important both for B2C and B2B leads since you want your website to rank well worldwide. Refreshing page content on each blog post, product description, or web page, in general, will bring your site a step closer to modern industry standards.


3) Increased Engagement & Conversion Rates

Once your pages start ranking better, what happens then? Naturally, you can expect an uptick in organic traffic and engagement thanks to the SEO update you’ve implemented. If modernizing your content regularly becomes time-consuming, you can refer to the best rated research paper writing service and find editing and optimization assistance. In turn, you will be able to focus on customer servicing and business development rather than the occasional SEO update.

People will always be inclined to click on SERP links with more recent dates attached to them for obvious reasons. It’s also why refreshing page content regularly can help your old posts feel “fresh” even if they were produced earlier. This will lead to better conversion, higher revenue generation, and most importantly – increased word of mouth about your business.


4) Higher ROI Compared to Creating New Content

As we’ve mentioned, creating new content takes more time and research than repurposing old content for new SEO trends does. Based on recent data, SEO-optimized content has 20 times more chances to generate clicks than paid ads (PPC) ever could. People simply trust organic content and SEO more than they do pay ads.

As such, you can spend a fraction of the resources you would on creating new posts to refresh page content on your website. While cheaper and faster than creating new content, doing an SEO update on your website should not replace original production. You should still create new blog posts and copy and update them just as you do with existing content.


5) Greater Trust & Loyalty from your Leads

Lastly, updating your old content comes down to gaining trust and building a lasting relationship with your followers. People who visit your website and purchase your products/services want to see that you care about the content you produce.

That’s why conducting an SEO update on old blog posts and product pages can help establish your brand’s reputation. You shouldn’t limit yourself to keywords and writing, as updating your multimedia and adding new links can also help. Google’s search algorithm also favors web pages that are frequently updated, meaning that you will raise your ranking over time.


How you can Start Refreshing your Content for SEO

Now that we’ve covered how an SEO update can help your website rank better, let’s talk about how you can start. Taking the step to refresh the website content can be tedious, but asking a professional SEO service for assistance can mitigate that.

The service will help you optimize your content and website alike, giving you pointers on future content creation. You can prepare several data points for them on your own to make the process even smoother, such as:

  • Audit your website’s content for frequently used keywords and phrases
  • Create a list of your blog posts’ headlines and spot how well you use keywords
  • Spellcheck each blog post through one of the best writing services
  • Go through internal and external links and check if they are still valid
  • Check your alt-text and metadata for each blog post and it’s multimedia


Wrapping Up and Getting Started

Many businesses focus solely on original production and rarely turn to refreshing page after page of existing content. That is exactly what you should exploit and take advantage of, as updating old posts with new information, resources, and SEO trends will help tremendously. Audit your website, look for SEO bottlenecks, and start updating old content to make the most of what global search engines can do for you.


Erica Sunarjo is a professional writer, translator, and editor with a Master's degree in Marketing and Social Media. Currently, Erica works as a senior writer at Supreme Dissertations. She writes thought-provoking articles for publications in a variety of media.