Give Your Web Content a Complete Spring Cleaning

Written by | Content Marketing

You know that sparkly-fresh feeling a house gives off when it’s been cleaned from top to bottom? That’s how integrated marketers will feel following a deep-cleaning of their website content.

Here are half a dozen spring cleaning tips for a fresher, more welcoming website experience — drawn from a thorough tutorial by top web influencer and best-selling author Neil Patel.

Mr. Patel’s advice on how to improve website rankings? “Yes,” Patel writes, “you could keep writing and producing more content. But this is complicated and it takes a lot of time. Instead, you can make updates to your old content.”

Put out the welcome mat for search engines.
Patel reminds us that, “Content published recently gets a higher ranking, especially for topics that change frequently.” He explains that only creating new content forces older content to “die a slow death in the search engine rankings.”

That’s why freshening up existing content is like putting out a welcome mat for Google and friends. In fact, updated content is an easy way to double your traffic.

It can be as easy as adding a new publication. Or saving it as a WordPress update. Then, the next time Google crawls your site, watch search traffic spring to life.

Spruce up your click-through rate.
Perform a Google search to see if the top results were published recently. According to Patel, the highest results are typically published within the past 12 months. Website visitors tend to click on recently posted content. That means the click-through rate tends to raise after an update.

While you’re at it, freshen up your headline and description. Patel says, “This helps you maintain a strong position in Google’s results.”

Polish your content and promote it again.
The next step after updating your post is to make sure the world sees it.

Send your content out through the same channels you use when you write brand-new content. And don’t forget to broaden your audience by adding share buttons to the page.

Mop up grammar and spelling mistakes.
What do you do when you go back through a previous post and notice a random mistake? If you’re like most people, you heave a sigh or roll your eyes and leave it at that. But if the content is otherwise valuable, it makes sense to edit out the mistakes. “Poor grammar and spelling negatively impact the user experience,” Patel reminds us, “which will play out in your rankings either directly or indirectly.”

Fix what’s broken.
Another common “oops” relating to old content is when you discover a broken link. While there are a variety of reasons this happens, broken links cause search rankings to drop.

Fortunately, broken links are pretty easy to repair. Patel recommends Broken Link Checker or Broken Link Checker for Google Chrome. The latter is a free plugin that’s easily installed on your Chrome browser.

Freshen up your resources.
The next idea for your spring website cleaning is to link to newer and better resources. Crazy Egg recommends scouring out experts, statistics, infographics, events, and breaking news.

Again, it’s easier than you may think. Just review previously posted content and build links to newer content. “Since these resources weren’t available when you first wrote the piece,” Patel explains, “it adds a lot of new value.”

Scrub sub-optimal keywords.
Sometimes busy integrated marketers, in a rush to publish, don’t take the time to do proper keyword research. So why not optimize keywords for existing content?  You may already know what do do: Pull up Google Keyword Planner, roll up your sleeves, and get going.

Website visitors — be they human or bot — prefer tidy, clean, updated and organized sites. For more tips on a clean inviting website experience, freshen up your knowledge right here:

http://www.marketingtango.com/to-whet-googles-appetite-serve-fresh-content/
http://www.marketingtango.com/the-what-why-how-of-keeping-your-web-presence-fresh/

Last modified: April 16, 2018

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