SEO Services Keep Content Fresh in a Changing Landscape

author image Written by: Lia           Categories - SEO Tips>Content Marketing

How to Maintain an Up-to-Date Site with the Help of SEO Services

With the Internet continuously growing and changing, you have to keep up if you want to succeed as a business. This means regularly updating your website, especially the content. New content brings new visitors to your site, so to benefit from this, try publishing new content frequently. This may seem like a daunting task, especially since your current content (and all the time you put into it) will get lost behind new content. But all that work doesn’t have to be for nothing. There are ways you can update your old content. While you’ll still have to create new content, SEO services can refresh your old content so it can bring value to your website. Here’s how.

Retain your content all year round.

More Evergreen Content

Create evergreen content so you won’t always have to update your site. Evergreen content stays fresh forever, hence the name. This type of content does not include any specific reference to a time (or anything else) that could outdate it—i.e. seasonal or news articles. The more evergreen content you have, the less content you will need to replace to keep your website up-to-date.

Search Engine Optimization (SEO)

Optimized content can be valuable for longer, bringing in new visitors to your site over time, even when you’ve forgotten all about that content. SEO services will optimize content for search engines with relevant keywords, so your content could be popping up on search engine results pages for years to come. Even if the content is old, it can still be given new life when it shows up in search.

Links to Old Yet Relevant Content

When old content is as relevant today as it was last year, new content can refer to it with links for added value. These links will direct visitors to your old, often hard to find content that is hidden behind all the new content you’ve posted since—such as blog articles. Linking to old content is particularly valuable since the work and time you spent on it is not going to waste.


When removing old content, you can redirect that page to newer content to keep visitors engaged. You don’t want users to visit a page that is no longer available, so redirect that URL to new, similar content that visitors will still find useful.Renew, redirect, and rewrite content.


To bring new life to content, you can always repurpose it. If you’re at a loss for new ideas, take old content and repurpose it in another way—i.e. from a blog article to an infographic. You can transform this old existing content to be more appealing for another digital marketing channel and audience.


Find old content that could use an update. If the topic is still relevant but has changed in some ways—i.e. there is new advice, techniques, or facts involved—refresh the content to make it useful for users today. Adding new images and relevant information will keep this content up-to-date. You can also update the publish date so visitors will see that new content has been added recently.


To make old content new and relevant today, you can rewrite it completely. This is a good option if the process of updating it isn’t a sufficient change. Use the same topic but rewrite it with new information, tips, and points that will create new, engaging, and intriguing original content. The hard work and time spent on content creation doesn’t have to go to waste. There are many ways you can make old content fresh again, and you don’t have to do it alone. With the help of SEO services, stay on top of the competition and keep your website up-to-date with new, refreshing content.


Mueller Explains Success of SEO Content Copycats


Plagiarism is one of the most irritating problems in the world of content production. SEOs and content creators are constantly finding their content taken word-for-word by other sites. It’s particularly frustrating to see another site rank higher on SERPs than yours after stealing your content.

Google pushes back against pages that plagiarize – so why do so many make it through the cracks and rank higher than the creators they stole from?

Google’s Webmaster Trends Analyst John Mueller spoke about the issue on a recent installment of Office Hours, Google’s SEO-themed livestream series.

A viewer asked Mueller what to do if their content was copied by a page that would go on to perform better – and what Google’s stance on the issue would be.

Mueller confirmed that Google does, in fact, check to see which page is the original.

“From my point of view, it’s something that we can determine to a large extent,” said Mueller. But even if we know which one is the original and which one is the copy, sometimes, it makes sense to show a copy in the search results.”

Mueller provided an example: the original page may rank lower if it does not appear trustworthy or if is ‘low quality.’

“If a higher quality website were to take some of content and publish it, we would say, ‘well, we know more about this website and actually, maybe, we should show this content in the search results.”

Mueller suggests investing in the quality of your website to avoid this problem.

Publishing relevant content with solid metadata and a good supply of backlinks can achieve this result.

You can view the Office Hours episode here.

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Google Offers Up Advice for Improving Content


From Proper Use of Headings to Interstitials – Google Talks Improving Content Focus

As what we can only assume is an early Christmas present, Google has offered up some sound advice for improving web content. During a recent Webmaster Hangout this week, Google’s Webmaster Trends Analyst, John Mueller, was asked how content marketers can go about improving page content focus. More specifically, Mueller was asked about poorly indexed Product Description Pages and whether making content more prominent would help with this. Mueller responded that no, he did not believe this to be the case. “Just shifting the location of content within an HTML page, I don’t think that plays a big role at all. So, in that regard, I wouldn’t really worry about this,” he said. As a bonus, Mueller also offered up two key pieces of content advice.

Content Tip #1: Proper Use of Headings

A common misconception is that headings are considered important ranking factors. Because of this misconception, important keywords are often added to headings when they don’t need to be. So, while heading tags are important, they aren’t a tool for telling Google which keywords you’re looking to rank for. So, what are they useful for? “Headings are useful in that we can take a heading and see what images and which text kind of apply to that heading,” said Mueller, reiterating that moving text around to make it more prominent over images will not help to get content properly indexed.

Tip #2: Interstitials Can Block Indexing

Another interesting nugget of wisdom provided by Mueller is that an improperly deployed interstitial can interfere with content indexing. When provided with a link to a particular website as an example, Mueller noticed an interstitial for picking a country that might block Google from properly indexing content. “One thing I did notice when looking at that example page that you link to is that when I loaded up, after a certain period of time, it switches to… a country picker interstitial,” he said. “I don’t know how you’re…triggering this and if you trigger this in all locations, but for example, if you were to trigger this when Googlebot crawls and renders your pages that might also result in Googlebot not being able to index your pages properly. So that’s one thing you might want to double-check.” As for what he would recommend, Mueller suggested using a banner or other user interface object for site visitors to select the country they are in. “Because if you’re using a banner, even if that does end up being rendered in Google’s systems, then it wouldn’t block the indexing of the rest of your content. Whereas if you have an interstitial that in the worst case… takes out all of the old content and replaces it with this…country or language picker, then we might not have that much content left on the page for indexing,” he added. So, there you have it. While this may not be the secret to cracking BERT, Mueller’s words do still provide some interesting insight from a content marketing and SEO perspective.

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