Why A Content Refresh Is Vital For Boosting Traffic

  • James Notaris

    CPA, ESQ, Legal Editor

  • Tyler Dikun

    Digital Marketer

    In Brief:

  • Stale content is one of the leading causes of traffic decline.

  • From time to time, it's crucial to perform a content refresh on high-performing articles.

  • Make sure to conduct a site audit to determine which content is worth refreshing.

From time to time, a content refresh is needed to give your site the necessary juice it needs to grow. Although it’s equally important to produce new and interesting content, updating old content can make all the difference. Old content may not be relevant anymore due to a myriad of possibilities, but if it still ranks highly and draws a decent amount of page traffic, you may only need to update the existing content with relevant information and better keywords to truly boost your traffic. Here’s how to target high-performing content for a refresh and take your traffic to new heights.

Why A Content Refresh Is Crucial For Traffic Growth

  1. Stale Content Happens To Everyone

Time waits for no one. Over time, even the best content becomes stale. Whether your content touches on a topic that is no longer relevant or covers a story that is done and dusted, too much stale content can negatively affect your site. When indexing your site, Google’s algorithm also checks for the freshness of your content. The more stale content you display, the less relevant Google thinks your site is. You may find your traffic taking a sharp southward turn as your content ages. A content refresh ensures that your site stays on or near page one.

A Better Bang For Your Buck

New content comes out everyday from thousands of websites across the world. If an old article still maintains a decent amount of traffic and ranks on or near page one, it will be easier to optimize that article than it is to draft a new article from scratch. In fact, you may find that a huge majority of your traffic comes from old, more established content, than from content that was recently published. Additionally, you can also save precious time making a few small changes to an existing article rather than drafting a solid article from the ground up.

A Boost To Your Click-Through-Rate

Click-through-rate refers to the number of visitors that actually click on your article. Having a high CTR goes hand-in-hand with boosting your conversion rate, as the more people who navigate to your site, the more likely your conversions will increase. When your content is dated from last year or several years ago, potential visitors may be less inclined to click on your content. After all, content from 2013 may turn off visitors who are looking for current advice, an informational article, etc.

How To Perform A Content Refresh

Perform A Site Audit

Before choosing which content to update, it’s important to conduct a site audit via your analytics platform. Look for the content that still draws a high level of traffic and ranks on or close to page one. Content that barely draws traffic is probably not worth your time. This high-performing, stale content may only need a meta-tag update or a few changes to the text to keep it fresh. Make sure to monitor your analytics on a regular basis to determine your best content.

Do Your Keyword Research

Although you may have used the best keywords at the time, keywords constantly change over time. A keyword that performs highly now, may not perform as well in the future. It’s vital to check the efficacy of your keywords every now and then. If your old content’s primary keyword does not perform as well, it may be time to use a different keyword. Long-tail keywords are also key to boosting traffic. If you do end up changing your keyword, make sure to apply this change to all headers, your title, and your text.

Boost Your Keyword Density

Keyword density refers to how many times your primary keyword appears in your article. A keyword density of between one and two percent is key when looking to optimize your content. This means that a 1,000 word article should contain your keyword between 10 and 20 times for maximum effect. You may find that your old, high-performing content does not meet this threshold. Make sure to boost your keyword density by adding your keyword to text, headers, your metatags, and title.

Don’t Wait To Refresh Your Content

Stale content is often the leading cause of a decline in site traffic. Don’t make the mistake of letting stale content dominate your site. Visitors deserve fresh content and Google will push your site down to the annals of page three or worse. Perform a site audit to determine which content to focus on and get started today.


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