Optimizing Old Webpages Vs Creating New Content
- Digital Marketing
- 07 March 2023
Have you noticed how Google always lists up the latest articles when you run a search for a particular query? It doesn’t show the ones published two or three years ago. That’s right, freshness sells, and content creation is no exception to this rule. On the other hand, simply tweaking old content also propels new reach. Either of the way works, but which is better?
Revamp the Old or Bring on the New? Let us decide!
Many content creators are jumping on the bandwagon to revamp existing web pages. That’s because inserting key search engine optimization words helps to index the page higher up on Google searches. This trick does help marginally because crawlers in search engines are continuously searching for new pages to index. On the other hand, fresh new content will direct more traffic to your website. So which way to go? Optimizing old web pages vs creating new content? Let’s look at both sides of the ‘page’, shall we?
Optimizing Old webpages: Time Saving & Traffic Generating
Let’s face it! Content creation is no easy feat; if there is a shortcut, revamping the existing content is a sure-hit formula. It is a time-saving idea because you are not starting from scratch. You must tweak the blog post with relevant crucial SEO keywords. Then watch how the search engine crawlers nail the indexes in any search engine while generating more traffic. Make sure the meta descriptions contain words from your current keyword research. It’s like improvising an existing recipe by changing some ingredients for better flavour and meeting market demand. Additionally, the screaming frog is a resource that helps you identify vital data guiding SEO searches to make informed choices. Creating content is crucial, but focusing on wholesome SEO strategies is always a good idea. Taking that into account, you cannot spend much time creating new content. You must equally and more focus on promoting them on relevant platforms and generating revenue from there.
To Create New or to Renew
Shelling out new content is relatively easy; you have no shortage of information. You have the time. In-house or freelance content writers are creating new content at the speed of light. They optimize the title tag, include key search words, lay out a brilliant piece of content, and the deed is done! But wait! What if you can save time by repurposing your old content & and re-key the relevant SEO words? It’s a no-brainer that old optimized content is a sure-fire easy way to grow. Often, we assume that new content brings more traffic, but that’s not true. Your audience looks for high on utility content and learns from and improves things on their own. They don’t bother if it was published yesterday or some years ago. So, give them quality content, whether new or tweaked.
Inject some life
Readers have a shorter attention span; the best way to hook them is to infuse more ‘life’ into the content. Integrating visual or audio media, such as YouTube videos, infographics or podcasts, dissipates information. Consumers swarm to such pages because of the enhanced user experience factor, getting information in exciting ways. The more people visit your page, Google understands that you are offering quality content. Hence, your content marketing strategy should encompass how to woo your target audience, receive engagement, and fulfil the user audience purpose. Search engines will pick up the frequent click-through rate visits to your page. So now your page will rank higher in search engines and bring more traffic. Isn’t that a smart move?
Bull’s eye search?
You would probably focus on fine-tuning the SEO-friendly keywords when revamping old content. But how will you find the most relevant content for your audience? Try to know your audience through targeted campaigns. Study the click-through rate for every campaign to understand which keywords are working well. You must include this in your content strategy. One needs to focus on the content strategy primarily. However, there is a growing trend of updating old content. The ever-increasing shift to revitalize old content saves time and allows constructive focus on creativity. When you update your page frequently, either with fresh content or tweaked existing content, Google validates your page SEO. At the same time, it pushes it up in its search results. It prevents your page from tanking into the ocean’s depth of no return. Therefore, the only way to keep afloat or swimming would be to infuse your existing content with new organic data. Changing times will always reveal further information.
Lock and keywords
Whenever someone looks up something, Google will pick out the primary keyword and crawl through the pages. Suppose your page has valuable content, but it is more than two years old, then; Google might skip your page. This might happen despite having the prime keyword. Such a situation can be a disaster. The only way to curtail it would be to actively and consistently update your page. Google and other Search engines would never miss suggesting your address page because, as mentioned earlier, these crawlers love to index constantly updated pages or websites. Use Google Search Console to know your indexing status for better results.
Nothing can stop you from creating new content, but optimizing content has many benefits. Replacing obsolete content is relatively more straightforward as compared to other SEO methods. Interestingly, whipping out new content for seasoned writers is a piece of cake. In that case, optimizing old content would be akin to a maintenance job. You need to review past high-ranking content, look for keywords, and then tweak it and publish. Since many people have reaped benefits from this tactic, why don’t you try it?
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