Optimizing Old Webpages Vs Creating New Content

optimizing old webpages

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

content writer

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.

Also read: 10 Content Writing Examples to Help You Reach Your Audience


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?

The Complete Breakdown of the Types of Digital Marketing

The Complete Breakdown of the Types of Digital Marketing

Digital marketing has been on the rise in the past couple of years and has become a necessity for brands, particularly in Singapore. With Singapore having the highest digital penetration rate in Southeast Asia, it is easy to see why. As we enter this digital era, the way we consume and process information has changed along with the way we shop. It is therefore important for brands to adjust the way they market themselves, too. 

At this point you might be wondering, what exactly is digital marketing and how is it different from the standard marketing process? There are many aspects to digital marketing, from web development to content marketing, and it can be easy to mix them up.

7 facets of digital marketing in 2020

SEO Agency VS In-House SEO: Why You Need A SEO Agency Now? [2020] - Nexis Novus
SEO refers to the process of boosting your ranking on search engines. (Source: Nexis Novus)

1. Search Engine Optimisation (SEO)

This is the most commonly known form of digital marketing — with over a thousand searches for “SEO agency” on Google each month, businesses are vying to make themselves relevant in this cutthroat world of competition. Knowing SEO is easy. Understanding it takes a lot more work.

To build up SEO on your website in order to rank higher on search engines, you must first understand how search engines work. Beyond just including major keywords with high search volume on your website, it is important to also look at off-page SEO. This includes backlinks — external websites that link to you — which can easily influence the amount of organic traffic coming into your website just as much.

2. Content marketing

How to do Content Marketing for Pharma | BlueNovius
Create, create, create! (Source: BlueNovius)

With the majority of people in Singapore heading online, it is also just as important for a business to have a strong online presence. It is so vital now for a brand to have their own website — the lack of a website actually screams unreliability. According to a survey, 72% of users look at websites when finding information about a brand, with 63% of these users citing it as their third most trusted source of information. More than half of these users will browse the company’s website as well. If this doesn’t indicate to you how important it is for a brand to build their own website, what does?

More often than not, a company blog allows you to showcase your expertise in the industry to potential customers, and generates search traffic for your business as well. Content marketing is often tied in with SEO in order to better market your brand and increase the success of the campaign. If done right, it will lead to traffic growth, increase brand awareness, and even convert website visitors into customers for you.

3. Social media marketing

How to Repurpose Top Content for Social Media Posts
Social media marketing is all the rage now – after all, who doesn’t use it? (Source: Digital Marketing Institute)

Webs aside, it is also just as important for brands to have a presence on social media as well. Just in 2020 alone, an estimated 3.8 billion people are using social media, and this figure is expected to increase to 4.4 billion within the next 5 years (Statista). Indeed, digital penetration is an unstoppable phenomenon. Not only that, 79% of our population in Singapore are on social media as well (Talkwalker).

Just as content marketing does, having a good social media marketing strategy will increase brand awareness, improve traffic, and generate leads for your business.

4. Web design and development

Web Design Best Practices For Your Next Website Project
First impressions are important – and so is your website’s user experience. (Source: Kinsta)

As previously mentioned, the number of online users who look at a company’s website exceed half — meaning that the majority of online users, which are your potential customers, would come across your website! It is therefore essential to make sure your website is not only functional, but user-friendly and visually appealing as well.

A website development agency will help brands improve the layout of their website, making sure it is not only user-friendly, but aesthetic as well. A website with a good user interface will be sure to convert online visitors to customers much more successfully than one without. More often than not, this requires the expertise of a digital marketer with knowledge in the user experience, which a web development agency offers.

5. Pay Per Click (PPC)

What hotels should look for in a pay-per-click program | Hotel Management
Convert clicks into revenue with PPC ads. (Source: Hotel Management)

PPC is a type of advertising that drives traffic to your website through online advertisements, in which the publishers are paid per click. Google Ads are the most common form of PPCs, where you are able to pay to get your link as one of the first results on the search engine. Many other well-known PPCs include paid ads on Facebook, Twitter ad campaigns, and sponsored messages on LinkedIn.

6. Email marketing

Beyond creating content for their website, brands can often reach out to their audience via email marketing campaigns. These usually include newsletters, holiday promotions and other follow-up emails. Email marketing campaigns are good for promoting events, discounts and any other relevant content.

7. Digital Public Relations (PR)

Get to know the best PR agencies in Egypt | Amwal Al Ghad
Maintaining good relations with your audience is essential. (Source: Amwal Al Ghad)

Of course, it is not sufficient to keep your content strictly to your business website — you need a boost from various other sources as well! This is where digital PR comes in — with a PR agency, you would be able to secure online media coverage with other content-based websites such as digital publications or blogs. This can help create backlinks to your website as well, boosting your SEO.

Besides sourcing for media opportunities, PR also includes the handling of customer relations, such as any comments, questions or reviews that might surface online. When customers see that you are actively making an effort to communicate with your customer base to make things as transparent as possible, they are more likely to view your brand in a positive light — which helps to humanise your brand, generate productive conversation, and allows you to deliver impactful messages regarding your brand.

How this changes the way you look at a digital marketing agency

So now that we understand the various types of digital marketing that exists, how do you know which marketing agency you should look for? Well, although there are thousands of digital marketing agencies based in Singapore, you need to find one that complements your needs. After all, the best marketing strategy is to engage in all of them – tastefully.

Knowing that you’re about to embark on a great marketing journey, it is vital to find an agency that makes the experience as comfortable and incredible as possible. Remember, you are building a long-term business relationship with the agency, so make sure you stick with one that works best with you.

At MIU, we guarantee client satisfaction by keeping communication lines open even after each project, so we can always ensure that we are always hitting success with each goal met. Take a look at our portfolio and let our work speak for itself.