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Bill Gates penned it first in 1996. If you’re familiar with SEO, chances are you know the phrase “content is king.” The Microsoft founder predicted content would be the driving force behind the internet, and more than 25 years later, that sentiment still rings true. Even more, fresh content is king.

As a business owner, you’re aware of the importance of having a strong online presence. Many organizations view content as something they create once and forget about. However, this may result in lower rankings in search engines, thus making it harder for customers to find you online.

Frequently updated content can vastly improve your website’s SEO, driving traffic and improving website rankings on search engines like Google. We brought our team of SEO experts together to compile a few insights on why to refresh your content for SEO.

Maximizing Keyword Optimization

When you refresh your content with new and engaging material regularly, you create the opportunity to improve SEO through organic keyword optimization. 

For example, if you run a jewelry company and update your site with articles on different topics such as diamonds or fashion trends, you incorporate valuable keywords each time you add a new article. This will help search engines recognize your website as a place people can visit for their jewelry needs.

Search Engine Indexing 

Web crawlers gather information from billions and billions of web pages and organize it in the Search Index. Google admits the crawling process “begins with a list of web addresses from past crawls and sitemaps provided by website owners. As our crawlers visit these websites, they use links on those sites to discover other pages. The software pays special attention to new sites, changes to existing sites and dead links.” 

Upon detecting a new page on your website, search engines crawl it so that it can be indexed. This process can improve SEO across your website as it can also re-index other pages as well.

Increasing Website Traffic

Consistently refreshing your content will help your brand build a returning and faithful audience, driving high-quality traffic to your website more frequently. The more visitors to your website, the higher search engines will rank your website, improving SEO and brand authority.

Link Building

When you refresh your content on your website, it gives other websites the chance to link to your pages. Backlinks show search engines that your website has authority in your niche and helps your website rank higher.

While it’s great to rank higher on search engines, it’s also beneficial to establish your website as a resource for people interested in your industry. Routinely publishing informative and fresh content gives people not only a reason to trust your brand but also a reason to refer and come back to you. 

With new pages comes a unique URL for your website for each piece of content published. Building these links and interlinking between pages will help share traffic and grow your website, improving SEO.

The Bigger Picture

Refreshing your content is critical to a successful SEO strategy and can drastically improve brand image and awareness. It can be difficult to consistently produce new and high-quality content, but that’s why we’re here.

Reach out to Clearbridge Branding, and we’ll make sure your content is something your audience, or any search engine, will be able to forget.