Do You Need to Improve Content for SEO?

Written by Nick Stamoulis

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It is true that content can help boost your organic search results because it is closely tied to your SEO program. Content marketing programs will naturally change over time, and they will also differ depending on the nature of the business or the industry. Although most content marketing schedules will have the same elements, items that could differ include topics chosen, content length, and even frequency of publication.

The tie-in between SEO and content is also a factor, and once embarking on an SEO program you might realize that your existing content is subpar. Here’s some information about what you can do to fix this situation:

Revamp Old Content

Every website could benefit from revamping older content on a regular cycle, and this is just as valuable for content that is evergreen as it is for content that is noticeably outdated. Over time, industries do change, and this even includes a shift in writing styles. Pay attention to other industry websites so that you can assess if there are changes you need to address in your own content. Here are some things to observe:

  • Has the writing style changed?
  • Do you notice shifts in the types of topics that are being covered?
  • Is some of the industry information that was once being covered no considered obsolete?

Most websites just assume that addressing these issues through newly written content is enough. However, they don’t realize that website visitors are still finding this outdated content through the search engines and by navigating through the site. Outdated or poorly written content could reflect badly on your brand, so it is a good idea to work in a strategy for revamping in your regular content marketing schedule.

Let Your Content Evolve

Another important strategy to adopt while formulating content for your website is that you should let it naturally evolve as the industry changes, as the needs of your customers change, and as you create new offerings with your business. Not only that, but the search engines are always in flux and are constantly making changes to their algorithms. If you let your writing style or content stagnate, you could be unintentionally leaving your business behind and not in line with the competition. You may also notice that your traffic is subtly dropping.

The best way to avoid getting left behind is to make sure that your content is evolving. It is so important to your business to have content that services each phase of the customer journey and is completely in step with what is going on in your market. Also, it is important to note that even though your end goal might be to receive more traffic from the search engines, you will want to avoid making content decisions based on the search engines. You need to make sure you are servicing your customer base and that you are putting their needs before all else.

So, it is important to create content that will help enhance your SEO program. However, there is so much more to it than that. You need to make sure your customers find your content to be valuable.


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