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The new BlueCorona.com is launching any day now and I’m basically drooling all over my keyboard in excitement. Seriously—you guys are going to love it.
Of all the elements that go into launching a new site, one of the processes that took the longest was porting over content. BlueCorona.com has over 1,000 pages of content all working to bring in organic traffic to our website.
Content creation is a strategy we use to get more organic traffic to our clients’ websites as well. For some of our long-term clients, we’ve been creating content for them for over five years. This means some of the content on their website is older than the 17 half-used jars of salsa in my refrigerator.
And website content isn’t necessarily like wine, scotch, or men—better as they age. Old website content is actually a little bit of a problem. Here’s why:
Website Content “Freshness” Matters
Google gives every webpage a “freshness” score based on what day that page was created. Obviously, this freshness score decays over time. Updating a webpage can reset its freshness score, and creating new content on a consistent basis also makes sure your entire domain never goes stale.
While Google still favors older pages for certain queries, updating your website and its content can help you outrank your competitors, who might not update their site as frequently. And that’s exactly how we doubled organic traffic for one of our clients.
Updating Old Content Can Improve Rankings
One of our HVAC clients had been engaging in SEO since 2011. These guys were used to being on the first page of Google and (just like Blue Corona) had over 1,000 pages on their site. A lot of them, however, hadn’t been touched since they were initially optimized. Over time, these older pages began to lose their first page rankings.
Blue Corona began re-optimizing their SEO campaign just before the warmer season began in 2014. Our goal was to get them more first page rankings and to increase their organic traffic to AC-related services, and in general.
We began refreshing the client’s content in May of 2014, and they saw results almost instantly—they had over 600 new rankings and nearly 500 were on the first page of search results within just a month of implementation.
The client saw an increase in organic leads by over 169% compared to the previous year. The number of organic visits more than doubled from 633 in June 2013 to 1,707 in June 2014.
For more information on the exact process we used for this particular client, download our case study!
The Other Benefit to Fresh Content
Fresh content is also better for your users. The information you (or your content marketing team) wrote three years ago might not still be applicable. To give you an example—let’s stick with our HVAC guys above—the SEER requirements for new installations changed for the Southeastern and Southwestern parts of U.S. as of January 1, 2015. If old content on the site still has the SEER minimum as 13 instead of 14, this is bad information you’re giving your website visitors!
Here’s another example—in the past, one of BlueCorona.com’s biggest traffic magnets was a blog post our President wrote: “How to Tell if Your Site Has Been Penalized by Google Penguin.” This blog post was written on April 25, 2012—the day that after Google updated their search ranking algorithm to target and penalize webspam.
You know what’s happened in the almost three years since that blog post was written? Google’s released FIVE additional Google Penguin updates:
- Google Penguin 3.0 on October 17, 2014
- Google Penguin 2.1 on October 4, 2013
- Google Penguin 2.0 on May 22, 2013
- Google Penguin 1.2 on October 5, 2012
- Google Penguin 1.1 on May 24, 2012
- Google Penguin 1.0 on April 24, 2012
While the information in Ben’s original blog still holds true, it’s not the most up-to-date one we have. When Penguin 3.0 was released, my coworker and work wife Hannah Nelson wrote an updated blog called “How to Tell If You’ve Been Penalized by Google 3.0.” This new blog quickly started to outrank the old one, but just in case people still ended up on the old blog, I had Hannah go in to the old one and put at a link at the top to the new post:
The Key to Doubling Your Organic Traffic
We’re thrilled that we were able to double our client’s organic traffic through content refreshing. The key to achieving these results for your own website is to understand that SEO is an ongoing process. An initial optimization of your on-site content can help you generate rankings, visits, and leads, but in order to stay on the first page of search results, you’ll need to keep your website updated. Don’t think you can pull the plug on your SEO company as soon as you start to rank!
About The Author: Blue Corona is a data-driven online marketing company with offices in Gaithersburg, MD and Charlotte, N.C.
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