Best SEO Practices for Updating Site Content
This is a huge one, especially for websites with older posts. Remember Google Caffeine? We do. We’ve been doing this a while.
Google Caffeine wasn’t touted as an update when it first rolled out back in summer of 2010 so much as a “new infrastructure” for helping to deliver fresher content to the user. People saw some minor changes and then generally forgot about this update, but the thing is, it didn’t go away. Some webmasters were thrown off because older trustworthy content from authority sources still ranked extremely well, and they didn’t see a big change with those websites.
However, there was one area outside of news stories and other time related posts where Caffeine had a huge effect and that’s with updating old content. In many cases, this seems to bring together the SEO bonus for trusted and aged authority content with the Caffeine “boost” that comes from new content. If you have old posts where the old content is still good, but you can easily add “Updated Current Year” and toss on several hundred (or even thousand) more words, then that should absolutely be put high on the SEO list of things to do.
Updating content shows search engines that it is timely, that you continue to add more value to your website, and it builds both trust and authority with the search engines. Both factors have been named as being important for future SEO work and ranking. Updating old posts is often even easier than writing new ones since the heavy lifting has already been done. You just get to add a little more content, make sure it’s formatted correctly, add some on page optimization services tips, and then reap the benefits.