outdated posts impact experience
POSTED : June 2, 2016
BY : David Rosenstock

We all know the importance of Search Engine Optimization (SEO). You want to be so relevant to a search that you show up on the 1st page of search results.  I bet your company is great at it – your metadata is flawless and you stay up to date on all the changes to the algorithms. Well, I have news for you. If you have outdated posts, none of that matters.

The importance of keeping your links refreshed for SEO

In recent ethnographic studies conducted by PK, we have found that recency of links (i.e. the date stamp next to the title) is one of the top 3 things searchers consider when deciding on which links to click. Title and website domain are the other two, however, they are determined irrelevant when your flawless SEO execution presents links with dates that are 2, 3, even 10 years old.  Even worse, search engines have added filters that enable searchers to weed out your outdated content with a click of a button.

This is especially important in technology-related fields.  Technology is changing so quickly, and with the trend of moving to the cloud, the pace has accelerated so much that a link that is just 6 months old might be considered outdated by a searcher if they know that the technology has been updated since then.

So what should you do?  Update your content.  This does not mean you need to create brand new content.  Rather, find ways to re-post, refresh, and re-purpose your content.  Repost an old blog post on your blog if it’s still relevant.  Refresh content with updates, and then add a ‘last updated date’ note to the top of your content.  Re-purpose your content in different formats (i.e. turn a blog post into an infographic, or a podcast into a blog post.)  Also, we recommend that every few months you check to see how your links are presenting themselves in searches and assess the recency of your content.

If you need help with your SEO strategy, we’d love to help. Please contact us to set up a no-cost consultation with one of our experts.

Learn more about using content strategy to boost SEO.

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