Refreshing Your Existing Web Content for SEO

Author: Myk Baxter

As SEO marketing specialists, we understand the time and effort required in order to create SEO-rich content for your website with the intention of reaching the top of the peak. As a popular choice for businesses in the UK, Myk Baxter Marketing is often a go-to for SEO content and website development.

However, did you know that you can simply repurpose and replenish your current content to achieve similar results? 

In today’s blog post we will share our top tips on how you can efficiently and effectively carry out this practice, from identifying your evergreen content to repurposing the content for your social media platforms. 

Identifying Your Current Business Goals

Prior to replenishing your content, it’s important to identify your current business goals to ensure that every segment is relevant to what you want to achieve and to ensure that you reach your current audience in the most effective way. 

For example, at MBMs we have decided to move our focus more towards those business owners within the eCommerce industry which is mainly reflected in our social media platforms and blog posts – all of which act as great extensions of our main website. 

After identifying these goals, we usually advise our clients to remove any irrelevant pages, blog posts, or segments of the body text on your homepage. This allows for a clearer primary focus in terms of content, which can then be improved upon specifically.

Content Pruning

For those navigating through the digital marketing world for the first time, the phrase ‘content pruning’ may be one that you have never heard of. 

In simple terms, it is the act of identifying pages that are no longer evergreen in search engines (such as Google or Bing) and then working to replenish them in order to move up the rankings. 

To make this process a little easier, we would advise utilising the tools provided by Google Analytics to identify each page position, which pages are reaching your users, and which ones are being overlooked. 

The Addition of Outbound and Internal Linking 

When creating your rich and informative content for each page, it is important to write with the mindset of identifying the areas where you can either input an outbound link (from an external source) or an internal link (a link to another relevant page on your website). 

By adding a variety of links to your content you can effectively show relevance to your industry, increase user value, improve the indexation of your website and also improve your site strength. 

For example, should you be writing a description for the footwear category page on your eCommerce website, we would recommend adding two or three links to the internal category pages (for example, trainers) or to the brand-specific pages. As a result, this will lead to an easier navigation flow for your customers – leading to more conversions and a better user experience. 

Sharing Relevant Content Across Your Social Media Platforms

Aside from your main website content, we also recommend replenishing your old blog posts and making them relevant to the world today. It only takes a few minutes to re-edit or add a small paragraph and the benefits can be significant. Blogs often sit for years unread by anyone except Google – and that’s fine for SEO. They build strength as long-lasting pages that look better to the spiders, and with a few crafty updates they can sometimes bounce back easier than a new blog could.

Following this process, you can simply share them to your social media platforms as a way of grasping the attention of your audience – leading to an increase in your overall engagement. 


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