Sites need quality content, but that alone may not be enough to help you survive search engine updates or every major search engine change. A lot of times, site managers end up in a rush whenever Google starts rolling out an update, but why end up in a panic?
If you’re in the SEO world, these are some of the things you will come across as you manage your site. If you’ve stayed long enough in the field, you will know that Google launches a number of updates every year, which at times go unnoticed, and others immediately impact the ranking of websites. However, do we need to write fresh content after these recurrent search engine updates?
What You Ought to Know
Every Google roll-out doesn’t mean you have to craft new content for your site or page; however, that depends on the impact. When negatively impacted, the starting point is to identify the problem. Assess and understand why your rank dropped, fix it, and run your site normally.
Often, updates take weeks to roll out entirely, so it’s not good to theorize a given thought or jump to any conclusion. Ensure to review the metrics and follow up on the data in the early stages of the update. You will get a few hints of where the problem lies.
The other facet of the coin is the fact that rankings can also drop besides content. It could be due to technical issues, Google SERP layout changes, competition or a SERP penalty.
What to Do?
Analytics & Google Search Console
Your web Analytics suite and Google search console, among other tools, are ideal ways to assess your website’s organic traffic and Google rankings. Reviewing metrics can help you obtain special insights about your site’s performance, i.e., average position in search results, click-through rate, traffic changes, and how your content is performing. Altogether, you will locate the exact problem and work on it for better results.
Is the Drop in Ranking Due to Content Issues?
Google is nowadays more focused on providing user experience, and that’s why algorithm changes roll out annually. On the other hand, updates like Google Hummingbird update and Panda are key influencers in website ranking, meaning poor quality content won’t take you far.
Google’s Hummingbird update aims to offer users the most accurate answers to their queries. Google will rank your website higher if the content serves searchers’ intent and poor quality content isn’t a ticket.
Updating Old Content
Outdated content can negatively impact your rankings on search engines. On the other hand, writing fresh content may require more time and effort. Instead of starting from scratch to provide new content for your site, updating old content can cut down on time and effort to achieve faster results. When updating content, there are several things to look at;
- Was the page performing, but currently isn’t?
- Is the page performing but needs some improvements?
- Has the page failed to perform?
All these are factors that may require you to revise your pages, content-wise. If the page is performing but needs some new content sections, it’s best to create an add-on to fill the gaps. Pages that have failed to perform might require a new strategy that involves creating new content, selecting new keywords, and optimizing the content. An assessment of your competitors’ pages can also explain why your pages aren’t ranking well. A few things to consider while updating your content;
Adopt a Better Content Strategy
A well-detailed content strategy can soften up even the most complex task. It will generally cater to competitor research, keyword research, and content optimization. Adopting a brilliant content strategy can help you keep a check on your competitor sites, identify the right keywords for your content and meet searcher intent.
Updating old content can lead Google to crawl your site more often, eliminating the need for publishing new content frequently. Selecting the right keywords can help you create content that resonates with the target audience, and it’s possible to utilize keyword research tools. These are essentials to fine-tune the SEO strategy and incorporate the required changes so that you can breathe easily.
To update your content strategy, you need to focus on the keywords and content that is highly informational and valuable to your customer. It is among the best techniques to ensure that your content is found and shared across different places on the internet. Your content strategy should also focus on creating user experience and content that can stand the test of time or withstand every search engine update.
Links & Anchors
Links are references to a page, and they include inbound, outbound, and internal links. On the other hand, anchors are a set of clickable text in a hyperlink, and these include naked anchors, generic, partial and exact match anchors. Follow the best practices to ensure no broken links or errors. Also, ensure that the links come up naturally in the text.
There is a lot of circulating information about short and long-form content. Either way, well-crafted content is what produces results. We could say that long-form content is favourable for SEO as it ensures quality backlinks that can boost search rankings. The content comprehensiveness must be followed with quality. Content length helps it become shareable, but it will only qualify if it answers searchers’ queries—couple your content with clear CTAs, meta titles and descriptions.
Crafting Fresh Content
It’s quite challenging to meet every user’s interest with the same piece of content. That’s why a website may have several pages. It’s the website manager to know the need for fresh content as there is no definite tip to indicate that a website or page needs new content. However, underperforming content and poor quality content are some of the reasons that may indicate the need for new content on a page.
Core updates don’t target any search engine websites specifically, but they are alarms to any poor SEO practices. By following search engine updates, website managers and content curators get the chance to offer better experiences for their target audiences.
Content plays a vital part in the interaction with the visitors, meaning that writers must take key considerations while crafting fresh content or making an update. It takes content curators time to develop approaches to understand the intent of a search query better to provide the most accurate answers.
You ought to know that some websites are rewarded, others devalued, or their ranking goes down with the release of search updates. But that doesn’t mean your downfall. There is a range of things you can do to rank higher on SERPs again. Contact Kinex Media, a Toronto Web Design Company known for reliable website design techniques, SEO and content marketing services. Our expert SEO and content writing teams can address your issues in the best way.