Why you need to update your SEO regularly


Why you need to update your SEO regularly

January 2019

The Google search algorithm changes 500-600 times a year. These tweaks vary from the barely noticeable to unannounced overhauls of how Google chooses what users should see. As a result, SEO is an ever-changing exercise in evaluating your website content to keep abreast of these changes and avoid slipping down the ranking into obscurity.

Keeping up with Google is, however, relatively straightforward. Thankfully, you can google ‘Google’ to find tons of content on the latest search algorithm and what these updates mean for best practice. Below we have outlined the three main reasons why you must track the latest SEO changes.  

Refreshed content will boost your search rankings

While there is always a need for new content to achieve better search engine rankings, updating your existing content to reflect current trends and keywords is quicker than drafting something from scratch and can have the same impact.

To prevent well-ranked but potentially outdated content from showing in search results, Google gives all content a ‘freshness factor’, which peaks when a piece is published and slowly wanes thereafter. Updating a piece of previously well-performing content, therefore, reboots its freshness factor and gives you more visibility with minimal effort.

It is hard to beat an attention-grabbing headline. A refresh of your headlines and descriptions will also make Google take a second look at your content. Use a maximum of eight words or 70 characters per headline to strike the perfect balance between piquing reader interest and revealing the content to follow. The crucial connection between headline and body copy can be reinforced by using the latest relevant keywords in both.

Making these regular amendments a standard procedure will ensure your website is always algorithm-update-ready, so that when changes arrive there’s no need to panic.

Up-to-date SEO means you’re always major algorithm update-ready

Regular SEO audits will keep your website in an optimised position to tackle any updates Google makes to its algorithm. Ensure that you follow the latest best practice so that you are in the strongest starting position and likely to need only minimal changes to your content and SEO strategy should a major algorithm update occur. Regardless of the changes that Google makes, good SEO is always your best defence.

Be ready for a Google release but, once it happens, wait for a while before acting. Changes take time to appear, so a wholesale restructure of your site’s content within hours of any algorithm alterations will do more harm than good. Use valid sources to break down what the update means for your site and then carry out changes only if necessary.

Major updates to the Google algorithm highlight how vital it is to update your SEO regularly. Not only do they highlight the ever-changing nature of the SEO landscape, but also the importance of a timely approach to SEO for coping with whatever Google conjures up. By being prepared, you’ll never be blindsided by a Hummingbird!

Poorly performing content affects your site as a whole

Although Google ranks each piece of content individually, it also combines your content to give an overall search ranking. Everything needs to be optimised perfectly when published or quickly reviewed if underperforming. Don’t concentrate all your efforts on fixing a small number of pieces – this exercise must be site-wide to ensure the highest possible rank overall.

Badly optimised content never had a Freshness Factor to begin with, so the approach to making them relevant differs slightly from the one outlined in our first point. The process required here is more arduous but can produce dramatic results. Just think of the rankings boost that could come from an influx of 50 or so well-optimised, up-to-date pieces of content!

With SEO, the end justifies the means, and this a great way to transform failing content into a powerful traffic-gaining and rankings boosting tool.

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