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Google Freshness Factor, What Is It?
Google freshness is a ranking algorithm change announced by Google back in 2011 that basically changed the SEO game. The goal of this update was to provide users with ‘fresher, more recent search results‘. What does that mean? If you have an article that has been published before and all the information you have is out of date, no matter how great and engaging your article was, it wouldn’t matter anymore. Your competitor with fresher and newer content will rank better. So how would you go about refreshing those old contents? You better read more so you can start your game.
Refreshing Old Content To Boost SEO Results
Have a stale 500-word article sitting on your website?
Most of the time, it’ll be rotting away and taking up bandwidth.
Google freshness algorithm totally makes sense. People needs to be updated with all these new things going on. This is why it’s important to refresh, re-optimize, and re-share your content. The magic of quality SEO campaign(s) begins here in the modern age of digital marketing. Don’t continually rush towards hiring writers, finding new article ideas, and scouting keywords when you can rework older content.
Focus on what you have and believe that you can use google freshness algorithm to your advantage.
So, how do you go about doing this? How can you turn things around for that aging 500-word article, which is barely relevant?
Let’s take a look
1) Tweak Content
Begin with the words.
What is the content saying? Does it jive with modern standards in your niche? Does it read as well as the most recent post on your website? If not, you need to make corrections as soon as possible. Scour through each line of text and make changes. Don’t be afraid of taking out sentences and restructuring them. In essence, you’re taking the old article and changing it into a brand-new one. Keep this in mind as you push through the older content.
It’s also important to assess your keyword placement. Can changes be made in this regard? Are you oversaturating the post with target keywords? Perhaps, your under-saturating it?!
This is why maintaining a vigilant eye as you go through the post is essential. In rare cases, one may also look at adding new, relevant keywords based on what’s in right now.
2) Transform Visual Presentation of Post
This is where the magic lies.
You want to rework the aesthetic appeal of your post and the page it’s on. This includes adding or changing images/videos/infographics. You want to make it pop, so it looks modernized and refreshing. It should attract those who may have read it in the past.
Don’t think this will work?
You’ll be surprised as to how common it is! In fact, some of the largest brands such as Buzzfeed have made a business out of doing this. They rework old content by dressing it up and changing the graphics. It’s a real positive and works well for your SEO progress too.
3) Target New Social Media Platforms
After you’ve reworked the article, it’s time to spread the word and get people clicking.
How are you going to do this efficiently?
It starts by analyzing your social media presence. Did you share it on Facebook but not Twitter? What about Pinterest?
Think about how you’ve grown as a website. In most cases, the site wasn’t on a specific social media account, so that’s where your attention should go. Look to repackage the content and share it on the new account.
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4) Target New Audiences
Look to change things up and target a new audience. You’ll be surprised by what a simple change in targeting can do for your article. Even a reworked or refreshed material can take off in front of a new audience. Don’t ignore this opportunity as it could generate a lot of attention.
If it doesn’t work, you continue chugging ahead. This is the beauty of good marketing and what experimentation is all about. Failing is a part of any SEO campaign, and that’s why refreshing old content is compelling. It’s a proven tactic, and those who get it right can reinvigorate their site like never seen before!
5) Learn to Automate
Yes, there will come a time where the older articles may pile up. In this case, it’s time to streamline the process and ensure all content on your website is evergreen, relevant, and worthwhile. If not, you’re going to struggle to optimize the site to its full potential.
Automation is critical because it keeps things moving forward.
Imagine a website like Buzzfeed trying to do everything without a set of automated processes. It would be a troubling situation with no end in sight.
Instead, they have a team of professionals who scour through and set things into motion before reworking old content.
The same should apply to your website even if it’s on a smaller scale.
Use these tips to maximize your old content and get it ready for an SEO boost moving forward.