Why should you bother with dredging up existing content you haven't looked at in months (or years) and bother tinkering with it?
While creating new content is essential, revisiting and refreshing old content can deliver many benefits. In fact, we'd argue that if you are not already reviewing and refreshing old content regularly, you are currently missing out on traffic and leads that could help your business grow!
It's more than "tinkering," and it's crucial for better property management marketing success using inbound strategies. So, today talk about why updating website content regularly is essential and discuss the numerous advantages it brings.
8 Benefits of Refreshing Old Website Content
We would never recommend spending time on tasks that don't help you experience more organic traffic and (ultimately) more leads and more deals. Remember, we are big fans of working smarter, not harder.
So if we could suggest one of the most important things you can do to grow your business (next to "having" relevant, SEO-driven content), it's reviewing it and updating it regularly!
Here are eight benefits of adding the practice consistently to your content marketing efforts.
1. Improve Search Engine Rankings
Search engines consider a variety of factors when determining the ranking of websites in search results. One important factor is the freshness and relevancy of the content. By updating website content routinely, you signal to search engines that your website is active and continuously providing value to users.
This signal can lead to higher rankings and increased organic traffic.
2. Update Outdated Facts, Figures, and Information
One of the best ways to look irrelevant and outdated is to hang onto outdated content or information. As a property manager, you can count on your competition to stay up to date with the latest technologies and best practices to be the best in the market.
Over time, the information and statistics you have included in your content may become outdated. By revisiting and updating old content, you can ensure that the facts and figures are accurate and up-to-date. This demonstrates your commitment to providing reliable information to your audience, increasing their trust in your brand.
3. Fix Issues
No matter how perfect your content is for your property management blog, you probably miss something that isn't quite right. Whether it's a typo or missing alt text for an issue, no blog is truly "perfect."
Additionally, over time, things can break. Links go bad, formatting becomes outdated, and priority for some SEO ranking factors may change. 
Regularly updating website content allows you to address various issues that may have arisen since the content was initially published. Broken links, outdated formatting, and outdated photos can negatively impact user experience and hinder your website's performance. Therefore, by identifying and fixing these issues, you enhance your site's overall usability and navigation.
4. Incorporate New Best Practices
While plenty of SEO (search engine optimization) principles stay consistent over time. However, as with most things in life and marketing, many things also change as search engines update algorithms and optimize to improve the user experience.
So, by refreshing old content, you can implement the latest SEO techniques, formatting styles, and content optimization strategies. Staying up-to-date with industry trends and implementing these practices will enhance your website's visibility and relevance.
5. Improve Readability and Engagement
Well-structured, easy-to-read, and visually appealing content is more likely to engage and retain visitors. By refreshing your website content, you can enhance the readability and user experience.
This includes improving the formatting, breaking up long paragraphs, adding relevant visuals, and incorporating engaging elements like bullet points or subheadings. These enhancements can lead to increased user engagement, longer time spent on your website, and reduced bounce rates.
6. Undo a Shadow Ban
Has your audience even seen some of your best content? In some cases, content may be subjected to shadow banning, where its visibility and reach on search engines are restricted due to various reasons.
While shadow bans are most common on social media platforms, search engines can also suppress views to your property management blog or website content. By updating your content and adhering to search engine guidelines, you have an opportunity to recover from a shadow ban and regain your website's visibility.
7. Apply New Information
As the property management industry evolves and new information becomes available, it's important to reflect these changes in your content.
Updating your website content with the latest insights, trends, and news positions you as an authoritative source in your field. This helps you build credibility, attract a wider audience, and encourage repeat visits from your existing audience.
8. Reduce the Effort of Creating New Content
This might be one of the biggest perks of refreshing existing content: it can replace some of your efforts to create brand-new content!
Creating fresh, original content can be time-consuming and resource-intensive. However, in the eyes of search engines, regularly updating your website's content can be seen as "new" content. By strategically updating old content, you can reduce the amount of time and effort required to create entirely new content while still providing valuable information to your audience.
Partner with Geekly Media to Update Website Content for More Traffic
Understanding the importance of regularly updating website content can help you stay ahead of the competition in your market and help your website rank higher than competitors. The benefits of updating website content regularly are undeniable!
If you're looking to build a successful content marketing strategy and apply a "Lengthen and Strengthen" strategy (as we call it) to your content for consistent updates, Geekly Media is here to help. With our expertise in digital marketing for property management companies and a deep understanding of SEO ranking factors, we can assist you in updating and optimizing your website content for maximum impact. Contact us today to learn more about our services and how we can help you achieve your marketing goals.
Our experienced content strategists and SEO experts will work closely with you to develop a tailored approach that aligns with your business objectives. We then update existing content, ensuring accuracy, relevancy, and adherence to the latest SEO best practices. We revise outdated facts, figures, and statistics, ensuring that your content reflects the most current information available. Additionally, we optimize the content with relevant keywords, meta tags, and headers to improve its search engine visibility.
Beyond updating the textual content, we also address issues such as broken links, outdated formatting, and obsolete images. By rectifying these issues, we enhance the user experience and ensure that visitors can navigate your website seamlessly.
Reach out to our team to learn more about our "lengthen and strengthen" content services. Or, get more insights into an expert content refreshing strategy by downloading our free resource, "How to Update Website Content for Better SEO."
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