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Refreshing old content to increase rankings

Discussion in 'White Hat SEO' started by decpecs, Feb 4, 2016.

  1. decpecs

    decpecs Newbie

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    I noticed that throughout the years, content that once used to rank well, is dropping in rankings. This makes sense cause the content becomes outdated, and google prefers up-to-date fresh content.

    So what's in your opinion the best way to refresh the content? As I see it there are two options: either create a new post on a new URL, or replace the content on the old URL.

    The benefit of the first method is that you don't lose the old content (which can by itself rank for a range of longtails)
    The benefit of the second method is you're making use of all the incoming links to the old URL (both from internal linking and outside sources)

    What do you do?
     
  2. asap1

    asap1 BANNED BANNED

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    The content is not outdated, you just need to build links to it.
     
  3. decpecs

    decpecs Newbie

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    well actually it is; these are pages with old content (think 6 years) and not very long (500 words). It was enough to rank in the past, but right now I'm sure it makes sense to refresh;

    objectively speaking, its doesn't make sense to see these pages rank number one today, cause competitors have much better content our there.

    Just throwing new links at it won't cut it (at least not long term)
     
  4. misteryou.

    misteryou. Power Member

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    Creating a new URL with same content, Google will see as two posts with same content
     
  5. decpecs

    decpecs Newbie

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    I think you misunderstood my post.

    It's creating new content and replacing the old content on same URL, or putting the new content on new URL
     
  6. Venturi

    Venturi Newbie

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    Personally if i had backlinks to the "old" page i would then edit it with new content thats up to date but keeping any anchor text that links to the page.

    You may see a drop in rankings but i would transfer the main keywords from old content to the new content and update it to what is relevant.

    Its a risk but if your competitors have better content even though you are ranking well then i think its worth updating.

    Have you checked your bounce rate?

    It could clearly show you need changes to make visitors into conversions
     
  7. LoftPower

    LoftPower Elite Member

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    I really would not want to loose the benefit of the first method as if that content got you to rank, then why mess with it? I would want to keep it.
     
  8. mihai1497

    mihai1497 Jr. VIP Jr. VIP

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    I noticed that too, you should add more content to that old page and most probably you will see a raise in your rankings.
     
  9. blackbeans

    blackbeans Jr. VIP Jr. VIP

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    Occupation:
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    Refresh old content by linking it you your new post.

    You can do this by internal linking and getting third party websites.

    Although, the latter is more effective, at times it's improbable because several older content is outdated, obsolete and impractical.

    Besides, their value is gone.

    I suggest you create evergreen content because its value remains unchanged over the years.

    You can also build links to new pages that highlight valuable items on old pages.

    They will serve as a connection to your inner and older pages.

    This way you get to kill two birds with one stone.

    You do not only optimize newer pages, but acquire valuable links to your older pages, thereby refreshing them.
     
  10. patriotnews

    patriotnews Senior Member

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    I personally would write updated content on a new URL, then put the link for the updated content top of your old content post. Then contact any blogs linking to the old content, to tell them about your new content, promote the updated stuff hard.