How to Update Old Pages of Your Business Website and Turn Them into Fresh Content

It costs time, money, and effort to produce brand new content for your website. You can turn your old web pages into fresh content by taking it offline and re-posting it (after a few alterations), or by updating your content where it stands.

Use the methods listed in this article, and you may enjoy all the fresh content SEO (Search Engine Optimization) benefits that Google has to offer.

Remove, Rewrite, Re-post

The easiest way to create fresh pages from your old website pages is to remove the content, rewrite it, and then re-post it. This is not the quickest method if you are not looking to wait around six months. If you are in no rush, then you may take your old content offline, hold onto it for six months, and then post it as fresh content.

Google will think of it as fresh content unless it is still indexed (somehow). For example, some people may have re-posted their entire web page on social media where it still sits.

A Full Rewrite

Take your content offline, and then rewrite it in full. This is a fast and safe way to reuse your old content. Do this page by page, article by article. However, at this point, you will have a brand new article and an old one.

In this case, publish your new content on your website/blog for the SEO benefits and post the old content onto one of your social media accounts.

Try to update post details such as metadata too if you are going for a full rewrite.

The rest of this article details what you should do if you are not looking to fully rewrite your content to create fresh and new written content.

Skim the Good and Dump the Bad

There are probably dozens of articles that you can look over, fix up, and then re-post. Look over their details and strongly consider fixing them up for republication. You may republish them on their own URL, or you may publish them as a new blog post.

For some reason, we are better at judging content that we are not emotionally invested in, and your old content has since been forgotten, which means you will become a better judge of its quality. You can remove the things that don’t work so well and keep the things that do.

If you are running something such as a WordPress blog, you can keep your content on the same URL, but update it and then change the publication date for today. This will push it to the top of your “Most Recent Articles” lists and featured widgets.

Skim, Dump, And Add to It

Using the same method listed above, you skim through your article and cut out the stuff that doesn’t work so well, you then start adding to your web page. Don’t forget that you may add more than just text.

For example, these days, the Google images system is very good for drawing in new viewers, so it may be worth adding a few original images. Plus, you can add links to more recent websites and articles to help improve your SEO.

Again, you may take your content offline, and then re-post it in six months as new content, or you may update the publication date so that people are more likely to check it out on your website.

Plus, when you update a web page, you should share and distribute it the same way you share and distribute your fresh content. There is no reason why people will avoid it unless the title has the old date in it or some other outdated reference.

Simply Update Content to Suit Today

There are some occasions where you may update your content and then re-post it. For example, the cryptocurrency market has been incredibly volatile, and many assumptions have been proved incorrect. If you run a website that posts content about cryptocurrency, then it is almost guaranteed to be out of date and due to be updated.

Even content that is six months old can be rewritten to apply what we know now over what we knew then.

If you are simply updating and keeping your content on the same URL, then you can add or update as much as you wish before you republish. Google considers any additions or removals to be an update. The only problem is that you need to let Google know about your update by publishing links to your page to social media, and maybe by sending links inbound from different websites.

If you are looking to maximize the SEO benefit that comes from updating your old content, then you should probably consider doing some guest posting too in order to earn a few extra backlinks.

Backlinks will help your SEO, and they will help inform Google that you have made changes to your website so that you can enjoy all the benefits of new content; this is based on the presumption that your website is not crawled daily and you are not using paid performance marketing.

Beware Of 404

For the record, if you are simply updating your content, then that is the end of it. However, if you are taking your content offline, rewriting it, and then posting it as new content, then you need to wait six months and beware of 404 errors.

Why wait six months to re-post your old pages as rewritten content? You need time for Google to deindex your content. If you remove the content, and then re-post it on a new page or create a new blog post, then Google will label your content as copied and will penalize your website accordingly.

On the 404 front, if you are unpublishing web pages, then you are probably going to leave a 404, which is not great for your SEO (Search Engine Optimization). Either take Google’s advice on the subject, or replace the web page with something, or replace it with a suitable marker such as an infographic on the topic in hand.

Final Thought

When refreshing your content remember to understand the implications of each action to avoid Google penalties and loss of traffic.

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