Google is changing its algorithms very fast. In a year, on average, Google tweaks it 500 to 600 times. Additionally, the web is constantly flooded with content. It means the user will get a lot of content for its search or query. Consequently, it is very hard to keep users engaged until or unless you provide top quality or post the specific content the user is looking for. But what if you have given everything in your blog and still need help finding your website in Google’s SERPs. Despite providing better content than your competitors, you are lagging. The reason must be – that your content is outdated.
The search engine prefers fresh content; it sees a factor of newness for every blog present on the platform and removes outdated articles, links, and blogs from there and replaces them with updated content. Now, you know why updating website content regularly is important, but wait, there is a lot to know.
Let’s know why Google removes/replaces outdated content with updated one. The giant regards the recently updated or posted blog, article, or content as fresh, for which it strives. Here are the top reasons-
Google has been flooded with loads of content, and giving the user what it is looking for seems difficult. As a result, the user will not get the precise answer for its search; thereby, the user experience decreases or becomes negative. As per Google’s recent update, it has shifted its focus to providing top-quality information, having relevance as well as trustworthiness.
Furthermore, the broken links, outdated information, old images, videos, and facts reduce user experience to negative. Thus, the giant wants to give its users an enriching and optimal experience that satisfies their queries.
For every brand or website in the digital world, reputation is foremost. Google also harbours ambitions to further its reputation and earn the trust of its users. The material or product a company provides and its quality decide the reputation and dignity of its manufacturer. Suppose a user finds outdated content most of the time on Google, then after some time, its users will start shifting to other platforms to address their needs and requirements.
Additionally, outdated content causes a fall in your SEO score, and it is also against its EEAT guidelines, which have a clear target of segregating content of low value and promoting content of high value given by the source having authority as well as relevant expertise. Furthermore, upgrading your website content also increases the website’s trust as well. How? See it below.
Innumerable websites are present on Google, But traffic comes only from a meagre number of sites. Not that Google follows nepotism or has reserved favours for some. Rules formulated by the giant are the same for everyone; the difference is that there are very few websites that touch and pass all the parameters set by the search engine, and as a result, they have high SEO scores.
You must follow EEAT guidelines diligently to rank your website. Outdated content contains everything: facts, images, and information out-of-date. As a result, user experience goes down, the quality of content diminishes, and with them goes the engagement level and trust of your customer. Thus, to increase your SEO score, updating website content is necessary.
Your audience will remain engaged if you provide content with touching lines, emotional appeal, or friendliness. This way of serving information to users is phenomenal, and it’s better if the content also contains top-quality information for what the searcher is looking for. Your blog will look better if it can generate bonds with users.
For example – suppose you find a blog about Goa’s tourism, and the blog welcomes you with its first line – “Feel Goa’s architectural beauty, sense the chilling cold ocean waves at your toes.” So, if your engagement level increases, the chances that users will spend adequate time on your website increases. And the giant takes into consideration all of these. It even looks at how many of your web pages the user will browse.
The recent update of Google EEAT guidelines was in 2022 when Google added one more E in the previously called EAT guidelines. EEAT stands for Experience, Expertise, Authority, and Trustworthiness. These will help your website rank higher, but they are not a ranking factor, just to guide you on what your content should have. Google demands your content must have expertise and show your experience in your field.
Combining both of these with relevant and accurate information lends your website authority, which gives a major edge to you over your competitor as the search engine will deem you an expert or a legitimate source for the relevant niche. Moreover, it develops trustworthiness in the hearts of your audience for your website. Hence, Keeping content fresh is one of the rules of EEAT guidelines.
Users have now become smart; before opening any site, they see the date. Hence, if an old date is mentioned near the link of your blog on Google, it is likely that the user will avoid you. So, updating website content is mandatory; the general outline to keep your content up-to-date is 9 to 12 months. However, competition has risen, and as a result, you must see some websites keep their content always updated.
Looking at the sheer rise of competition, updating website content regularly is important. Another reason is Google prefers fresh content, which is necessary to enhance user experience, boost traffic, maintain and increase reputation, and generate trustworthiness of your website. Moreover, your SEO score gets impacted, and keeping content fresh is also one of the core parts of Google’s EEAT guidelines.
However, it will not land you on Google’s first page; it is just one of the main factors. To see yourself on the first page requires adequate knowledge of SEO and relevant expertise in generating top-quality content. Thus, you may need an expert to guide you; get in touch with Rankingeek, a pioneer that has specialised teams to make work easy and boost organic traffic. Contact us today!
January 13, 2024