Should the larger focus of your SEO efforts go toward creating new content or updating existing content?
In my opinion, you should dedicate about half of your SEO efforts to updating old content, and the other half to creating new content.
Here’s why.
Webpages build value over time
The content on your website can remain relevant for years to come.
Pages that have been published for some time have presumably built up links and visibility. That creates a lot of page value.
That means those pages can still show up in the search results for the queries your target audience is using today.
Freshness is generally less of a concern for Page Quality rating. “Stale” pages can have high Page Quality ratings.”
Google’s Search Quality Rater Guidelines
What does this mean?
Older content can still be relevant and considered high quality.
Think: An informational page about the American Civil War.
However, other types of old content can only remain relevant if the material is considered “evergreen” and up to date.
Over time, any given website could have hundreds or thousands of outdated webpages.
Google may not trust a site where two-thirds of the pages are, say, three years old or older and have outdated information on them. Especially if those topics are being refreshed by your competition.
You can do a quick check on your older content and see for yourself. When you published the page years ago, did it rank on Page 1 in search results? And is it on Page 2 or lower now?
Usually a...
Read Full Story: https://searchengineland.com/create-new-content-optimize-old-webpages-seo-386302
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