Adapting web content to stay relevant

Content marketing is essential to the success and longevity of your business. Whether its articles and blog posts, or social media content, you need to stay on top with relevant and quality content. Here at Pumpkin Web Design in Preston, we work across the region to provide web design and web marketing solutions. Content marketing is a big part of this. As a result, we have produced this guide to adapting web content to stay relevant.

Relevant content

The important factors relating to your content can be broken down into categories. These are:

• originality- every piece of content you produce needs to be unique and original
• quality- all content needs to be good quality to reflect your companies knowledge
• relevance- content needs to be relevant to your company and your readers

Google’s ranking algorithms measure content based on the above three categories. As a result, the more relevant your content is, the better your content will perform. However, it can be hard for small businesses to stay relevant in this fast moving digital age. In fact, content that is only a month old can be considered out of date. So, how do you stay relevant?

Adapting web content to stay relevant

Here are some tips that will help your business stay relevant online with top quality content:

1. Produce some evergreen content- this is content that will remain in date for several years. This is all about choosing a topic that will be relevant for a lasting time. Once you have chosen a topic with a long life span, make sure the content that you produce is extremely high quality. In fact, you can even add some info-graphics or video footage to add value to the reader.

2. Optimise your content- Content that has been search engine optimised successfully will have a longer shelf life. As long as it continues to be picked up and indexed by search engines, this content can continue to add traffic to your site. However, if your content is more than a year old, you need to make sure you review your optimised content and update it as necessary.

3. Redirect it- If some of your high performing content is older and becoming outdated, but it still ranks well and you dont have time to keep it updated, why not redirect traffic to a newer page or post that you have already posted? This way your traffic will remain high, but your readers will be accessing more relevant and useful content.

For more information or advice, get in touch with the experts today here at Pumpkin Web Design.