The SEO Benefits of Updating Your Website Copy


We’re all familiar with the Search Engine Results Page (SERP). After you type a query into the search box, the text is analysed and a list is produced of webpages, starting with the most relevant. Search Engine Optimisation (SEO) aims to effectively communicate your site contents to the search engine so it appears higher up on the lists for relevant queries.

Although not every aspect of how this algorithm works is known, we know that content has a major influence on where your site appears on these lists. Here are some of the top ways that regularly updating your content can help with your search engine performance:

More Opportunity for Keywords

Keywords are the basis of SEO and the main way that search engine algorithms know what content appears on a site. There are several different places on a webpage that you can place keywords including the main body of text, each differing in terms of how much weight they hold. Updating your copy to include these terms, or even just making them bold, helps to establish them as key content indicators.

It’s also worth keeping in mind that keyword popularity can change over time. If new terms are becoming more popular in your industry, make sure your content reflects that.

Adding More Content

As well as editing existing copy, creating new content like blogs, case studies, or news articles, can be a great way to improve your ranking. If your site is regularly producing content, the algorithm will recognise the site as ‘active’ and award more ranking power for its presumed relevance.

New content also provides more space for keyword targeting and internal site links. Blogs especially can help you target keywords that may not be used elsewhere, but are still relevant to your industry. Increasing numbers of people are typing full questions into google instead of keyword phrases, so finding out and directing content specifically to answer some of these questions can be a good way to boost traffic.

Ensuring Quality Content

Google is a user-first interface meaning it prioritises user experience above everything else. Therefore, the algorithm takes into account previous user interactions to make predictions about how well the page will be received.

For example, web pages with a high bounce rate (percentage of users leaving the page without interacting with the content) can indicate that that something about that page is off-putting or irrelevant to the user, causing it to lose ranking power.

Word count is also used as a measure of content quality; fewer than 300 words on a page is too thin, whereas thousands are excessive. Information needs to be condensed and above all relevant to achieve the best results. Given a choice between a site with ten pages of 50 words each, a site with two pages of approximately 500 words, the algorithm is far more likely to favour the latter, so check your content length to give your site its best chance of success.

To find out how Verto can help you with the creation of written content, or any other digital marketing needs, get in touch today on via our online enquiry form or call us on 01536 411153.

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