You’ve stumbled on a problem – your site isn’t growing, and if you don’t improve your website content, your brand or business could tank. Yikes!
Keeping an active and interesting online presence is important. But, many content creators and site managers face a common problem: they have content that doesn’t bring much value, doesn’t get views, and it’s old.
The good news? All is not lost. If you want to keep your site fresh and engaging (to keep attracting new audiences and keep your current visitors happy), you’ll need to take a close look at your current content to decide what needs an update.
In this post, we will check out why some content doesn’t bring much value or views, what happens to old content, and explore practical ways to make your site more lively and interesting.
The Low Down on Low-Value and Low-Traffic Content
Low-value content can manifest in many forms, from poorly written articles to outdated information or content that doesn’t resonate with your target audience. On the other hand, low-traffic content means that your audience is not really engaging with the material, leading to less visibility and limited reach.
Identifying the root causes of these issues is the first step in improving your website content effectively.
Content Relevance – Consider if your content aligns with your current brand message, industry trends, and audience interests. Conduct keyword research to confirm whether your content includes relevant terms that your audience is actively searching for.
Quality Matters- Think about the overall quality of your content, including grammar, formatting, and visual appeal. Poorly crafted content can discourage readers from staying engaged.
Audience Understanding – Revisit your site visitors’ personas and ensure your content speaks directly to their needs and preferences.
SEO Optimization – Analyze your content’s SEO performance. Optimize meta tags, headings, and other on-page elements to improve search engine visibility.
All the Ways Old Content Ages Your Site
Sometimes, old content, even if it was once useful, can stop being relevant as time goes on. When things in your industry change and new information comes out, making sure your older content stays evergreen helps you maintain your credibility and authority within your niche.
- Outdated Information: Regularly review and update content with information that may have changed since its publication. (Note that this is especially vital in rapidly growing industries.)
- Technological Advances: In technology-related fields, content should stay current with the latest advances. In addition, it not only serves your audience better but enhances your brand’s reputation as a reliable source of information.
- Visual Appeal: Refresh the visuals of older content. Updating graphics, images, and multimedia elements can breathe new life into an otherwise dated piece.
Top Tips to Improve Your Website Content
Now that we’ve explored the challenges, let’s delve into actionable ways to refresh and improve your website content to reclaim its value and relevance.
1. Content Auditing
A good first step in any successful content strategy is conducting a thorough content audit. This means carefully reviewing all your content to find pieces that aren’t doing well or are too old.
Likewise, checking things like how many people view a page, how quickly they leave (bounce rate), and how many take action (conversion rate) gives you important info on which content needs your focus. When you go through your content, you can see what’s working and what needs to improve.
2. Keyword Optimization
Keyword research ensures that your content matches what people are currently searching for – this includes finding words that are important and popular in your field and cleverly adding them to your older content.
Not only does adding relevant keywords help improve your content ranking on search engines, but it also keeps up with the language your audience is currently using. Ensuring your keywords are just right is an ongoing process that needs regular updates. With Clariti, you can view and chart keywords for each of your posts to compare keyword ranking with page performance.
3. Content Refresh
To keep your content evergreen and valuable, regular updates are crucial. Refresh outdated statistics, facts, and information to reflect the latest developments in your industry. Additionally, add new insights or perspectives to maintain the relevance of the content. By presenting up-to-date information, you demonstrate your commitment to providing accurate and valuable resources to your audience.
4. Repurposing Content
Unlock the potential of your old content by exploring different repurposing opportunities. Some examples include turning a well-performing blog post into a podcast episode, transforming statistics into visually attractive infographics, or developing a video series based on existing content.
Further, repurposing breathes new life into your content and allows you to reach different audience segments through diverse channels (and maximizes your content’s impact!).
5. Cross-Linking
Enhance the user experience and improve the overall visibility of your content by strategically interlinking old pieces with newer ones. This not only keeps visitors engaged on your site but also signals to search engines that your content is interconnected and relevant. Cross-linking leverages the strength of your entire content portfolio, boosting the overall authority and search engine ranking of your website.
6. Promotion and Distribution
Reintroduce yourself! Share updated content with the world through effective promotion and distribution strategies. Use different channels like social media, email newsletters, and industry forums to reach your target audience.
Additionally, consider leveraging paid promotions to give your content an initial boost in visibility. A well-executed plan to share and spread your content can make a big difference in how many people engage with your refreshed content.
7. User Engagement
Encourage user engagement by adding compelling calls-to-action (CTAs) within your content. You can do this by inviting readers to share their thoughts, ask questions, or even participate in discussions related to the content. Creating a sense of community engagement helps you not only enhance the user experience but even increases the likelihood of your content being shared – yes, to organic reach!
8. Community Collaboration
Consider collaborating with influencers, industry experts, or other content creators to add fresh perspectives to your existing content. This collaborative approach adds value by bringing in diverse viewpoints and further introduces your content’s reach to new audiences. By associating your brand with influential figures in your industry, you enhance your credibility and authority.
9. Interactive Elements
Get people engaged by incorporating interactive elements like quizzes, polls, or surveys into your content. Not only will this boost user engagement, but it can also provide valuable insights into your audience’s preferences and opinions. Interactive content has the potential to create a more memorable experience, which builds a stronger connection between your audience and your brand.
10. Mobile Optimization
More and more people are using their mobile devices to access content. Is your site mobile-friendly? If not, you’ll want to optimize the layout, design, and functionality to provide a seamless and enjoyable experience for mobile users. Mobile optimization caters to a broader audience, which positively impacts your website’s search engine ranking since search algorithms tend to prioritize mobile-friendly websites.
Keeping your digital content fresh is not just about making new content but also making the most of what you already have. If you’re dealing with content that doesn’t get many views, you’ll want to take a proactive approach. Figure out why it’s happening and use smart techniques (like the ones we suggested) to make it better.
Remember to regularly check, update, and share your existing content to maintain your online presence with your audience and search engines alike.
About the Author
Charmaine, a full-time copywriter and blogger from Los Angeles, California, started her writing career in 2015 while teaching in South Korea. Her work has been featured in Huffington Post, Flaunt Magazine, LA Travel Magazine and more. She's also a proud pet parent to two adorable cats, and on weekends she's either at a new coffee shop or planning her next trip abroad.
