As the host of the Beginner’s SEO Podcast, I’ve seen firsthand the consequences of neglecting SEO and the challenges it poses to website owners. In this blog post, I’ll share with you the insights from our latest episode, where we delve into the impact of SEO neglect and the actionable steps you can take if your website’s organic traffic has taken a hit.
Updating your blog posts and content can significantly help improve your SEO. This is because search engines favour fresh, relevant content. According to a recent study by HubSpot, companies that blog have 434% more indexed pages than those that don’t.
Furthermore, 72% of marketers say relevant content creation is their most effective SEO tactic, so spending a bit of time updating your website’s content is definitely worth it!
If learning by listening’s more your thing then check out the Beginner’s SEO Podcast episode instead!
What happens if you stop doing SEO?
SEO is not a set-it-and-forget-it aspect of your digital presence; it requires ongoing attention and adaptation. When SEO is neglected, the most immediate consequence is a gradual decline in organic traffic.
Your landing pages and key money pages, which once might have enjoyed top positions on Google search results, begin to sink, overshadowed by competitors who diligently update their SEO strategies.
This decline isn’t just about losing a spot on the search results page; it’s about what that represents. It signals to Google—and to your potential customers—that your website may not be the most relevant or up-to-date source for the information or services they’re seeking.
As your competitors continue to optimize, your website risks becoming a relic, forgotten and outdated.
The Ripple Effect of Stagnant SEO
Neglecting SEO doesn’t just affect your visibility; it also means missing out on capitalizing on new keywords and evolving search intent. Take, for instance, the shift from “wedding florist” to “floral design.” If your content doesn’t reflect these changes, you’re not just missing keywords; you’re missing out on entire customer segments searching with these new terms.
Moreover, the content on your website, from blog posts to landing pages, can suffer. Outdated information diminishes your site’s authority and trustworthiness, not just in the eyes of your audience but also in the critical gaze of search engines.
Keeping your information up-to-date is essential in today’s fast-paced world. Fresh content attracts new visitors and helps you maintain relevance in search engine results. By updating your old blog posts, you’re not only improving your SEO but also providing valuable and current information to your audience.
How To Update Your Website SEO
If you’re facing a downturn in organic traffic, don’t despair. There’s no need for a complete website overhaul. Instead, think of it as giving your website a “lick of paint.”
1. Design Updates
Small design updates can make a significant difference and help your site’s SEO. Refreshing fonts, background colours, and imagery to breathe new life into your site’s appearance.
This helps SEO by improving your website’s design score and user experience, which are both known Google ranking factors.
We want to present the prettiest, easy-to-use website possible to your target audience, and an outdated design isn’t going to do that.
2. Individual Page Performance Assessment
First off you’re going to want to use a free tool like Google Search Console to evaluate the performance of each page. This data will help you pinpoint which pages are losing traffic so you can prioritize your updates. Sometimes, it may even be beneficial to delete outdated or underperforming content to enhance the overall quality and relevance of your site.
3. Revisiting Keyword Research
It’s essential to revisit your keyword research for each target page. As services in industries evolves, or new products are brought out, what might have once been a popular keyword could have changed.
Therefore, I would recommend for product and service pages doing a spot of keyword research to check you are still targeting the best possible keywords!
And for blog posts, I’d be doing some keyword research but I would also suggest using Google Search Console data to see what’s working well and what you can improve on each blog post! What impressions are already popping up from existing keywords on the page, where you can get more clicks!
4. Tweak Your Copy
Update your copy to align with current trends and search intent. Improve your content by correcting any errors, updating outdated information, and adding new, relevant data. Remember, quality is key. Ensure that your content provides value to your audience.
This might mean incorporating new industry developments, revising offers, and ensuring that all your legal pages like terms and conditions, privacy policies, and FAQs are current.
5. Refresh Blog Posts For SEO
Updating your blog posts not only helps keep them relevant but also signals to search engines that your website is active and continuously providing valuable information.
One way to improve your content is by correcting any errors that may have been overlooked during the initial publishing process. By thoroughly reviewing your blog posts, you can identify grammatical mistakes, typos, or factual inaccuracies that need rectification. Ensuring an error-free piece of content not only enhances readability but also establishes credibility with your audience.
Adding fresh data or insights from your personal industry knowledge can significantly boost the value provided by your content. Conducting additional research or collecting new data related to a previously published topic allows you to offer further depth and context for readers seeking comprehensive information. This ensures that readers (and Google) find value in returning to your website as a trusted source for reliable and updated knowledge.
Remember that quality should always be at the forefront when refreshing blog posts. Aim for well-structured paragraphs with coherent ideas presented logically throughout the text!
5. Strengthening Your Linking Structure
The importance of a robust linking structure cannot be overstated. Ensure your blog posts feature relevant internal and external links and address any broken backlinks.
Adding internal and external links can help improve your SEO. Internal links guide visitors to other relevant pages on your site, while external links to reputable sites can boost your credibility. However, make sure all links are relevant and add value to your content.
A strong link network not only aids navigation but also bolsters your SEO efforts.
Final Takeaway: The Road to Recovery
Neglecting SEO can lead to a significant setback in your website’s ability to attract organic traffic. However, with a proactive approach to refreshing and updating your site, you can reverse the damage. Utilize data from tools like Google Search Console, engage in comprehensive keyword research, and focus on the quality and relevance of your content.
Remember, SEO is an ongoing journey, not a destination. By staying vigilant and responsive to the ever-changing digital landscape, you can ensure that your website remains visible, relevant, and competitive. Join me on the Beginner’s SEO Podcast for more tips and strategies to keep your SEO game strong.
