If you contemplate deleting older pages of your website… SLOW DOWN and breathe. Some of these pages still bring your site value. You might have some great evergreen content that needs to be tweaked, just a tiny bit.
The term “evergreen content” is used when referring to website content that can hold value over long periods of time. Evergreen content is not like news articles or real-time blog posts, but it too can get “dated” over time. You can combat this issue by adding some new information to the page from time to time.
PROBLEMATIC SCENARIO: You just got out of a conference and learned some awesome new strategies for online marketing. You want to share this advice on your website. You already have a webpage, titled “The Hottest Trends to Gain Online Customers”, that you wrote 2 years ago. The concept behind the 2 pages are similar, but the strategies have changed.
SOLUTION: See if the 2 year old page has a good “evergreen structure” and just add your new found strategies to the existing page!
A GOOD “non-dated” URL STRUCTURE & PAGE TITLE HELPS!
Although a page seems to be outdated, it can still be useful. Yes, the “The Hottest Trends to Gain Online Customers” page was created 2 years ago and full of content featuring advice relevant to that time. But it also contains 1 great element, an evergreen foundation. What this means is, the page has a URL structure that is not dated and has a title that is relevant to any given time period. This foundation is not a must have, but a plus, when adding new content to an existing page.
Review the webpages URL structure
WARNING: If your URL structure is dated, like /trends-to-gain-online-customers-in-2011/, it is easiest to just create a new non-dated page and add a link to the 2011 page for more resources. I recommend a dated URL structure only for news related blog posts (/the-2013-fiscal-cliff/) or time sensitive articles (christopher-columbus-discovers-america-1492). If you are writing content for a main page of your website that is meant to be around forever, do NOT date it.
ADVANTAGES OF ADDING CONTENT TO AN EXISTING PAGE
- Your existing page might already be ranking quite well.
- The existing page already has built up some quality backlinks, and can potentially receive more after you remarket.
- You will not have 2 pages of somewhat duplicate content on your website. This helps you avoid duplicate content issues on your site, which Search Engines hate.
- If you continually add NEW content alongside the OLDER content, the page can also become a great resource to your customers. (ex: think of a “yearly statistics” page)
TIPS ON UPDATING AN OLDER WEB PAGE
- KEEP EXISTING CONTENT: Do not delete the older content unless it’s necessary, having new AND historical data can become a great resource or tool for your customers.
- KEEP IT SHORT: Only add content that needs to be added, do not create a novel.
- KEEP THE PAGE STYLE: Keep the style of the page familiar to your customers. When they open the page you want them to say, “Oh yah, I remember this page, It always has great info!”.
- RESUBMIT SITEMAP: If your site is new, or it does not get crawled by Search Engines often, resubmit your sitemap. Resubmitting your sitemap to the Search Engines helps them become quickly aware of the new content.
- REMARKET THE FRESH CONTENT: Once you have updated the page; email it to your clients, push it out through social media, etc. This helps give it the secondary boost it deserves!