Rewriting Content to Refresh and Improve





Blog Date

June 3, 2024


UK, Manchester

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Rewriting Content to Refresh and Improve

In the ever-evolving landscape of digital marketing, one strategy that can make a significant impact on your SEO performance is content refreshing. As an SEO agency in Manchester, UK, we’ve witnessed firsthand the transformative power of rewriting and updating existing content.

The Importance of Keeping Content Fresh

Let’s face it, the online world moves at a breakneck pace. What was relevant and engaging just a few months ago can quickly become stale and outdated. As search engines prioritize the most current and valuable information, neglecting to refresh your content can lead to a steady decline in organic traffic and rankings.

According to Minuttia, companies that trust their content marketing strategy to us see impressive results. One of the key recommendations we make during our Content Audit service is to either update or rewrite specific pages based on their past and current performance.

Understanding the Differences: Content Update vs. Content Rewrite

So, what exactly is the difference between a content update and a content rewrite? It’s a question we get asked a lot, and for good reason. The distinction is crucial, as the approach and level of effort required for each can vary significantly.

Content Update

A content update is the process of making a piece of content more modern and up-to-date. This can involve tasks such as:

  • Incorporating the latest industry statistics and trends
  • Updating any outdated information or references
  • Enhancing the content with new insights or examples
  • Improving the overall readability and flow of the piece

The key criteria for a content update are that the piece is generally on the right track, has some potential for better performance, and simply needs a refresh to keep it relevant and engaging.

Minuttia provides an excellent example of a successful content update for a guide on “app development cost.” By making strategic updates to the existing content, the page skyrocketed in performance, ranking #1 for the target keyword and driving over 6,200 monthly visits.

Content Rewrite

In contrast, a content rewrite involves a more comprehensive overhaul of a piece of content. This is typically necessary when the original piece was created with the wrong direction or doesn’t adequately satisfy the searcher’s intent.

A content rewrite includes all the actions of a content update, plus:

  • Rewriting the content from the ground up
  • Realigning the piece to better match search intent
  • Potentially changing the overall tone, style, or format

Minuttia provides a compelling example of a content rewrite opportunity for a client’s “brand marketing” guide. The initial piece missed the mark in terms of search intent, and a thorough analysis of the top-ranking content revealed the need for a complete overhaul to better serve the target audience.

Identifying Opportunities for Updates and Rewrites

Determining whether a content piece needs an update or a full rewrite can be a nuanced process, but there are a few key factors to consider:

  • Performance: If a piece is underperforming in terms of traffic, rankings, and engagement, it may be ripe for optimization.
  • Relevance: Is the information still current and relevant to your target audience, or has the landscape shifted significantly?
  • Search Intent: Does the content effectively address the searcher’s intent, or is there a mismatch that needs to be addressed?

By analyzing these aspects, you can make an informed decision on the best course of action – whether that’s a content update or a more comprehensive rewrite.

Executing Content Refreshes Effectively

Regardless of whether you’re updating or rewriting a piece of content, there are several best practices to keep in mind:

  1. Keyword Research: Ensure you’re targeting the most relevant and high-performing keywords that align with your audience’s search intent.
  2. Optimizing Titles and Meta Tags: Craft captivating headlines and meta descriptions that entice users to click through from the search results.
  3. Incorporating Fresh Data and Sources: Update your content with the latest industry statistics, studies, and expert insights to bolster credibility and value.
  4. Enhancing Readability: Improve the overall flow, structure, and formatting of the piece to make it more engaging and easy to consume.
  5. Updating Internal and External Links: Check that all links are functioning correctly and directing users to relevant, up-to-date resources.
  6. Promoting the Refreshed Content: Don’t forget to share your updated content across your various marketing channels to maximize its visibility and impact.

The Benefits of Ongoing Content Refreshing

Regularly refreshing and rewriting your content can have a profound impact on your SEO performance and overall marketing success. According to Digital Tailors, companies that update their content are 2.8 times more likely to see strong results.

By keeping your content fresh and relevant, you can:

  • Improve search rankings: Search engines prioritize the most up-to-date and valuable information, rewarding your efforts with better visibility.
  • Boost traffic and engagement: Relevant, well-crafted content will naturally attract more visitors and keep them engaged on your site.
  • Maintain a competitive edge: Staying ahead of the curve in your industry can differentiate your brand and cement your position as a thought leader.
  • Preserve link equity: Refreshing existing content allows you to retain the hard-earned backlinks and authority associated with those pages.

Conclusion: Embracing the Power of Content Refreshing

In the fast-paced world of digital marketing, content refreshing is no longer a nice-to-have – it’s a necessity. By understanding the nuances between content updates and rewrites, and implementing a strategic approach to maintaining the freshness and relevance of your content, you can unlock a powerful lever for driving SEO success.

At MCR SEO, our team of experienced content strategists and SEO experts is here to help you navigate the content refreshing process and elevate your online presence. Reach out to us today to learn more about how we can collaborate to rewrite and refresh your content for maximum impact.

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