Google rewards sites with fresh and up-to-date content.
But how do you recognize the right time to update older texts?
Let's find out together the 6 signs that make us understand that it's time to take a step back to review the copy of your site.
1. The keyword trend has changed
Monitoring keyword trends, which are constantly changing, and updating content should be common practices for an SEO professional.
When a keyword is no longer trendy, the copy of a page can become obsolete because it does not arouse the same interest as in the past.
This doesn't mean that you must change the texts every week, but just keep an eye on search trends to ensure that your site always offers the most relevant message of the moment.
2. User problems have changed
You are not simply selling products or services on the web, but solutions to problems.
When dealing with writing for the web, however, the problem must be fully understood and when the needs of users evolve, the copy of the texts must be adapted.
3. The solutions provided have evolved
When the solutions to problems have been innovated, it is necessary to keep up with the times to remain competitive.
4. Your competitors are outperforming you
Look at the contents of your site, compare them with those of your main competitors and ask yourself a few questions:
Do your texts solve user problems effectively?
Is your copy empathetic and engaging enough?
Does your content show that your brand is trustworthy?
Are your competitors' offers more detailed than yours?
You need to empathize with your users' problems through your copy and show why your company can offer the best solution.
If the comparison with your competitors makes you realize that there are some gaps in your texts, the time has come to renew them.
5. Your brand is no longer trendy
Brands evolve, not only in design but also in content.
New texts denote innovation and authority.
6. Your original copy was written on a shoestring budget
For start-ups and small businesses working on a shoestring budget, copywriting is often the service that is purchased for the lowest possible price.
However, this often leads to poor results. So, if you now have more budget to invest in your site, worry about allocating it to writing more professional content.
How often should you update your website texts?
In addition to those previously indicated, many factors influence the need to update the texts of a site.
For example, it is necessary to monitor the evolution of search engine algorithms, Web Design or SEO trends, the preferences and needs of consumers or their search intentions.
Generally, try to update your site's content every two years at the latest. Even without obvious critical issues, a simple text update will make the site more performing and pleasing in the eyes of users and Google
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