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How to Update Website Content: Quality vs. Frequency

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website content marketiingConsistently updating your website with fresh content is a key component of any modern SEO strategy. As your site gets crawled by Google you have to show them that you are staying current and updating website content to meet or exceed the industry knowledge standard.

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When terms or products are trending – you need to be there. When a new field of expertise begins to gain steam, you need to be writing about it. Most professional website managers and SEO’s alike already know this – and are doing their best to oblige.

The problem is, all too often, you see websites frequently updating its content with low quality articles simply to appear to be “current”.  Low quality website content that is repetitive, or doesn’t contain unique, or useful keyword-rich information simply won’t get you the results you desire – and may even hurt your Google rankings.

Here are a few tips and best practices on how to avoid low quality content without sacrificing frequency.

 Avoid the Repetitive

Content Silos are great, and it’s good to move in deeper with different products, topics, or themes on your website. However, there isn’t added value on landing pages that simply repeat content information that already exists on a related page. For example, if you run a printing website – you wouldn’t want to create a page titled “business card size and specifications” and then another page titled “specifications on business card size”.

“Duplicate” content doesn’t necessarily have to be completely duplicated to hurt your site either. Even having too many of the same keywords, or phrases on a webpage can flag to Google that you are repeating content. As you strive to get more new content on your website, you have to make sure to avoid repetitive copy.

Follow Trending Topics

What should you do if you find yourself without a natural “next topic” to write about on your website?

Don’t fret! – you can bet your competition is out there creating fresh relevant content. If you stick to trending topics that are more “reported on” by websites (rather than original ideas these sites have invented), it’s okay to mimic what topics you see on your industry peer’s sites on the web.

Start canvassing, and get an idea of what’s getting mentioned most frequently across your industry group. Sometimes, you may even harvest related topics for several sites – and then content curation skills to combine them to form a content silo about it on your site. You may even end up out-ranking the very sites where you learned about these “hot topics” if you take the right actions, fast enough.

 Need New Ideas? Think Logically

If you’re an ecommerce owner and looking at your site wondering,

“what else can I possibly include here? I’ve already created a page for every product I have?”

Don’t sweat it – There’s more where that came from! If you think logically about almost any product or topic, there’s often more quality and relevant content you can add to it, that will actually benefit the user. Even a T-shirt website that only sells three different basic cuts of T-shirts could still include offshoot pages that talk about “T-shirt production quality”, “T-shirt care instructions” and “T-shirt trends”.

Notice how a page like “T-shirt trends” naturally lends itself to constant updating by nature, as it is based around being a source of topical and frequent knowledge.

As you can see, there’s hardly a topic in the world that you can’t flesh out if you give it your best try.

 Website Content with Quality

The fact is, Google is simply getting smarter – and they want to see quality content the way a human being would. Gone are the days of jamming targeted keywords repetitively across your site, and then cashing in the corresponding value. A great rule of thumb is : Never put anything on your site that actual human eyes wouldn’t want to read or see.

Follow these tips to update your website content frequently. Content is king. Remember to play by Google’s rules to get you the most website SEO value.


Tyler Watkins is a Marketing Manager at He enjoys learning and sharing knowledge about online marketing.

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Some of the links in the post above are “affiliate links.” This means if you click on the link and purchase the item, I will receive an affiliate commission. Regardless, I only recommend products or services I use personally or believe will add value to my readers. I am disclosing this in accordance with the Federal Trade Commission’s 16 CFR, Part 255: “Guides Concerning the Use of Endorsements and Testimonials.”

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