Refreshing Content Helps Your Rankings on Google

By: TeamWTI | Date: April 8, 2020

Categories: Digital Marketing, Internet Marketing, Search Engine Optimization,

Tags: blog writing, Digital Marketing, Internet Marketing,

Organize Your Entryway

Just like our homes, businesses also need to be freshened up and reorganized from time to time. If you’ve been in business for more than a year, it’s likely you’ve got outdated content on your website or Google. Refreshing your old content to make it relevant to your audience today can help your rankings on Google!

One thing you can count on in the digital age is that things are always evolving. If you’ve got old content sitting in the entryway of your business, do you think prospective clients are going to want to come in and make themselves comfortable? Mmmm-don’t think so!

Just like you maintain your home, it’s important to maintain your online presence. If something changes to your hours, location, or services you offer, be sure to update those things online. Maintaining your online presence is the best way you can help your rankings on Google.

Gain Trust & (Link) Equity

Did you know that Google actually prioritizes websites that create consistently relevant, and helpful content? That’s why blogs are so important in digital marketing! Because blog posts are so easy to share on social media, you can use your social channels to build your blog audience. Google deems your site trustworthy based upon the amount of times your links are found outside of your own website. This is called “link equity.” The more content on your site that users interact with, and the more times your pages and links are shared on sites outside of your own, the more link equity you have. Therefore, Google “ranks” your website higher in search results, which we all know helps move your bottom line.

So if you set up your website and Google Business listing when you started your business, you probably have old outdated posts and pages. So unless you just started your business in 2020, it’s time to give your online presence a good deep clean. And we’re talking like… Marie Kondo-ing that baby. 

Refresh What “Brings You Joy”

Before you start deleting all your old pages and blog posts, ask yourself first if that content “brings you joy” or in this case, brings you quality clients. Instead of getting rid of that content altogether, refresh it! Write a new blog post using new and improved content from that original post or page.

If your services page no longer reflects your current offerings, update the items on that page that need it, and leave the rest that are still relevant. If you do find yourself deleting content, be sure to update any links to those deleted pages to avoid errors being sent to users when they’re on your site.

Don’t Date Yourself by Dating Your Content

Another tip for reorganizing old content is when you’re creating new content, try to avoid using URLs that are hard for users to read. Instead of a blog post URL of “ use something like: “” It’s short and is easy for users to read and remember. Keeping dates out of the URL also helps create more evergreen content, or content that isn’t time-sensitive.

We suggest using dates in titles and URLs sparingly. Users are more likely to click on content that has a newer date attached. So older content, even if it may still be relevant, tends to get fewer clicks. Fewer clicks tells Google that content is no longer relevant. And friend, you don’t want to be irrelevant

It is still a good practice to use dates for events that are happening during a specific time, so continue to do that when necessary. But if you are writing about your services or inspiration for your clients, consider that content timeless. You don’t want to automatically date your content as soon as you hit publish.

Unfortunately there’s no secret formula to help your rankings on Google. But if you remember to keep that quality content coming, and Marie-Kondo your online presence every now and then, you are well on your way. We hope these tips will help bring you more “joy” if you know what we mean!

If you need help maintaining your online presence, contact us to see what we can do for you!


Paul Trzcinko, Assistant Marketing Manager | Rhino Carbon Fiber™

Websites to Impress was outstanding to work with. They responded promptly and made a variety of suggestions and improvements to our website throughout the build. We were able to launch on an outlined due date without any hiccups, and overall it was a pleasant experience working with a knowledgeable and dedicated staff.