A key factor when Google evaluates a web page for search placement (SEO), is “freshness”.
Google has web crawlers or “bots” that are constantly looking for new content to index for search. The reason Google is looking for new content is news, changes and developments are happening constantly, so older posts might include outdated information.
So, when a web crawler notes that a web page has been updated or changed, that page gets a “brownie point” for higher search ranking.
Most high profile sites, like Amazon.com and REI.com, are constantly updating their online content, contributing to their high search ranking.
Many other content creators, especially smaller, local businesses, leave their online articles, blog posts, etc. untouched for years. They might think “I’ve got it covered,” and leave it at that. They don’t realize they are damaging their search ranking by not regularly revisiting their content.
It’s a mistake to simply create a new URL (web address) for a previously published page. It’s like changing the address for your home. The search engine might not be able to find it. Instead, use the old URL for the “refreshed” or updated page, superseding the old content or redirect from the old URL to the new one.
It’s also a helpful practice to note the date of the update on the page (“Last updated XX/XX/XXXX) This helps the user know whether the information on the page is recent and up-to-date.
Would you like some help writing updates for your web pages? Please write to me at mgray@profitadvisors.com to arrange an initial consultation at no charge or obligation.