"Your business is ranking well in Google Search, the traffic is coming in and you're converting a healthy number of visitors into customers. And now you might feel like the job is done, that the traffic will keep rolling in and your website will, more or less, continue to convert. It's tempting to take your foot off the pedal. So what would happen if you stopped producing content, optimising pages and running technical audits?"
"New content keeps your brand up-to-date with industry trends and the changing needs of your audience. It also ensures you're targeting new keyword opportunities. New content feeds your social media campaigns. It earns you more links allows you to build more internal links. New content creates new pages The more content you have, the more specifically you can address unique/niche audience needs."
In November 2011, Google rolled out the Freshness Update, affecting up to 35% of queries. Content that performs now will not continue to perform unless it is regularly optimised and refreshed. New content keeps brands up-to-date with industry trends and changing audience needs, targets new keyword opportunities, fuels social media campaigns, and generates inbound and internal links. New content creates pages that address niche audience needs and expands organic reach. Stopping new content production and ceasing updates will cause top-performing pages to slip in rankings, reduce traffic, decrease relevance for visitors, and harm conversion rates.
Read at The Drum
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