SEO Best Practices for Updating Websites

This quick reference guide shows you how to integrate search engine optimization (SEO) best practices when refreshing old content, ensuring that every article serves your mission and resonates with your audiences.

Use this checklist to keep your content fresh, engaging, and strategically aligned with ongoing SEO objectives.

Analyze Content

• Review the current performance of the content (using tools like Google Search Console for search term performance and Google Analytics for engagement).
• Identify areas for improvement (e.g., outdated information, underperforming SEO elements, etc.).

Refresh Content

• Update statistics, references, and any dated information.
• Enhance the introduction and conclusion to reflect current contexts or insights.
• Revise subheadings for clarity and current SEO trends.

Re-Evaluate SEO

• Update primary and secondary keywords based on current trends.
• Strengthen internal linking with newer, relevant content.
• Review and update external links to maintain authority and relevance.

Enhance User Engagement

• Update or add multimedia elements (images, videos) for better engagement.
• Encourage user interaction by updating the CTA or questions for comments.
• Implement or refresh FAQs based on common user queries.

Update WordPress

• Revisit and optimize the SEO title and meta description using Yoast SEO.
• Consider updating the Published Date, considering impact on site visibility.
• Ensure the permalink remains SEO-friendly and relevant. Do not change unless absolutely necessary.
• Check and update alt text for all images for improved SEO and accessibility.

Check Technical SEO

• Run a fresh check for broken links.
• Use tools like Yoast SEO to reassess content optimization.
• Ensure responsiveness and accessibility standards are met.

Market Content

• Re-promote the updated content via email and social media channels.
• Monitor user engagement post-update and respond to new comments.
• Use Google Search Console to track changes in search performance.

Set Regular Audits

• Schedule and conduct regular content audits for continuous updates and improvements.
• Analyze user feedback and engagement metrics to guide future updates.

Engage Your Evolving Audience

• Reassess the audience’s current challenges and interests.
• Update language and examples to remain relatable.
• Continuously refine storytelling and visual aids to align with audience preferences.

Write for Your Audience

• Empathize: Put yourself in the shoes of your audience. What are their concerns? How can your content solve their problems?
• Use “you” and “your”: Speak directly to the reader to make your content more engaging and personal.
• Tell stories: Incorporate stories or anecdotes to illustrate points and keep the reader engaged.
• Add visual aids: Use images, infographics, and videos to explain complex ideas and break up text.
• Include a call to action: Always end with a clear CTA that guides the reader on what to do next.
• Provide a feedback loop: Encourage comments and questions to understand your audience better and refine future content.