We are revamping our site, and will be live with a new version by next month.

Refreshing or updating content, and changing the published date, improves visibility and ranks. However, it only works for queries where the users expect fresh content. You may have heard of it in larger SEO community, but let us show you some results from our app rank tracker page. One reason why we talk data, is because there’s a lot of anecdotal stuff that floats in SEO community – and unfortunately, much of it – is not valuable. We like to measure, and this is why, we publish some data around experiments that we conduct.

Content Freshness Improves Impressions

So, how do we identify that? Our team has built a tool that identifies pages where predominant impression (or clicks) of queries seek fresh content.

Challenges – Doing it manually is cumbersome, so programmatically export the search console data, run some proprietary logic, and derive a RFS (Required Freshness Score). Anything that has this score of over 50 is selected. Can this replace an expert SEO specialist? Probably not. And in most of the cases, you’d need to put in your custom business logic to prioritise the pages. Here are some scenarios when you may use a different business logic to prioritise:

  • When you want to multiply impressions/clicks with CPC. (i..e you want to focus on max value, instead of max clicks). In such cases, you might only pick pages where cost x clicks or cost x impressions are more than say 75% of the total page value.
  • When you want to focus more on impressions than clicks & vice versa.

For the sake of simplicity, I’d just use maximize impressions as the prime strategy, and assume that I have sufficient content bandwidth to do such revisions.

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Now, we process all this in our tool, the output would look as following

FHS Score

 

Now, you can do two things – you can add some content, and include keywords. Optionally, use this guide to prioritise which words you can potentially include in the revised article. You can use our web based seo content assistant or the seo writing add-on depending on whether you prefer to quickly rewrite the content on web, or on docs. Once you are done with the changes, be sure to update the publish date of the article. Once done, you can check the keyword density of the article using our tool. You can read how to use the content writing assistant in this article.

Now, submit, and optionally request it’s indexing via the search console.

Apart from the improvement in the impressions, we also saw improvements in the ranks.  

In the above screenshot, you may see some additional data points, like height of result, length, core web vitals etc. All this is powered by our SEO chrome add-on.

Conclusion

RFS lists pages that may benefit from content refresh, and the results are promising. If you are a data driven SEO specialist, then we are hiring. Feel free to reach out to us at contact (at) nextgrowthlabs.com.