As a content marketing agency, you might think we’re biased and perhaps we are a bit. But the chances are, your web copy needs updating. Keeping your web copy fresh and relevant enhances your SEO, fends off competitors, strengthens your marketing efforts and keeps your audience engaged. Let’s look at why updating your web copy is essential and how Contentworks can help you.
Website Content Trends To Watch
Before we get into your web copy updates, here are some of the website content trends to watch right now.
- Long-form content over 2000 words will get 77% more backlinks than shorter articles. We work with clients to create keyword rich blog content that’s engaging from start to finish.
- 50% of all searches are expected to be conducted via voice by the end of 2024. Plus, 75% of voice search results rank in the top 3 positions for their respective queries. So your web copy should be optimised for voice search.
- 70% of all web traffic now comes from mobile devices. Make sure your content for mobile is snappy and straight to the point. Mobile-friendly websites are 67% more likely to rank highly in search results .
- Featured Snippets and Zero-Click Searches are huge. 65% of Google searches will be zero-click, where the user finds their answer directly on the search results page without clicking through to a website.
- Websites with a strong backlink profile are 3.8 times more likely to achieve higher rankings in search results. Linking to high authority sites is part of this. However, we also work with clients to foster solid guest posting/PR strategies on high-ranking sites.
- Interactive content has seen a 40% increase in engagement compared to static content. This includes videos, quizzes, gifs and games.
- Websites that regularly update their content see a 30% increase in organic traffic. Regular auditing of old web copy can catch compliance updates, product changes, company updates and much more.
- And our favourite of all. Refreshing old blog posts can lead to a 106% increase in traffic to those posts. There are plenty of ways to refresh content without losing your url and Google ranking. You can also recycle great web copy across other channels, in videos and in whitepapers.
Let’s Update Your Web Copy
We recommend our clients audit their web copy yearly and it’s a service we provide. We’re working in competitive spaces like finance and tech so it’s essential that your content marketing is performing at 100%. Here’s why we regularly update web copy:
#1 To Keep Up With Google And The SERPS
Google and the SERPS sounds like an obscure band, but search engine results pages are really something you need to care about. Search Engine Optimisation (SEO) is a critical factor in determining your website’s visibility. It may mean the difference between a trader depositing funds with you or with your competitor. Google regularly releases SEO updates, and these can impact your web copy if you don’t keep up. Right now, Google’s Search Generative Experience (SGE) is transforming the Search experience. Contentworks Agency stays updated with SEO updates and can audit and rewrite your website accordingly.
#2 Keyword Relevance
Search engines prioritise websites that use relevant, up-to-date keywords. But here’s the thing. Trends and search behaviours change as do popular keywords. So, what worked a year ago might not be effective today. Your sector is constantly changing too. There will be industry keywords that weren’t even a thing last year, that are now popular. Regularly updating your site ensures that your content includes current keywords that your target audience is using.
#3 Content Signalling
Regularly updated content sends a signal to search engines that your website is active and relevant. The search engines favour websites with regularly updated content, new blogs and fresh pages. This can lead to more frequent indexing and better rankings. It’s also a chance to get your content into Google Snippets or picked up by Voice Search queries if it wasn’t before. And your audience wants fresh content too. And we do mean fresh, original, human written, brilliant content! Regularly updated content keeps audiences returning to your site for more. Otherwise, why would they?
#4 Clearer Calls to Action
There’s nothing wrong with improving your messaging, and sometimes working with an external content agency can do just that. Effective marketing relies on clear calls to action (CTAs). Over time, CTAs may need tweaking to improve their effectiveness or relevance. Updating your web copy allows you to refine key messaging to get more signups, deposits, clicks and ultimately results!
#5 Reflecting Changes in Your Business
Your business evolves over time, and your website content should reflect these changes. Whether you’re launching new products/ services, under new management, or entering new markets, your web copy needs to accurately represent your business. You may also need to evolve your tone of voice as your brand develops or changes direction. In heavily governed sectors, your content might need to change in accordance with regulatory updates too. Failure to do that can result in hefty fines. Outdated site content can make it look like you’re not in business, failing to keep up with trending offerings or just really poor at communicating. This can be a make or break when it comes to building trust, especially in sectors like finance.
How Contentworks Agency Can Help
Contentworks Agency specialises in content marketing and we help brands audit and rewrite their sites. Here’s what we can do for your brand:
- Create content wireframes and pillars
- Conduct comprehensive web copy audits
- Deliver keyword analysis and SEO audits
- Implement content marketing strategies
- Provide professional copywriting
- Offer ongoing content support:
Regularly updating your content is key to maintaining a strong online presence. It enhances your SEO, places you ahead of competitors and keeps your audience engaged. Partnering with Contentworks Agency can help you navigate this process efficiently, ensuring your web copy aligns with your business KPIs. Book a free Zoom with our team to get started.