In today’s fast-paced digital world, staying relevant online is key. This principle drives our monthly on-page SEO work, especially for our client, Overseas Packers & Shippers. This case study explores how updating old blog articles not only boosts SEO but also significantly increases online engagement and visibility.
The Challenge
Overseas Packers & Shippers have an extensive collection of content: 188 blog articles. Our goal is to update this content to align with Google’s ‘Helpful Content’ algorithm, making sure each piece is relevant to the client’s services in international removals.
This often requires creative copywriting solutions to repurpose content that, despite being rich in keywords like ‘overseas’ and ‘international’, doesn’t directly connect with the company’s offerings. They have blog articles on their website that are over 10 years old and written before BeKonstructive Marketing took over their SEO services.
They cover topics like ‘Top 10 International Movies’ or ‘6 Christmas Gifts to Send to Overseas Relatives’ – while topics like this were not an issue 10 years ago when they were originally published, they are no longer considered SEO best practice, so a large part of this project has centred around bringing articles that are a decade old in-line with current SEO best practices.
Our Process: Refreshing Content
Each month, we select 4-6 of the oldest articles to update with fresh content and bring in line with current SEO practices. Our process involves:
- Adding New Content: We introduce at least 200 new words to each article, incorporating fresh, relevant information and new images to engage readers.
- Ensuring Accuracy: We fact-check and update outdated stats or data to keep the content current.
- Optimising for SEO: Updates include adding new internal links and switching to .webp images for quicker loading times, ensuring the content meets the latest SEO standards.
- Republish with current dates: We republish majority of the content with a current date.
These updates are more than just a facelift; they’re about meeting key SEO criteria such as fresh content, updated internal links, and best practices in image use.
The Results: Measurable Growth
After six months, the improvements are clear:
- Keyword Growth: The site’s indexed keywords increased from 750 to 1070, widening its online presence.
- Increase in Search Engine Visibility: A 30% increase in visibility in search engines, due to the increase in indexed keywords.
- Doubling Organic Traffic: Visitor numbers nearly doubled, with the updated blog articles playing a significant role in this growth.
Graph shows the improvement of Overseas Packers & Shippers’ performance in Google – with an average ranking increase 36.29 throughout the lifetime of the campaign.
More Than Just Updates
It’s important to note that refreshing old blog content is just one part of a broader SEO strategy for Overseas Packers & Shippers. This includes new content creation, technical SEO, and an ongoing backlink campaign, all working together to enhance the site’s SEO performance.
Updating vs Deleting Old Blog Articles: The SEO Perspective
When it comes to outdated content, deletion might seem like the simplest option. However, this can lead to losing valuable traffic and ranking opportunities. Our work shows that updating and maintaining content, though time-consuming, is a valuable investment in your site’s SEO health.
Why Choose Us?
Looking to boost your digital content and SEO? At BeKonstructive Marketing, we specialise in Brisbane SEO, copywriting services, digital marketing, and content marketing. Let us manage your content updates, so you can focus on your business.
Our collaboration with Overseas Packers & Shippers highlights the importance of on-page SEO and content updates. By focusing on these areas, we’ve seen significant improvements in engagement, visibility, and site performance. Consider the long-term benefits of content maintenance and SEO optimisation with us, and let’s work together to enhance your online presence.
