To answer this question, we should first understand the difference between content strategy and SEO strategy.
Content strategy is about creating and sharing valuable and interesting content that will attract visitors, build links, and provide useful information to the target audience.
SEO strategy is about attracting the right visitors, getting them to click on your site, and converting them into customers.
SEO strategy is a long-term process and should be done regularly to maintain your rankings and grow your traffic.
But this is not a static, one-size-fits-all process.
SEO and content strategy need to work together to deliver the best results. They are, in fact, two sides of the same coin. A strong SEO strategy will help you create a well-planned, consistent content plan.
But, you should also consider how often you need to update your content strategy.
It’s time to consider the frequency of your SEO updates as well.
What is the right frequency for SEO?
In SEO, we have a term called “keyword difficulty”. If you go back far enough, this was a term used to measure how hard it is to rank high for a particular keyword.
But that’s an outdated method to measure what is SEO-friendly.
Now, it’s important to understand that Google’s algorithm has a built-in difficulty to rank high for certain keywords. This means that your content needs to offer more value than what the competition is offering.
So, while Google may still consider the difficulty to rank high for that keyword as a ranking factor, what matters today is the ability of the content to deliver value to the reader.
And this means that the frequency of your SEO strategy should be determined not only by whether you have the ability to rank well for a particular keyword, but also by the value of those keywords.
The key is to measure your content once and for all.
This means that your content should only be updated when you find it to be outdated, irrelevant, or not useful anymore.
In other words, don’t update your content too often.
But if you want to update your content, you should do so at least every two months.
This means that you should update your content at least once a month.
And this should be the case whether you’re talking about a single keyword, a single page, or your entire site.
Here are some other key points to keep in mind when thinking about frequency:
- The value of your content is directly related to how frequently you update it.
- Google has the ability to understand a page based on the frequency with which the page was updated.
- If you are going to update your content frequently, you need a good content strategy in place.
- The higher the frequency of the update, the better the results will be.
So, how often should SEO updates be made?
The answer is:
- Every single month
- Every two months
- Every three months
- Every four months
- Every six months
- Or more frequently as you gain traction
There are many different scenarios and cases to consider when defining the right frequency for SEO updates, but my advice is to try to make the frequency as equal as possible.
In other words, you should never consider using a more frequent frequency than four monthly updates for your SEO strategy.
This is a good rule of thumb to follow, but you should also consider the actual results.
If you find that your rankings are stable (meaning that the frequency has been low for a while), then your content strategy is not outdated yet.
If you notice that you are losing rankings, then you should consider a higher frequency, such as six monthly updates.
Here is a step-by-step process to follow when measuring your SEO strategy:
- Step 1. Measure Google’s Algorithm
The first step is to go back to Google Search Console and check your site’s current position.
You can then check how often your ranking improved or stayed the same over the last 6 months, and if you lost rankings or gained rankings, how often.
Using the data provided by the search console, you can see how often your site was updated. If your site had a lot of updates, then this means that the frequency is too high.
If your site had a lot of updates, but the results were stable, then you can start with a lower frequency and build up the frequency as you gain traction.
This is a very important step to measure.
There is a very good chance that Google’s algorithm changes (or at least is changing now) and that you will want to keep your frequency low.
- Step 2. Measure the Value of Your Content
The next step is to look at the value of your content once you have determined the frequency.
A low-frequency content strategy will not help you grow your traffic and rankings.
If your content is outdated, irrelevant, or not useful anymore, then you can simply stop updating it until you find something better.
If you have a high-value content strategy, then you can increase the frequency and reach a higher level of rankings.
Here is a step-by-step process to follow when measuring your content’s value:
- Step 3. Determine Your Key Performance Indicators (KPI)
The next step is to determine what KPIs you want to track and analyze your results.
You can create a spreadsheet of all relevant KPIs and measure their performance at least once a month.
Then, you can take the data you have collected and compare it to the baseline.
This will help you identify any changes in your content strategy.
When you find that you have lost rankings or that your rankings stayed the same, then you can start a new campaign.
The idea is to constantly monitor your KPIs and adjust your strategy as needed.
For example, if you notice that you lost rankings, then you can consider a new campaign on a new topic.
If you find that you have lost rankings but that your rankings are stable, then you are going to want to keep your frequency the same.
However, you can start a new campaign and increase the frequency if needed.
- Step 4. Determine Your Keyword Strategy
Finally, you can set up an automated campaign to run on a monthly basis to see if there are any changes to your keywords.
If you find that you have lost rankings and that your rankings are stable, then you can continue to run your campaign for a while with the frequency you want to increase.
But if you find that you have lost rankings, then you can consider a new campaign.
And again, if you find that your rankings are stable, then you can start a new campaign with a higher frequency.
In this way, you can continually optimize your content strategy, as well as optimize the frequency of your updates.
How to Create an SEO Frequency Calendar?
Once you have determined the frequency for your content updates, you can create a calendar and schedule your updates.
Things to keep in mind
The frequency of your updates should be at least four times a month.
You should always update your content at least once a month.
You should never increase your frequency higher than every six months.
It is not necessary to update your content every three months.
You should never increase the frequency of your updates every three months.
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