This is unfair and it's Googles fault

The last bloodbath of a Google update was unfair.

Google has been rewarding well-optimized SEO content for years, just for them to slip the rug from under us and NOT reward SEO-optimized content.

Frankly, that is bogus.

But that is the world of SEO, which is still worth the time and effort.

So now more than ever, we need to be more strategic with where we spend our time, and one of the best places you and I can spend time working on SEO and marketing is UPDATING CONTENT.

So today, I want to show you a free and paid way to determine if it is time to update a blog post.

The screenshot below is for the haters…

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The Paid Way to know when to update content

This is the way that I mainly use because it saves time and is more specific.

Get any old rank tracker. (SerpRobot, PeakSerp, Ahrefs) or get this awesome lifetime deal on Appsumo called Wope.. and do this…

1. Start tracking every keyword that corresponds to the pages you are creating. Use the “main” or “parent” keyword to save yourself credits if you are strapped.
   
   It’s best to start doing this sooner rather than later because everything depends on timing.
   

2. If you are posting new content, give it about 4 months to “rank,” but then set a calendar reminder to check the post every 3 months.
   

3. When the 3 months elapse, see if the rankings have slipped for the keywords. If it doesn’t rank in the top 3 (at least), update the content.
   
   This can include checking out competitors and seeing what topics they are covering that you are not. But also, and probably more important, do something to add to the conversation.
   
   This means doing unique research and adding information that may not exist online.

4. See your content improve, and thank me later.

The Free, no-cost way to know when to update content

The free, no-cost way is a bit more involved but also works if you do not have a rank tracker or don’t want to wait the 3 months to let things shake out.

1. Pull up Google Search Console

2. Go to Search Results and change the date range from 3 Months, to “Compare 3 months year over year”
   
   You may have to alter this a bit based on how long your website has been live.

   

3. Export that list into Google Sheets

4. In Google Sheets, subtract the last 3 months of the previous year from the last 3 months of the current year.
   
   Those would be column C - column D, and copy this formula for all rows.
   
   The formula will look like this":

5. Sort the new column from Z to A.
   

6. All the pages with negative numbers need to be looked at and improved using some of the same things from the paid method above.

Now that you know how to find the content that needs to be updated let me know if you want to know the process I use to actually update content rather than the surface-level things I mentioned earlier.

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Chat soon,
Chris Myles
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