“Ask an Skilled” is an occasional function whereby we pose inquiries to ecommerce authorities. For this installment, we tackle the easiest way to optimize content material, similar to weblog posts and present guides, for search engines.
Ecommerce retailers typically depend on useful content material to draw guests. New weblog posts and present guides, as examples, can maintain prospects engaged with a website and, additionally, present recent content material in a search engine’s index. However, conversely, older posts and guides can have many inbound hyperlinks, which assist the posts obtain excessive natural search rankings.
As such, to draw prospects from search engines, are retailers higher served by updating an present, extremely-ranked submit with recent content material or by publishing a brand new, separate submit with that content material?
We requested that query to Stephan Spencer, a longtime search engine optimisation marketing consultant and host of two fashionable podcasts, “The Optimized Geek” and “Marketing Converse.”
Sensible Ecommerce: For search engine optimization, is it higher to replace an present, extremely-ranked weblog submit with recent content material or publish a completely new, separate publish?
Stephan Spencer: It’s undoubtedly higher to replace the prevailing weblog publish.
Contemplate this actual world instance. Say your ecommerce firm publishes a vacation present information yearly at a brand new URL. Whenever you do this, you're beginning over annually when it comes to optimizing for search engines.
However in the event you replace final yr’s present information with new content material, you get to journey on the coattails of all of the hyperlink fairness that has amassed over time at that URL. You possibly can nonetheless archive final yr’s present information at one other URL. Simply be sure to keep a secure URL over time for the freshest present information, as within the following.
Secure URL of present information over time: https://somedomain.com/vacation-present-information
Archived URL of the now out of date present information: https://somedomain.com/vacation-present-information-2016