For content to remain relevant, choose established topics

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 30, 2019, 11:14 AM UTC

Rehabilitating outdated content helps retain the ranking potential of the URL.

The author suggests some tips to keep content relevant while earning rankings. Brands must focus on making their content as simple as possible. The easier the format, the more likely it is to be selected for high ranking positions.

Businesses must include images and videos in a post, as Google considers those sources when ranking. This involves ensuring that the quality and resolution of the media are up to date. Avoid dated references because over time, this content might stop seeing ranking traction.

When riding a trend, and given that format preferences change over time, brand must choose an established topic and present information in a new way. Updating old content rather than deleting it can help retain all the ranking potential the URL had built so far.

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