When to Part with Expired Content

There are clear signs that indicate a piece of content has lost its value:

  1. Outdated Information: If your content discusses events, products, or information that are no longer current or relevant, it may be time to remove it. Users looking for accurate and timely information will quickly disengage from outdated material.
  2. Declining Engagement: A significant decrease in user interaction—such as fewer clicks, shares, or comments—can indicate that your content is no longer connecting with your audience. Additionally, a drop in search engine rankings may suggest that your content is not aligning with current SEO standards.

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The Alternative: Developing Evergreen Content

Rather than simply discarding expired content, consider updating and revitalising it to create ‘evergreen content.’ This type of content remains relevant over time and can be periodically refreshed to reflect current trends and information. Here are some strategies for crafting effective evergreen pages:

  1. Seasonal Content: Create evergreen pages for seasonal events like Mother’s Day, Father’s Day, or major sporting events such as the Euros. By reusing and updating these pages annually, you can save time and resources while keeping your content relevant.
  2. Resource Efficiency: Using a ‘template’ format for your evergreen content simplifies the process of updating and refreshing it. This method allows you to adapt to current trends by modifying images, videos, and other elements without starting from scratch each time.
  3. Building Authority: Evergreen content is more likely to attract backlinks and social shares over time, which can enhance your site’s authority. As your content gains traction, you may notice improvements in search engine rankings, leading to greater visibility.
  4. Consistency is Key: Keeping the same URL and content structure for your evergreen pages enhances the experience for both users and search engines. Consistency helps search engines better understand your content, positively impacting your SEO performance. Additionally, incorporating evergreen content into your strategy ensures it remains visible and trackable, even if it’s not prominently displayed in your navigation.

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By recognising when to retire outdated material and focusing on the creation of evergreen content, you can boost user engagement, enhance search engine rankings, and establish a more authoritative online presence. The ultimate goal is to provide valuable, relevant content that resonates with your audience both now and in the future.