If your company has been around for more than a couple of years, chances are your website is hosting heaps of published content. Chances are much of that content no longer helps your audience and your brand due to it being outdated or irrelevant. In the event that your company is based in the Middle East and you are working in tandem with a brand design agency in Abu Dhabi, you will definitely want to confer with them and take action after reading this blog.

The question really is, does it hurt anything? According to the SEO experts in our brand design agency in London, the answer to this is YES! Old content can definitely have a negative impact on your content’s search rankings and visitors’ experience. One example of this might be that your published content may link to articles, research reports, or other useful web pages that may now be offline. Clicking on any of those links may lead to non functioning pages, which will in turn hurt your search performance, because Google frowns on it and real readers won’t appreciate them either.

Another thing to consider when it comes to old content is that the topics may no longer fit your current content or business strategy and you would be better off not having any of those turn up in a search.

Still, many brands out there are hesitant when it comes to deleting old content, but the results are often surprisingly positive. For instance, HubSpot deleted over 3000 outdated content pieces and in a matter of months, the company saw an improvement in its SEO results.

Here are a few direct steps put together by Aeron’s branding design agency in Riyadh that will help you fix outdated content and boost your search scores:

1. Start with a content audit.
2. Update and republish good but old content.
3. Delete references to outdated stats in the content you’re keeping.
4. Weave in new SEO keywords and links.

Wrap Up

Cleaning up old content and making it relevant to your target audience once again takes a bit of work and time, but it is well worth the effort. Getting rid of content that no longer works and updating what does can do wonders for your content marketing strategy.

It is a chance for you to improve organic traffic to your site without investing in fresh content, and you’ll better serve your audience’s needs. Try these strategies for yourself and see the results or contact our Branding Agency Dubai and we will be happy to assist you in boosting your search scores!

E-A-T is an acronym for Expertise, Authoritativeness, and Trustworthiness, and and E-A-T score for a website has a direct effect on how high its pages rank on result pages in google searches. Yes, it has a lot to do with SEO.

Our brand consulting firm in London has conducted in-depth research on the matter, and we can confidently tell you that a low E-A-T score is a common barrier that keeps sites from appearing on Google searches. Basically, the algorithm is always changing because it is trying to improve. Google highly values its users and does not want to refer them to disreputable websites. One thing that you may not be aware of is Google’s search quality raters are human, and every time a human makes a determination, Google algorithms get better and can apply the logic to tens of thousands of other sites.

For those operating out of the Middle East, our branding agency Dubai, and our Brand Design Agency Abu Dhabi utilise only the most up to date methods, backed by in-house research to arrive at the most effective approaches for each of our valued clients. We have assisted more than a handful of reputable companies that have established themselves as household names to boost their E-A-T score, and a lot of that brings us back to the About Page.

Your About Page allows you to establish yourself as an authority — the Page demonstrates that you know what you’re talking about and can be trusted.

Here are some tips for writing an About Page that will perform well based on E-A-T:

1. Include Staff Names and Bios
2. Show Off Your Personality
3. Find Your Buzzwords
4. Focus on Personal Branding
5. Explain Your Process
6. Use Strong Words
7. Explain Jargon

If you are looking for a strong example where all these elements are present, we invite you to visit our About Page.

E-A-T Shows You How to Help Users

If you agree with us that it is valuable to your business to tap into Google’s desire for pages that meet E-A-T standards, you can start by focusing on your About Page and improve the rest of your site from there. In order to convey the right message, your website needs to exude purpose and starting at the about page allows you to explore ways that you offer assistance and convenience to your future users. Your About Page sets the tone for the rest of your website and working with Aeron’s Professional Services Brand Consultancy, will ensure that your company consistently conveys Expertise, Authoritativeness, and Trustworthiness, wherever your brand is present.