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Most marketers are aware of the need to develop high quality content. This is a struggle for many because simply put marketers don’t always understand accounting, audit and tax issues and topics. Moreover, in the role of Marketing Director for the entire firm it makes it almost impossible to focus on a single industry or service area. So, what is a marketer to do to move the needle? The good news is that in a recent Google Webmasters Hangout (6:25-8:45) – a Halloween edition – Google’s own John Mueller has provided clues on what can be done with existing “low quality” content to make it more appealing to Google.

In the video he indicates that it’s often better to leave the content where it is and attempt to improve upon it. This means that rather than deleting templated or canned content that may have become stale, it’s better to simply spend time with it and make it more appealing. According to John, “There are two approaches to tackling this. On one hand you can improve your content, and from my point of view if you can improve your content that’s probably the best approach possible because you are then providing something useful on your site and to the web in general.” This opens a new door and provides important guidance on how and what could be done with dated content. In a sense it challenges traditional thinking about what should be done with low quality content.

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Now is the time to assess your website to see if there is content that can be improved or changed to deliver maximum value. If you have questions about the implication of these comments, I am always here to answer questions. Click here to contact us and we look forward to hearing from you soon.