How to quickly and efficiently update content
1. SEO: the heart of the matter
We know SEO referencing is undeniably the key. Capturing the attention of the consumer is crucial and more than ever linked to content. For a website to stand out, it has to offer a lot of content. Even more so, its pages must be original and relevant over time.
2. Content updating is directly correlated to SEO performance
Costly, long and delicate to produce, it is still necessary to update content on a website to maintain its performance. A real headache! Indeed, the more recent the content, the more the algorithms will identify it as relevant. This is precisely why artificial intelligence today offers very advantageous solutions to ensure an effective presence on the Internet by very easily updating content.
AI for intelligent and quickly updated content
1. Why can “duplicate content” be harmful for your SEO?
To be well referenced, websites must at all costs avoid duplicate content. Whilst it is tempting to reuse product descriptions or recycle old texts it is best to steer clear!
2. What happens if we duplicate product sheets or texts?
These practices dangerously affect your SEO! They are penalized by Google, deemed irrelevant as they are redundant. In short, it is considered that you are “degrading the Internet user’s experience who is searching for an answer in Google”. The automatic production of content makes it possible, in this respect, to obtain varied texts with high SEO value that stand out from the content offered by other sites. How? New technologies now make it possible to avoid duplicate content. The comparison between the texts produced makes it possible to produce “unique” sentences.
Update content quickly and efficiently
1. A fast text update enabled by a direct connection to the data
The robot-editor produces factual texts based on the data. If the data changes, the adjustments can be programmed and readjusted very quickly.
2. Customer case study: strategic repositioning at the heart of the update
Let’s take the concrete example of a customer case study. Out e-retailer client called on LabSense to generate product sheets en masse. In this case, it was jewelry product sheets. The content produced involved a classification with product specifications, but also images and scenario text evoking the project, the target audience and the type of event.
How to update content while respecting the requirements of search engines?
1. Set up a relevant renewal schedule with your sector or product segment
Obviously, it is necessary to update content often to enhance its relevance. Nevertheless, it would be delusional to think that there is a single discounting rule. The first step is to draw up an update schedule.
2. E-commerce: what type of content to update?
For example, for the product sheets, this schedule of updates will very often by synchronized with the seasonality and the highlights of the brand. If these are products more for industry, or in any case not really impacted by seasonality, it is recommended to change product sheets every 3 months.
3. Update your content: example for the Media
For the media, the weather changes every day and lots of editorial data such as air quality, horoscopes or health alerts are only of interest when updated. Consequently, the schedule of updates is really impacted by hot news. If there is a pandemic, we can also, for example, cross-reference our data with the weather. Everything also depends on the desire to spread information to reach the public.
4. Example updates for real estate
On the advert side, the frequency of updates will once again be different. There is a potential seasonal impact on tourist areas during certain periods. But most of the time the update rate depends on the area and the property (apartment, house, parking space…) Especially since the update mainly concerns residual goods from the portfolio of ads in the event of a just-in-time zone or, on the contrary, it concerns very competitive goods such as parking spaces.
Human brakes to quickly update content
The frequency of updates, although necessary, is difficult to respect using only human means.
1. The question of human time and resources available for updating
Often, the teams are already busy enough and we prefer to focus on new products and new descriptions. Drowning in the operational development we prefer to focus on the new. Then there is also the question of 20/80. Faced with this abundance of content to update and the release of new content, we favor 20% of the products that we think are responsible for 80% of the figure.
2. Update your content: the biases of the 20/80 method
Small problem, it’s a solution of the lesser evil and not necessarily the optimal because we always have development biases. In other words, we don’t have enough hindsight to know if the 20% of products favored in terms of content, are composed of products that are really more efficient or that we wanted to be more efficient. In the absence of time for A/B testing or sample tests to endorse the marketing mix hypothesis, we remain with assumptions of the optimal mix.
3. Updating is certain but what about the style of writing?
There is obviously “a snake biting its own tail” side, as you will have noticed. Indeed, the question of duplicate content quickly comes back to this subject. Even if teams have the time and the resources in order to recycle and update the texts and the content, it is humanly very complicated to depart from one’s style when writing on the same product or subject. We can’t help it, we are all the product of a story, a thought pattern, at ease with writing or not.
4. Paradox: more duplicates with humans than robots
And yes, it may seem surprising, but this fact is indeed a reality. The rate of duplicate content often increases when a person writes, versus artificial intelligence, which can establish rules for the frequency of use, text correspondence control, etc.
Conclusion: AI, content updating and automation
In any generation there is a trade-off to be made between premium, eminently human content and more editorial content. There will always be a balance to be found between human writing and automated writing. Despite everything, artificial intelligence operates in a very timely manner to update its content and update it well. Finally, it must be understood that automation is never a replacement of activity but a solution to activities with low added value. There is a lot to be gained from automating many business tasks (there is a great article on concrete examples of pragmatic and effective automation), it’s just common sense and updating content is part of it.
In short, LabSense AI can:
- Generate content automatically
- Control the rate of duplication
- Update content effortlessly
- Comply with search engine requirements
