🏔️ Fresh Bait on the Hook 🎣

Hi friend,

Lance here. Today, I’m talking about the impact of content freshness on your website’s visibility in Google and in AI responses.

This past weekend, I tried fishing with my 3-year-old son. I love fishing, but fishing with a toddler… not so much.

It’s a lot of work, and I don’t get to fish much while I’m helping him learn.

But it’s an investment in our future. Some day, he will bait his hook and cast independently without me fearing a hook in the ear.

After our morning fishing lessons, I went back later in the afternoon to find the worm I had left on the hook all dried up.

I tried fishing with it because, well, I don’t want to waste a worm.

The reality?

Fish prefer fresh worms.

Your Website’s URLs are Fishing Lines with Bait

Every single page of your website provides context for search engines (like Google)  and AI tools (like ChatGPT), and a line for them to get to you from their results.

And just like fish to worms, the engines and the people prefer fresh content.

According to a Semrush study, 53% of marketers saw better engagement when they updated their existing content, showing a clear ROI advantage compared to just producing new material.

Adjusting your bait when you aren’t getting bites is part of the website marketing game. So don’t give up on your website becoming a lead gen machine just because your pages aren’t performing at first.

Shake things up and try something new.

Here’s a quick list of items you can start adjusting to get more visibility and outcomes:

• H1 Heading
• Subheadings (H2–H6)
• Body Text
• Anchor/link text
• Title Tag
• Structured Data (Schema)
• Internal Links

A Simple Connection & Your Future Conversions are High

1. Apply for a free audit.
2. Keelie or I will record a 5-minute Loom video and send it to you.

We’ll tell you exactly what we’d start adjusting to your site to get better visibility.