As the saying goes, if it ain’t broke, don’t fix it. While this truism can apply to many things, content strategy isn’t one of them. Once you’ve found an approach that works (or did, at one time), it’s tempting to stick with it, come hell or high water. However, as Jagger and friends once noted, time – and search algorithms – wait for no one.
Content strategies need to be adaptable. What worked in the past may not necessarily be the best approach today. Forcing awkward keywords and as many internal links into an article as possible may have appeased the gods of search at one time, but it’s time to put away the burnt offerings and get with the times.
