Can You Improve Website SEO Without Updating Content? SEO Company Shares 6 Highly Practical Techniques

Google recently announced the completion of its June 2025 Core Update. Many webmasters have observed significant fluctuations—or even substantial declines—in their sites' search rankings and traffic. It is understood that, in response to the widespread misuse of generative AI tools, this algorithm adjustment aims to prompt webmasters to re-evaluate "content quality" and "user experience" to provide searchers with more accurate and higher-quality answers.

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Google June 2025 Core Update Completed: Has Your Website's SEO Ranking Been Affected?

However, for SMEs or individual site owners with limited resources, frequently updating website content is challenging enough—let alone producing high-quality original content. Does this mean that without regular content updates, SEO is doomed to fail?

Absolutely not! In fact, SEO encompasses far more than just content updates. Many strategies can effectively improve rankings even without frequently publishing new articles. Next, a renowned Hong Kong SEO company will share six practical SEO techniques to help enhance your website's SEO performance without the need for constant content updates.

Technique 1: Precisely Identify High-Performing Pages to Amplify Traffic Benefits

Have you heard of the "80/20 Rule"? Also known as the Pareto Principle, it suggests that in any given group, the most important elements usually constitute a small minority, around 20%, while the remaining 80%, though majority in number, are of secondary importance.

This concept, first proposed by Italian economist Pareto, is widely applied in sociology, economics, management, and other fields. Interestingly, it also holds true in SEO: approximately 80% of a website’s traffic often comes from just 20% of its pages.

In other words, instead of blindly chasing new content, it's more effective to conduct a comprehensive review of existing "quality assets." Identify pages that already have a good ranking foundation but haven't yet broken into the top three. Often, these pages only need minor adjustments to achieve significant traffic growth.

【Actionable Steps】

Use tools like Google Search Console and Ahrefs to filter pages with high organic traffic and strong keyword rankings over the past six months. Focus particularly on "potential pages" ranking between 5th and 20th, and "underperforming pages" that rank on the first page but have a click-through rate (CTR) below the industry average.

For pages with "high rankings but low CTR," analyze the reasons. If the title or meta description does not accurately match user search intent, optimize the content based on user needs and language habits to attract attention and improve CTR.

Technique 2: Optimize Website Speed to Improve User Retention

Google has explicitly stated that page loading speed is a key ranking factor for mobile search. Data shows that 53% of users will leave if a page takes longer than 3 seconds to load. Thus, optimizing website speed is not just a technical issue—it directly impacts SEO success.

【Actionable Steps】

Compress Images and Code: Use tools like TinyPNG to compress images (WebP format recommended) and Minify to remove redundant HTML/CSS/JavaScript code, reducing page size by 30%-50%.

Enable CDN Acceleration: Deploy static resources (e.g., images, CSS files) to CDN nodes, allowing users to retrieve content from the nearest server to reduce latency.

Lazy Load Non-Critical Resources: Implement "lazy loading" for images or videos below the fold, loading them only when users scroll into view, significantly improving above-the-fold loading speed.

Technique 3: Update Old Articles to Regain Search Rankings

Over time, websites can accumulate outdated content, leading to ranking declines. However, arbitrarily deleting these pages not only creates numerous 404 errors but also wastes accumulated link equity and backlinks. Targeted optimization can quickly regain search engine favor.

【Actionable Steps】

Check Content Relevance: Remove or update outdated data, case studies, and links, adding the latest relevant information to keep content fresh.

Deepen Content Depth: Incorporate user search intent by adding FAQs, detailed step-by-step guides, or comparison charts to enrich content depth.

Optimize Structure and Readability: Use subheadings, bullet points, and short paragraphs to enhance readability. Add a "table of contents" for easy navigation.

Republish and Promote: Update the publication date to the current time and notify existing users via social media or email lists to attract repeat visits.

According to HubSpot data, updated old content can bring an average 68% traffic increase and 34% higher conversion rates compared to new content.

Technique 4: Add Synonyms to Cover Long-Tail Keywords

With the prevalence of Google's BERT algorithm, search engines now understand the context of user queries beyond mere keyword matching. Adding synonyms and related phrases helps algorithms grasp page topics more accurately and cover more long-tail keywords.

【Actionable Steps】

Use TF-IDF Tools: Analyze competitor pages with tools like Ubersuggest to identify high-frequency synonyms or related terms. For example, an article on "digital marketing" could include variants like "online marketing" or "internet promotion."

Incorporate User Query Patterns: Naturally integrate question-based phrases like "how to..." or "where to...". For instance, when discussing "SEO tools," add a section on "How to choose the right SEO tools for small businesses?"

Avoid Keyword Stuffing: Ensure synonyms fit contextually. Instead of repeating "best SEO tools" five times, use "most recommended SEO optimization software in 2025."

Technique 5: Acquire High-Quality Backlinks for Authoritative Endorsement

Backlinks are often called the "golden ticket" of SEO, but not all links are equal. Those from spammy sites can lead to penalties. Instead of pursuing quantity, focus on acquiring links from highly relevant, authoritative websites.

Additionally, use tools like Ahrefs’ "Broken Link Checker" to find dead links on target sites, then suggest your relevant content as a replacement resource.

Technique 6: Enhance Internal Linking to Build a Site-Wide Knowledge Network

Internal linking is one of the most underrated SEO strategies. Properly placed internal links pass link equity from high-traffic pages to lower-ranking ones, help users discover more relevant content, and reduce bounce rates.

【Actionable Steps】

Use Descriptive Anchor Text: Avoid vague phrases like "click here" or "learn more." Instead, use descriptive text so users know exactly what to expect when they click.

Ensure High Relevance: Only link to pages that are tightly related to the current topic, providing users with valuable and relevant extended information.

Control Quantity to Avoid Diluted Equity: To maintain page quality and user experience, limit internal links (including navigation bar links) to no more than 100 per page. Prioritize links that are most valuable to users and most relevant to the content.

In today’s era of increasingly intelligent Google algorithms, SEO has shifted from a "technical game" to a "value competition." Those who can more accurately meet user needs will gain long-term ranking advantages. Therefore, while updating high-quality original content remains important, we must also focus on user pain points, refine existing assets, and build authoritative trust to stand out in the SEO landscape.