Think of your website as a living, breathing being.
Each time you make an update, post a new blog, or refresh existing site content, you are improving your website’s reach. You interact with customers, visitors, and of course, search engines.
A website that grows stagnant and lacks new content is seen as a “dead” site to search engines. When you do not breathe life into your site, search engines assume you have nothing new to offer their users.
If, however, you go the extra mile and frequently update, the search engines will love you – and so will those that find your site.
Other than pleasing search engines, there are plenty of reasons to consider adding fresh content to your site as often as you can, and each of these reasons applies to any industry.
5 Reasons Fresh Content is King
1. New Content Means More Indexing by Search Engines
New content can help search engines index your site more often. However, this is not the same as ranking. Just because a search engine visits your site frequently does not mean that you will rank top of the SERPs.
If you have a great keyword strategy along with relevant and high-quality content, you do increase the chances for a higher ranking by updating your site frequently.
Search engines use advanced web crawlers that continually scan the web for sites. The crawler then indexes a site, but the way it works and the number of indexes depend on the search engine crawler that is examining your site.
While frequent content is important, so is quality. Never assume quantity outweighs quality.
When you update frequently, you must continue to do so with high-quality content to reap the rewards of fresh content and improve the chances of a better search engine rank.
2. Google Appreciates Updates (and Rewards You for It)
The most frequently used search engine is Google. Google dictates plenty of rules for SEO, and those rules influence how webmasters construct sites and maintain them. Google has made it clear that they appreciate websites with fresh content.
What Google means by this is relevant updates, such as once a day or a few times per week. When you make frequent content changes to your website, such as adding a new blog post or adding more images, the Googlebot will crawl the web searching for updates and stumble across your site.
Do not just worry about Google, though. Updating your site frequently will also engage your audience more often. When visitors comment on blogs, that counts as a “fresh” update to your site for Google. Writing engaging, high-quality content that generates comments is just as important to Google.
3. More Content Opens the Door to More Keyword Opportunities
More content means more opportunities to rank relevant keywords for your website.
When you add more blog posts, pages, videos, images and articles to your website, you can optimize them with the right set of keywords to attract visitors to your website. However, the more you update, the more optimization opportunities present themselves.
For example, let’s say that you run a catering company. If you were to update your website four times per week, each blog could focus on a different aspect of catering, such as “wedding catering” or “graduation party catering.”
Keep in mind that Google’s latest algorithms will not consider the number of keywords you have when ranking your site. Instead, Google wants to see high-quality content associated with those keywords.
The days of keyword stuffing is over, and can, in fact, hurt your ranking today. Therefore, instead of building your content strategy around keywords, focus more on the quality of the content. Never write content solely around a keyword; write for your reader and industry. Then, use meta tags and descriptions to optimize the keywords.
4. New Content Boosts Your Authority
Google rewards websites that showcase their authority in the industry. They seek industry experts daily, so the more authority expanding content you have on your site, the better for your SERPs.
Authority websites in your industry already have thousands of pages indexed by Google. These sites offer valuable content, but they also frequently publish industry news, which helps build their authority.
When crafting your content strategy, be sure to focus on relevance. Write on topics that are relevant to your industry, but also furnish high-quality content. This ensures your audience trusts what you say, and Google will consider you an expert in your field.
Most importantly, you receive brand loyalty. Loyalty is not something you buy; you earn it. The more quality, well-researched content you create, the more loyalty you receive. In turn, you compete with the big companies and take traffic away from them.
5. Fresh Content is What Keeps Your Audience Engaged with Your Brand
Most importantly, new content keeps everyone up to date on what your company is doing. You can tell new and loyal visitors about upcoming products, highlight services, and more. Adding an RSS feed keeps visitors updated even further by automatically sending them emails of your latest publications. Also, sharing that content on social media is a great way to stay connected and keep visitors coming to your website
Visitors crave updated information. When they visit a site and notice that the content is outdated, they are likely to leave your site and never return.
The bottom line is that fresh content keeps you relevant, helps rank more keywords, and paves the way for a better search engine ranking. If you need fresh content, such as blog posts, web pages, or press releases, contact us at Capstone Digital Marketing. We can do an audit to figure out why your site isn’t ranking. We also can help with your social media strategy so you can continue to interact with clients and potential clients. Contact us today!
