Fresh content can mean several things when it comes to a website. And not all kinds of freshness are useful for search engine optimization. A fresh coat of paint is always nice, but it won’t get you found any more than you already are. There are many factors involved with using fresh content to build your SEO.
Even if your website is full of pages and content that were once built with SEO in mind, a lack of freshness tells search engines that your website is dead. One option is to update some of your pages that rank lower than your best. But the fastest track to a top search ranking is through a consistent stream of new content.
FINDING THE RIGHT CONTENT TO ADD
While search engine optimization is the ultimate goal of adding fresh content, establishing a dedicated reader following is an important part of this process. You’ll have a much easier time driving new leads to your website if you have an existing base of committed followers.
This works just like social media. On platforms like Instagram, people like to follow accounts that already have a large number of followers. They trust that this means the account is active and regularly interesting. It’s safe to assume that someone with thousands of followers posts more than once or twice a month.
Users will revisit your website when they feel that your content is reliable and you are an authority on a particular subject. Content needs to hit on a few different qualities to achieve this. It should be interesting, entertaining and unique. Most importantly, it should provide answers to their questions.
Google knows to push relevant search results to its users. It takes into account their interests and common search terms that they use. So while you can’t always apply to everyone, it can be good to learn how to reach as many user interests as possible.
Try to cast as wide of a net as you can, while still providing unique enough content to stand out. This might be tough to fully achieve on every page, but the point is to avoid hyper-specific content.
When it comes to search rankings, a steady stream of new content is the cherry on top of an SEO strategy already built upon loyal visitors.
BEST PRACTICES WHEN UPDATING CONTENT
Since adding new content to your site is not always possible or ideal, you’ll want to spend time updating existing pages or articles. The subject of the content will dictate what type of updates you can make. No matter what business you are in, it’s almost always possible to re-frame a discussion around changing industry standards.
When you update a preexisting page, you should make sure to change the publish date the current day. This allows the search engine to see your page as new and push it higher on results. Doing this is great in conjunction with adding entirely new content, allowing all of your pages to benefit one another in their rise to the top of Google.
Evergreen content should be updated often. You can revisit these pieces to see if anything has changed since the last “publish date” and use that as an easy excuse to update it again.
UTILIZE KEYWORDS IN FRESH CONTENT
There is such a thing as too many keyword appearances in posts. Keyword density requires a fair balance between too few and too many appearances. Ideal density can be measured in a percentage of your overall word count. Experts tend to agree that 1 to 3 percent is an ideal keyword density. Any more, and you’re venturing into search spam.
Publishing content frequently offers you more opportunities to utilize your hot keywords. It also allows you to hit on different variations of a keyword.
For example, let’s look at real estate as a keyword. If a single post attempts to touch on the many different markets within real estate, your keyword density will quickly reach its limit. So by posting regularly about the different topics within real estate, you can balance out your focus on the main keyword while giving sub-topics like “first-time homeowner” a fair shot in the spotlight.
KEEP YOUR SEO ROLLING
Google has its bots constantly indexing the web to identify new content and to bring it up for searches. These searches can’t be ignored, as they are often businesses’ best way to attract new leads.
Your efforts to improve your SEO should never end, and your readers can keep that process going for you once you’ve put the work in. Bringing in new leads through a steady flow of fresh content will lead to a snowball effect on your growth. These new readers will eventually become the loyal audience that built up your search rankings in the first place.