It’s tough to improve your site’s search ranking. Having keywords, titles & descriptions in the page’s META tags just doesn’t do it anymore. So how can you help?
While there are many ways to improve your search ranking, one of the easiest (and most effective) ways is to regularly update your site with fresh content.
The definition of “regularly” really depends on your schedule and availability to write that fresh content. Once a week… twice a month… whatever works for you. Ideally though it should be every 2 weeks, more frequently if you can manage it.
Now let’s define “fresh content”. Fresh content comes in many forms:
Once you have a clear answer in mind, that will help guide you to the end result. Just have a clear reason why you think the site needs rebuilding.
As you might imagine, more significant changes to pages may lead to an improved search ranking. The best form of fresh content is adding new, fresh pages. The most common form of which is a blog.
New blog posts = new pages
Adding pages in this manner can help your rank due to more keywords, boosting your SEO for keywords relating to your website’s industry.
Google will reward you for frequent updates
This is true for all search engines, but Google is the one designers focus on… and rightly so.
Google uses bots, also known as web crawlers or spiders. These little guys go out and find new content and index it accordingly so it can be shown in search results. So the more often you release new content, the more Google will look at your website.
Better ranking in search results means more visitors, and more visitors means a higher conversion rate (i.e. converting a visitor into an actual, paying customer).
More opportunity to target keywords
Whenever you publish new content, you have the opportunity to optimize for your target keywords. If you publish a new post once a month, that’s 12 chances per year. If you publish once a week, that’s 52 chances. And it’s 104 chances if you publish twice a week. See where I’m going with this?
Over time, your site will be populated with these keywords and phrases, and it’ll greatly affect your search ranking and where you end up in search results.
Publishing new content consistently also increases your chances to be viewed as an industry expert in the eyes of Google. Some authority websites have tens of thousands of pages, and they’re all indexed within Google. Your goal may not be to have tens of thousands of pages but the more quality content you post, the better your chances of becoming an authority in your industry.
Keep ‘em coming back
Another good reason to publish new content is to keep current customers updated, and also to provide information to visitors in the hopes that they’ll convert into customers.
Publishing new content regularly can help build a returning user base, which in turn drives more traffic to your site.
