a critical role in its interaction with visitors, customers, and of course, the all-powerful search engines. However, a static website, without updates of any kind or fresh content can be viewed by search engines as a “dead” entity with no life and nothing new to offer visitors, potential customers, and search engines.
Thankfully, your digital marketing agency frequently updates your website, providing a haven of SEO optimized content and new sources of information for search engines to crawl and index. Simply stated, updating your website on a regular schedule, with high-quality content, provides search engines with the information and data they need to provide quality search results.
When Dreamweaver Brand Communications creates a content marketing plan for a client, we utilize the latest content and digital marketing best practices that include frequent updates to a client’s website with fresh, high-quality content. These four reasons will make you rethink not only your content marketing strategy, but the frequency of updates to your site.
Fresh Content = Frequent Indexing
It is important not to think that publishing new content will increase your indexing. That is not always the case. However, regular updates to your website including adding new blogs, new site pages, and downloadable case studies and white papers, increases the likelihood that a search engine will stop by to visit your website. Each time a search engine visits your site, you have the opportunity to improve your site’s rankings, based on the fresh content you provide.
Search engines such as Google, use “Googlebots” that are state of the art programs that continuously scan the internet for websites. The web crawler then “indexes” a site based upon many ever changing algorithmic factors determined by the search engine company.
For instance, a website might not be indexed based on a combination of factors, such as non-existing or poor quality incoming links, the type and number of keywords used, and how frequently a site is updated. Each time a website is updated, the search engine takes notice and re-assesses your site’s ranking. Therefore, to increase the chances of your website obtaining a higher ranking and having more pages indexed, update the content on a frequent schedule so that the search engine will reassess your site’s position in its index.
It is important to remember that more content is not the secret here, quality content is. More often than not, it takes an experienced content marketing and branding agency to keep your content standards high. Updating your website with low-quality pages, posts, and content that is stuffed with keyword could result in a penalty that could damage your site for some time.
Google Likes Frequent Updates
Over 77% of the searches on the internet occur on Google. Google wields tremendous influences on webmasters, on how websites are constructed, and following Google’s Quality Guidelines. At Dreamweaver Brand Communications we understand search engine nuances and optimize our client’s sites for search engine success.
We are not recommending that you undertake additional changes, additions, or blog postings; however, Google does express “virtual love” for websites that are frequently updated. It is imperative that your B2B and B2C content marketing calendar incorporate site updates.
Google’s infamous “Googlebot” is software that searches the web for updated or new websites that adds fresh, valuable content to the Google index. Updating your site content often, with reliable, relevant and authentic information increases the chance of Google moving your ranking up with each update.
The most effective method to add fresh content to your website is through a B2C or B2B blog. Adding blogs on a regular basis will provide value to the viewers of your site, over time increase your page authority, and perhaps even earn you a highly coveted backlink. It is important to mention that Google does not like duplicate content, so your blog needs to be 100% authentic.
More Content = More Keywords
By publishing new content, you present additional opportunities for your website to contain more keywords. Strategically incorporated keywords in your content are a big ranking single on the algorithmic chart for search engine ranking and indexing. Following your content marketing calendar, adding content such as blogs, article postings, and news updates, enable you to optimize the important content with relevant keywords that, over time, can attract visitors to your website.
For example, if you are a fashion brand and update your site according to your fashion content marketing plan, you could focus each blog post on a different piece of your clothing line and how they fit in with each season. Such as “patterned dress for a spring wedding” or “how to dress for a casual work environment.” Each time you add a new blog post, you organically incorporate relevant keywords, imagery and internal links to aid search engines in understanding and recognizing your website as a destination consumers searching the web can visit for their fashion needs.
It is important to remember that with algorithm updates, Google does not place much weight on the number of keywords your website contains. Rather, Google is looking for high-quality content, instead of keyword stuffed, duplicate content when it indexes a website.
Keywords are still a vital part of your digital marketing, SEO, and content marketing strategy, but building your entire integrated marketing campaign around a single keyword or keyword phrase no longer works. At Dreamweaver Brand Communications, we create award-winning content that incorporates your keywords naturally. We use a broad range of relevant keywords for your website to target and optimize your site for the ones that are the most relevant to your business. In other words, we write content based on what the reader wants.
Fresh Content Increases Your Website’s Authority Potential
All webmasters strive to have their site become the industry authority in the eyes of Google and the public. Publishing valuable, informative content will improve the chances of increasing your website’s authority within your target audience and Google!
On a regular schedule, publishing industry news updates or blogs with statistics and backlinks to sites where you obtained the market intelligence or data is another solid strategy in becoming an authority site.
By consistently writing top quality content, users will become loyal and turn to your website for content. Loyalty is rare and cannot be bought; therefore, even small business owners can compete with industry titans through content marketing and fresh content.
Your Audience Needs to be Informed and Updated
Another solid reason to update your website with valuable and fresh content is to keep current customers up-to-date and provide the relevant information for new visitors to convert to customers as part of the sales cycle. Engaging with your audience frequently builds brand loyalty, translating into returning website traffic, adding significant value to your site and content marketing efforts.
Fresh content can equate to new visitors finding your site through organic search. If a visitor found your site through a search link, you have the opportunity to convert them into customers. Blogs, testimonials, and product/service reviews can help them understand why your product is superior and can solve their problem. Information is power and the more relevant the information is, the more likely they will convert.
Following a content marketing calendar and updating your website with fresh blog content, new core website pages, new landing pages, and other pieces of information will not only improve the visitor experience and will keep your site and business in good graces with Google.
Maintaining your website and publishing fresh content is time consuming yet the rewards are great. Don’t take the chance and loose a potential customer because the last blog on your website occurred in 2012. Consumers want to know that your business is vibrant, alive, and worthy of their business.