Why Fresh Content Is Critical

Google Loves Frequent Updates

By far, the most frequently used search engine is Google.  As the king of all search engines, Google has tremendous influence on webmasters and how websites are constructed.  When Google expresses its love for websites that update frequently, this is a sure sign that you should add fresh content to your website as often as you can.

Of course, you should not make unnecessary changes, additions, or postings every hour of every day.  However, a site that is updated once a day, or at least two to three times a week, is considered a frequently updated site.  The “Googlebot” that crawls the web is constantly searching for web pages that are new or updated and then adds the fresh content to the Google index.  If you update your content often with reliable and valuable information, then you have a better chance of Google ranking your site higher with each update.

So, add an article, an image or just make some change on your site to get noticed. The easiest and most effective way to stay fresh is to add a blog on your site and continue to add articles that will get noticed by your viewers. If they comment on those articles, that counts as an update on your site. So, write something that will get the attention to begin helping with your frequent updates.

More Content, More Keywords

When you publish new content, you present yet more opportunities for your site to contain more keywords.  Keywords are high on the algorithm chart for search engine indexing and ranking.  Frequently added content, such as blog or article postings, allows you to optimize the article with pertinent keywords that can attract visitors to your site.

For instance, if you run an insurance quote website and update four to five times a week with new articles, you can focus each article on a different aspect of insurance, such as “automobile liability insurance” or “universal life insurance.”  Each time you add a new article, you incorporate valuable keywords that help a search engine recognize your website as a place searchers can visit for their specific insurance needs.

Now, you have to remember that with the algorithm updates, Google does not base a ton of weight on how many keywords your website has. Google is looking at top quality content, rather than keyword-stuffed crap content when it indexes a site.

Fresh Content Increases Your Authority Potential

All webmasters strive to become the industry “authority” in Google’s eyes.   The predominant strategy to becoming an authority site is by abiding by the SEO adage, “content is king.”  The more informative, valuable content you can publish that pertains to your industry, the greater authority potential your website enjoys.  

In addition, if you review your competitors’ websites, you will quickly find that the authority sites in your industry have tens of thousands of pages indexed by Google, who also measures relevance by site saturation.  The more valuable content you publish, the better your chances of becoming an authority site. 

Furthering this endeavor, frequently publishing industry news updates is another solid strategy in becoming an authority site.  Each time you update your website with a news story, another page is created and indexed by Google.  

Keep Your Audience Informed and Updated

Another good reason to update your website with valuable content is to keep current subscribers updated, as well as provide necessary information for new visitors to convert to customers.  You could utilize a RSS feed that will update subscribers each time you publish fresh content to the website.  By keeping your audience engaged, you develop long-term loyalty, which translates into returning traffic that adds tremendous value to your website.

Likewise, your continually fresh content can provide new visitors with valuable information about your small business and your products or services.  If a visitor was led to your site through a search engine link, then you need to convince them that your product is the best choice for them compared to the thousands (or millions!) of other results presented in their search.  Give them articles about customer satisfaction.  Inform them on the benefits of your product.  Help them understand why they need your product.  The more information a potential customer can access, the more likely he or she will be able to make an informed decision to purchase.

Regularly updating your website with fresh content will not only garner appreciation and loyalty from your visitors, but will put you in good standings with the powerful Google.

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