For the last few years, Google has been using the “Freshness” of your web pages as a significant ranking factor. This means that you need to regularly update your website with new text and content to remain relevant in the eyes of Google and their millions of users.
The search engine rewards sites whose content creators supply the latest, most relevant news and information about their particular niche. When you nurture your website and address the relevant queries (nearly 3 million per minute) in a timely manner, Google will reward you with higher rankings. Think of your website like your favorite house plant; if you stop watering it, it will slowly wither and fade away. So will the rankings of a web page whose content is old and neglected, and don’t forget, consistency matters.
A great way to get started is with an assessment of where your website stands today. Take a look at the areas of your website that need the most help and start there. There are many tools available to help you figure out where you stand in the marketplace. Call us for a free analysis. This analysis will provide a detailed report and give you a solid place to start with your content plans.
Remember, even evergreen content needs a refresh. Here are some simple steps to follow when updating your older content:
- Expand it
- Update it
- Optimize it
- Retarget it
When adding the new text to your pages, make sure that your content matches the keyword the page is ranking for. Always consider best practices concerning “Content Cannibalization.” Here is an informative, quick read on the topic.
The easiest way to avoid any problems is to run your new content through your digital agency. Appropriate placement is essential for the best results. For the best SEO results, add relevant content across your digital channels: Videos, Social Media, Website Pages, Google My Business, and more. An experienced SEO company can do this with ease.