Search engines favor websites that regularly generate new, relevant content.
If you’re following the advice of SEO professionals – avoiding all the black hat tricks, making sure your website is mobile optimized, etc. – yet still can’t seem to make any progress with your organic rankings on the search engine results page (SERP), your issue may be your content, or lack thereof.
Having a website that establishes your brand identity and explains to potential customers what you do is an important aspect of building an online brand. But modern day search engines want more – they look for things like frequency of updates, age of existing content and how much time people are spending on your page.
That’s why a fundamental piece of G/O Digital’s Brand Building solution is content creation in the form of blogs, infographics, slideshows and videos.
frequency of updates – When you post new content on your website, search engines take notice through indexing. By regularly adding new, relevant content you’re showing the search engines that you have something valuable to say to searchers seeking out information within your particular industry. The more frequently you add content, the more search engines will view your company as an active voice and authority in your vertical.
age of existing content – Stagnant websites could be problematic for a number of reasons. Things change, including in your industry, and stats and information regarding products or services will likely change as well. That’s why search engines prefer to show searchers newer content rather than content that has been sitting for years – content that may (and probably will) have lost relevancy.
content amplification— By creating a constant stream of relevant and engaging content, you naturally encourage sharing across multiple networks. This means more internet users can find your content from the people they trust most on the internet, including their social connections. Shared content is also a valuable influencer for users that aren’t actively searching for your product or service.