Give it a Change: Fresh Website Content Boosts SEO Results

Give it a Change: Fresh Website Content Boosts SEO Results

Getting on the first page of Google is extremely challenging and takes quite a bit of tweaking before you start to see real results.

SEO has evolved into a complex process. An essential component of that is quality content. Google’s latest changes to algorithms over the past four months show that the search engine is focusing more on quality content over keyword density.

A recent study states that 2019 will create more data than the previous 5,000 years of humanity. Google knows this and prioritizes the more relevant and practical information over the rest. It does so by focusing on the best content first. As a search engine, it is their job to provide searchers with links to the most relevant information, and one way to do this is to filter out the outdated and old content from the more relevant and ‘fresh’ content.

So, if you’re looking to improve your ranking on Google, it’s a good idea to fill in any gaps in your website’s content with more relevant and actionable text.

What is Fresh Content and Why is it Necessary?

Creating fresh content is the process of updating the information you currently have with more relevant and practical information.

Information tends to get obsolete faster, and what’s relevant today won’t be relevant next month — thus there is always a requirement for new information, aka fresh content.

There are differences in how often content should be spiced up or produced. For instance, current events broadcasted by BBC today won’t be the same as those a week from now. BCC updates their ‘current events’ almost every hour and thus needs fresh content. But BBC is a news site; it needs to produce content more often. Similarly, websites that offer products and services need real-time and relevant content to remain competitive. However, for industry-specific sites, producing content two times per week or two times per month is enough to keep the site from becoming stagnant for SEO purposes.

Best Ways to Produce Fresh Content

There are clear signals you can send to google to show your website is ‘fresh’ and deserves a higher ranking. For simplicity, I’ve broken them down into the following steps:

1) Produce More Evergreen Content

If you find yourself having to create fresh content more often, it’s because you are most likely producing thin content. This gets obsolete much faster.

Evergreen content is content that by nature stays relevant year-round, forever. Content that stands the test of time tends to be more practical and actionable. For instance, offering unique insight and expertise on any given topic backed by research and results is more effective than a simple ‘tips and tricks’ listicle.

Other ways to produce evergreen content is by creating content that visitors are continually looking for. Content like frequently asked questions (FAQs).

2) Update Old Content:

Updating old content is just as crucial as producing new material. Neglected and old content tends to die down and all your hard work and energy poured into creating it will go to waste. Thus, it’s a good idea to occasionally go back to old pages and articles and revamp them. Create new resources and make additions that will make them more practical and useful in today’s world.

Research your industry’s latest innovations and write about them. Learn about the latest ideas through webinars, news feeds, competitor web pages, and other online sources. Visit sites like the Manta blog for more resources, or The Academy. You can also set up email feeds with “Marketing” as a keyword to get tailored feeds to your email about the latest marketing news across different services like Gmail and Yahoo.

3) Regularly Update the Main Pages:

When was the last time you glanced over your ‘about page’ or ‘contact page’? It’s probably been a while, and by now your pages are likely irrelevant to what you currently offer. Moreover, your visitors frequently visit those pages. If they aren’t well-maintained and accurate — they won’t trust you.

You can reach out to companies that focus on small business expert services to help with marketing efforts, content and SEO.

4) Consistently Produce Quality Content

People often populate their websites with too much content. Unless you’re a news website — you don’t need to post as often. Consistently publishing twice a month maintains that ‘freshness’ Google likes.

5) Utilize Multimedia

Content that has a diverse mix of multimedia (images, audio, video) receives special privileges. Besides being easier to read, they also perform much better on search engines. Likewise, articles with a mix of multimedia tend to receive more engagement. So, it’s always a good idea to add multimedia and increase the diversity of your content.

Final Thoughts on Fresh Content

Now that you have a better understanding of the importance of fresh content, it’s essential to make it a routine and implement it. The goal here shouldn’t be only to update your content for SEO. Instead, focus on updating your website in a timely manner that benefits users.

Remember, updating content isn’t just about being ‘fresh’ and relevant, but instead being useful and practical.

The Importance of Branding for SEO Strategy

The Importance of Branding for SEO Strategy

Branding is so much more than a memorable logo. Consumers love their favorite brands far more than most marketing departments realize.

Brand Loyalty

With an internet full of similar products to choose from at a mere touch, consumers build an emotional connection to a specific brand. This allows them to quickly determine which of those similar products deserves their money.

Once that emotional connection develops, 77 percent of customers will stay faithful to a brand for 10-years or longer. And 61 percent will actually go out of their way to purchase from that brand.

Good branding touches the mind and heart of the consumer. It lets you build the value of your business through your reputation. Done correctly, good branding makes your products instantly identifiable and trustworthy to consumers.

But branding can also be leveraged into better results on search engine pages. The connection between branding and search engine optimization (SEO) is something you can’t afford to overlook.

How are SEO And Branding Related?

The relationship between branding and SEO runs deep. A well-developed SEO campaign can improve your brand’s image and reach. Good branding can, in turn, improve your ability to catch the consumer’s eye on those search engine results pages (SERPS) and gain more clicks.

Brand recognition also helps you climb higher in the search results because consumer recognition and trust help you rank higher with Google. It’s a cyclical process that gradually pushes your brand’s reach outward toward new consumers and untapped markets and upward in the rankings on search.

Do a quick search for any product or service you use, and you’ll notice that the top of your search results is dominated by names you easily recognize. That’s because Google rewards brands that consumers trust and consumers trust what they recognize and know.

When consumers think “cola,” they don’t think about Coke or Pepsi, not RC, even though RC is cheaper and tastes similar. When consumers want their taxes done, they think TurboTax or H&R Block, not TaxSlayer, even though TaxSlayer can get the job done.

Consumers certainly put thought into their searches, but they’re also operating (at least partially) on emotion and instinct. Emotion and instinct tend to make people reach for what is most familiar. What is most familiar is the basis of brand recognition.

Since Google is increasingly focused on making its search engine operate the way that the consumer’s mind operates, brand recognition and trust naturally play into the way that search results are displayed. In turn, the prominence of any particular brand in search results often increases consumer familiarity even further.

Improve Your Branding to Boost Your Search Results

Developing a logo for your company and a set of colors for your webpage is only part of your branding. You also need to focus heavily on the customer experience you deliver.

That means making sure that your brand’s core values (the things that distinguish you from your competitors) are highlighted throughout your website and on every social campaign. What you represent should be reflected on every page. The places you choose to promote your brand and the influencers you use should also correspond well with your brand’s image.

Branding is also the experience a user has on your website. You can’t ignore the importance of functionality. Users will quickly grow frustrated with slow loading times, cluttered pages and broken links. Competence and authority are hard to convey if your pages aren’t easy to navigate.

Encourage Brand Recognition Across Platforms

Brand recognition can turn your business from “just another company” into a trusted consumer partner and a household name, ensuring your future. Working with an SEO partner like Boostability is an excellent way to make sure that you have a solid social media campaign strategy that promotes your brand and good content on relevant blogs and websites away from your own site.

An SEO partner can also help you incorporate the right long-tail keyword strategy, incorporating your brand name, as a way to build additional brand awareness and recognition.

Visual content is also indispensable to branding success. Create and promote visual content that not only delights and informs your consumers but reinforces the overall visibility of your brand through the use of your logo, fonts, and colors. (Take a look at anything put out by Target, Coke, or Apple if you want great examples.)

Don’t overlook the importance of local search, either. Increasingly, people “consume on the run,” and Google search results on a smartphone take geography into account. This is the case even when the user doesn’t include geographical data in the search.

Part of your SEO and branding joint strategy absolutely needs to be focused on building those local markers and local links back to your page, increasing customer reviews, and becoming a community resource.

Final Thoughts

An SEO strategy needs to be focused on your brand to be successful. Every social post, every influencer, every piece of content that you put out should reflect your brand both visually and substantially. The more familiar your brand is to consumers, the more consumers associate your brand with reliable service and quality content. You’ll climb higher in search results. Your logo is ultimately a type of visual shorthand that reminds consumers of everything that your brand represents whenever they see it.