Your website is constantly evolving and growing. Every time you update it with fresh content, you’re giving it the “kiss of life”, helping it to wake up and interact with customers, visitors, and all-important search engines. Unfortunately, a static website that barely gets any updates can quickly be viewed negatively by search engines, as it has nothing “new” to offer.
Here, I’m going to give you the details on why Google loves content, and why refreshing your website with new and exciting content on a regular basis could be your key to unlocking great leads and profits for your business.
Contents Equals Indexing
If you’re new to the world of SEO and search engines, then the first thing you need to know is that Google uses “spiders”, or “bots” crawl the web, scanning the immense database of online content for websites and useful information. Indexing is done based on a range of factors that are outlined in Google’s algorithm. These factors range from quality to authority, relevancy, and more.
Today, Google has a significant impact on how many websites are built. After all, we all want to be on Google’s good side. Because this particular search engine loves websites that are frequently updated, you can rest assured that adding frequent, fresh content to your website is a good way to boost your chances of success.
This doesn’t mean that you should be constantly adding boring or useless content to your pages, but updating with fresh, relevant content once a day could have significant benefits. Even uploading two or three times a week can be enough to get you recognised as a relevant, and current website. Since Google is constantly searching for the latest information, if you update your content regularly, then you should have a better chance of a high ranking on the search engine result pages.
More Content Means More Keywords
Another reason why Google loves content is that it creates more keywords. Whenever you publish content, you’re informing Google of what your website or brand is all about. The more keywords you use on your website, the more terms Google has to describe your business with. In other words, keywords give Google context when it comes to deciding where you should appear on search engine rankings when customers search for particular queries.
The important thing to remember about keywords, however, is that they’re only a small part of the algorithm. Stuffing your content with keywords won’t make you rank higher, as Google is looking for quality, above all else. Using keywords is helpful, but be careful about how many you use.
Fresh Content Improves your Authority
Finally, when Google is indexing pages, it’s also looking for companies that it can describe as an “authority”. All websites want to be seen as an authority by Google, and the best way to do this is to prove your value and knowledge with frequent, high-quality content. The more you post intuitive information to the web, the more Google can see your expertise in your field.
Most of the time, the highest-ranking pages in Google have tens of thousands of indexed pages. Online, you can gain relevance simply through site saturation – meaning the more pages you publish, the more authoritative you become.
If you frequently write relevant, accurate, and interesting content about specific topics, you’ll start to become more trustworthy and build your potential as a thought leader. Social media platforms are also a great place to start building your authority on certain topics, and developing your presence through guest posts on high authority websites can help too.
Rob is Founder & Publisher of UC Today, a leading news publication specialising in Unified Communications & Collaboration technologies.