The Custard Blog

Words of wisdom from our team of online marketing experts

The Importance of Creating Fresh Content for Your Website

When it comes to SEO, there are thousands of suggestions on what helps a page to rank for its keywords. Some of them are weird, wacky and would never work but on the other hand, some theories are proven to have a positive effect on the search visibility of a website – with one of those being ‘fresh content’.

Back in 2011, head of Search Quality at Google, Amit Singhal, spoke of a development in the search engine’s algorithm called the ‘freshness update’. Based off their Caffeine infrastructure, it originally affected 35% of results for a searcher’s query.

The freshness update means that the algorithm views up-to date, newsworthy content as of a higher value to a searcher. Here’s an example of the results that display when you search for “UK News”:

uk news fresh content

In this guide, we’ve shared exactly how your business can create fresh content, along with how regularly reviewing and re-writing your website content can be beneficial for SEO:

What is fresh content?

As the name may suggest, fresh content is a page on your website that is re-written and made ‘fresher’. You create this content when you either add new pages to your website, such as a blog post, or edit and update existing content.

You can take a look at the existing pages on your website when creating fresh content.

Because the topic and overall theme of an evergreen page (such as service pages) doesn’t really change, you may assume that the content you have on there from three years ago is the best it can be. However, you should regularly review these pages to ensure that they’re beneficial to both your audience and a search engine.

The process of adding fresh content can be done on any page of your site. From service and contact pages to the blog post that you’ve published, simply updating and making changes to your on-site content will help to make it fresh.

How can I create fresh content?

When it comes to reviewing pages, check that the content is of substantial length. There’s not a set number of words that you should use for this type of page, but make sure that it’s long enough to give your audience an explanation of the product and convince them to purchase it.

The content on your service pages should be long enough to provide value, and will allow you more space to incorporate your keywords without sounding spammy.

Don’t forget that you can also use this method of creating fresh content as an opportunity to perform updated keyword research. This will make sure that you aren’t missing any keywords with increasing search volumes that have become popular since you initially wrote the page.

There are several changes that you can make. Amongst the most effective are:

Service or general pages

• Re-wording complicated sentences
• Changing the structure of the page and adding headings
• Inserting external and internal links to relevant sources
• Remove discontinued products
• Add more USPs to product pages

Blog posts

• Add an update to the top or bottom of the article if new information becomes available
• Change the publish date
• Remove broken outbound links or update with more up-to-date sources
• Write an entirely new blog post and redirect the old one

The benefits of creating fresh content

Whilst the effect of fresh content is hard to measure in terms of SEO value, regularly reviewing and updating the content on your website can provide you with many benefits, including:

 

More keyword opportunities

Arguably one of the biggest aspects of SEO is keywords. These are words or phrases that people search for online. Creating fresh content gives you an increased opportunity to target them.

You can do this by implementing keyword research into every blog post that you write. Think about the long-tail keywords you’d like to rank for and the search terms that people looking for information around your industry might look for. Then write blog posts around them.

Here’s a great infographic on how long-tail keywords should form part of your keyword strategy:

Credit: moz.com

Credit: moz.com

 

For example, let’s say that an air travel company sells flights to European countries. They may find long-tail keywords such as “best airports in France”; something they don’t necessarily sell but have a general interest in. They could create fresh content, such as a blog post, to target searchers of this term with the hopes that they would go on to purchase flights from them to one of the listed airports.

Building authority

When it comes to creating blog posts as part of your fresh content strategy, regularly contributing your advice will help to build your authority in your niche. This means that people visiting your site will be able to see that you know what you’re talking about and you’re knowledgeable about your industry.

Not only does building authority through fresh content help to attract an audience, it can have a direct impact on SEO. Once you’ve proven that you’re an expert in your industry, other sites will be more inclined to share and link to your blog posts.

In fact, this increased chance of building natural links has a huge effect on your SEO efforts. A search engine will view a highly linked-to page as more authoritative than one with minimal backlinks, meaning that your new page has a better chance of ranking for keywords relating to the blog post if people recognise your knowledge and link to your site from theirs.

fresh content

Better user experience

By updating the old content on your website and making it fresher, you have the chance to better the experience that a user has on your site. Recognised as one of the major influences in website rankings, you should always strive to make your business’ online presence as user-friendly as possible.

Search engines such as Google are revealing that user experience is one of the ranking factors that are used in their algorithm. After all, a search engine’s goal is to display a list of results that are most relevant and useful to the person searching for it, meaning that if your site is optimised with fresh content to give your audience a great experience, you could expect to see higher rankings.

Frequent indexing

Even though search engines have revealed that the number of indexed pages on your website doesn’t directly relate to ranking positions, having fresh content that is regularly indexed can be extremely beneficial. This is because having a larger website increases your authority whilst allowing customers to have a better user experience.

As you can see, creating fresh content for your business’ website is extremely important and if optimised correctly, you could see an improvement on your keyword rankings. To discuss how you can build an effective SEO strategy, contact our team of experts today. We’d love to help!


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