Small Business SEO Tips 2019 - Part 3 - Google began its "freshness rating" way back in 2010, and has tweaked it ever since. Bottom line - Fresh content increases overall SEO.
Small Business SEO Tips 2019 - Part 3 - Website Freshness
This is the 3rd of a 5 part series on small business SEO best practices and tips in 2019, and how utilizing these can bring life to your online presence. These are generally referred to as Google Best Practices. And it’s what O2 Real does for clients, day in and day out.
Small Business SEO Tips 2019
In 2019 we take a look at;
When Google announced an algorithm change on November 3, 2011, impacting ~35 percent of total searches, focusing on providing the user with ‘fresher, more recent search results‘, the SEO industry and content marketers alike stood up and took notice.
And to this day...even "mobilegeddon", (the 2015 update that gave priority to websites that display well on smartphones and other mobile devices) affected only 21% of searches.
It was the biggest update ever.
Due to the nature of the update being an overarching positive change; one rewarding content creators, fresh, & relevant with many bigger brands investing in content, the initial reaction was tied towards analysis of the change and the logical nature of the update.
And thus, began the continuing benefits of "Content Marketing".
Content marketing draws potential customers from Google searches and Social Media to your website.
Here are 5 Reasons to Keep your Website "Fresh" via Content Marketing.
Small Business SEO Tips 2019 - Part 3 - Website Freshness - Content and Keywords
More Content Means More Keywords
Keywords are the bedrock of any SEO effort. When you publish new content, you present yet more opportunities for your site to contain more keywords. Keywords are high on the algorithm chart for search engine indexing and ranking. Frequently added content, such as blog or news/ update postings, allows you to optimize the article with pertinent keywords that can attract visitors to your site. Visitors that are searching for solutions that contain that keyword phrase.
In other words. "likely" buyers of your products or services.
While keywords are an important part of your SEO strategy, you cannot build your entire SEO campaign around a keyword or keyword long tail phrase, and little else. Instead, you need to create quality content while having your keywords within it, naturally in place. In other words, you need to write content that answers a question, explains how to do something for the reader or provides quality information that they are looking for. Do not write content around a keyword; write it around what the reader wants. Use your meta tags, snippet, title tags, H1, H2 and H3, alt info and descriptions for your keywords, but leave the content in a more natural state.
Keyword Stuffing Puts Off Visitors and Can Cause Google Penalties.
Lastly, for this to work, every "post" to your site has to be on it's own page with it's own unique URL. This is the ONLY way you can appear in Google searches outside of your home page.
Small Business SEO Tips 2019 - Part 3 - Website Freshness - Google Comes Knocking
Google handles 92% of searches across all devices. Nothing against Bing, but we do what Google says to do.
Search engines use web crawlers (a.k.a robots, spiders and bots, or “Googlebots”), which are simply high-tech programs that scan the internet for web pages. That's right...Google indexes pages not "websites". The web bot “indexes” a page based upon a number of algorithmic factors determined by Google.
On it's own blog, Google frequently expresses its love for websites that update, well, frequently. You can take this as a sure sign that you should add fresh content to your website as often as you can.
A site that adds a unique page once a day, or at least two to three times a week, is considered a frequently updated site. The “Googlebot” that crawls the web is constantly searching for web pages that are new or updated and then adds the fresh content to the Google index. If you update your content often with valuable information that is relevant to your industry, then you have a better chance of Google ranking your main site higher with each update, as well as each new page, getting it's own listing in the search results.
Small Business SEO Tips 2019 - Part 3 - Content Builds Authority.
Yes. Among the hundreds of things Google uses to determine where your "new page" appears in the Google Search Engine Results Pages (SERP) is your "Authority" Score.
It should come as no surprise that the more content you have on your site, the higher your Authority Score.
The more informative, valuable content you publish that pertains to your industry - the greater authority potential your website enjoys.
Google never discloses much, but it's likely that the authority score is based on several factors. If you look at those factors, you’ll notice two trends - technical SEO and content marketing. These are two of the most important themes to follow when improving the authority quality of your website.
Make sure your website is optimized for both the user and search engines by focusing on good content and good technical SEO. Create engaging, quality content that’s easily shareable by your audience. Engage Google SEO Best Practices. Follow these steps and your domain authority will increase over time.
In layman's terms - The more pages you publish, the more Google likes you.
Small Business SEO Tips 2019 - Part 3 - Fresh Content And Happy Visitors
One aspect that Google measures is dwell time and bounce rate.
Dwell time measures how long a visitor stays on a page, while bounce rate measures how many go immediately back to the SERP (Search Engine Results Pages).
It should not surprise you that if you are publishing relevant, engaging content, your visitors will stay on the site. And Google takes note of that.
From another perspective, consider yourself as a visitor. What would you think if the last update to your website was 2011? Does that business want my business? Is it even still open????
The more information a potential customer can access, the more likely he or she will be able to make an informed decision to purchase.
Small Business SEO Tips 2019 - Part 3 - Fresh Content and CTR
Instead of revising individual pages, fresh websites often add completely new pages over time. (This is the case with most blogs.) Websites that add new pages at a higher rate may earn a higher freshness score than sites that add content less frequently.
This creates a new URL listing in Google. Now....pay attention.
If it's relevant information written clearly, the more people "Click" (or increasingly touch) the link to your site increases your CTR or Click Through Rate. The more clicks you have on that URL, two things happen.
That individual listing rises in the rankings and your main domain rises as well.
When Google presents a list of search results to users, the results the users choose and how much time they spend on each one can be used as an indicator of freshness and relevance.
For example, if users consistently click a search result (CTR) further down the list, and they spend much more time engaged with that page than the other results, this may mean the result is more fresh and relevant.
Or as Google puts it "If a document is returned for a certain query and over time, or within a given time window, users spend either more or less time on average on the document given the same or similar query, then this may be used as an indication that the document is fresh or stale, respectively."
Small Business SEO Tips 2019 - Part 3 - Website Freshness - Summary
Make sure your website is optimized for both the user and search engines by focusing on good content and good technical SEO. Create engaging, quality content that’s easily shareable by your audience. Engage Google SEO Best Practices.