Dynamic, consistently refreshed web content makes for good SEO. That’s no secret. In the last year or so, Google has shown a strong bias towards ‘hyper-fresh’ (i.e. hot-off-the-press) content in the Search Engine Results Pages (SERPs for us SEO nerds). Of course, many a savvy marketer has caught on, thus the recent focus on content marketing. Content is still king, and long live content! Now, how can you take advantage and give Google (and your audience) what they really want? I came across an enlightening video from SEO MOZ on this very topic. In his whiteboard-Friday style, Rand Fishkin, SEO enthusiast, explains how to use content to its full advantage without risking penalties with Google. Have a gander (below):
If you’d like to read the full article, you can find it on SEO MOZ here. If you’re in a rush, here are a few highlights:
SEO Tip #1: Update/Refresh Old Content:
Rand says ‘If you have some old content, consider an update.’ Good idea! Many of us can relate to this, I’m sure. Most of us have some older content hanging around on our blogs collecting dust. While this content may be a bit outdated, it could also target valuable keywords (hence why you haven’t ditched it altogether). Over time, your rankings can fall. It happens. Maybe you were in the top three or four results on Google last month, and now you’re in the bottom half of the top ten results, or even (gasp!), on page two or three. Here’s a simple solution: Take that outdated blog post and add some fresh and recent insight to bring it up to date and breathe new life into it. You’ll need to consider whether you’ll keep the content on its original URL, or whether you’ll re-post and do a 301 re-direct. Make sure that your recycled content isn’t too similar to the older version. Remember, you’re trying to add more value and insight. And there’s no need to post the same content over and over again. This won’t win you brownie points with your visitors OR Google.
SEO Tip #2: Create a Series Around Ranking Terms:
Rand says “If there are some hyper-valuable keywords that are consistently showing fresh results, maybe it’s time for a regularly updated series.” What a great idea! There are lots of columnists who do syndication, or will write a weekly/monthly column on a particular topic. What a perfect opportunity for you to deliver valuable and high-ranking content on a consistent basis.
There you have it, folks, a few SEO strategy tid-bits to store in your online marketing tickle-trunk. Thoughts? Opinions? Over to you.
About The Author
Content brought to you by Tanya Roberts, a Vancouver-based online marketing consultant that specializes in slick content strategy to rock your website traffic, build your brand, gain leads, and increase sales. Tanya is an experienced marketer, copywriter/editor, freelance writer, internet/online marketing consultant, and social media specialist. You can also find Tanya on Google Plus. Results matter; here are a few of mine.