Content must be fresh, unique, information-rich, valuable, and engaging. Sounds like a cliché, right? But, it is of utmost importance that you should publish high-quality articles consistently. Perhaps, you haven’t digested the reasons content should be like this for always. Here are the reasons why fresh content is critical.
Importance of fresh content
1) Frequent indexing
While Google allocates a crawl budget or a specific time to crawl a website, more web pages could mean more frequent indexing. Sites that add new content receive a higher freshness score. For instance, if the Googlebot crawls a website and no new content has been published since the previous crawl, it will increase the time between the current and the next indexing. It will decrease the interval between crawl times if you keep on publishing fresh content. Thus, the more you publish new content, the more frequent the indexing will be.
2) Higher ranking
Frequent indexing doesn’t necessarily mean higher rankings. However, with each index, it means finding new opportunities to rank higher because Google will rearrange your positions in the search engine results page (SERP) based on its assessment of new content. Bear in mind, however, that the quantity of published content is not the search engine’s deciding factor here, but the quality of each published content. Google may penalize your website if you keep on producing low-quality, keyword-stuffed pieces of content.
3) More keywords
Speaking of keywords, writing, publishing, and distributing content present themselves as an opportunity to put as many keywords to your website as possible. The rule of thumb is one keyword per page and perhaps, two to three variations of such general keyword. Whether Google will admit it or not, keywords are still one of the most important ranking factors.
A properly optimized website, that is with a keyword or keyphrase on the title tag, headings, and meta description, among other places, will rank better than those websites that are not optimized. With each new content you publish, it is an opportunity to optimize the entire website better. Incorporating valuable keywords also mean helping Google and other search engines to recognize the website as a site that provides relevant and helpful information to the readers.
Just a word of caution. While keywords are an important aspect of any search engine optimization (SEO) strategy, the entire content marketing efforts must not solely rely on such. Google is after high-quality content; it’s a fact that needs emphasis throughout. As such, never write your content around a specific keyword. Write around what your readers need and want to know. Write the pieces of content in the most natural way possible. If possible, put your keyword in the title tag, headings, and meta description.
4) Increased authority
Authority is a big word in digital marketing. The goal is to become an authority website. One way to do this is to live by the saying “content is king.” Put simply, publishing informative and valuable content on a consistent basis means broadening the opportunity to become an authority site. Whether you are working on a niche website or not, the premise is producing great content that will win the trust of your audience.
On another end, you should be publishing content on your website, but building authority around it should happen on social media. The goal is to build a community of readers through top quality, share-worthy content.
A website is a living and breathing entity, and one aspect that sustains it is through bringing out fresh, highly-informative content on a regular basis. These relevant and unique content are what will separate your website from the others, from the eyes of Google, at least. Thus, treat it the way it should be treated, letting your readers grow with your website.