As noted last week, Google's new system for indexing and delivering fresh content online, Caffeine, went live on June 8th. Before Caffeine, Google used to update their index every few weeks, now it is pretty close to real time, as shown in my last post about Caffeine.
For websites who continually update their content on a regular basis, this is fabulous news. Because Google is updating their index in real time, they are always going to be looking for the freshest, most relevant content for any given search phrase.
What does this mean for website owners who are not updating their content on a regular basis? It means that over time, you just might find your site is getting replaced in the SERPs by those websites that do have a steady stream of content that they are publishing every day or every few days.
So, the biggest concern website owners have about Caffeine is how they are going to keep fresh content flowing to their website on a regular basis. I mean, it's hard work to write fresh content each day around some topics like log homes, barns, or drawer slides.
If you have an SEO company to help you, this job is much easier. They should be willing to generate fresh, new content for you, or at the very least, provide a road map that will show you how to do it yourself. If you choose to do this yourself, you should spend some time finding a great, SEO friendly, content management system such as Wordpress. This will allow you to quickly and easily add new content to your website as often as you wish.
It is also important to remember that Google and the other engines also index social media sites that you should be adding content to on a regular basis. Facebook, Twitter, YouTube, and others are great examples of sites that rank well in the SERPs. By adding content to these sites frequently, you can use their authority and credibility to start ranking well for the terms your potential customers are searching for. Then, through your profiles on these sites, you can funnel that search traffic to your website.
If you need some help getting started, here are some ways to keep adding new and refreshing content to your website and other social properties.
- Blog, Blog, Blog - Blog every single day if at all possible.
- Write and submit legitimate press releases.
- Set up a Facebook page and link to it from the home page of your website. Invite your visitors to become a fan, now known as "Like" and add content on a regular basis.
- Set up a Twitter account and start tweeting like a mad man!
- Grab a Flip HD camera, or any video camera of choice, start shooting video about your products or services and load them up on your YouTube account.
- Post pictures about your company on Flickr. You can add pictures of your employees, parties, corporate offices, products, or anything related to your company or industry.
I'm sure you get the picture.
One important thing to remember when trying to rank well in the SERPs is, that even if you are publishing content to your site on a regular basis, there is still going to be the competition factor. If the content you are creating is of poor quality or is super boring, someone else might be producing content that is high quality and exciting. This content will always deserve to rank higher and most likely will. So don't be tempted to just add a bunch of nonsense to your site just to get the freshness factor, you should always build content with the end user in mind. Doing so will not only help you rank well, but help convert your visitors once they reach your website.