Google has announced that its latest algorithm tweak emphasizes freshness in certain searches where the latest reliable content would be most relevant. Of course, this has everyone pondering how to give their content that new car smell.
Keeping your content fresh is an obvious move but the adage about the importance of “being in the right place at the right time” is true here. Search channels with the fresh factor include news, social media, blog and video. Content in these channels is crawled much more frequently than web pages.
A new blog post can be crawled within minutes while traditional web content is crawled perhaps weekly and sometimes less often. Today, winning at search involves not just optimizing content but also getting content into the right channels.
Take stock of the search results being displayed for your target keywords. If you notice blogs, images, video, social sites in the results, it’s imperative that you develop a plan to extend optimized content into those channels.
How to add freshness to your web content
- Target timely keywords. Add some depth to your target keyword list by researching hot trends and identifying keywords in your list which have a time factor. Develop a content plan for these keywords which includes content in the freshest channels. Look for hooks to current events and trends. Don’t forget tools such as Google trends or Google Insights for Search to spot rising keywords in a particular topic.
- Bring in social media elements. Use social voting icons (Facebook Likes and Google +1) to give your web pages and blog posts votes for real-time quality signals. Leverage your profiles on Twitter, Facebook and LinkedIn to call attention to your great content and encourage those votes and sharing.
- Blog consistently. A blog can be a great vehicle for those timely topics. Attaching a blog to your domain and blogging regularly is one way to keep the search engines interested in your content. Promote your blog posts via social channels to get quick pick up by the engines.
- Add video.You should already be developing video for any keywords that Google returns video results, but you should also develop video around hot or trendy topics as well as coverage of events in your industry. Don’t forget to link to relevant text based content on your website, blog, news or social channels to build synergy and send traffic between channels.
- Leverage News. If your business can generate industry news, this channel should be a major focus. Getting your news feed picked up by news search engines is not likely for most brands and websites. But don’t be discouraged if you are not a news source. Instead, leverage optimized press releases syndicated through existing news channels such as PRWeb. Use good SEO practices on your news releases and link to appropriate resources on your web, blog and social channels.
All five of these tips require not just effort, but consistent application. Keep in mind, though, that freshness will sell not just Google but also your visitors.