Fresh content increases the visibility of your website.
Marketing SEO

Weekly SEO Tip: Why Fresh Content Is Essential to Your Website’s Success


Imagine going to The New York Times homepage two days in a row and finding no new articles on the site. If that happened more than once, you probably wouldn’t bother visiting the site again. In this week’s SEO tip, we’ll show you how to keep your site fresh so both readers and search engines will take notice.

Granted, The New York Times is a news site; however, the same story goes for all businesses’ websites. If visitors aren’t finding new and improved content on your site, why come back? The same goes for search engines. If you aren’t constantly pinging search engines with new content, there’s nothing to entice the spiders to crawl your site and rank your webpages higher than those of your competitors. Publishing and updating content to your site frequently means that search engines will more readily find your pages, potentially resulting in higher rankings and increased viewership.

Fresh Content Comes in Many Shapes and Sizes

When it comes to fresh content, you aren’t confined to a single type of content or one area of your website. You can publish new pages in different formats and post them to different sections of your site. If you’re looking for a quick SEO tip, try diversifying and adding several types of new content, such as SlideShares, video content, and new landing pages. These assets will lure search crawlers in and boost the number of pages you have indexed in Google and Bing. However, make sure you’re properly adding the right meta information to visual media formats, or else you might not get as much value from what you publish.

Your blog is a great place to start. You can create digestible, shareable pieces of content for your blog that constantly ping the search engines. A best practice is to publish at least one piece of content a day. There are a few formats that you should consider during the content-creation process, and this SEO tip will highlight a few.

E-Books Fuel Your Blog Strategy

Lean marketing teams have to stretch thin resources to create thought-provoking content that generates leads and attracts search engine crawlers. If you’re tasked with either creating blog content or e-books, you should know that one can often fuel the other.

Once you develop a solid base of blog posts, conglomerate relevant posts into an e-book. Conversely, you might want to start with an e-book made up of content that can be broken down into snackable blog posts. Once it is compiled, gate the content in your e-book to capture new leads. Then, you can slowly release its content on your blog. Today, there are more and more brands launching agile content marketing strategies to increase the freshness and volume of content they create and publish.

Live Social Media Feeds Attract Crawlers

In addition, having a live social media feed on your website allows your site to constantly speak with search engines. By having new tweets or Facebook posts consistently updating on your homepage or relevant webpage, search engines will understand the new, valuable information that you’re putting out and will likely want to crawl to your site.

Press Passes the Search Engine Test

In conjunction with social media updates, a press section is another good outlet to post fresh content. Updating your site with content about your company and employees helps consumers understand what’s happening within your business and industry. Similarly, search engines view the new pages as new content, which will boost your page rank.

The goal of all search engines is to serve customers with the most relevant information on the Web. By updating your website with fresh content, search engines and your customers will learn to value your site as a trusted source.

Did you enjoy this SEO tip? Visit the Content Standard every Friday for a new post about how to drive your SEO strategy with original content.

Recommended for you