March 16, 2018 by Will Badenhausen

The Importance of Keeping Your Content Fresh

A massive amount of data is added to Google’s search network every day. Since there’s no way to truly review all this content, Google has an algorithm in place to prioritize recent or updated posts—“fresh” posts—above older content in user searches. Google’s Freshness algorithm continually challenges marketers to keep updating and adding new content. At Redirect, we are firm believers that new content is a must for any company.

Think of your content like produce at the supermarket. You can’t just leave the same old fruit on display for months and expect people to buy it. Every couple of days, you have to rotate in fresh produce. The same fruit is still being sold, just like you’re still focusing on your brand’s core messaging, but it’s a newer and fresher version.

Here are some best practices for keeping your website content fresh:

1. Create new content regularly

New content will always be the most important aspect of keeping your website ranking well on the Google Search Engine.

2. When Updating Existing Content, Make Sure To Focus On Core Content

It’s not enough to simply update a sentence or change a footer link. When updating existing content, focus on the core messaging and edit with that in mind. If you update a link, update the text that talks about the link. If you add more important content to an existing page, think about updating the title too.

3. Steady Growth is Always Better than Inconsistent Growth

It’s better to add content on a regular basis than to add a ton of content all at once and then ignore your site for months.

4. Respect You Website’s Analytics Data

If your goal is to have people click through to visit your website, create content that has generated engagement in the past.

5. Use Your New Content To Create Even More Content

A new blog post can easily be shortened and turned into an email or split apart into multiple social media posts. In the end, creating new content has no real downside.