Fresh content is important. Simple statement. But it is. Yet don't think of content purely in the traditional sense.
By that I mean when someone mentions content in the context of a website, most would think of a blog post or some other written type of article. Though it could mean video, photos, et al.
To learn more about content marketing please read the appropriately named article Content Marketing.
So what's so important about freshness? What if your site is optimized with insanely good content. I mean the best there ever was.
Written so concise and articulate that one read and your audience are experts on the subject. Shouldn't that be sufficient?
No. Not at all. Because after a few months of visiting that site, there is zero reason to re-visit.
Everything's been read. Nothing has been added. It's stale. Like a loaf of bread beyond it's expiration date. Who wants to buy it?
Thinking Beyond Traditional Content
When it comes to content, in the eyes of Google and search, they are looking not just at written posts, but overall changes.
Are sitemaps for example showing new pages. Are crawl errors, 404 errors and more being fixed? These are signs of fresh content. Please read Search Terminology for more.
If so, then Google sees that as a sign of freshness. Someone is improving the usability of the site. Not only can Google index and read the site easier, but users are likely benefiting from a better experience.
And if you want to please Google, forget about them. Focus on your users. Because if you focus on doing what's best for visitors, Google will pick up on that. To them traffic will be the tell.
Let's bring this conversation back to what I originally intended. Apologies for the two word delay.
We have one client in particular right now who is experiencing a lot of indexing by Google. More than they had previously.
Who cares about indexing right? I do. The customer does. As soon as we notice opportunities to improve, we can implement those changes and in short order see them in search.
A homepage meta description for example is changed and within two days Google picks it up and includes it in search.
Google Doesn't Have To Do Anything
Google can do whatever they want. They may see efforts to influence how they present your results in search. But at the end of the day, they may feel your meta description is not accurate and create one themselves.
But if you make an effort to improve the site, like noted above, with constant changes to the sitemap, their roadmap if you will. Then Google will likely index your site more frequent.
To determine whether those changes are worthy of knowing about. And most importantly, worthy of presenting to their users.
Those trying to navigate through the nearly one billion websites currently online.
Thanks In Advance
Next time you sign an email or note, considering signing "Thanks In Advance." Apparently it will increase response rates by 38.3% versus it's runner up, "Thanks" at 32.6%. Stat and below image courtesy of Moz.
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