Contents must be fresh, unique, information-rich, valuable, and engaging. Sounds like a cliché, right? But, it is of utmost important that you should publish high-quality articles consistently. Perhaps, you haven’t digested the reasons contents should be like this for always. Here are why fresh contents are critical.
1) Frequent indexing
While Google allocates a crawl budget or a specific time to crawl a website, more web pages could mean more frequent indexing. Websites that add new contents receive a higher freshness score. For instance, if the Googlebot crawls a website and no new contents have been published since the previous crawl, it will increase the time between the current and the next indexing. It will decrease such a time if new information is published. Thus, the more you publish new contents, the more frequent the indexing will be.
2) Higher ranking
Frequent indexing doesn’t necessarily mean higher rankings. However, with each index, it means finding new opportunities to rank higher because Google will rearrange your positions in the search engine results page (SERP) based on its assessment of new contents. Bear in mind, however, that the quantity of published contents is not the search engine’s deciding factor here, but the quality of each published content. Your website will only be penalized by Google if you keep on producing low-quality, keyword stuffed contents.
3) More keywords
Speaking of keywords, writing, publishing, and distributing contents present themselves as an opportunity to put as many keywords to your website as possible. The rule of thumb is one keyword per page and perhaps, two to three variations of such general keyword. Whether Google will admit it or not, keywords are still one of the most important ranking factors. A properly optimized website, that is a keyword or keyphrase in the title tag, headings, and meta description among other places will rank better than those websites that are not optimized. With each new content you publish, it is an opportunity to better optimize the entire website. Incorporating valuable keywords also mean helping Google and other search engines to recognize the website as a site that provides relevant and helpful information to the readers.
Just a word of caution. While keywords are an important aspect of any search engine optimization (SEO) strategy, the entire content marketing efforts must not solely rely on such. Google is after high-quality contents; it’s a fact that cannot be emphasized enough. As such, never write your contents around a specific keyword. Write around what your readers need and want to know. Contents must be written in the most natural way possible. If possible, put your keyword in the title tag, headings, and meta description.
4) Increased authority
Authority is a big word in digital marketing. The goal is to become an authority website. One way to do this is through living by the saying “content is king.” Put simply, publishing informative and valuable contents on a consistent basis means broadening the opportunity to become an authority site. Whether you are working on a niche website or not, the premise is producing great contents that will win the trust of your audience. On another end, you should be publishing contents on your website, but building authority around it should happen on social media. The goal is to build a community of readers through top quality, share-worthy contents.
A website is a living and breathing entity, and one aspect that sustains it is through bringing out fresh, highly-informative contents on a regular basis. These relevant and unique contents are what will separate your website from the others, from the eyes of Google, at least. Thus, treat it the way it should be treated, letting your readers grow with your website.