Keeping your content fresh and updated – both in your social media and on your website – is KEY to keeping customers visiting you again on the web, and better search results.
Here’s a few reasons why:
- Google measures your website for freshness, then scores each page according to the type of search query.
- Search engines can score regularly updated content for freshness in comparison to content that might not change over time. In this case, the amount of change on your webpage plays a role.
- Instead of revising individual pages, websites add completely new pages over time. This is the case with most blogs. Websites that add new posts or pages at a higher rate may earn a higher freshness score than sites that add content less frequently.Some insist that you should add up to 30% new pages/or posts to your site every year! This provides the opportunity to create fresh, relevant content, and gives you the opportunity to revise old content that might need attention.
- If content on your site is outdated, people will spend less time on your site. Google picks up on this user behavior and scores your content accordingly.
- Make sure links on your site are updated and not broken. Sometimes old links are no longer available, so it’s important to keep links accurate and fresh too.
- Older pages and posts still sometimes win Search Results. If an older, more authoritative webpage is still legitimate information, it may result first, cause it may still be the best result for that search query.
The goal of a search engine is to return the most relevant results to users. For your part, this requires an honest assessment of your own content. What part of your site would benefit most from freshness?
Even if its old content, great content that continually answers a user’s query may remain fresh forever.
So keep it fresh people!