So what are the SEO benefits of regularly adding new content to your website?
Well, if you have put in a lot of time, energy and monetary resources into building your website that will effectively represent your business then you’ll want to make sure it’s being found by your target audience right?
So that means you’ll want to ensure that your site works properly, has an attractive design, offers helpful information, moves visitors through a buying process, and is optimized for search engines.
Your website is a living, breathing entity on the internet. Every update you make to your website once it is “live” on the internet plays a part in its interaction with visitors, customers, and the powerful search engines.
However, a static website without updates of any kind may be viewed by search engines as a “dead” entity – with no life and nothing new to offer.
Thankfully, your frequently updated website offers search engines a haven for fresh content and sources of new information for their search requests.
Simply put, if you update your website often with high quality content, search engines and your clients will love you for it.
Besides just giving your customers updated content, updating your content frequently has a lot of SEO benefits.
So let’s explore five of those, shall we?
1. The Page Will Be Indexed More Often
Don’t confuse this phrase with the thinking that fresh content will give you higher indexing. That may not be the case. Adding content to your website sends a signal to search engines that you have new information that needs to be indexed within their systems.
Getting this attention can be done in a variety of ways, including posting a blog, publishing a new page, updating an outdated page, or expanding one that may be lacking details.
The more frequently you update your website with articles, downloads, and new web pages, the more frequently a search engine will stop by to visit your website.
When search engines look at your site more frequently, you have the opportunity to achieve higher rankings based on the content you provide. Google tends to favor pages that have fresh content because they’re deemed more up-to-date and relevant.
Search engines use web crawlers (a.k.a robots, bots, or “Googlebots”), which are simply high-tech programs that scan the internet for websites. The web crawler “indexes” a site based upon a number of algorithmic factors determined by the search engine company.
A site may be indexed based upon a combination of the number of incoming links to the site, the number and type of subject keywords used, and how often a site is updated. Every time you make an update to your website, the search engine takes notice and re-arranges your site’s ranking.
Thus, if you want to increase the chances of your website getting a higher ranking, update the content frequently so that a search engine will reassess your position on its index.
Bear in mind, more content is not the key here, quality is. So, yes, it is a good idea to update frequently, but keep your content’s standards high. If you blast your page with a ton of low quality articles stuffed with keywords, you are going to be penalized.
2. A Higher Chance of Ranking for Search Terms
By refreshing your site’s content, you have a better chance of ranking for different search terms. This doesn’t necessarily mean an update will definitely cause you to rank higher. However, by adding new content that triggers your website to be indexed, you are creating more opportunities to show up in search results, which could cause your traffic to increase.
Blogs are a great tool to achieve this goal, since they are built-in streams of updates. Refreshing the core pages of your website is also an ideal tactic, as these pages typically hold the most value.
3. More Content, More Keywords
When you publish new content, you present yet more opportunities for your site to contain more keywords. Keywords are high on the algorithm chart for search engine indexing and ranking.
Frequently added content, such as blog or article postings, allows you to optimize the article with pertinent keywords that can attract visitors to your site.
For instance, if you run an insurance quote website and update four to five times a week with new articles, you can focus each article on a different aspect of insurance, such as “automobile liability insurance” or “universal life insurance.”
Each time you add a new article, you incorporate valuable keywords that help a search engine recognize your website as some place searchers can visit for their specific insurance needs.
Now, you have to remember that with the algorithm updates, Google does not base a ton of weight on how many keywords your website has. Google is looking at top quality content, rather than keyword-stuffed poor quality content when it indexes a site.
Yes, keywords are still a part of your SEO strategy, but you cannot build your entire SEO campaign around a keyword or keyword phrase any longer. Instead, create quality content that yes, has your keywords within it, but only if they are naturally in place.
In other words, write content that answers a questions, explains how to do something for the reader or provides quality information that they want.
Do not write content around a keyword; write it around what the reader wants. Use your Meta tags, title tags and descriptions for your keywords, but leave the content in a more natural state.
Related reading: How to use content to market your niche website
4. Fresh Content Increases Your Authority Potential
All webmasters strive to become the industry “authority” in Google’s eyes. The predominant strategy to becoming an authority site is by abiding by the SEO adage, “content is king.” The more informative, valuable content you can publish that pertains to your industry, the greater authority potential your website enjoys.
In addition, if you review your competitors’ websites, you will quickly find that the authority sites in your industry have tens of thousands of pages indexed by Google, who also measures relevance by site saturation. The more valuable content you publish, the better your chances of becoming an authority site.
The power of frequent publishing
Furthering this endeavor, frequently publishing industry news updates is another solid strategy in becoming an authority site. Each time you update your website with a news story, another page is created and indexed by Google.
The more you write on a particular topic, as long as the content is great, you become a stronger authority and people begin to trust what you say. The more they trust you, the more likely they are to purchase from you. Social media platforms are a great place to begin building authority on a topic.
It’s worth noting that, whilst you can use software to rewrite your articles (and it can save you a lot of time), manual article rewriting is super important for ranking on Google.
How to build loyalty with your target audience
Answering questions on forums, posting valuable in-depth articles on your blog or just commenting something worthwhile on other’s blogs can build your reputation and gain you the authority you need in your industry.
If you consistently write top quality content, users will become loyal. Loyalty is something you cannot buy, so even the small business owners have a chance to compete with the big dogs of their industry.
5. Make Google happy
Fresh content may influence google ranking in one or several of many ways. The freshness of your content may be determined by google in one of the various ways.
1. Freshness by inception date
Initially, a web page can be given a “freshness” score based on its inception date, which decays over time. This freshness score may boost a piece of content for certain search queries, but degrades as the content becomes older.
The inception date is often when Google first becomes aware of the document, such as when Googlebots first index a document or discovers a link to it.
2. The rate of document change: How often
Content that changes more often is scored differently than content that only changes every few years.
For example, consider the homepage of the New York Times, which updates every day and has a high degree of change.
3. Rate of new link growth signals freshness
Not all freshness signals are restricted to the page itself. Many external signals can also indicate freshness as well, oftentimes with powerful results.
If a webpage sees an increase in its link growth rate, this could indicate a signal of relevance to search engines. For example, if folks start linking to your personal website because you’re about to get married, your site could be deemed more relevant and fresh (as far as this current event goes.)
4. Changes in anchor text may devalue links
If the subject of a web page changes dramatically over time, it makes sense that any new anchor text pointing to the page will change as well.
For example, if you buy a domain about racing cars, then change the format to content about baking, over time your new incoming anchor text will shift from cars to cookies.
In this instance, Google might determine that your site has changed so much that the old anchor text is now stale (the opposite of fresh) and devalue those older links entirely.
5. New page creation
Instead of revising individual pages, fresh websites often add completely new pages over time. (This is the case with most blogs.) Websites that add new pages at a higher rate may earn a higher freshness score than sites that add content less frequently.
As you can see there are multiple SEO benefits of regularly adding new content to your website. Your next step is to write down a list of content topics, and then get to work creating that content!
Now if you want to speed up the process you might want to choose the best article spinner to generate multiple articles quickly AND then manually re-write those articles to add the human touch and avoid penalties by search engines.