Every business wants to be listed at the top of Google, preferably without having to pay for ads - there are different actions you can take to improve your rankings and one such action is to regularly post new content on your website.
We’ve created this two-part mini-series to explore this in depth. In this first article we’ll explain why posting new content regularly on your website improves your search engine ranking. Then in the next article we’ll provide some practical ideas for content you could create for your own website that will help boost your SEO.
Search Engine Optimisation (SEO) is all about ranking highly on search indexes, which means that when customers search words relevant to your business you appear higher than your competition. Having a website is a great start, but just because it exists doesn’t mean that your site will be listed at the top of search engines straight away.
The aim for search engines, such as Google, is to provide the most relevant websites to its users and they do this by using algorithms to calculate what websites should be listed in their rankings. Using SEO best practices it is possible to positively influence a search engine's algorithm to improve a website's ranking.
Why do we care about SEO? Well, by Increasing your ranking on a search engine it allows your business to have more visibility online. After all, the first thing most of us do when we are searching for a product or service is to type it into a search engine like Google. Therefore, improving your website’s SEO is an effective way of driving traffic to your website to reach more customers.
There are different dimensions to improving SEO, and the regular creation of new, high quality content is a key aspect to working your way up the search engine rankings . In fact, it’s so important that content marketing is a valid marketing strategy that focuses solely on creating and distributing content to attract an audience and drive them to take profitable action.
Posting new content helps in several ways:
Keyword optimisation refers to researching and defining what words relate most to your business in the context of search terms and then ensuring those keywords are used throughout your site. Every instance of new content presents an opportunity of utilising those keywords, which search engines will analyse and react upon.
The process of getting other websites to link back to your own website is called “Link Building.” The more external sources that link to your website the higher quality your website will appear to search engines. If you create new content regularly it will help build your brand and increase your authority within your industry. It will subsequently present occasions where your site can be linked to through social media and other external sites thus building your websites credibility and boosting your SEO.
Search engines will use web crawlers to help them index websites. These crawlers will regularly visit your website and explore each individual page - paying special attention to the creation of any new pages. Creating fresh content, and therefore adding another page to your website’s directory will cause your site to be re-indexed by search engines and potentially increase your ranking.
We mentioned earlier that creating new content can help increase your authority within the industry. What this can mean is that you build an audience that continually returns to your site to stay up to date with the content you post. This is known as organic traffic and is great for improving SEO as people are searching for your website on their own as opposed to finding your website through ads.
Hopefully this article has clarified why it is important to include new content in your website in order to boost your SEO and reach the top of search engine rankings. In Part 2, we’ll provide some examples of types of content that you can create and update on your own site to help improve SEO.