It’s an all too common mistake made by people and businesses. A mistake with devastating effects. Even the professionals- the self-proclaimed ‘Digital Marketers’ fall foul of this one. The once-and-done approach. Build a website, add the content, make it public, sit back and hope to score top place on the all-important Google search rankings. Not going to happen!
But why? Because you need regular content!
Proud website owners the world over, spend a small fortune having a beautiful website created, flying out of the traps, only to fall at the last hurdle. Unfortunately, a beautiful website without regular current content is about as much use as a chocolate teapot! Have you tried to make a cuppa in a chocolate teapot? Trust me – don’t do it!
Every post and every page gives Google traffic a new destination!
That’s right, every page and every post on your website gives you a new opportunity to receive traffic from Google. You may be surprised to learn that Google sends traffic to individual pages and not the root of your domain. Google treats each page on your site almost as if it were a site on its own. That means every page on your website can be indexed, and Google can send each page traffic if you do things right.
Regular content updates give you the chance to rank for those all-important keywords: the more content – the more keyword opportunities.
Let’s be clear if your website is about ‘metal detecting in parks’ Google isn’t going to send you traffic on how to cut a poodle’s hair. All of the content on your site needs to be closely related. It’s possible to rank keywords other than your primary target; with the proper research, you’ll be able to capture multiple different keywords. For example, you might also be able to rank for ‘how to use a metal detector at a beach.’
Google likes to see regular updates
Google prefers to send traffic to sites that are frequently updated. Of course, some information out there on the internet is timeless, and Google will send traffic to those pages regardless of when they were last updated. But in the main, the internet is home to a vast, innumerable amount of websites that have just been left idle. Google doesn’t want to produce these outdated sources of information; it wants to give its users the most current up-to-date information when they search. Having your content regularly updated will make your site prime-pickings when those bots go crawling.
More content for sharing
Does Google pay attention to social media? Oooh, it’s controversial! Some say yes, some say no, but the truth is no one really knows, and I’m pretty sure the bigwigs up at Google HQ aren’t about to spill the beans.
Wouldn’t we all like to know Google’s exact methods – the inner workings of their algorithms. Dream on! Beyond the shroud of mystery, one thing we do know with confidence is that social media is an excellent tool for building brand awareness. The more relevant content you have on your website, the more sharing opportunities you have within your social media accounts. More shares breed familiarity. The more familiar people are with your brand, the higher the likelihood they will click your URL when they see it Google’s search results.
Backlink magnet- like a babe magnet, only better!
When your website has quality content, every page can draw backlinks. The critical step for backlinks is creating content so good people feel compelled to link to it. When people link to your content, Google gives you brownie points pushing you closer to the top of those search results. Google’s no fool; don’t be tempted to enter the world of ‘toxic backlinks.’ Yeah, that’s really a thing! Backlink farms charging for poor quality backlinks on the false promises of quick SEO wins. Google’s a clever clogs; it can tell the difference between toxic and organic backlinks, so save yourself the bother and steer clear at all costs. Create the best quality content possible instead. People will find your content interesting and useful and want to talk about it, that’s where you’ll get your real backlinks.
Not everyone’s a wordsmith!
Some people are just better with words than others, and that’s ok. Perhaps you’re a person of few words, or have no time for regular content updates; in which case, it’s a good idea to have a professional lend a hand. An excellent content writer may be hard to come by, but when you find the right person that can give your brand a voice, and a little personality (or a big personality) you’re on to a good thing. You can have regular content that will command all the right attention and reap the rewards. You’ll wonder how you ever managed without.
Keep your site updated, and Google will show you plenty of love!
16th March 2021