It seems like whenever a company manages to put together the optimal website for search engine rankings, Google goes and changes its algorithm again. In response, companies change the focus of their websites, which helps them maintain their search engine rankings. With the new Google algorithms that focus on fresh content, blogging on a regular basis has become a common SEO strategy. Let’s look into why Google’s changes point to blogging as a solution.
Fresh Content Places Higher
Beginning on November 3, 2011, the Google Panda algorithm was updated to incorporate a “freshness factor” when ranking search results. This portion of the algorithm determines whether the search engine user is likely to be looking for recent content, and if so, prioritizes pages that have been published more recently.
Although the update won’t necessarily penalize your website if you don’t update it regularly, it does reward sites with regular updates. Therefore, if your competitors are updating their sites more than you are, they are more likely to appear above you in the search rankings. Any business that benefits from search traffic knows that ranking near the top and getting searchers to click on your page is one of the keys to building business.
One way to update your site and improve its ranking would be to rewrite the pages of the site regularly. But that would be silly, time consuming, and probably wouldn’t help much unless you were significantly changing the content. Plus, it would force you to delete things you had worked hard to write, removing any effect they have in your search rankings.
Therefore, the approach many companies have taken is to integrate a blog into their main website, using content management systems or HTML. By updating the blog with new posts on a regular basis, the company benefits from increased search engine rankings that bring people to the site.
Quality Content Matters
In the midst of the concerns about improving your freshness factor, you can’t forget about the initial Google Panda changes, which were designed to weed out low-quality content and reward websites that offer content that people love reading. When blogging, companies can’t just write blog posts off the top of their head and expect to get rewarded in search results. Instead, they have to come up with compelling, high-quality blog posts to win both the freshness factor and the stamp of approval for quality content.
To benefit most from the Google Panda changes, the topics on the blog should be trending ones that people are searching for, not necessarily evergreen information about what the company does. Therefore, companies are starting to blog about trends in their industries or news that affects them, not just the ideas that drive their business.
Next time you see a company blog, consider it in light of the Google Panda changes. Is it doing a good job of providing fresh, high-quality content? If so, it’s probably having a positive effect on that company’s website traffic.
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