With Google’s latest algorithm update and its continuing strategy to deliver to users the highest quality content, effective content marketing strategies are becoming more and more important for websites.
In recent news, Google announced that fresh content would affect its algorithms in up to 35% of searches. The “freshness” update will bring to the top of the results those websites that have released the newest content. For example, when searching for a sports team, the latest sports scores will most likely round the top of the results.
According to Google head of Search Quality, Amit Singhal, “Different searches have different freshness needs. This algorithmic improvement is designed to better understand how to differentiate between these kinds of searches and the level of freshness you need, and make sure you get the most up to the minute answers.”
Though the update won’t affect 100% of search results, it demonstrates Google’s incessant dedication to force websites to produce the most valuable content. Past updates paid homage to fresh content but only in 17.5% of searches. This latest algorithm update doubled that number.
How can you keep an ongoing supply of content out there on the web?
Search Engine Watch listed some types of content that are important avenues for businesses to leverage not only for the sake of pleasing Google in the interim, but also for creating a long-term content marketing strategy that will outlast algorithm changes.
- Social Media – One can’t help but see how social media is rapidly becoming a major internet force. Social media is more than simply incorporating Facebook and Twitter into the mix. Blogs are a very powerful platform because they are the perfect place to submit fresh content. Google loves blogs and now we can see why. Writing fresh content signals to Google that you care about supplying your audience with valuable, up-to-date information. Furthermore, great content garners more interaction which can also work in your favor.
- Press Releases – Many companies think that press releases are only applicable on rare occasions, but this simply is not true. A press release can become a monthly strategy and provide news about everything from a website redesign to new product additions. For maximum SEO value, use relevant keywords.
- User Generated Content – This type of content is harder to control, but it can still be classified as fresh content. Involve your customers with reviews for your company and your products and remember that Facebook posts can also be indexed in the search engines.
Bottom line: Google is making it harder for people to “shortcut” their way to higher rankings. Those that work harder at releasing valuable and useful content to the public have a better chance at enjoying longstanding rankings in the search engines.