SEO professionals are forever extolling the virtues of fresh content when it comes to improving the ranking of a site within search engines. The reason for this is simple, indexing of pages or, more importantly, the frequent indexing of your pages.
Whenever we update a website we give search engine crawlers fresh information to index. The more they visit your site, the greater your chances of improving your ranking for the all-important keywords on each individual pages. By improving linking structure, both externally and internally, we provide an easier passage for the spiders to crawl a site all of which goes to improve your ranking opportunities.
Whilst it is hugely important to build strength and relevance through inbound links, it is also key that you are selfish when it comes to the Googlebot. The more time the spiders spend on your site and the more reasons they have to visit it, the better your chances of gaining new rankings whilst developing those vital existing ones too. By gaining their attention and showing that you are a authoritative website you can also encourage the search engines to index your pages quicker, which will all work in your favour when it comes to future SEO and site developments.
Adding content doesn’t mean that you have to edit all of your existing static copy or add any pages that are surplus to requirements. Whilst larger websites invariably have more pages to rank for and can be strengthened accordingly, they can also be confusing for visitors to navigate around, so there has to be a balance. You need to find ways to introduce new pages on the basis of their relevance, not just for the SEO benefits, therefore you should always be vigilant when looking for opportunities to include new categories, buyers guides and static content.
One good way to ensure that there is a constant, or at least a daily stream of new content to index is by including a blog. By integrating the blog or news page in with your existing site you will help to encourage visitors whether human or otherwise. A blog will also allow you to create an online identity for your company and its website, showing off your industry knowledge and providing a forum for interaction with the wider online community.
Blogs are also a vital source of links, allowing you to cross-reference previous posts as well as any relevant pages within your website. All of this will add to your linking structure and will also encourage search engines to index each post as an individual page, whilst also ensuring that they visit your site more regularly and quickly identify any changes you make to your main pages.
So however you choose to include fresh content it is a hugely important factor in how your website is perceived and indexed by the search engines.