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Freshen up for Google

Five ways to keep your website content relevant for search engines

Google has again updated their famous search algorithm, making ten changes to the way it ranks websites. Key to these adjustments is the freshness update, specifically impacting searches on topics that are:

Freshen Up

  • recent or hot topics
  • re-occurring events
  • information that frequently changes

The latest alterations are said to affect around one in three web searches with the aim to deliver more current and relevant search results. The impact carries significance for businesses: if websites are not updated regularly, a drop in web traffic will occur. Fresh, relevant content on a website is integral to stay on top of search results.

Here, we show you five ways to ensure your website isn’t left behind.

1) Start Blogging

Running a company blog allows both you and your customers to stay informed of updates relevant to your industry. Blog posts will enable customers to learn more about your organisation, products and services, and with appropriate keywords, could rank at the top of search queries.

2) Create an Online Newsroom:

News articles are a great source for fresh content that goes straight to Google. Whether it’s an external news story, media release or an internal news post, this content is timely and will satisfy the requirements of the new algorithm. Media releases can also be optimised to include important keywords and should be posted on your website and external locations.

3) Use Social Media:

Social media has a large influence on what is displayed in search results which means businesses require an effective strategy for interaction. Through various social networks, you can build a community where people are engaged with information and share your content through comments, links and recommendations.

4) List Product Reviews Often:

Google’s freshness update encourages new and changing information, and this includes reviews. Product and service reviews will give businesses more visibility in search results and should be encouraged for all new developments.

5) Enable User-Generated Content

Don’t be hesitant when it comes to your customers generating content. Incorporating questions and answers, polls and feedback sections on your website will increase engagement and enhance SEO from consistent use of keywords.


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