If you're not serving up fresh content daily — or at least weekly — there's a good chance the search engines are ignoring your website.
Google’s goal is to be everyone’s favorite search engine. They’re doing a pretty good job of it too, considering that as of August 2016, their global market share for searches is at 71.1%. And to make sure they stay on top, Google keeps making improvements - improvements that affect your website visibility.
We hear a lot of complaints about how Google keeps changing search, but if you think about it as a search user instead of as a website owner, you can definitely see Google’s point! Everything they do, every change Google makes, is made to improve the search experience for their customers. So if your website isn’t on board with what Google is trying to provide its customers, your website will be seriously downgraded or even left out of search results.
Make sure that doesn’t happen to you! Here are some things you should do on your website to ensure that Google sees you as their partner in search; that you are a website provider trying to give significant value to searching internet users.
Share New Content Regularly
Google doesn’t like static websites. Now you may be thinking, “but I don’t have that many things to say or promote on my website!” But think about it from Google’s perspective. New websites come and go every day, and abandoned websites can sit on the internet for months and even years, looking like “real” businesses. So the Google search system views sites that haven’t changed as having nothing new to offer searchers (at best), or potentially abandoned (at worst). So the search engines avoid serving up search links to static websites.
If you have a constant flow of new products, then releasing new products may be enough to keep your website looking fresh and new. If you only introduce new products a few times a year though, you need to do other things to keep your website content changing. Whether you do that through a “What’s New” page, a “Blog” page, or something else you invent doesn’t matter, as long as you are regularly offering new content. We suggest posting something new at least once each week.
Curate - Don’t Copy!
One great way to share new content on your website is to share relevant, interesting content from other publishers that your website visitors will appreciate. When you do this, it’s not enough to just share the content and credit the originator (though that’s important!). If you don’t add something new to it, the Google search robots will simply see this as duplicated content. Instead, give a short introductory paragraph to highlight the key points in the article and share why you think this information will be useful to your website visitors. Then, instead of reprinting the article on your website, simply provide a link to the original content.
Curating content this way does three things for you. First, it provides the search engines with original content on your site, even though it’s just a summary of someone else’s original content. Second, it provides your website visitors with a “highlights” paragraph. Many times the highlights are all that your visitors need, so you deliver fast value (and a lot of people will only make time to read something fast). Third, you provide some traffic to the original writer’s website, which is good marketing karma — a way of thanking them for giving you the content ideas in the first place!
If you've been struggling with whether or not you need to blog, here's your answer. Make sure you're adding fresh, relevant, interesting content every week, and the search engines will be more likely to send some love your way!