3 Smart Ways to Boost Your Website Rankings With Content
Google favors websites with great content and punishes websites that don’t play by their rules. That means doing more of the things Google favors will likely improve your rankings in the search engine. To help you get there, we’ve put together some of the best ways to boost your website’s SEO with content.
1. Keep Your Website Content Fresh
It’s publish or perish when it comes to search engine rankings. Google’s “Freshness Factor” has been well-documented in the SEO community. The evidence points to an advantage Google gives newly updated websites. The more important changes are correlated to actual content of pages and posts. Less-important content changes include rearranging your navigation, user comments ad copy, and boilerplate and sidebar text. Date and time tags have also been shown to be less important. Google is looking for meaningful changes, not just changing the publish date of the page.
2. Get Serious About Relevancy and Targeting
In order for any content to be considered relevant, it must be high quality. Google defines quality content as being engaging and valuable for readers, and they advise websites to avoid automatically generated content. If you’re writing quality content with your readers in mind, you’ll be relevant. Need a place to start? Think of your content from their point of view. Often your FAQs are a great place to begin brainstorming customer-focused content.
Add an extra dimension of relevance by making sure your content is targeted to your audience. Identify keywords your readers are searching for, and you’ll better align with their interests. You can search for keywords for free using the AdWords keyword planner.
3. Make Sure Your Content Is Unique
This is not negotiable. Google considers duplicate content web spam. Make sure you’re not just spinning content, and you’re adding something of value. You can check your content to make sure it’s not a copy of someone else’s (or being copied by someone else).
Bonus Tip: Strategically Refresh Old Posts
Topical posts are great for tapping into what people are currently searching for, but they can feel dated once that time has passed. Even if a post isn’t newsy, many digital and technology subjects can become quickly outdated. Here’s a quick way to refresh: Add a new first paragraph to your content that encapsulates what’s happened since the post was first published. You can also put a TL; DR (Too Long Didn’t Read) at the end to recap the content and freshen things up even more for Google.