Introduction

If you want your business to climb to the top of Google’s SERPs, you must regularly add content marketing, such as new blog posts to your company website.

This article will explain why it’s essential to periodically add new pages and blog posts and evergreen content marketing to your website.

Written by: Ryan Walsh
Date: 07/02/2024

What Is Fresh Content?

What does an SEO company mean when they are talking about adding fresh content marketing?

Fresh content refers to content marketing, which is content marketing has recently added to your company website. It could be a brand-new blog post that you just took over 10 hours to write.

It could be a more in-depth article, such as a piece of evergreen content marketing, or an embedded video such as YouTube video. You could even be a SoundCloud recording or lets say a podcast that you recently did. It can even be social media updates which are embedded into your website.

 

Helping to reduce bounce rates

When a shopper comes to your website for advice, and they want to read one of your blog posts, that shopper will undoubtedly want to obtain up-to-date advice. For example if they are searching on Google for “the best mobile phone handsets to buy in 2024”.

Well they wont want to read an article that was published in 2018.

So what the SEO company can do is keep updating that same page every year; this improves the freshness of the page offering the most up to date advice to the customer. This can help to reduce the bounce rate.

Why is fresh content important for SEO?

 

Is Content Freshness a Google Ranking Factor?

Yes, we would say it is; websites which stay stagnant in terms of not adding new content marketing they can start dropping down the ranks quickly. That’s to say, if your direct rivals are adding top-quality blog posts, which have good Google E-EAT score, well a business not adding new work might start to get left behind by the competition.

The Google Freshness Update back in 2011

This important Google update aims to provide users with much more up-to-date information as possible. So if someones looking for advice, they receive up to date advice.

So, whats the best selling running trainer, obviously implies to the current year. The shopper therefore wont want to read a blog post written in 2017- as the companies making the products, such as Nike may have stopped making that item. This is why the

Google Freshness Update aims to serve answers, that is businesses, which offer up to date advice.

The Google Caffeine update 2010

There was also the Google caffeine update back in 2010, which again improved the speed and accuracy of the Google bots’ crawling and indexing process. This basically means pages got indexed much faster. So, if you wrote say a new blog post, its likely to appear in the Serp’s a lot faster.

 

New hasn’t got to mean new

So what we mean by this is you haven’t got to constantly churn out new content marketing at a rapid pace.
The copywriters could return to older pieces of content marketing to update them, improve, and make them more helpful to your customers.

Be consistent

It’s essential to be consistent when publishing your content marketing. What you don’t want to do us write is a large amount of say long blog posts, then to publish them all at once and then not publish any for months after.

You should instead publish regularly, set aside time to do this, say once a week or once a month and be consistent in the spacing. So if you write an article once a week, try to stick to that.

Create an editorial calendar to plan which content marketing you are going to write about

What can sometimes happen is if you write content marketing off-the-cuff—the problem with this is you may end up writing about the same topics again and again. What you need is to write about a wide range of issues relating to your business.

So we would recommend creating an Excel spreadsheet, plan what your going to write about. This way you can tick it off, and your not writing about the same stuff all of the time.

So for example, our business writes about:

-Technical SEO
-On-page SEO
-Off-page SEO
-Link building
-Local SEO
-Organic SEO
-Google algorithm changes

Digital marketing agency

We have over ten years of experience working with many different companies here in Wales. We can offer you quality search engine optimisation (SEO), and we can improve your local or organic SEO. If your business needs help writing content marketing, then why not call our SEO agency today?