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Reporting and Adjustments
One of the keys to keeping a Web site fresh for users and Search Engines is the regular addition of content. Web sites are not always built with that in mind. Many Web sites are nothing more than online brochures for companies. They rarely update content unless a redesign is involved. There are also many Web sites that are updated with new content, but the old information is just written over. This scenario does not lead to Web site growth. The goal of this white paper is to review strategies to assist in content growth on a Web site that causes the site to grow horizontally and provide more opportunities to rank well in Search Engines.
Developing strategies for content growth can cause anxiety for companies that do not have on-staff Web development personnel. Web pages will have to regularly be generated and uploaded to the site for the new content. These strategies also require an ongoing commitment to content generation and copyrighting. Time has to be set aside to write good content and ensure that a "Best Practices" approach to Search Engine Optimization is applied to that content.
Benefits of Adding Content to a Web Site
Freshness - Search Engine Spiders visit Web sites that are kept fresh more frequently. Their goal is to discover as much valuable content as possible on the Web and make it searchable. By constantly adding new content to a Web site, Search Engines will see the site as being fresh and relevant. New content from Web sites has recently been spotted on Search Engines within a few hours after posting. This is a dramatic change from the early days of Search, when it could take months for Spiders to find new content and index it (display it in their results).
Long Tail of Search - This refers to the traffic that comes to a Web site from a Search Engine but not come from the top keywords. Typically, if keyword traffic was graphed from a Search Engine, a few words drive a large percentage of visitors, but many (sometimes thousands) of keywords drive only a few visits. When the low volume keywords are added together, they can provide more traffic than the top performers. These terms are usually more specific, can have more words in each phrase, and lead to a higher conversion ratio because they are more targeted. The long tail exists based on the size and content of a Web site. The more content a Web site has, the more likely it has a very long tail of keywords.
Search Engine Real Estate - A Web site"s ability to show up in the Search Engine Results Pages (SERPs) is directly correlated to its size and content. A small five page Web site may only be able to rank for a handful of keywords. Ebay on the other hand can rank for millions of keywords. So as the Web site grows with keyword rich content, it is more likely to occupy the valued real estate of more SERPs.
Becoming an Industry Resource - As a Web site grows and provides valuable content for users, it has the ability to become an Industry Resource. Search Engines view these types of Web sites higher then a typical brochure Web site that does not offer much content. Industry Resource Web sites have the opportunity to generate more free traffic because of the repository of valuable articles and content.
Visitor Loyalty / Repeat Visitors - Ultimately, new content generation is for the users. Even if Search Engine Optimization is the impetus for its creation, new visitors will find the content and read it. If the content is valuable and compelling, it will bring visitors back. Good content can lead to linking, word of mouth advertising, and new streams of visitors to the Web site. The site can become more engaging. Brand awareness and familiarity can grow with visitor loyalty. Comfort levels with the site users can increase and lead to higher conversions.
Archived Content - Companies with a Web presence can document part of their history, development, and growth through archiving content on their Web sites. This content is valuable for users when analyzing and researching the viability of the company. A company that has a News section that dates back multiple years may be an easier choice to do business with then a company who may appear to be a fly-by-night venture. Archiving content is one of the easiest ways for a Web site to grow steadily.
Horizontal Site Growth - Web sites should grow horizontally with simple navigation. Web designs should be built to accommodate growth within a category structure that is accessible from the main navigation. The "about us" and "contact us" type pages do not have room for much content growth. The strategies below will address how to build out content in other areas of the Web site. This growth will increase the breadth of the Web site without having to redesign its structure.
seopitstop.co.uk is a provider of e-Marketing Services & Solutions which includes:
Search Engine Optimization (SEO), Search Engine Marketing Solutions, Content Writing, Web Design & Development.
Professional & Affordable SEO Solutions
SEO Case Studies
Benefits of Adding Content to a Web Site
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