Content is King?
People often come to us with pages that previously ranked well but have started falling down the list recently. Their first instinct is usually to thrust reams and reams of new content onto the site in an effort to make it more buoyant. This idea is, in some respects, perfectly reasonable and correct, though unfortunately it isn’t as simple as that – this is the internet after all…
A page’s place in the rankings is determined by things like inbound links, keyword placement, title tags and so on. Simply re writing a page’s content or adding an RSS feed to ensure that the content is constantly changing will not change your rankings in the slightest.
Content can help if it is in the form of new pages. For example, articles, blogs etc. When you add new pages in this way you create content that can be indexed, content which the search engines can crawl. Also, the more content there is to link to the more links you stand to get – particularly if your content is high quality ie. funny, breaking news, outrageous etc.
Adding new content frequently will also get the search engines crawling your site more regularly, helping your pages to get indexed faster. Though be warned, you cannot simply put any old thing up. If it is not relevant or useful (or if it flat out doesn’t make sense) it will not be linked to and pages that don’t get linked to tend to slip out of Google’s index.
It’s also important to remember that crawling frequency is based mainly on incoming links – if you have enough quality links your page will be crawled enough to sustain its ranking without updating constantly. New content is still useful in this situation, just in a different way. An example is when you want to direct search engine spiders to a new site – you can simply keep updating content and linking to that site. Because you’re updating regularly, they’ve learned to check your site regularly, therefore they now know about and are crawling your new site.
The main thing to remember with content is make it good and know what you want out of it. It’s an important tool in SEO and the cornerstone of a good website. However, it’s not a magic wand, so go in with your eyes open.
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