2. You shouldn’t mess with a winning strategy just to make it newer. As with any new development in search, there are bound to be those who will overreact and take the concept of freshness too far. Even though all signs currently point to a preference for lots of con- tinual updates, that’s no reason to do away with a business website that’s currently ranking well on Google, Bing and elsewhere.
3. Adding to your site gradually is a great idea.
So, if freshness maters but you shouldn’t abandon your old site, what is a smart marketer to do? Te obvious answer is to start adding new content to your site, piece by piece, in the form of added blog posts, new pages, and other pieces that can be layered on top of what you already have. Tat doesn’t just allow you to keep what’s working, but also to pursue your content strategy gradually over a long period of time.
4. It’s important to add new content the right way.
Just as it’s predictable that some people overreact to freshness, you can bet that others will atempt to get their content in all the
wrong ways. Certainly, duplicating content, stealing from your competitors, or hiring “copywriters” from Tird World countries is a lot faster and cheaper, but it’s also likely to do you more harm than good. While freshness might be the newer wrinkle in search engine optimization, the trend towards unique, interesting, and coherent web content is much more powerful and important.
Although Google and the other search engines aren’t puting a
great deal of weight behind freshness yet, it’s a fairly safe bet that they will emphasize it more heavily in the future. With that in mind, now is the perfect time for your business to implement an Internet marketing strategy that involves lots of new articles, post, and ideas that keep customers—and search engine spiders—coming back time and time again.
What is on your business website that shouldn’t be? Regardless of whether you launched your online presence
years ago or last week, it’s important that you look through your pages from time to time and ensure that what you have on your
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