It’s a question many brands ask themselves daily: how do you improve your website’s organic search rankings? You can try a few different strategies, but publishing high-quality content remains king. It’s the best way to attract visitors and compel them to share what you have to say. These effects and more will help you slowly but surely climb the organic rankings ladder.

How Fresh, Relevant, Quality Content Helps Your Organic Search Rankings

First, we need to explain that fresh content involves the regular addition of new pages to your site, such as with a blog. Adding these pages on a consistent basis can help your site rank for more keywords, thereby boosting SEO relative to your brand’s industry. In other words, new content helps your site target a broader range of keywords. In addition to adding blog content, you should also look at repurposing that same content for all your social media channels. If you do not have a full complement of social media profiles, you need to get them!

Fresh content does not refer to slight updates or changes to your site’s existing pages. While some changes can marginally improve your search engine rankings, they do not dramatically improve SEO.

Attract More Visitors

Now that you understand fresh content, we can delve into why it’s important. First and foremost, new, and engaging content keeps visitors returning to your site. Imagine you have a favorite news site that suddenly stops publishing stories. You would likely stop visiting that site, right?

The same is true of your own website. You need a constant stream of fresh content to keep users interested and attract new visitors. As your website experiences more traffic, it builds increasing authority on search engines. This helps your page organically rank higher.

Improve Keyword Optimization

In the past, websites jammed as many keywords as possible into their content without providing much information. This is known as keyword stuffing; a practice Google no longer rewards. Instead, the search engine constantly changes its algorithms to ensure that it provides users with useful and relevant results. This means content is ranked according to its search relevancy and must incorporate keywords in a natural, fluid manner.

By regularly producing fresh content, you keep your audience engaged and enjoy more chances to focus on the keywords most relevant to your brand. You also constantly remind search engines of your site to keep pushing your overall search engine positioning.

Target New Keywords

Each day, Google performs around 5.4 billion different searches. Users continually look for something new and different, from lightbulbs and shoes to dog food and roofing supplies. The point is you can take advantage of these many different searches with new content that targets your most desired keywords. While you can’t expect to secure high organic rankings for every keyword relative to your brand, you can do so with a small group of keywords.

Before you get started, think about the ways people search for your products and services. Then make a list of those keywords and identify the competition for each with a tool like Google’s Keyword Planner. Keywords with low to medium competition and high volume are the ones to shoot for. They offer the most traffic potential and can give you the rankings you want.

Take Advantage of Search Engine Crawlers

Search engines constantly crawl websites looking for new content to index. As they find fresh pages, they also recognize when a site is actively and regularly updated. It, therefore, stands to reason the more fresh content you publish, the more your site will be re-indexed – and the higher it will rank in search engine results.

Create New Links

Adding fresh pages creates new links for your website that each have a unique URL. Building these links is crucial to creating pages relevant to user searches and growing your overall site. When interlinked, different pages of your site can also share traffic, improve SEO, and increase your organic rankings.

The same is true of backlinks, established when another website includes a hyperlink to your site. Backlinks help build credibility that, in turn, increases SEO. These links also prove to search engines your site is an authority in a chosen topic. Keep in mind Google wants to give users high-quality and authoritative information. Establishing yourself as accurate and authentic will therefore go a long way toward improving your organic rankings.

Delivering fresh content is a great way to improve your search engine rankings. It allows you to attract more visitors, improve keyword optimization, and even establish yourself as an online authority. But these tasks take time, and rather than try to go it alone; we’re here to help. We can provide you with a free visibility report and then establish a clear path to improve your organic rankings. Learn more by contacting FTB Digital today.

Dave Coleman
President, Piinch Company