Your content strategy and search strategy go hand in hand. In order to see the best ROI on both of these endeavors, your writing must follow search marketing rules and your search marketing must challenge your content into multi-layered approaches. While it’s entirely possible for you to have only one of these campaigns, or use them in silos, the results are clear: they are better together.
The best restaurants are known for the freshest ingredients, picked up that day at the local market. In the world of food, this is because the freshest ingredients deliver the best taste, and taste, we all know, is everything at meal time. And these restaurants, they usually have a line out the door and the best ratings on Yelp and by word of mouth, too.
When it comes to the world of digesting information, most people believe that fresh content also matters most. Google’s algorithm is designed to display the freshest content first on most search engine result pages, right? Not necessarily. Google has been quoted saying “Different searches have different freshness needs” and sometimes, an older piece of content is more relevant than a newer one.
Web Page Inception Date
Every webpage has an inception date. An inception date is the date in which Google first indexed your page by recognizing it is there or discovered a link to it . A page’s freshness date decays over time, which means that great content can have a small life span to get big hits. If you already have a robust search marketing plan in place, then your content is once step ahead of it’s decaying inception date because of the many rich keywords you have in your document (and other SEO tactics as well). But, as is with life, as the content becomes older, the result is less queries showing up in the search engine pages.
The Need for Refreshed Content
However, this doesn’t mean that all of your blog content is obsolete as time goes on. You can update your content or refresh it which will effectively renew your inception date. Google will index your content as being new and therefore, it will begin to rank higher than before in SERPs.
Refreshing your content is both keeping it relevant as well as timely. You can keep the keywords that are continually ranking high, while switching up the body of your content with new sources and up-to-date examples.
Recent Events and Trending Topics
To be a player in the big leagues, not only does your content need to be fresh, but it needs to be relevant. With news spreading like wildfire on social media these days, content about current events will show up in SERPs just simply by Googling the keyword.
If we are in the middle of an election and one wants to find out the polling results, they need not search “Presidential election 2016” in order to get the results they are looking for. Google will automatically assume that you are speaking of the current Presidential election, not the one 50 years ago.
So as long as your web page is mentioning current events or trending topics, then it is more likely going to reach higher up on search engine result pages.
Popular Web Pages Affect SEO
There are times, however, when a search doesn’t need the most up to date information, but instead the most reliable information. For example, when googling a recipe, the best search result that can be given to the user is not necessarily the newest recipe published. Google’s algorithm is smart enough to know that someone looking for a recipe is looking for one that has been shared multiple times and given a high rating. This type of indexing usually takes place with content that may be older, but is very popular.
We are going to side with Google on this one, and acknowledge the time and place for new and relevant as well as older and reliable. A mix of content covers all the bases from trending topics to reliable information will enhance your search marketing efforts and accelerate your ROI in both your search and content marketing campaigns.