Fresh content is vital to any successful marketing campaign. Posting consistent, relevant content not only establishes select brands as thought leaders but also helps websites rise in search. Fresh content ensures that more people see content, through shares, likes, and comments on social media as well as through paid ads and other promotions.
When determining content marketing goals, it’s essential to have a plan for both how often content will be created and what will determine content creation. What items typically require fresh, continually updated content?
- Recent events and hot topics
- Regularly recurring events
- Frequent updates
Google typically uses search volume, news and blog coverage, and social media to determine which topics are considered fresh and trending. In a legal blog, it’s important to cover new topics and trends especially related to the legal industry. In order to be best prepared, focus on how Google may determine freshness of content.
A web page is often given a freshness score by Google in direct reference to its inception date, which decays over time. When certain search queries are used, freshness scores can boost certain pieces of unique content. However, freshness scores always degrade as content becomes older, making it essential to continually update and refresh content as necessary. Inception dates can vary slightly, but typically revolve around the time when Google first becomes aware of the document.
While age can greatly affect the freshness of a web page, search engines also often score regularly updated content differently from content that has never changed. The amount of change is what greatly determines freshness score, meaning that simply changing one sentence won’t have the same effect as revamping and changing most of the article. In some cases, Google often ignores small changes completely, making it important to update both links and articles to give a full freshness upgrade.
Rate of Change
How often you change key content matters. Content that consistently changes more often will routinely be scored differently and higher, more than content that changes every couple years. More frequent changes results in higher rankings over time.
Fresh content requires a plan in order to first create and then to routinely update. In order for marketing teams to truly succeed, it’s essential to implement a solid marketing strategy that includes upgrades to current content creation. By staying abreast of current marketing trends and specific updates within the law industry, updated content can result in being seen as a true thought leader and creating a rise in search results overall, bringing in more business for the firm.