Companies have already been reeling from Google’s one-two punch this past year in changing just how it ranks searches online. The glad tidings are that we now have effective methods to optimize your web content to help make the best of the changes.
First, Google unveiled "Panda," a significant change to its search algorithm that puts an increased priority on what it considers high-quality content. The search giant updated its algorithm again in November, giving greater priority to "fresh" content that it finds most highly relevant to recent events and timely topics. The explanation: People seeking information on the most recent news and events will probably want the most up-to-date content possible.
It is critical to note that not absolutely all searches are influenced by the brand new freshness guidelines. For instance, someone searching for a set of past U.S. presidents doesn’t need the most recent information regarding, say, John F. Kennedy. Google does know this and estimates that the freshness change will affect about 35 percent of search term phrases. Specifically, the types of searches that are being ranked according to freshness include:
• Recent events or hot topics which have begun trending on the internet. • Regularly recurring events such as for example annual conferences or the U.S. presidential election. • Information that’s updated often but isn’t just a hot topic or recurring event.
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Even though not absolutely all searches will be suffering from this update, you can still reap the benefits of Google’s algorithm change. Listed below are three steps for optimizing your content for Google’s freshness rankings:
Step one 1: Create a publishing calendar. One obvious consequence of Google’s freshness update: The more regularly you post, the higher your likelihood of getting found and displayed browsing results. So consider creating a publishing calendar to assist you set more ambitious posting goals and adhere to them.
In general, you will get the very best results by putting new content on your own business website at least several times each week. You don’t have to know exactly what you will be posting every time, but take time to schedule the times you’ll publish content per month in advance.
In the event that you run your site on the WordPress blogging platform, plug-ins like the "Editorial Calendar" can be handy. If not, you can include your posting deadlines to whichever "to do" list management system you utilize.
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Step two 2: Stay on the surface of the news in your industry. Now that you understand when you’re likely to post, it is time to produce some timely topics to create about. Remember that with the brand new freshness guidelines, this content of your post matters just as much as the frequency.
To qualify as "fresh" content, you will want to create posts that touch upon topics and events in the news headlines. Of course, some news and events could be more relevant than others to your unique business. Nevertheless, you should find at least a few opportunities every week to play off current events in your content.
Remember, you don’t have to write novel-length analysis on newsworthy items you find. Time-crunched companies should try to write 400- to 500-word posts that summarize the news headlines and offer analysis on what it could affect your industry.
Step three 3: Be considered a first mover on industry issues. If you are the 100th blogger authoring a business news story or the next conference, you almost certainly aren’t providing the new content Google wants. You should try to be one of the primary to post onto it.
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To achieve the first-mover advantage, it’s vital to stick to top of news since it occurs in your industry. You can create Google Alerts for several target keywords. Also, spend time every day on news aggregation websites for your industry.
It will require extra effort to monitor news and trends also to be one of the primary to touch upon them. But such vigilance pays off big if your fresh content skyrockets to the most notable of a Google serp’s page.