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Why Fresh Content is Important for Your Website

importance of fresh content

When it comes to digital marketing, the phrase “content is king” tends to be thrown around quite often. Put simply, this phrase refers to the importance of written content for websites and how it can impact your search engine rankings. While most companies focus on making their content informative, relevant, and easy to read, they tend to overlook a vital element: keeping it up to date. While finely crafted content will put you on the map, frequently updated content will help you stay on the map and climb the rankings. From page content and blogs to videos and infographics, there are many forms of content that can be refreshed over time to keep your website relevant and recommended throughout the years.
As experts in SEO, web design, and content writing, the team at FirstPage Marketing understands the impact content can have on the success of your website. That’s why we have put together some information to demonstrate why fresh content is important for your website and why you should have a plan in place to regularly update it.
Learn about some crucial SEO basics for optimizing your website.

5 Reasons Why Fresh Content is Important

Fresh and regularly updated content can produce the following benefits for your website:

1. More Frequent Indexing

First, let’s be clear that more frequent indexing does not inherently mean higher indexing. That said, the more you update content or write new blogs, the more Google and other search engines will crawl your site and index it. Every time your site is indexed, this gives your site a chance to rise in the rankings based on the content you have written. For example, your site may rise in SERP rankings due to better keyword optimization, clearer page intent, or the creation of an informative article about your products or services. Frequent indexing through regular content updates shows search engines and customers that your site is alive, active, and growing, increasing your perception for both.

2. More Space for Keywords

When you write new content or expand on existing content, you are creating more opportunities to utilize keywords and achieve higher rankings. To be clear, we’re not saying to just stuff keywords into sentences where they don’t belong. Instead, think of how to organically include prominent keywords in your blog articles, new page content, or updated content. Do not write content solely based on a keyword. Instead, write it based on what your clients want to see or read. A good way to do this is to write content that answers common questions, explains how to do something, or gives the reader something interesting to consider.

3. Search Engines Favour Regular Content Updates

If you write a bunch of initial content for your website, publish it, and let it sit unchanged for a few years, Google and other search engines may start to forget that your site exists. Think of your website as a clothing store. If you construct a large storefront and stock it with hundreds of quality products, you are likely going to do well for the first few months, but what happens when you run out of products? You will have nothing to sell and nothing to entice people to return. Regular content updates and new blog postings are like replenishment shipments and new product lines. They show search engines that your site has something new for visitors, helping you remain interesting and relevant for current searches even if your initial content is several years old. Updating content or creating new posts at least once or twice per week is a good place to start.

4. Increased Online Authority

Authority is a crucial yet commonly overlooked part of SEO. It essentially refers to your perceived level of expertise and trust for a certain product, industry, or topic. For example, if you have a website dedicated to an accounting company, you want to be perceived as an expert or authority on budgeting, taxes, payroll, and other relevant topics. In most cases, your authority potential is determined by how informative, accurate, and valuable the content is on your website. If you consistently provide accurate and valuable information on a particular topic, readers will start to trust what you say and you will become a stronger authority. Trust can then turn into loyalty, inspiring customers to support your business, link to your website, and share your articles, further increasing authority.

5. Attracting New Clients

Updating your website with valuable content is a crucial part of converting new visitors to customers. If a visitor finds your site through a SERP, your content needs to quickly convince them that your products/services are the best choice for them compared to other options. If your site doesn’t answer their questions or offers extremely outdated information, they are far more likely to leave your site and check out a competitor. Your content needs to promote your business, answer questions, and inspire confidence in your services. The more relevant and helpful information they have access to, the more likely they are to choose you over a competitor.
To learn more about website content, web design, and SEO, get in touch with the experts at FirstPage Marketing. We can be reached at 604-866-2230 or through our online contact form and will be happy to answer any questions you may have about content for your website.


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