Search engine optimization experts have long been preaching the importance of creating new and relevant content on a continual basis. If the incessant reminders haven’t yet prompted you to allocate time for content creation, maybe this will: Google has recently announced a new update to its algorithm that favors “fresh” content. For those of you that are pressed for time or think you may be understaffed, keep in mind that creating fresh content can benefit your business in ways other than improving your Google page rank. In fact, you may be underutilizing the content that you are already creating.
Most businesses periodically distribute press releases to announce new company information or exciting news. To make your press releases work harder for your SEO efforts, make sure to add your keywords to the body of the release and to post each release on your website in addition to distributing it via the PR service of your choice. Additionally, include a link to your website somewhere on the release to increase your odds at driving traffic to your site.
Your existing social media efforts can also be repurposed or better directed to serve your overall SEO campaign. If you write articles or create videos to share on your social media sites, consider turning them into a company blog and hosting them on your website. Blogging is a great way to offer opinions and advice on trending topics and is also looked favorably upon by Google.
Another option for increasing original content is to allow users to have a voice on your site. User generated content will serve two purposes in enhancing your SEO. First, user reviews and responses are guaranteed to be original and will differentiate your site from your competitors’. Second, visitors to your site will be actively engaging with the content. This can help decrease bounce rates and increase time spent on your site, which will reflect positively in your Google page rank.
As Google increases its emphasis on fresh content creation, these options will become more effective search engine optimization tools for your business. You will find that integrating your current marketing and public relations strategies with your SEO efforts will pay off in terms of page rank and will surprisingly consume less of your time than you previously thought.
