The importance of fresh content

The importance of fresh content

The importance of fresh content for any website cannot be understated. Not only are returning visitors greeted by new material, but more importantly, search engines are. For this reason, every site should have a content strategy to capitalize on this potential opportunity.

Without a blog or dynamic Content Management Solution (CMS), most websites remain static between launches and updates. This does not bode well for traffic. Ongoing content creation preserves the attention of visitors, while addressing the needs of the search engines. A focus should be placed on the homepage in particular. Keep in mind that, when a search engine returns to a given site, it can sense whether new content has been added. Recognition of this ensures that the search engine will crawl the site more frequently. On the contrary, static websites grow cold with the search engines.

New content creates more opportunities for traffic – the more pages a site contains, the more keywords and phrases it can be optimized for. This is where long tail search queries can really make an impact on the bottom-line. Neglected by many sites, these obscure, unique queries accumulate over time and drive a considerable amount of traffic once content levels increase.

Even if a company lacks current news – such as a press release, launch, update – content can and should still be generated. I strongly recommend discussing current industry conditions. It leverages the company’s credibility and user loyalty. Being recognized as the market expert or leader in a given space may provide that edge when it comes time for financing or acquisition talks.

Marcos Figueira é sócio do Wyse Group, Brasil (wyse.com.br) e professor da FGV (Fundação Getúlio Vargas) nas áreas de Marketing, Marketing Digital, E-Commerce, Negócios Online, Planejamento Estratégico, etc.