AprAnil Kumar T
Search Engine Ranking depends on content. So you might have pondered on the following question- “what is the exact influence of content changes on my website’s ranking?”
Now, let‘s directly state the truth.
Fresh Content = Higher Google Ranking: IS an SEO myth..!
What is fresh Content?
Brushed up content on a page is not fresh content. By fresh content Google means “new content”.
For Google, following is not fresh content:
1. By changing the title tag – Because, you can modify it to something containing better keywords or of low value!
2. By adding new comments – you can extend the content but it is not “new”.
3. By changing the content- Small or major changes might affect the relevancy positively or negatively, then again, topic will remain the same. Hence it is not “new”.
Why this misconception has become part of Search Engine Optimization community?
Let us consider News sites and Blogs. On these, content is updated more frequently than on other websites. Google spiders crawl these websites much more regularly than any other forms of websites because, on these latest news stories must be indexed faster. Google determines best “crawl rate” for any website and crawl accordingly depending on the frequency of updating the content. Ex: “real time crawl- for news sites”, “daily crawls – for blogs”.
If you have come across Google’s “QDF model – Query Deserves Freshness” you know about why some pages get higher rank rapidly and then fade. Well, this is about “topical (current) traffic”.
To keep the quality of search results high, Google prefers older and high quality content which has enough link strength to prove its credibility. But there are times Google has to prefer what is considered “hot” at a particular time among its user community. And, the QDF model does the task of identifying what is hot by determining what is that one topic news sites and blogs are frequently writing about?
If your Content is Topical it will Get Boost in The Search Engine Ranking:
In addition to this, on blog sites latest posts are listed on the top of the homepage at the time they are published. Later when new posts are published they are pushed further down in the archives. Hence, even though newer posts get a high volume of traffic and a better Page Rank initially because of the page architecture of that blog site, might collapse later.
Therefore, if your content is not topical it is highly unlikely that Google neglects other old content which has the authoritative links!
The conclusion is that, page rank is determined by the quality of content and quality of links. Yes, haven’t we all are convinced on that part long back we started knowing internet marketing techniques and especially SEO?
Fresh content does not outdate old content on same topic. Frequently updating your site can increase spider activity on your blog/website but if search spiders already crawl your content appropriately there is no need of refreshing the same content. Because refreshed content is not new content.
Main reasons why new content gets better ranking is due to the “links” it has attracted because of its popularity and relevance. As a result the best suggestion a Web Marketing novice can get from pros is “Deliver the content which is current, relevant and beneficial for the readers.” And NOT “Update your site frequently!.