Consistent Content for Effective Search Engine Optimization
The SEO landscape changes constantly. Sometimes it seems like the fast-paced online world races through trends at close to the speed of light. This can lead many marketing novices—and even some people who claim to be experts—to use temporary methods to grab attention. That might work well in the short term, but it’s all for nothing unless you back it up with consistent high-quality content. At least some of that content needs to be evergreen, which means that it will remain useful indefinitely. It’s the difference between a blog post or video about breaking industry news and a post with helpful advice or information related to your company’s field of expertise.
Evergreen content can boost your SEO by leading people to your site via things you posted months or years earlier, making it a valuable investment. It also builds authority in the eyes of search engines by proving that your business offers expertise and value. However, one successful evergreen post isn’t enough on its own. Search engine algorithms need to see that you put out content regularly to understand that your business is still relevant. The positive effects of consistent high-quality content compound over time, giving search engines more and more evidence of your company’s value. This SEO strategy creates a web of connections that transform your content marketing into a body of work that surpasses the sum of its parts. However, enhanced SEO isn’t the only benefit. Regular content also improves audience retention since consumers come to rely on your business for valuable information.
How Search Engines Assess Content
Understanding the SEO benefits of consistent content requires understanding the basics of how search engines work. Put simply, they’re programs that crawl through the internet to read all the websites they can find, determining the purpose and quality of each site. Each search engine’s behind-the-scenes program visits the same websites multiple times in search of new content to assess and index. The more often you post content, the more often search engines will visit your site to look for updates. Any new content they find will rise higher in the priority list than older content and result in quicker indexing. This is a good way to improve your website ranking. It’s a lot like how humans treat newspapers. Articles from today are of more interest to most people than articles from last year. More content also establishes a pattern of value while raising the likelihood that third parties will link back to your materials. All of these benefits add up to increased organic traffic.
Solid Content Marketing Strategy
It’s one thing to talk about regularly posting content, but actually doing it requires careful planning and concentrated effort. Here are some helpful tips:
- Start by determining who will create the content; ideally, it will be someone with a proven track record in web marketing.
- Put together a realistic content calendar. Depending on your resources and goals, that might look like multiple posts a day, one per week, or anything in between.
- Think about the balance you want to strike between evergreen materials and trending news.
- Keep in mind that you can plan evergreen content weeks or months in advance.
- Create individualized templates to keep your content cohesive across posts.
