The Internet is growing at an unimaginable rate and is still accelerating. In one minute, 100 hours of video are uploaded to YouTube and 270,000 words are written on blogger alone. Google indexes billions of new pages every year and billions more are sure to follow. Now, more than ever, businesses must fight this constant flood of information, struggling to remain afloat in rising waters. Any website that fails to reach its audience is soon lost in the vast underbelly of the Web.
To help sort old, outdated websites from more current ones, Google and other search engines place an emphasis on fresh content and active pages. This means that even once the basic structure of a site is complete, it will never be finished. With the right mix of static and dynamic content, your website can remain at the top of the rankings with minimal effort.
Static and Dynamic Content
A website is made up of two different types of pages: dynamic and static. A static page remains largely unchanged from the time it is published. This sort of content is most often seen explaining the basics of a business, such as FAQs and contact information. A dynamic page, meanwhile, is refreshed regularly. It is most often seen in the form of a blog or posted newsletters but may also be a discussion forum or even a guestbook.
Updating Websites for SEO
To maintain or gain rankings in SEO, domains must see a steady stream of new content relevant to their subject. Blogs are the most popular way to add to a site without taking up too much space or cluttering navigation. Post as often as you can while still keeping an acceptable quality level, since Google is now judging content for its readability. Incorporating images and videos improves interactivity and shows Google that you have put real effort into each post.
Updating Websites for Business
Blog posts should not be treated as rote SEO when they have much more value as a marketing tool. Guest posts can be used for link building and establishing authority, and useful topics bring in eager readers who may go on to become successful conversions. Provide the best experience possible to readers, and the rankings will follow. Remember to also periodically change static pages as needed to keep information up to date.
Updating Content on Other Domains
Besides content relegated to a website, the introduction of author profiles makes it essential to expand your brand across the Web. Social media marketing is increasing in popularity and SEO efficiency. Growing a presence on Facebook, Google+, Twitter and other social sites improves user feedback and gives the appearance of dedicated activity to search engines. The Internet is constantly changing, and those who choose to stay ahead are those who will succeed in the long run.