Cast your mind back to the early pre-Google days of the internet. How did people weigh the quality of one site over the quality of another one? One of the primary ways was the age of the site. If a site had been around for some time, then it was considered more authoritative. This was the basis behind throwing up a bunch of content at once and then leaving it alone to gain SEO ranking. The relevance of the content to the field over time didn’t matter, just so long as the keywords were correct.
This strategy no longer works. Site rankings are now weighted toward current relevance as well. A site that isn’t active will slowly slip in the rankings until it fades into obscurity. Even if the content is very good, that will only go so far. Other people need to mention it in some fashion. Social buzz is important.
Google doesn’t just look at the number of links back to your site. It also looks at how new they are as well. These are called fresh links. Having a steady supply of fresh links tells Google that your site is still active. A lack of fresh links or even just content will make Google think your site is outdated or abandoned. This will drag your ranking down even if your content is very good. When people mention your site on social media networks, this also tells Google that your content is relevant.
The key to improving these is the same as promoting any website. You need to show that you’re active and engaged with your audience. Whether it’s through running social media campaigns, active commenting on other blogs, or just posting more content and tweeting about it, anything that shows interesting activity on your web pages will keep your sites relevancy up.
Our SEO tools can examine just how fresh your backlinks are and how much your site is getting mentioned. Are you ready to move into relevance? Let us show you where things can be improved, and how to set up a content development plan that will keep your site in the forefront of your customer’s minds as well as Google’s search rankings.
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