SEO - Frequency and Momentum Matter
by Brian Rideout • January 16, 2018
When we take on a new SEO Client they are often surprised that we want to make changes, updates or additions to their website on a very frequent basis. They've often not touched their website in months or even years and they don't realize the negative impact this can have on their search rankings.
Google really likes to see frequent and regular changes to a website on an ongoing basis... momentum if you will. BANG! has been building websites and providing SEO services for many years and we remember when it would often take months for a search engine to crawl and index a site and change the rankings for a website. Today though is a different story, as we often see our clients websites crawled on a daily basis with many pages crawled per day as the image below shows and rankings changing on a daily basis.
So what happens if Google continues to crawl your website and nothing changes? If your keyword phrases you are ranking for are the least bit competitive your search rankings will eventually plummet.
Let's define competitive when it comes to SEOOne way to determine the competitiveness for a search phrase is to do the search and look to see how many of your competitors are ranking for the same term. For instance if I search for Phoenix SEO Companies I can go all the way to page 10 and still see relevant results. Obviously this is a very competitive keyword phrase. The sheer size of the Phoenix market and the large number of companies providing this service all add up to lots of results and stiff competition for high rankings.
So what are the some of the ways to compete for these search rankings? Since this blog post is about frequency and momentum, #1 on our list is frequent and regular updates to the website. Fresh content like blog posts, case studies, new pages, and even edits to existing pages and adding new content to them all count.
You probably didn't read last weeks newspaper today did you? Of course not, old news, no one is interested. By the same token, Google wants to send their search results to fresh and new content. Their feeling is that sites that produce fresh content are staying current and relevant. Sites with fresh content obviously haven't been abandoned and the company is still in business. It's actually shocking how many websites are still live for companies no longer in business. Fresh content on a regular basis builds momentum and is heading towards success in Google's eyes.
If you are like many of our clients about now your thinking... "But there is nothing new in my business!" Here's a few ideas for coming up with content that may help you.
- Frequently Asked Questions - When new customers walk in the door or call on the phone, what questions are they asking? Ask the receptionist... they are the one that will know this answer.
- Industry Updates - Maybe nothing is new in your business, but I'll bet in the industry you are in there are trade publications and associations that are discussing trends and new developments. Use these topics to develop blog posts sharing your information and expertise.
- Talk About What You Did Last Week - This is probably one of the easiest ones. Regardless of what business you are in, if you are still in business, you had customers last week. What did you do for them? What did they buy? What will they do with that new product? What will your new service allow them to do? Feature one project each week and you've got weekly updates for frequency and you will build momentum with your SEO efforts.