You and Google have something in common: you both love fresh, quality content that is full of substance, easily digestible and relevant. Content that is relatable, thought-provoking and maybe elicits a bit of emotion. Content that speaks to the reader, not at the reader.
Sadly, a majority of the content companies produce on a daily basis is just not the quality content people will engage with. It’s dull, with very little substance and has a very me-me-me focus. It's no wonder fake news sites easily captured the majority of readers' attention. But that issue is another blog altogether.
Think about what you do as a human, as the living, breathing being that types words into a search bar about a service, product or event. When you’re lucky enough to come across a website that captures your interest, aren't you more likely to share it on social media? What about leaving a comment? Of course, you are. You don’t share boring content. Your friends and colleagues might think less of you!
Now it's time to take a look at the content on your website and what your next move will be to not only appease the Google gods but also appease your readers.
If you don’t have a blog, start one. Don’t write about your product or service; write about the problems your product or service solves. Blog about tips and tricks that are useful and relate to your products, again, without sounding like you're trying to sell them to the reader. Write about what is relevant in your industry that will interest your readers and potential customers.
Do you hold events are your location or frequently attend trade shows and community events? Start an events page! Keep the events listed current and remove any events that have already happened.
Adding new pages to your website means more pages have the potential to be indexed by Google and the other search engines. In turn, the more pages of content you have, the more keywords your site will be indexed for.
Refreshing content on existing pages is likely going to increase your website’s authority potential. This is especially true for products and service pages. In almost all industries, the search terms to find services or products for both B2B and B2C will change every few years. Make sure to do you keyword research and write your content to speak to what your readers and potential customers are searching for.
"But I’ve seen content dated ten years ago that still shows up on first page results!"
Ah yes, to every rule there are exceptions. In rare cases, content stays relevant and continues to receive high engagement month after month and year after year. In the grand scheme of things, your long-term strategy should be to continually update your content, especially if you see high bounce rates and little to no organic traffic.
Now go forth and write great, meaningful content for your site. Google will reward you, and your readers will thank you.