Just because the Cobbler’s children have no shoes, it is no excuse for you
When it comes to SEO, content that is regularly updated is a MUST. I know what you are thinking, “yeah, yeah, you’re one to talk”. True enough but just because I have not been heeding my own advice of late does not mean that it is not sound all the same. One of the keys to any successful SEO program is regular updates. Just like with a city, you can lay all of the scalable infrastructure you like but if you do not do anything to maintain what you have created all your good work will eventually break down leaving nature to reclaim your land. The same is true of your SEO and you don’t want all of that effort to go to waste. You spent time researching keywords, optimizing your content, and tagging all of your images but unless you are regularly updating your content your rankings are slipping day by day while your competitors, who are updating their content regularly, are slowly but surely erasing your existence from the top tiers of “The” List.
Competition is fierce for decent Google placement and you need to make sure you are doing everything you can to ensure you stay where you belong – at the head of the pack. So what should you be doing?
- Update – In order to maximize your visibility you should be updating your content at least once a week (although in this case more is better). Why do you ask? Because as I may have mentioned before, the more often you content is updated to more often the search engine spiders come back and more opportunities you have to push your competition down in the rankings while boosting yourself up on their backs at the same time…this is what we in the marketing business call a Win-Win Scenario. A blog is the perfect vehicle to help bring the Win home.
- Diversify – Make sure that you are not putting all of your eggs in one basket. Make sure to make your updates work for you by making use of Social Media in your update process. Don’t just blog it and forget it, make sure that Tweet about your new blog posting and update your Facebook to reflect the information as well (and don’t stop there, you can keep telling two friends across a multitude of other social media networks like Digg, Del.icio.us, Technorati and more). This allows you to kill multiple birds with one stone and there are tools out there to help you automate this process. So essentially, all you would need to do is update your blog and you are able to multiply the impact of that single act across multiple networks, hitting multiple audiences (and overlapping with some) with your efforts ultimately culminating in higher search engine rankings to boot. And all it took was setting aside 30 minutes a few days a week. What a Bargain!
- Rinse and Repeat – I may have mentioned this before, even in this posting, but it does no good to lay the foundation and leave it out from the elements. Set aside the time to make these updates on an ongoing basis and your results will build over time with not only higher Search Engine Rankings but also with higher conversion rates.
You don’t want to get left behind and you certainly do not want to be playing follow the leader. You know what they say, if you are not in the lead, the view never changes so get out in front and see what is out there.