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SEO Basics: Updating Content & Blogging

Ross Beyeler

This is the sixth post in Growth Spark's SEO Basics for Business Owners series.

One thing that can have a positive impact on your website is constantly adding content. Each new page you create is a new chance to show up in the search engine results.

Search engines are constantly browsing the web, looking for new content to index. When they come across a website that updates or adds content often, the search engines make a note to return to that website more frequently to look for new content. Sites that update and add content regularly are more likely to have a lot of pages in the search engine's index, which means that they will show up in search results.

Changing & Updating Content

When updating existing pages, you should try to make sure that it will improve the rankings rather than hurt. For example, if you have a page that is in the number one spot for a certain keyword, I would recommend not changing it. You might think that by adding content to this page, you could get it to rank higher for its second-best keyword as well. In a lot of cases, especially if this page is ranking because of on-page factors, adding more keyword variations will 'dilute' the keyword density and the page could drop from the number one spot.

If you're already at the number one spot, you should instead try to build links pointing to that page containing the secondary keyword. Links are a very powerful aspect of search engine optimization, and are more likely to have a positive impact in this scenario.

In another situation, if you have a page that is not doing well, adding and changing content could be a good strategy. Continue to update and add to the information on the page, and it may do better over time. SEO and content updating is a constant process; an ongoing experiment to see what makes each page go up in the rankings.

SEO Blogging and Writing Tips

Blogging is a great way to continuously add more content to your website. A lot of companies are starting corporate blogs, and all have different writing styles. Your blog should reflect your company's corporate culture.

Keep in mind that the first goal of your blog should be to have people read it and share it with their friends (links!), and only secondarily focused on search engine optimization. Interesting, informative, insightful, or provocative topics are better than just choosing a keyword for each post and forming a post around it.

Write your post first, then once it's done you can go back and make sure that the words you used fit relevant keywords. If you think of the keyword first, it could come out choppy and unnnatural: not something people want to read. Remember that links are worth much more than on-page optimization.

If possible, you should have a good writer from your company write the blog and website, then have it proofread and edited by a professional if needed. If you're not sure that anyone on your staff is qualified, you can hire a professional writer to write the blog. A word of warning though - make sure that your hired writer is accurately reflecting your brand image in the blog.

Here are a few tips for writing and blogging on the web:

  • Use correct spelling and grammar.
  • Short is often better. Reading on the computer screen is easier when there are short sentences and paragraphs.
  • Use lists. People love lists, and it can make your posts more readable.
  • Include pictures! It will add some color and make your posts more attractive.
  • Post regularly. Depending on your ability this could mean once per week, or once per day.

These tips don't just apply to blogging though. You can always add pages to your main website as well. If you have a new product or service, a new member on your team, or a new client testimonial, all these things can be used to create new pages on your website that also have the possibility to lead to more traffic. Once you have a lot of content, you need to see who is visiting it so that you can improve. The last part in the cycle of search engine optimization is tracking with analytics software, which will be covered in the next post in this series.

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