June 20, 2008
The advantage of adding fresh content frequently directly impacts your topical site synergy. By creating islands of topical (related) information on a subject provides each page with an opportunity to pull its own weight and rank on its own constitution as a contributing factor to your traffic and exposure.
Without updating your content, or having aged content on your site that could benefit from a content and link audit you are implying to search engines that proper on page factors are not a top priority.
Each time you upload a change to your server it sets off a chain reaction that summons search engine spiders (like the Google Bot, Slurp for Yahoo or others). The spiders in turn compare recent changes with the last cached snapshot of your pages and take note of revisions and integrate that into the bin (a storage cloud of your sites history spread across different data centers).
Based on how important the concept and the continuity behind the document is, if the new changes a favored by search engine algorithms, then a raise in relevance and relevance score occurs for the target terms on that page and for the entire site as a result of this synergy.
This in turn impacts what are considered on-page SEO factors, such on page SEO factors are a pivotal and crucial component to long term rankings.
Without refinement to on page factors ranking dynamically would have to rely on off page factors such as link building alone (which is possible) like Adobe for “click here” and Apple computer for “home” either of which typed in a search engine will illustrate the point. They rank for those terms because of the sheer weight of thousands of pages linking to them with that anchor text.
The next step in the progression would be to implement theming your data or cross-linking and referencing the most suited progression for the key terms appearing across related pages.
If I have a keyword in one document on Page A that has the keyword relevant to Page B, then link to Page B from Page A using that keyword as anchor text (the text in the link). The value of this strategy is cumulative and paramount over time for securing competitive keywords.
Do this enough and frequently enough using absolute paths such as http://www.seodesignsolutions.com/seo-services.html vs. /seo-services.html (a relative path) and you are building relevant links internally (such as this link) within your site.
Combine this with strategic infusion of new information based on keyword research and gap analysis (where you rank compared to where you want to rank) and you can essentially develop relevance systematically over time and elevate your content naturally in search engines.
It is worth noting that the best strategies develop over time and leveraging that time through going back to refine outdated or off topic content can reinvigorate rankings and offer an appealing proposition for a top 10 position to search engines who are ever vigil for relevance and quality content to share with their audience.
Stay tuned for more useful SEO Techniques, Strategies, Tips and Solutions from SEO Design Solutions.
Jeffrey Smith is an active internet marketing optimization strategist, consultant and the founder of Seo Design Solutions Seo Company http://www.seodesignsolutions.com. He has actively been involved in internet marketing since 1995 and brings a wealth of collective experiences and fresh marketing strategies to individuals involved in online business.