I know, I know. Content development and adding additional Website content seems like “too much work” when time is already short and your nerves are feeling frazzled. You can’t ask your marketing department to do it — they’re already maxed out. Fighting for freelance budget seems too overwhelming. And heaven forbid that you add something new to your plate.
I am just as guilty as other site owners and marketing departments. Part of my marketing midlife recovery means more and better writing — blog writing, writing for other sites and, yes, writing for my own SEO copywriting site.
Easier said than done.
The thing is, writing ongoing content is more than just a SEO trick. Sure, the engines love new content, and adding ongoing content is one of the ways they measure how “fresh”a site is. Sites without new, ongoing content tend to slowly drop out of rankings site, despite their age and history. It’s just like Hollywood, baby — if not you’re coming out with new stuff, it’s easy to forget all about you.
Of course, I always hear the kickback — “Why should I add new content? It’s a pain to do.”Yes, it is. But here are the advantages of fresh content:
- It builds trust. When people search under various keyterms, they notice companies that continually position in the top 10. My favorite example of this is a company called Amsterdam Escape. Their site positions for main keyterms such as “vacations in Amsterdam” as well as long-tail keywords like “places to stay Amsterdam Newmarket.”
- New content overcomes objections. You can’t assume that prospects will contact you for more information. If your content doesn’t answer their questions immediately, they’ll find another site that does.
- New content can sell your product or service. This is the most obvious reason — good (or improved) content translates into better conversions.
- New content gains search engine positions. ‘Nuff said.
Make a commitment to your company to upload at least one new article per month on your Website. That may mean hiring a firm who can help you with an editorial calendar or topic ideas. That may mean asking your internal team to step up and start writing. Either way, ongoing content will keep those search engine rankings (and conversions) flowing.