Numerous websites encounter challenges in driving traffic. Occasionally, this can be attributed to a Google algorithm update, while in other cases, it might be due to the website’s recent establishment. However, the situation doesn’t have to be one of struggle. There exists a method to cultivate fresh avenues for incoming visitors.
Regarding Google’s Freshness Algorithm
There is a misconception regarding Google’s inclination toward “fresh” content, which is not entirely accurate. This misconception originates from a misinterpretation of Google’s “freshness algorithm.” The freshness algorithm highlights new content that is currently popular and timely.
Contrary to popular belief, the freshness algorithm does not solely emphasize recently published content; rather, it prioritizes content that is trending. The date of publication does not directly impact rankings. Altering the publication date will not result in an improved ranking for the webpage.
Google’s freshness algorithm centers entirely on user relevance. A recently updated webpage holds relevance for individuals seeking the most current information.
Fresh Content is About Relevance
Considering this perspective, when focusing on relevance and staying current, the process of generating content ideas becomes more straightforward.
Subjects tied to ongoing events such as politics, sports, and entertainment hold significance during specific periods. Any subject matter characterized by novelty is advantageous for enhancing the ranking of fresh pages and rapidly boosting traffic. This is the type of content that Google is more likely to expedite in terms of ranking for a newly established webpage.
Within the realm of relevance, Google elucidates the concept of freshness in the following manner:
“…we’re making a significant improvement to our ranking algorithm that impacts roughly 35 percent of searches and better determines when to give you more up-to-date relevant results for these varying degrees of freshness.”
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Updating Content versus Modifying Content
In 2018, Google’s John Mueller made the following statement regarding the impact of freshness on rankings:
“Fresher doesn’t mean better. Don’t fall into the trap of tweaking things constantly …when you could be moving the whole thing to a much higher level instead.
It’s more a matter of your putting out new content… that’s relevant for people who are searching at the moment and that we’re ranking them based more on that…”
Mueller’s cautionary advice pertains to refraining from altering content with the expectation that Google will interpret it as newly refreshed. It’s crucial to distinguish between modifying content and genuinely updating it.
Mere changes to content don’t render it more current; they merely involve rephrasing words. On the other hand, updating content involves bringing it in line with the latest information, ensuring its relevance within a dynamically evolving topic.
Relevance is the Key of Freshness
SEO professionals are often obsessed with aligning with Google’s algorithm; however, publishers can make huge strides by shifting their focus to serving users’ needs when they have a need for information on emerging topics.
Evergreen content is that which does not change and thus always remains the same. For example, how to grow red peppers will not change. However, it is hard for a newly developed website to compete for such evergreen content ranking against older websites.
But cashing in on a hot trend in growing tomatoes might be within reach. As an example, consider the research of a new way to grow red peppers that’s starting to buzz on social media. When people start searching for more information about the new method, your website can pop up.
Creating content on trending topics is a strategic move for new websites. It attracts users interested in the trending topic of the day who may also be interested in other evergreen topics.
The secret to success for your website is to create user-relevant content regularly. Working on trending topics is a good way to kick-start a new website or to keep it running during algorithmic downturns.
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How to drive traffic to new websites
Search Engine Optimization (SEO): Optimise your website’s content using relevant keywords to improve visibility on search engines. This will involve on-page optimization, meta tags, and quality content creation.
Content Marketing: Produce high-quality, engaging content that offers some value to your target audience. This could be in the form of blog posts, articles, videos, infographics, etc., shared on social media and relevant platforms.
Social Media Marketing: This is done using social media to promote your website. Share your content regularly and interact with your audience; using relevant hashtags will help expand your reach.
Email Marketing: Create an email list and send regular newsletters or updates to subscribers. This will keep your audience engaged and updated about the latest on your website.
Guest Blogging: Create content on other reputable websites in your niche and link back to your website. This helps not only in building backlinks but also introduces your website to new audiences.
Influencer Collaboration: Partner with influencers or bloggers in your industry that hold a huge following. Their endorsement can help introduce your website to a wider audience.
Online Communities and Forums: Engage in online forums and communities related to your niche. Be active, provide value, and drop your website link when necessary.
Paid Advertising: Consider running paid advertising on Google Ads or social media to target demographics for driving targeted traffic to your website.
Networking: This involves attending relevant industry events, conferences, or webinars to connect with other people in your field. Networking often leads to partnerships and collaborations that can drive traffic.
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Responsive Web Design: Make sure your website is mobile-friendly and user-friendly. A good user experience automatically invites people to stay on and view more.
Website Speed Optimization: A slow-acting website can drive visitors away. Make sure that the loading speed of your website is optimized to avoid any delays.
Leverage Analytics: Use analytics tools like Google Analytics to comprehend the source of your website traffic, user behavior, and scope for improvement.
Local SEO: If your website has a physical location, focus on local SEO strategies by attracting local visitors through Google My Business and local directories.
Referral Traffic: Reach related websites and ask them for links if your content can add value to their audience.
Keep in mind that traffic building takes time and consistency. Strategies need monitoring, adaptation to changed circumstances, and constant refinement in light of results seen.
Would you like to read more about how to drive traffic to new or struggling websites related articles? If so, we invite you to take a look at our other tech topics before you leave!
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