If you use your online presence to keep in touch with prospects, and with current patients or clients you need to know that . . .

    . . .  Google befriends fresh content.

    The more regularly you upload some to your website, the higher it climbs in organic ranking.

    And more and more people take notice of you.

    Tony Robbins and his marketing team know this. If you follow him, you realize he’s got a huge amount of content on all his websites.

    Google any terms that have to do with self-improvement or life coaching and you’re sure to see him on Page 1—even if you don’t include his name in your search (at least at the time of this writing).

    This, my dear friends, happens because of the enormous amount of content on his websites. It also happens because of his wide social footprint, but we’ll focus on web content here.   

    Thing is, you too can show up on Page 1 and even in the number 1 spot. You don’t have to be Tony Robbins.

    He doesn’t even have to be Tony Robbins. He shows up top for his important keywords without his name attached to the search. That’s all he needs.

    To make this happen, it takes regular uploads (as well as a good content strategy) . . . and patience. Yes.

    It takes a while for your website to appear in those coveted first page spots (average of three to six months at the time of this writing), but considering the cost per click of paid ads, the ones that appear at the top of organic results (the non-paid search engine results), the effort is well worth it.

    And then . . . there’s the freshness update.

     

    WHAT THE HECK IS THE FRESHNESS UPDATE?

    Since 2011, Google has considered fresh content one of the most important factor by which its algorithm delivers results. They even did a “freshness update.”  That should tell you something!

    When you realize that more data was created in 2017 than in the past 5000 years, it’s a good thing Google had the foresight to create a way for us all to find what we need in this enormous amount of knowledge. (1) 

    For reasons we can only speculate about . . .

    . . . Google decided that the information most recently uploaded deserved the most credibility and love. It deserved to show up before older content. Even if said content is evergreen—meaning the information will not change in the foreseeable future.

    An example would be, say, an article on the effects of intravenous vitamin C treatment. That’s not likely to change unless they find a new benefit in a newer study.  

    Even if you sell a product or service to which there have been no changes made in the past 20 years, and even if you have a lot of great info about it on your website . . .

    . . . Google is just might lead people to the latest uploaded webpage or blog first, whether that be on your website or your competitors’. Ouch.

    How long you’ve been on the web with that service or product, as well as the amount of content dedicated to the item in question, increases your chance of being #1 in organic results with or without constant updates, but it’s crap shoot whether you’ll hang on to your position with no updates.

    If you have dozens or hundreds of pages for a product or service, and you’ve been online with it for a few years, it will be difficult for your competitors to show up above you, but it’s doable . . .  

    . . . with fresh content. Yup.

    If you have a competitor who posts new pages or blogs every day for months and months, or even once a week, and you only update your website once a year, I’m sorry to say you’re sure to tank in the results at some point even if you’re at the top now. Unless, of course, you keep feeding Google fresh stuff.

     

    HOW TO CREATE CONSTANT FRESH CONTENT

    One way to update and freshen your website is to post regularly to your blog. Follow this by nurturing engagement on your posts (such as comments, forwards, and replies from you) and Google will like you even more and propel you to the top of organic search results.

    Suddenly, Google’s your BF, though not your BFF—unless you keep up the updates. Its friendship comes with strings attached, or should I say with content attached?

    Knowing all this is important because Google only sells ads, not search results (2) , so the only way to get to the top of organic search results—and stay there is to . . .

    . . . continuously update your site. I know. Lots of work.

    By posting on a regular basis, your content is bound to elicit engagement such as comments and sharing. This is “Google candy.”

    It’s the easiest and best way for you to show enough “freshness” for Google to take notice and choose you over others when it churns through the gazillion websites it goes through before deciding which one to deliver first.

     

    ADDITIONAL WAYS TO FRESHEN AND KEEP YOUR CONTENT UP TOP

    • Write your blog posts with SEO in mind (this is another subject we’ll delve deeper into, but not here). This further encourages Google to treat you as a VIP and push you out in front of more eyeballs by placing you higher in search results. You want to be the belle or beau of the ball.

    For now, be sure to use only ONE main keyword per blog post. Otherwise, Google will get confused and not know what to do with you; you’ll linger on the sidelines instead of finding yourself front and center.

    Also, keep the number of instances of your keyword to a normal level; you don’t want your new BF Google to feel you’re spamming.

    • Insert your keyword into your title tag and keep the title tag to 60-70 characters. Otherwise, Google will cut it off. Place your keyword as near the beginning of the tag as possible to avoid it being cut off on certain search engines.

     

    • Add alt tags to all images. Google will read these and take them into consideration as far as ranking. Take care not to spam with these though. Include these alt tags into your overall keyword count to avert being spammy.

    Don’t make the mistake of not having your keyword in your alt tag so you can have more of them in your copy.  If someone searches Google images instead of the web, it needs to know what your image is about to deliver it as a result for your keyword.

     

    WATCH THE NUMBER OF KEYWORD INSTANCES ON YOUR PAGE

    If the highest number of instances you should include your keyword for the length of your post is 5-6 times, you need to include the keywords from your alt tags in that total.  Search engines have gotten more sophisticated and will recognize that just 5-6 keyword instances means your page is about that, especially if you add related keywords as well and don’t talk about anything else.

    For instance, if you’re selling women’s flat red shoes, you can mention beach sandals, boho footwear, or flat sandals instead of repeating “flat red shoes” twenty times. Google and most search engines now know to relate all of these terms, and they’re more likely to deliver your page to “flat red shoes” shoppers.

    Have most instances of your keyword “flat red shoes” near the top of your post so search engines know that it’s THE keyword for your post.

    That aside, in typical Google capricious fashion, their experts say nearly the opposite regarding the matter, hence why I urge you to proceed with caution with how many times you use your keyword in a post (3).

    You can’t be harmed by having a reasonable number of your keyword, but you can be harmed by having too many.

    John Mueller: “Keyword density, in general, is something I wouldn’t focus on. Search engines have kind of moved on from there.

    Matt Cutts: “That’s just not the way it works. Continue to repeat stuff over and over again then you are in danger of getting into ‘keyword stuffing’.”

    I’m convinced John Mueller meant that search engines have become more intuitive, hence why they know that “flat red shoes” is the important keyword (if you place it on the page as I explained above) and all the others support it.

    And I’m pretty sure that Matt Cutts saw visions of trillions of blog posts with the same keyword repeated ad nauseam and decided to serve up some caution.

    And he’s right. Best be cautious, move thoughtfully and organically: make sure you sound normal and not like a robot manipulating keywords.  

    By that, I mean you should write in a conversational tone.

    It’s a wild world out there in the interwebs, but you can stand out by serving up fresh content to your audience on a regular basis.

    And as always, reach out if you want my help to put this in motion.

     

    Footnotes:

    1. https://moz.com/blog/googles-freshness-update-whiteboard-friday
    2. https://www.google.com/search/howsearchworks/
    3. https://en.wikipedia.org/wiki/Keyword_density