Cyrus Shephard posted over at SEOmoz regarding the origins of Google's Freshness Update, providing illustrations of how variations of "fresh" content influence rankings. The article provides great insights fed in an easy-to-digest fashion.
It got me thinking about SEO copywriting for one, and its importance, but also about how content is implemented throughout a site. It's not only necessary to host SEO-focused content, but it is best practice to implement content differently, segmenting your site, creating a robust consumer experience. Let's consider constructing a "content-robust" site.
"Level one" pages are those we would expect to see from a Web site – homepage, about us, service and goods pages, contact, and so on. All of these pages need SEO copywriting at inception (or hopefully SEO finds its way on the page at some point), but "constant" movement is not needed. Depending on the overall structure of your site, your homepage may see movement due to daily blog posts and information pulled from other sites such as Facebook or Twitter, yet the basic content won't regularly change in most cases.
Update these pages as your company adds services and products, shifts branding focus, or revamps the layout or design. Otherwise, look to other areas of your site for regular updates, creating "movement."
Does your company have a blog? Hosting a blog benefits search engine optimization and addresses "freshness" requirements. Regularly posting content on a blog aligned with your main site shows Google your site is regularly "moving." Elect two to three in-house professionals to address your company blog on a daily to weekly basis. If you do not behold the in-house resources, consider seeking external SEO copywriting services.
Another post, stemming from SEOmoz, highlights search engine optimization's need to become more diverse, helping clients optimize their content, but also aid in facilitating social connections and establishing overall authority. Such a process takes time and diligence. However, particular implements may facilitate online networking and authority, such as developing a community-oriented extension of your site.
Consider orchestrating a community extension of your site, offering opportunities for others to discuss topics on forums, post to guest blogs, and form niche groups, aligning like-minded browsers. Such a platform inspires browser engagement with the brand as well as creates a lot of "movement" and fresh content on your site.
Consider creating a dynamic site, one hosting multiple levels of content and site "movement." Most novices don't have their level-one pages groomed with a search engine optimization comb. Many small businesses don't regularly produce blogs. Only a small number of sites offer extended communities. What's your level of freshness?