Whether you operate a static html site, a blog – or both – continually adding new content (not necessarily replacing old; but adding new) is extremely important. Rather than explain the whys here at First Page Fitness, the best piece of advice we can give you is to read this blog post about Temporal Trends by Rand Fishken at SEOmoz.
Other than the obvious tautology of the title (isn’t something to do with a trend by its very nature temporal?) it is the finest blog post on the subject that I have yet to read. It takes what most SEOs know by experience and “instinct” and solidifies the idea in words for everyone to understand. It makes this concept infinitely easier for us to explain to clients who think an SEO firm is trying to squeeze more money out of their pockets by requesting permission to write or outsource more content. So next time you are having ‘that’ conversation, try sending them a link to Rand’s blog post, mentioned above.
In my experience with FPF rankings, we move between the #2 and #5 spot for Fitness Marketing, depending on how fresh our blog entries are, and whether they are inspiring more links. Just because we get ten new links for a blog entry and bounce up a few spots, does not mean we will stay there for any length of time. Blogs, from my observations and by considering what they are meant to accomplish conceptually, require fresh content about ‘current’ events.
This makes me wonder about the future prospects of the many “static” websites being built these days using Word Press as a content management system. If they are categorized by a search engine as a “blog” will they have to update their content more often than their truly static competitor in order to maintain the same rankings?
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