SEO firm says new content the key to search engine ranking success

GoogleBy studying search results and website analytics data, a Denver SEO firm has concluded that website owners must add new pages, articles or blog posts to their website if they want to show up in search results.

We hear this from the SEO experts who attend TechMedia’s events such as the upcoming Digital East and Internet Summit, and from those we interview constantly. It’s almost a mantra: new content, new content, new content. But these folks put it strongly.

“Over and over again, I see data from the websites we manage that shows new content is critical to search engine optimization success, especially when a website is targeting a competitive keyword,” said Jason Lancaster, SEO consultant and president of Denver-based Spork Marketing.

Lancaster has compared sites managed by Spork Marketing to come to this conclusion. According to his analysis, regularly updated content is often the key difference between a site that ranks well on Google or Bing and a site that ranks poorly.

“One of our clients is a car wash in Phoenix, and one of the first things we did for them was add new blog posts on a regular basis,” said Lancaster. “Almost immediately we started seeing dividends, and I don’t think it was the small changes we made to the rest of the site that made the difference.”

Lancaster also cites analysis of a Denver wedding photographer website and a Toyota Tacoma blog as proof that regularly updated content is essential to success.

“We believe so strongly in the importance of adding new content to a website on a regular basis that we won’t work with any website owner who isn’t willing to invest in generating articles, blog posts, videos, etc. on a weekly or monthly basis,” said Lancaster. “All the data I’m seeing and all the work we’ve done in the last six months paints a pretty clear picture: Websites must add quality, original content on a regular basis to rank on Google and Bing.”


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