By Matthew Oxley

The recent changes to Google’s search engine algorithm, aimed at promoting high quality content, demonstrate just how vital fresh online information is. The newest updates are designed to punish companies that don’t offer users good information but still rank high, i.e. those "content farm" websites that supply shallow content, primarily authored to manipulate search results. Search engines value fresh content as it’s a crucial sign that the website is continually updated and contains new knowledge that will be more useful to users – an issue that is becoming more prevalent as search engines develop.

That said, you must remember that search engines cannot directly value good copy. So while it cannot directly help your site to rank higher, it does allow you to more successfully sell to the customers once they reach your website.

Additionally, search engines tend to rely heavily on links from other websites as a core ranking criteria. Many consider links in a similar way to references or endorsements – if people link to your website, they must value it. So in simple terms, a website that produces engaging, high quality content is far more likely to find other websites linking to it than one that is flat and out of date.

However interesting and engaging your content is, one cannot underestimate the use of key words and phrases embedded in the web copy – those that users will specifically search for. All search engines, and especially Google, place a high degree of importance on the relevance of a website to the specific phrase users have searched. Businesses should really do their homework when writing their website copy. For example, there is no point in using over-complicated technical words if your site is aimed at consumers wanting to buy fmcg products. With this in mind, even small sites can raise their relevance, and therefore their ranking at the drop of a hat.

It’s not just through heavy text-based content that search rankings can be improved. Recent studies have shown that by tweeting the bit.ly link of the website along with its name, your site can be ranked higher for that particular search phrase than pre-tweet. Furthermore, user reviews, news pages or RSS feeds can be a great way to show the search engine that your site is live and up-to-date. They not only highlight that the site is active, but add value and ultimately bulk up your web copy.

So in essence, the secret to climbing up the search engine rankings is high quality, regularly updated content with relevant keywords and phrases, and a few tweets here and there. The best way to deliver this is to source advice from a search specialist that can also advise you on driving sales, not just visitors to your website.

About the author

Matthew Oxley is head of search at Gravytrain.

About Gravytrain

Gravytrain has over 12 years experience in successfully providing a full service digital marketing offering – including search marketing (SEO/PPC), web design and development, analytics and social media. The agency is committed to delivering online campaigns that don’t just drive visitors, but paying customers to client websites. Gravytrain works with clients across a diverse range of industry sectors. Clients include: ARM Services, Bedford Insurance, Fish4, Just Landlords, Liverpool Victoria and Topgear.

www.gravytrain.co.uk