How to Build Traffic on New or Struggling Websites
Most websites are struggling to build traffic. Often, it’s because of an update from Google. For others, it’s because of the brand new website. Sites needn’t struggle. New sources of traffic are being built up.
About the Google Freshness Algorithm
There’s a possibility Google is preferring “fresh” content.
That is not quite true. The idea stems from a misunderstanding of the “freshness algorithm” of Google.
The algorithm of freshness promotes new content when it is trendy and momentary.
The algorithm of freshness is not about promoting content recently published. It is about promoting content that is trending.
The date of publication is not a factor in rankings. Changing the date of publication will not change the rank on the webpage.
The freshness algorithm used by Google is 100% relevant to users. For a person looking for the latest information, a fresh web page is relevant.
Fresh content is a matter of relevance
So if you think about it that way, the relevance and whether it’s topical or new then it’s easier to generate ideas for content.
At a given moment, current events such as politics, sports, and entertainment are important. Something new is a great topic for fast ranking of new pages and building traffic. That’s the kind of content that a new web page would rank Google faster for.
This is how Google describes freshness within the relevant context:
“…we’re making a significant improvement to our ranking algorithm that impacts roughly 35 percent of searches and better determines when to give you more up-to-date relevant results for these varying degrees of freshness.”
Changing Content vs. Updating Content
John Mueller, of Google in 2018, had this to say about freshness as a boost to ranking:
“Fresher doesn’t mean better. Don’t fall into the trap of tweaking things constantly …when you could be moving the whole thing to a much higher level instead.
It’s more a matter of your putting out new content… that’s relevant for people who are searching at the moment and that we’re ranking them based more on that…”
What Mueller is warning about is stopping content from changing in the expectation that Google will see it as new. There is acontrast between the content changes and the content updates.
Changing content doesn’t update it any more. It is simply word rearrangement.
Up to date content means updating it. That leads to content that is important in a changing topic.
Fresh is the Relevance
SEOs tend to get hung up about being important to the algorithm used by Google. Through focusing on being important to users when users need content on new topics, publishers will make great strides.
Evergreen content is non-changeable information. The basis for growing a tomato, for example, never change. A brand new website will struggle against existing websites in the ranking of evergreen content.
But it can be easier to focus on a trendsetting way to grow tomatoes. A new method for growing tomatoes, for example, which is trending because of social media. People will be hungry for more information regarding this new method.
A useful strategy for new websites is to publish content in trending topics. This brings users to the subject of trends which may then hang around for some of the evergreener topics.
The secret to becoming a successful website is constantly adding content that is relevant to users and doing so on a regular basis. Devoting time to trending content is a good way to get the ball rolling on a new website, or a way to stay afloat between algorithms during lean times.