And those companies and organizations, if they really know what they’re doing, aren’t just concerned with these content managers generating engaging, audience-attracting content. They want them to generate that content on a regular basis, probably daily.
There a number of reasons fresh content is so important. First off, you want to keep that online audience coming back over and over again. A great analogy: would you continue to subscribe to a daily newspaper if the articles and photos were always the same? Obviously not. The same is true with your website and your social media.
The other important reason is today’s search engines. They’re less concerned with the history of your website. It’s now more about “what have you done for me lately.”
Google’s Panda search algorithm now ranks sites based on freshness signals . Those are things such as the rate of document change, the amount of document change, new page creation, changes to important content, an increase in the rate of new links and links from sites that have a high freshness score.
It sounds a bit complicated but the important things to remember are be fresh, be relevant and most important, be useful.