Though Google denies it, for instance, there is a widespread suspicion that investing in paid search will improve a company’s organic ranking. Easier to prove is the notion that frequent content updates represent one of the most powerful ways to promote a site.
Fresh and new
“It has become apparent lately that Google is favouring new sites a lot, and sites with new content,” says Darren Jamieson, content editor at Manchester-based Just Search. “If you have got a site that does car leasing, and someone is looking for something on the new Audi R8, a site that hasn’t been updated for three months won’t come up, even if it has a page on the R8.”
Google itself, while cagey about its methods, is happy to confirm this much. “We always say, build things for the people you want visiting your site, and that is what we try to reflect with our ranking,” says Google spokesman Anthony House. “It is not about trying to trick your way into the highest results.”
Indeed, Google’s advice for improving a company’s organic ranking all relates to the kind of housekeeping that makes a website visitable in the first place.
You can see the excerpt from the magazine here.