Last month we discussed how to use consistent content building to improve your search engine rankings. Step #1 covered the importance of quality content because quality content on your site gives search engines the understanding that you are a destination for information and knowledge. What do you do next?

Step #2 – Keep it fresh.

The wide open web is ever expanding and constantly growing, is your website growing as well? Every day thousands of new sites launch, and that means fresh competitors presenting information in new and interesting ways. Content freshness helps web sites as it offers the benefit for users to have a look at new and useful information. Keeping your web site fresh is worth the extra effort, with the addition of new content; your website is adding value to the end users. While the “freshness factor” is very important to search engines like Google, what’s even more important is that your website continues to grow through content building. If you have not read your website’s content in the past few months, take a closer look. Is it still representing your company in the way that you think it should?

I’ve been working on an expression formula using web analytics that represents most of the important variables in search marketing. A holistic approach to SEO demands a more robust explanation of how all the individual aspects of a web site interact with each other to produce great web visibility leading to more traffic.

Initially this formula deals with website attraction and how targeted prospects find a web site during search. The second part of the search marketing formula uses web analytics to uncover key performance elements of a web site and how each plays a role in converting visitors to customers.