Agile SEO

SEO is a process that can help you receive ongoing organic (free) traffic to your site. One of the most ethical SEO practices is creating good content.

Content that your visitors will find useful, to the point they are willing to share with their peers. And content around a subject that you would like to be searched for.

The more pages your site has, the greater your chances are to appear organically in search. Adding a blog to your site is one of the best ways to add and manage new content without interfering with your site’s core pages.

Content creation or blogging is now a common practice for most online companies. Everyone is fighting to become the thought leader in their niche to help boost their page rank.

However, over time each page can lose their page rank and possibly disappear from search altogether due to Google’s “Freshness algorithm“.

Document Inception Date

When Google indexes your page for the first time it rewards it with a score using several variables, one being the Document Inception Date. This is used to help create the Freshness score. The older the content is, the lower the score becomes. The inception date is the date Google indexes the page or finds a page linking to it.

Content creation for SEO can be a complex exercise. It can involve teams of digital experts researching topics, analysing potential social engagement and of course writing the material.

It seems a shame that all the hard work you put into your content will eventually fall off Google’s radar and out of search.

To combat Freshness and keep your Freshness score as high as possible, you need to implement another SEO strategy to keep your page ranking in search – Agile SEO.

Being Agile

Once your new content is indexed, closely monitor your organic traffic. Hopefully you should see traffic increasing week on week. If so, job well done!

Benchmark your weekly traffic volume and setup an alert in Google Analytics to inform you whenever your traffic falls below average. If you receive an alert it is possible the Freshness algorithm has kicked in and your organic SERP (search engine results page) position has fallen.

Google automatically rewards pages with higher scores where regular changes are being made. Their bots are constantly crawling the web looking for changes made to websites in order to keep their SERPs “Fresh”. If they visit your site and see you haven’t made a change since their last visit, they do nothing.

However, if they see you have made a change to one of your pages, they reward that page with a score relevant to the amount that has been changed.

Increase your Freshness Score

This score will be added to the pages Freshness score and can help you regain your pages organic SERP position.

When you receive your traffic alert, investigate keyword performance. Look for the keywords that created the most conversions, keywords that generated the most visits and keywords with the highest bounce rates.

This data will provide all the ammo needed to optimise your content for SEO. Regular content optimisation will reset your pages inception date and, most importantly, continue to improve your Freshness score maintaining your SERP position.