Creating Fresh, Unique Content

Content can be anything, whether it’s an article, a video, an image, an infographic, a downloadable file, or even an online game. With so many varied forms of content, there are endless options to create new content. The important thing to remember is that fresh and unique content is key to superior rankings.
The goal with fresh content is to show search engines that your website is not just a static, unchanging site, but a growing resource of content. Search engines award websites with fresher content a higher ranking, so it is in your best interest to
keep adding fresh content on a consistent basis.
One of the best ways to add fresh content is to start a blog. One of the reasons blogs have become so popular is because blog content management systems make adding content very simple. Blogs can be used to discuss industry news or issues, announce products, educate visitors, handle public relations issues, reach out to customers, or convey anything relevant about the website to visitors.
Creating blog content based on your keyword list, including long-tail keywords, is a great way to ensure a long-term, dependable, and consistent presence in the search engines. This is done by creating new blog posts (pages), using keywords as a part of the topic of the page and the page title, and then adding well written content with the keyword(s) included naturally. Blogging can be challenging, especially when you are a small business owner with so many other responsibilities to juggle. Content takes time and effort to create, and to be most effective, content must be created and added to the site consistently over time. Many small business owners find themselves unable to maintain the necessary pace of adding content.
Principles for creating content must be relayed to any content creation company or writer. In addition, it is important to always check to make sure the content received is unique and keyword optimized before it is published. If you target good long-tail keywords, which aren't overly competitive, yet are relevant to your business, you can quickly find your page ranked by including those keywords in a blog post.
We have also seen instances where we are actually ranking very well for some relevant keywords by accident, which has taught us the importance of using a blog to naturally discuss our business.
Looking at all the keywords that generate traffic can help you expand your keyword list and focus your efforts on trafficgenerating content. The lesson learned is you just never know when the words you use to share the specifics of your business will become important search terms and gain visitors and authority. 
Besides creating a blog, there are many opportunities in any industry for creating content. Creating content can be just as simple as generating informational pages about your product, industry, services, or company and publishing them on your website. New content can come naturally as part of running your business.
Here’s an example. A good friend of ours called one day and asked what he should do with his website to help it perform better in the SERPs. This friend owns an auto dealership and deals mostly in used BMW cars. He also has a repair shop which specializes in repairing European-made cars. He, like many of us, just wants to be more visible online. After a quick review of his site, we gave him a few ideas. First, he does an excellent job of keeping his car inventory current online.
As soon as the dealership receives a car, they clean it up and take some photos, then put the photos and a simple description of the car on their site. We suggested that they spend a little more time creating more content for each car, focusing on targeted keywords, and the attributes of each car, as well as adding good keywords to the title and descriptions of the car photos. We further suggested they include local geographical references in their content, for example, “San Francisco, CA,” “Northern CA,” and “Bay Area,” to assist in the local search rankings.
Local SEO is important when your clientele is primarily locallybased. Perhaps they prefer to see the products you sell in person, or maybe they want to pick the product up the same day, or they may be required to visit the business location to have the service performed, as in an auto repair shop.
Always remember, the SEO which is working well for your competitors, will also work well on your site.
In the past, once a car was sold, our friend would remove the content and pictures of the car off the site. This is a major mistake. Instead we suggested he create a sold section, or past inventory page, and then organize all the cars by model and year in this new section. Using this method the dealership can continue
to benefit from the content they created over time. We know there are many who wish they were doing better online. Your site may be live, but it needs to do a better job bringing in new clients. This is most easily accomplished utilizing the search engines. So you need to look for ways to increase your content, add new pages, and maybe add a blog, then write about new products or changes in the industry, and always keep your content live and accessible. It may need to be tweaked or re-organized from time to time, but content is very valuable and should be seen as an asset that keeps on generating traffic over the long-term. It takes work to create content, so after creating it, you need to let it continue to work for you indefinitely.

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