stuff to read, apparently/may 2010

…old news

hot off the press : Titanic sinks…

it’s worth reminding some of you that search engines aren’t keen on sites apparently preserved in aspic (which are effectively sinking without trace).

Google’s algorithms for ranking sites examine how frequently a site is updated, which has a bearing on how relevant your content is considered to be, and in turn how frequently Google’s search ‘bots’ scoot about on your site to see what's new. They soon learn there’s no point in coming back weekly if the bloody thing only changes once a decade.

The point is sites which haven’t changed for many months or years will likely be slipping down the rankings in comparison with more recent content of otherwise equal relevance. (It’s a complex subject, and no individual aspect is worth obsessing over, but there is an accumulative effect at work).

Relevance is a factor, there’s no point in updating with stuff that’s got nothing to do with what your site is primarily about, so ‘news’ items about your holidays or pics of the boss’s new Jag are unlikely to get Google paying much attention (obviously I’m assuming your site’s not actually about your holidays and the MD’s car).

Well, well. Googlebots lookee here.

This has been brought home recently by er, this site, which although previously ranked decently enough has moved from page 2 or 3 in Google to page one for search terms such as ‘website design Scotland,’ ‘web designer Scotland,’ ‘graphic designer Scotland,’ ‘Scottish web designers’ and so on.

Nothing much has changed really. Yes, there’s more content than there has been in recent times, but at least equally important is that I’ve been adding these articles pretty regularly and the wee Googlebots are whizzing about Flying Solo in a positive feeding frenzy.

Your blog or mine?

Well, it won‘t be mine, I don‘t have one. Actually that’s not completely true, I have briefly fiddled with a couple of the more ‘left-field’ options – to be honest none of the mainstream options really float my boat, but then I'm an awkward so and so and my needs are very, er, specialised. (Sorry, for a moment there we were almost off on another topic entirely).

That said, there is some evidence that the additional traffic from blogging or, as some would contend, even the dreaded witless social media (sorry, are my prejudices showing again?) can have a beneficial effect on SEO (search engine optimisation). How much effect is hard to quantify.

The biggest drawback is very often your resourcing it though. There’s probably not much point in starting a blog or ‘what’s new’ type section on your site if you can’t/won’t keep it up. Writing regularly – and relevantly – takes a certain discipline, so if you’re not prepared to put in the time and effort I’d suggest you not bother.

Personally I find it relatively easy, but then my head’s full of mince, so for me it’s just like opening a valve to ease the pressure every now and again…

I was just typing thinking…

corporate + brand identity | graphic design | website design | dog walking

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