We all know that having high quality dynamic web content will ensure your site looks professional and appeals to visitors but how will it improve your position on a search engine listing?
Link building
This is the practice of getting links from other sites to your own. Search engines give much greater prominence to websites with lots of inbound links as they are assumed to have a good reputation and plenty of compelling content for users. Blogs and news articles play a huge part in link building - they can be submitted to directories, published on social networking sites or used as press releases.
Website growth
Websites with high quality, unique content are almost always rewarded with high-quality search rankings. News and blogs allow for website growth, giving your site page after page of well-written, keyword-heavy copy. Some search engines also assume that larger websites have put more effort into the development process and will therefore be of higher quality. Dynamic web content can also be essential to small firms who would otherwise struggle to have a 'content-based' site such a clothes shop.
Bounce rate
This is the measure of visitors that arrive at a webpage and leave, or ‘bounce’ off, without going any further. Search engines rank websites with a low bounce rate in a higher position as it implies the site has given the visitor a good reason to stay. Dynamic web content such as news and blogs increase 'stickiness' encouraging visitors to click deeper into your site and remain on it for longer.
Keeping the crawlers happy
A web crawler is a computer program sent out by search engines to browse the internet and collect data which is then used to rank a website in a certain position. Providing crawlers with fresh, unique, keyword dense content on a regular basis encourages them to return more regularly and thus improve a website's search ranking.
Want to learn more about SEO for small businesses? Check out our SEO jargon buster and other search engine resources.
