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What a cheesy title, eh? Well, may be cheesy but its right on the spot and I’ll explain why. First for those of you not familiar with the Freshness update it’s basically an update that gives priority to news sites and date based searches. If we want to find about a certain topic that is time sensitive we want to see important results, and not some news article from 10 years ago that is still ranking because of links, right. But that is not the only thing Fresh update changed, although it is based on the premise of date related searches and giving users the most relevant results it also encompasses hot topics into their changes, which according to their estimate will influence almost 35% of the search queries, 3x more than Panda did.
Wrong, this was blown out of proportion by internet marketers and certain SEOs, the fact is that the update was major and it can account for max of 10% changes, the 35% mentioned at first was the overall results of queries, not keywords as explained in the SEOmoz whiteboard Friday. One thing they also talked about there was that RSS feeds are getting back into the game stronger than ever, so if you do have a blog make sure your rss feed and your xml sitemaps are always up to date. So let’s continue with our fresh topic for the day, fresh links for fresh pages to please the almighty.
As you might have noticed we are going backwards from what the title suggested, we started from Freshness update and now we will talk about fresh content and fresh pages. So how does this work, I go back and get a few new lines to my old content and see it ranking on the first page? Obviously no, as far as updating old pages goes it’s the same as ever, if you want to update great, but if you want to see some results from that update you need to place something important there, you need to have a reason for an update. So just thinking that minor changes will make a difference is dead wrong.
But refreshing your pages and having fresh pages are two different things, or are they? Well if it is a news worthy or trendy topic then yes they are the same thing. But we can do better with new pages, from now on fresh pages, than we can do with old ones. I’ll explain why in the fresh links part of the story.
We talked about link building a lot on this blog and we also talked about natural link profile, how it should look like and how to get it, so you have a good idea where we are headed. One more thing needs to be implemented into the natural link recipe, fresh content requires fresh links. This means that new pages are more likely to attract new links right. When we talk about natural links we mean people linking to us, citing us, recommending our great posts, in content links given to us for free based on quality of our work. So when I publish a blog post I tweet it, post it on Facebook and Google+ and other social networks. I also comment on regular blogs and since some of them use comment love I get to use my RSS feed to link to my last post. This all leads to people seeing my new post and whoever likes it and finds it useful is likely to link to it.
So that is how fresh content gets links, but it gets fresh links. Unless someone is updating their resource post you won’t get a link from an old page. No, you will get a link from a new page created after your post, which is a fresh link. It doesn’t make any sense to have a PR7 link (no matter how tempting that sounds) from an old static page pointing to your new post, does it? If you are still not sure let me just say that Google sees that strange and it should, there is no way in hell that is natural and Google knows how to look for those patterns.
Obviously we do need to build links to some of our old pages, but if you have a blog my strategy would be simple.
- 20% links going to the homepage
- 30% links going to important categories and pages
- 50% links going to new content (deep links – hopefully with engaging content of quality this will take care of itself)
Strange, maybe, but it’s even stranger when I see a page created 3 days ago having a link from PR6 business site that has a slight relevance to the page it links to, be a little bit more discreet will you?! Not to mention site wide links, if that isn’t a dead giveaway I don’t know what is.
I get confused when I hear bloggers talking about link building, why do you need to do link building? Please answer me in the comments. The way I figure it a blogger shouldn’t spend more than 10% of his time on link building. Why? Because his job is to blog, post quality content, well do just that, post QUALITY content and you will get links and mentions, tweets, +1s or whatever you want. But if you just chunk out lame content for the sake of posting and then complain about ranks and traffic and no links, well, it’s your fault.