Unique content is one of the main assets of your site, and one that needs to be continually maintained. Not only does it need to be provided in fresh batches over time, but it needs to be integrated into your site’s overall SEO strategy. Thorough planning is necessary to ensure that the content featured on your site meshes naturally with whatever’s already there.

An overhaul of your site’s existing content should be done as part of your initial search engine optimisation. This may involve a simple edit of your content to plant keywords throughout your site, or a thorough overhaul involving new content creation. A plan for the provision of continuous content is also a good idea as part of the first optimisation of your site, and you can talk to us at SEO Consult about working a content plan into your SEO campaign.

Your content plan should involve several things. The first is to plot out where your content will go. This is vital as part of your SEO. Your site’s structure needs to be capable of handling the new pages of content as they are uploaded over time. You will also need a plan for planting hyperlinks within the fresh content to important areas of your site. Once these practical things are taken care of, however, you need ideas for your fresh content to be based on.

There are four basic ways most businesses use to provide fresh content to their site:

• A blog: This is becoming more and more common. A blog is a great way to feed fresh content into your site, because the content can take on many forms. It can be conversational, requiring a small update every now and then, business-focussed, providing news on your business, or it can be informational, providing hints and tips for users. Each type of blog has advantages and disadvantages, and you need to further plan how to attract readers to make the most of this website tool

• Create business pages: Many businesses initially approach their website as a kind of online brochure. For these kinds of sites, creating business pages is logical. The fresh content can explain individual products and services more thoroughly, provide updates or even feature reviews. It’s important to remember your site users when creating this kind of content, and keep the pieces interesting

• Press releases: The advantage of using press releases for fresh content is that you can post them off-site. The content in press releases is also very catchy, as it tends toward a news style. If you do post your press releases around the net, it’s important to keep duplicate content issues in mind

• Educative material: This final way is a content style that many businesses have taken advantage of. Informational content is highly popular and easy to seed with keywords. It is also usually easy to produce, as you’re designing content around what you know. ‘How to’ and ’step by step’ pieces are particularly handy

The way you choose your content will depend on your site’s resources and needs.

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