One of the great challenges for webmasters lies in keeping website content fresh, relevant and up-to-date. This is an all-important factor in Search Engine Optimisation.

At Fuse optimisation we are certainly well aware that one of the most important components of the Google algorithm concerns the frequency at which a document changes over time. This relates to the content of the page and the relationship that page has with other pages within the same website and to other websites.

It is understood that web pages which change with some regularity are probably given more weighting than pages that are allowed to go stale. Web pages that change are given scores by the search engines and the scores vary depending upon the frequency of the changes. We know that Google measures the time lag between such changes.  

We also know that the way in which older web pages interrelate with new pages is also a strong component within the Google algorithm. Another component measures the ratio of change to a page, over a given timeframe and correlates this with the relationship that page has to other, newer pages which may also change.

To make matters even more complex we are also aware that Google’s extremely complex algorithm measures different portions of content on the same page and applies different weightings to different portions, depending upon a perceived importance of the different portions of the page. Just how it works out the comparative importance of one part of a page over another is a little unclear to us.

In order for webmasters to make the most of these aspects of the algorithm it is recommended that pages are reviewed systematically. As new pages are published, older pages should be linked to the new and vice versa. This should be done whilst retaining the integrity within the layout of a websites’ architecture and avoiding a resultant tangle of random links, straddling across different areas of a website. This can be achieved by having a well-thought-out site architecture in place with hard and fast rules as to how different areas of the website correlate with others; most of all though (and perhaps the hardest challenge), making sure that all those working on the website, stick to the rules.

As internal links are updated, copy on existing web pages should be adapted or rewritten to reflect any changes.

At Fuse we see the adaptation of existing content on maturing websites as a vital component of great search engine optimisation and is usually a component of our long-term optimisation strategies.

Fuse specialise in search engine optimisation for banks, seo for building societies and search marketing for other financial services and professional services sector businesses.

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