What happens when your pages go stale and there are no fresh or authoritative links to “validate” your websites’ relevance score to search engines through the “query deserves freshness” model? Your website can potentially lose traction and slip in the SERPs (search engine result pages) from abandonment or lack of citation.
Top rankings are a by-product of having a structured content development plan. Unlike the past, sparse websites that lack content or relevance fail to impress search engine algorithms. Knowing which keywords, tags and internal links are holistically integral for keyword research, on page content development and execution is mandatory for a website to succeed in competitive online markets.
Using post frequency (adding content regularly) as an SEO tactic is not uncommon; considering the constantly changing algorithms and search engine ranking metrics and sheer volume of new pages entering the web for virtually every subject, market and niche.
In order to keep search results on the rise, you have to either (1) link to your links (like a link wheel or link insurance) to pass more link equity to your pages (through sympathetic continuity) or (2) build more relevant content with a higher post frequency than that of the #1 competitor’s rate of content delivery.
Having a lot of pages (semantically grouped by topic) eventually equates to domain authority (a powerful domain capable of ranking for competitive keywords). That authority can elevate a post (without links) or a much smaller percentage of inbound links from other sites.
In other words, the competitive threshold shrinks from the perspective of relevance or competing pages. A website that is aged and has acquired a great deal of domain authority can release a page with something mentioned in the title once, and catapult that page into a top 3 position for that keyword.
While on the contrary, a website with less pages, less qualitative inbound links or less post frequency may have to work 2-3 times harder (building backlinks, adding more content or links) to compete in the same market.
For example an aged and dominant domain may rank for a keyword with “20,000,000 competing pages” as indicated by phrase match in Google (just place a keyword “in quotes” and hit return). A similar ranking may take months if not years to acquire a top 10 ranking for a keyword from a less qualified website.
Rather than working against the grain or trying to compete with a 10 pound weakling web site in your market; one of the most effective SEO strategies is to cultivate a cluster of keywords (based on pivotal market-specific nodes) that encompass all of the primary, mid-tail and long-tail variations within the keyword / site architecture.
This means adding hundreds of posts or unique pages to your website to tip the scales of relevance “and post frequency” in you websites’ favor.
Then, regardless of which category, page or post is released, they all collectively create a dynamic impact (sharing their respective weight in search engines) to create a type of “ranking credit” that allows you to point it where you will, based on internal linking and deep linking from other sites.
This strategy is extremely effective if combined with link-wheels or a deep link SEO campaign targeting a semantic cluster of keywords to targeted landing pages. However, without fresh content to entice spiders to crawl the entire site, rank those pages for a broader array of keywords, modifiers and synonyms, pages can slouch and sag under the weight of link-loss, and link-flow attrition.
Both are critical and are the equivalent of the algorithmic lifeblood of a page. A frequent post creates a spike in spider activity (http 304 status) and increases the query deserves freshness factor by elevating all previous posts (through co-occurrence) and the influx of new inbound link opportunities.
After the freshness wears off and a post recedes (unless augmented by links) the search result tends to slip further and further away from the top 10 results (until a new post is created) and it add one more layer of topical relevance to a website.
Over time, as those newer pages become aged and sprout their own page rank, trust and page authority, they are grandfathered into the ranking algorithm – making it easier for you to rank for more keywords as new content is added.
This is the value of content development and high post frequency. It is not always necessary to index all pages, you can still elect to keep some silent (from using noindex, follow in the meta data) while using all their inherent link juice to propel a chosen page into the top 10 results.
Content development through SEO copywriting isn’t about keeping up with the Jones’s as much as it’s about sculpting the extent of authority your website has for a particular online vertical market. The more content and keywords you have equates to more opportunities to monetize your website through organic search engine traffic or affiliate marketing by sending traffic to other websites to facilitate ROI.
Sacrificing rankings for market saturation ranking for hundreds or thousands of keywords vs. just a few keywords must be weighed for its inherent advantages (dependency on a smaller array of keywords or liberally spreading traffic over a plethora of keywords).