When it comes to content, you always have to worry about
something being time responsive. Writing evergreen content, or content that
will stay significant throughout time, is a great way to help keep your website
solid and applicable to users searching the web. However, time sensitive
content is just as significant. This type of content is a great way to keep
your blog fresh and give readers what they want. It shows that you’re on top of
the news and you’re ready and willing to write something that can be used instantly.
It’s more specific and will help your website gain lots of instant clicks.
The question with time sensitive content, however, points
back to SEO. Small businesses have to ask themselves: If something is only
going to be relevant for a short period of time, what are the correct
optimization tactics?
SEO for Time Sensitive Pages: How to Make Sure You’re
Content Isn’t Being Wasted
It seems that the majority of companies utilize the same SEO
efforts for both evergreen and time sensitive pages. While this isn’t a bad
thing, and in some cases it will work just fine, understanding how time
sensitive pages differ in terms of SEO is a great way to make sure your website
is as successful as possible. Below are a few tips and tricks:
Be Quick. You don’t want to wait until a specific event or
announcement gets too close to ramp up SEO efforts and link building
(especially if you’re working in a competitive niche). You want to start
building links and optimizing right away so that when the story really does go
big, you’re already at the top ready to go. It’s also significant to realize
that Google bots aren’t going to check out your site every single day, so if
you start optimizing right way you might not even see results until the big
event.
Always Keep Optimizing. Some companies get rid of an article
or even a time responsive website once that time is over; however, in doing so
the company loses any SEO value that page earned during that time. Even if you
think a holiday season is over or a big announcement is no longer appropriate,
keep the page intact in case it ever becomes relevant again. There are also
ways that you can slightly change your content to become more evergreen in the
future, so be sure to always keep the page optimized so you can pass on that
SEO juice if you ever need it.
Anticipate. This is an overlap of the first point. You not
only want to be quick when the time sensitive information does occur—you want
to be ready for it even before it happens. If you know that something time
sensitive is about to happen, whether it be a holiday or a potential Google
algorithm update you want to write about, start your link building early. Get
an idea of what keywords you may want to use and start to dabble in those when
guest blogging and writing content on your own site that you may want to use as
an internal link.
Know When to Change Emphasis. This works in the much the
same way as anticipating an event. If you know that you have two events you
want to cover, know when to focus on one and when to focus on the other. The
best example here has to do with sports. As soon as the World Series gets
underway, start optimizing your pages for your NFL playoff articles. Once the
NFL playoffs get underway, start optimizing for baseball season.
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