Keep Content Current
Search engines favor Web sites that have fresh content. Keeping your content current is fundamental and necessary to achieving and maintaining high search-engine rankings. Search engines consider fresh content to be of greater value than outdated content, penalizing Web sites that remain unchanged and rewarding Web sites that maintain fresh content.
Short of having to draft your own content on a daily or weekly basis, several proven strategies exist that allow you to keep your content fresh and original. For example, the most streamlined and least expensive approach to keeping your content current is to allow your users to create content for you. User-generated content from testimonials, forums, and reviews provides your users and the search engines with fresh content, while also providing valuable feedback to you and your users about the highlights of your Web site.
Another approach to keeping content current is through the use of free content aggregation systems such as Really
Keep Content Current
Simple Syndication, or RSS. RSS technology allows you to subscribe to various content sources, such as relevant news and blog feeds, and then automatically post that content to your Web site. For example, you can use RSS to update your Web site on a daily basis with select content on subjects that deal directly with the theme of your Web site. Please keep in mind that although use of content aggregation systems helps to keep some of your Web site content fresh, content aggregation systems alone cannot lead your Web site to high search-engine ranking. Because RSS syndicates duplicate content, which can cause search engines to penalize your search-engine ranking, you also need to make weekly or monthly updates to the original content on each of your Web pages. Integrating RSS feeds into your Web site requires moderate to advanced technical skills. The most common approach to integrating RSS feeds is using the programming language PHP.
1 Navigate to www.freshcontent.net.
2 Click Directory of Newsfeeds.
• A variety of newsfeed categories are available for you to choose from.
3 Click a newsfeed that is relevant to the content of your Web site.
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■Liopy-and-paste the following installation code into the source code of any page(s] of your site. Warning; Be sure to carefully read our Terms and Conditions before adding this free rvewsfeed to your site.
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About the Search Engine Newsfeed
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5 Paste the JavaScript code into your HTML wherever you want the Freshcontent.net content to appear.
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There are a plethora of free content aggregation systems available. For example, just about every popular blog allows you to join their RSS feed, and other sources exist such as Google News and Yahoo News. Free content aggregation provides a quick and easy approach to updating your Web site with fresh content, especially if the theme of your Web site is broad and not overly technical. If your Web site deals with very specific issues, such as medical services, programming, or aeronautics, you should consider a paid content aggregation service such as YellowBrix.
YellowBrix, located at www.yellowbrix.com, is a leading paid online content aggregator that offers real-time, online syndicated content from reliable and respected premium sources and numerous industry-specific trades. The YellowBrix aggregation system offers up to 130,000 breaking news stories a day gathered from thousands of trusted sources such as USA Today, the Washington Post, the BBC, and the Associated Press. YellowBrix offers a free 30-day trial demonstration, along with several different levels of paid service once your trial expires.
Another approach to keeping content fresh is to launch a company blog. A blog can serve several useful purposes, including keeping your visitors informed and educated, and allowing your Web site to build authority in the eyes of search engines.
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Beyond basic HTML files, search engines now index other file formats such as Microsoft Word, Microsoft Excel, Microsoft PowerPoint, Rich Text Format (RTF), and Adobe Portable Document Format (PDF) documents. If you choose to post non-HTML files to your Web site, you can optimize each document to improve the results when search engines index them.
The basic rule for whenever you attempt to optimize a non-HTML document for search-engine purposes is to make sure that it contains readable text. Images that contain text cannot be read and therefore are not properly indexed by search-engine spiders. Optimizing a PDF document is very much like optimizing a Web page. Treat each PDF file like it is a separate Web page and link to it from your sitemap the same way you would an HTML page. Whenever possible, the anchor text to the PDF file should contain keywords. Make sure your PDF file contains text and that it contains a nice
Optimize Non-HTML Documents
CONVERT HTML TO PDF
1 Click Start ^ HTMLDOC.
2 In the Input tab, select Web Page.
3 To convert an HTML file located on a Web site, click Add URL.
blend of your target keywords and phrases. Include your target keywords in the title of your PDF document. Consider breaking your PDF document into several smaller documents if it is very large or if it contains multiple topics. Avoid search-engine indexing pitfalls associated with large PDF files by creating an HTMLformatted abstract of the PDF file that links to the PDF. Although most leading search engines can now read and index the content of a PDF file, some have certain restrictions and may index only the first thousand or so characters of the document. Therefore, PDF files should be used sparingly, and large PDF files should be minimized.
Sometimes you may want to convert HTML into PDF and other times PDF into HTML. HTMLDOC 1.8.27 from Easy Software Products located at www.easysw.com/htmldoc is a tool that provides a free 21-day demo license for first-time users.
If you are converting an HTML file located on your computer, click Add Files.
4 Type the address of the Web site you want to convert to a PDF file.
If converting an HTML file on your computer, browse to the file and click OK.
5 Click the Output tab.
6 Select an output path.
7 Select PDF as the output format.
8 Select output options and the compression level.
9 Click Generate, and HTML Doc creates a PDF file in your selected output path.
CONVERT HTML TO PDF
1 Click Start ^ HTMLDOC.
2 In the Input tab, select Web Page.
3 To convert an HTML file located on a Web site, click Add URL.
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