Fresh Data

One thing that can materially affect your search page ranking is constantly updating information. Nobody likes a stale website, and the majority of information available is always changing and updating. Yes, certain pages will always be static, but in most categories of websites, there will always be new information to share. When a website never updates their pages, the information becomes stale, and thus, can lose search ranking.

If you don’t find your website important enough to update, why should anyone else place value on it. Even the most basic advertorial webpages can contain fresh data.

In 2003 I designed a website for a driving school with 14 very informative pages. The information is generally very static, and I have a reminder every 6 months to contact the owner to have him review the website to make any updates to his pricing, fees, terms or policies, as well as any changes due to the changes in driving laws. But beyond that, what we have added is a blog to bring fresh data to the website on a roughly monthly basis. That blog contains student testimonials, announcements of changes by the DMV, or other driving tips as the instructors encounter them. All of this information is relevant information to our visitors and helps keep the website filled with current information.

Google finds this new information, and the more often your website posts new data, the more frequently Google visits your website, and this has an uplifting affect on your search results.



Feedburner is an excellent service for helping improve the performance and availability of your RSS feeds from your blogging software or other syndicate information. There are several usage for feedburning, including the translation of your feed into several formats (RSS/RSS2/ATOM/etc), caching, reporting and ad revenue. Since the acquisition of Feedburner by Google, you can now insert google ads into your RSS feeds to create a source of revenue from your RSS subscribers. As with the majority of Google services there are reporting services available to help you understand your reader base.

One area we discovered a huge improvement was over syndicating information on our own pages. We have been using an excellent PHP RSS aggregator to display information on our pages called MagpieRSS which reads our own RSS feeds and then displays select content on our pages. We were noticing a pretty big slowdown on the first page load as Magie created a cache, but subsequent loads were quick. We thought it was a problem with Magpie but when we redirected to our Feedburner feed instead of our native WordPress feed, the performance was about 5 times faster.