Tue, 7 Oct 2008 14:01:39 by Kerry Dye
We’ve previously written about Google Gravity and how a blog post experiences a slide down the rankings after publishing.
There is some discussion at the moment about the Google Historical Data Patent (best summary I found was Search Engine Journal). This describes the Google Gravity concept, using staleness criteria for a piece of content. This excellent diagram from that post illustrates this well.
© Search Engine Journal
What this demonstrates is the steps you need to take to preserve the rankings of your blog posts, by creating links to the content (both internally and externally). Of the four criteria noted above, only this one is mostly under your control. We have demonstrated experimentally that this can be enough to keep the content at a top ranking position, which allows the other criteria to kick in.
From a simplistic point of view, linking to other posts in your blog will always help their longevity. From an SEO point of view blogging works and is one of the most valuable things you can start doing to boost your website traffic organically. From a wider internet marketing point of view, a blog creates allows you to be more informative rather than salesy and creates more opportunities for social media interaction – which adds to your external links and traffic, which also reduces the effects of Google Gravity.
Kerry Dye
Campaign Delivery Manager |
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