Rather than try to continuously update the content of your website, why not consider adding search engine optimised keywords and phrases so as to appeal to a wider audience and rank in a greater number of search engines. A search engine will acknowledge the number of links that are contained within the site and how often the content is refreshed. As such, it is important to keep your topics relevant and current, reinforcing them with new text and links. You may even wish to monitor your content for trends such as peaks and troughs.

Search engines recognise the sites that have recently updated their content and are more likely to rank these higher in the search. In addition, a search engine will show preference to sites that use blogging or RSS feeds, and so having these capabilities can increase the number of hits you receive per day.

Keywords and Keyword Density

To perform well in an internet search for a popular keyword, your site should have two things; plenty of content, and plenty of internalised and externalised links. Your content must be trusted and sound as though it has authority. Links between your site and other sites, as well as the regularity with which the keyword is mentioned in the text, are used to measure the authority of your domain. If your domain is particularly authoritative, a blog may last up to a month, during which time links to the blog can build so that the strength and position of the site can rise in the ranks.

Reaching the right keyword density is difficult for a website to do, but if the balance is struck, a site can increase the authority of its domain, whilst sustaining its traffic. It takes trust and quality content to move a site up the search engine results. Whilst algorithmically the site may be perfect, and all of the links and content are in place, you may find it difficult to move your site up the ranks. More than likely, this is a result of a lack of trust, which takes time to gain.

Improving your ranking

Whatever the reason is for the lack of movement, it is possible to correct the problem by going back to the drawing board. A self-diagnostic can be performed whereby various measurements can be taken so that it is possible to see what is working about the site and increase performance in this area. For instance, the RSS feed, keywords, content, links, and phrases can all be looked at and assessed. Reinforcing the keywords that are used can always help to prevent your site from falling off the search engine radar.