One of the best ways to keep getting a boost in search engine rankings is to always be adding new content to your website. Most SEO aficionados already know this, but it is not always easy to figure out what that new content should be. Coming up with new and exciting ways to keep your content on your website or blog fresh is a challenge for even the most experienced webmasters and SEO experts.

One of the not so obvious ways is to revisit the keyword targeting for some of your pages. Many webmasters don’t realize that performing keyword research shouldn’t just be a one time event and don’t bother to revisit which keywords they are targeting. They should be researching relevant keywords to drive more traffic to the site. Performing new keyword research on your site may present you with additional keywords that you are not already targeting and give you more search engine friendly content.

Even if your site is designed for ecommerce to sell your newest widgets, content should be added to your product pages. I have seen many products pages that display a gallery of products for sale and no description of what the product is. Why not add a paragraph or two to the top of the page to give your potential buyer an idea of what they’re getting?

Basically put, when search engines find new content on your site, they adore it. There are many websites that were created ten years ago and never added another word or image to entice the search engines or new surfers to visit.
Always be committed to adding new content, even if you have to hire a good copywriter to do it. It isn’t just great for the search engines; it’s also helpful to keep people coming back to your site and to get those conversions flowing for your newest product or service.

One of the best ways to generate some buzz for your website is to submit online press releases.  Aside from the obvious benefit of media attention, press releases can also be a way to build links to your website. Online press releases have become very popular and have proved to be good for SEO efforts.  When you create your press release for online distribution, there are a few items you should take into consideration.

Pick something newsworthy to write about. - Releasing a new product, service or new website design can be events worth telling your devoted customers and potential customers about.  The more interesting the item, the more likely it will be linked to by interested parties.

Optimize the release as you would a page on your site. - When writing a release, do keyword research to target keywords people are searching for in relation to the information in your release.  The idea is to have the release support content within your site and have it be displayed for important keywords in news feeds and aggregators.  Once your release is syndicated, journalists can search these news feeds by keywords to find items that they are interested in writing about.  If you can put your release in front of the right people, you can greatly increase exposure and linking opportunities for your website.  Targeting the right keywords can help you achieve this goal.

Utilizing interior links with anchor text. - Press release submission sites may allow you to use anchor text pointing to interior pages of your website.  Building links to your interior pages can help boost their rankings in the SERPS.  You can target 4 or 5 interior pages per release.  Pages to target should include your homepage, main service or products page, featured products pages, an about us page and a contact page.  It is important to use keywords in the anchor text pointing to these pages in the release.  The anchor text can help give these pages more weight in the eyes of the search engines.  By including interior links you also give the reader multiple channels to explore your website, pointing them in the direction you want them to go. 

Choosing the right media channels. - Many press release submission sites give you the opportunity to choose which outlets your release will be submitted to.  It is important to explore all the channels within these press release submission sites.  Choosing the right channels can give your release the proper exposure to the right people in your industry.

Utilize additional features. – Some submission sites allow you to upload files, logos, podcasts and video along with your release.  Adding these files can make your release stand out from the masses.  If releasing a new product, it could prove beneficial to have a video demonstration showing why this product is better than the rest.  When people see this in the release, it could prove to be a great viral marketing tool.

You have probably seen this appear on the search engine results pages (or SERPs) and wondered how your site might go about getting one.  Several months ago Google introduced a search feature it calls “teleporting.”  This feature came as a result of observing that search engine users generally don’t use a site’s URL, but instead enter the site’s name into the Google search engine and use the result at or near the top of the SERP, to get to their destination.  It’s this activity which Google refers to as “teleporting”.  As noted in the Official Google Blog, one of the trends they noticed was that many searchers would issue another, more refined search after their initial site name query.

Based on this behavior, Google determined that their users didn’’t always want the homepage of a website, but rather a deeper level page on the site.  For better searching, Google introduced teleporting, a search-within-a-search marked by the placement of a search box in the results (usually below the Google SiteLinks)  that will let users search within that particular website.  Following is an example for a search on “NASA”.

 
Figure 1: Example of Google’s Teleport

As shown in the image above, a search for “NASA” not only shows the main homepage link, and the eight Google SiteLink results (Google analyzes the link structure of a site to find shortcuts that will save users time and allow them to quickly find the information they’re looking for), the result also shows a secondary search box.

Previously, the link text “More results from www.nasa.gov »” would appear beneath the Google SiteLinks for a particular result on their SERP.  As of March 2008, the “More results…” link beneath the NASA listing has been replaced with a version of the Google SiteSearch box.  As to how, when and most importantly for whom this SiteSearch box appears is something decided entirely by Google.

As Google stated in their Official Google Blog, “This feature will now occur when we detect a high probability that a user wants more refined search results within a specific site.  Like the rest of our snippets, the sites that display the site search box are chosen algorithmically based on metrics that measure how useful the search box is to users.”

Is there a way for your website to be considered for this search box?  Perhaps one of the best ways is a tried-and-true method of search engine optimization, or SEO: create useful, relevant, keyword-rich content and add this content to existing pages on your site, as well as adding new pages of content.  The more relevant and keyword-rich information you have on your site, the more likely it is that site visitors will search for this information.  If this content is on deeper level pages, site visitors could use more refined searches in Google.  These searches will help for the Google systems to determine if your site is one that would benefit from a refined user search.