How to upload web content with SEO in mind…

Content uploading

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Something I have encountered many times over the years is how to upload web content, especially in bulk, so not to harm your SEO efforts and crawl rates.

Below I have listed a few different scenarios:

1. New websites

One of the major factors with new websites is establishing trust and authority. To do this, adding content is a great way. I would advise that you start by adding one new page a week and build this up over 12 months where you should be adding around 5-10 new pages a week.

For this to be affective, you need to maintain a consistency which is something Google likes and looks natural from an SEO perspective.

My findings - I tested two approaches:

Test 1 – I uploaded content, as mentioned above, and the cache rate for the site was every two days after 5 months which really helps when targeting a large amount of keywords and getting pages indexed quickly.

Test 2 – I uploaded content with no natural flow or consistency and at the worst point, the longest gap between Google crawls was 2 weeks, which in my opinion can really hold your SEO efforts back.

2. Old sites (over 2 years old)

With older sites, you have a bit more give when it comes to uploading content, but doing things naturally is best for SEO. I recently uploaded around 20 pages a week with no consistency to a website (i.e. 20 pages in one day and the following week 4 pages a day) and crawl rates maintained. At one point the crawl rate was every other day which is great for SEO.

My findings – Websites which are old but have not been updated for +3 months may struggle with the above due to no consistency in uploading or on-page work.

3. Blogging

This is slightly different to a standard website or CMS. Google knows from backend code what platform the website is running. WordPress is a great example, Google knows when a website is a blog and crawls the site when it’s needed

My findings – I’ve found that blogging sporadically, even on a new domain, doesn’t harm crawl rates or SEO efforts. I believe the whole process of blogging takes time and if Google sees a blog which has had a large amount of posts added in a day/week, they may adjust there crawl rates as it doesn’t look natural. Saying that, blogs with trust and authority won’t face this problem.

4. Bulk uploading with a limited number (500 posts)

Bulk uploading can be common practice. Let’s say you have 500 pages of web content to upload, the best way is to structure the process similar to the below example:

  • Day 1 – Upload 200 pages
  • Day 2 – Upload 100 pages
  • Day 3 – Upload 75 pages
  • Day 4 – Upload 50 pages
  • Day 5 – Upload 25 pages
  • Day 6 – Upload 15 pages
  • Day 7 – Upload 10 pages
  • Day 8 – Upload 10 pages
  • Day 9 – Upload 5 pages
  • Day 10 – Upload 5 pages
  • Day 11 – Upload 3 pages
  • Day 12 – Upload 2 pages

What this says to Google is you are uploading a bulk of content as a one off, thus why decreasing the process over increasing the process works best. Ask yourself, if you do this the other way round, when you get to 200 pages and then stop, does this look natural to Google? Simple answer – no.

My findings – From a crawl and cache perspective, this worked really well and after day 8, all of the uploaded pages where indexed. Also crawling occurred daily after day 10 and continued until the process finished.

and finally…

The golden rule with uploading content is to make it look as natural as possible. This way you are sure to have all of your pages crawled and indexed in Google very quickly. To read more about crawl rates, click here.

This post was written by , Dave is a digital marketer specialising in SEO and PPC, and can be followed on Twitter, Facebook, LinkedIn and Google+.

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