It is a universally acknowledged fact that Google loves content and it is not uncommon for websites with lower PageRank to beat their competition based on content alone. Google’s affinity for new content has been attributed to its implementation of LSI and there is no denying that making search engines content centric has its own advantages. There has also been criticism of Google’s implementation of LSI, but making organic searches content centric has allowed smaller websites to compete with larger websites. An effective link building campaign can cost thousands of dollars and there is no way a small website can compete with an established and resource rich website in terms of link building.
To better understand why Google loves new content, lets assume a website xyz.com is top ranking for the keyword ‘mobile phones’. Google’s implementation of LSI implies that Google’s crawler will have calculated the keyword density of the keyword ‘mobile phones’ on xyz.com. Let’s assume the keyword density of the keyword ‘mobile phones’ is 4% on xyz.com. For a new website to compete with xyz.com, the new website will have to create content that is similar to xyz.com and have a higher keyword density. Although, the exact process of Google’s rank calculation is unknown, but for xyz.com to get back its number one ranking, it will have to create new content that will have a higher keyword density.
It is essential to understand that not all changes to content are indexed, cached and reflected overnight. It can take close to a month for Google to recalculate a website’s position based on new content. In fact, this is why most search engine optimizers prefer waiting for Google to finish its rank calculations before making changes to their content. Although, link building and PageRank does affect the ranking of a website; content is king. As mentioned earlier in the article, Google has a completely content centric approach while indexing and caching pages, but ironically even changes in the formatting of content can take time to reflect.
Google’s content centric approach has come in for criticism as it takes a considerably long time for Google to calculate ranking based on content. As is evident from the examples mentioned earlier, new websites have an even longer waiting period in store. Google takes close to 3 months before calculating a website’s PageRank and ranking it for keywords, and a webmaster only knows if search engine optimization was successful three months after uploading a website. Any additional changes to the website’s content take an additional month to reflect.
In a nutshell, Google’s content centric approach is here to stay, and even though it takes months before Google indexes and caches content, Google is allowing webmasters to use well written and well directed content to achieve better ranking for keywords. However, it is important to remember that content is just part of the complex rankings system used by Google.