Today we announced that Lancaster Bible College has re-deployed its web site on Percussion CM1. We do live announcements all the time of course, but what makes this one special and unusual is that LBC went from kicking off the project to live in just 45 days.
You heard that right.
LBC deployed Percussion CM1, set up their site infrastructure in a cloud environment, migrated their content, tested the site, and pushed go--all in just 45 days.
You can read more about their story in the press release here. But this story shows what is possible when you deploy a “productized” Web Content Management product. All of the complex customizations and lengthy services required to set up the system go away. And now LBC is off working on achieving their web business objectives that much earlier.
Lowering overall cost of ownership and speeding time-to-value are the two core components of measuring you web content management ROI. If you are ready for A Better Way to manage your web content strategy, come on in and “Meet Jane.”
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A Better Way to manage your web content management
As we are all well aware, Google changes its algorithm frequently, maybe even daily as they continually tweak the results for relevance. No surprise there, it’s one of the reasons they became the default search platform.
Occasionally they publicize a major tweak and alert the web community of a big change. In April Google made a big change targeted at content farms specifically that had been created simply to game search results. (Blog Post: Search is Dead. Long Live Search, Or Is It?)
Earlier this month, Google announced that they were going to start considering when an item was published as part of how search results are displayed. Affecting about 6-10% of all searches (35% of results), Google will now show the more recent content--or “fresher”--item first. This is great news. Who wants to be taken to an article from 1998 when searching about today’s NBA lockout. We are all versed enough in search today that if we want to go back and read about the 1998-1999 NBA lockout our search would be much more specific.
This is particularly relevant for news of course. But what about for you and I as we consider our SEO strategies? The specific language Google uses to describe the change implies that it’s really only targeted at news and topical searches, or high volume content that changes frequently—they use the example of car reviews or a search for a camera.
The freshness component could have a much bigger impact on those who are paid to manage things like “Page 1 search results.” Right, that means pretty much any web marketer who is doing their job today. Will search marketers be recommending publishing new content weekly, or at the least republishing the same content over and over again to ensure that it’s the freshest? And if so, how is that going to impact your overall web site strategy.
The potential impact on SEO practitioners is well documented in the SEO related blogs I frequent including:
Social Media Today: Google Algorithm Update - Freshness Counts Even More Now
SearchEngineWatch: Pitching to Google’s Fresh New Algorithm via News, Blogs, Events & Google+
While it’s too early to tell what the impact will be, we can say with certainty that you are going to need to have a strategy for getting more content up to your website and out into your digital channels faster. Though I am sure Google will keep an eye out to quell any content spamming, new content, fresh, topical content will expand your digital reach.
After all, as the web continues to move forward, standing still means losing ground.
