Tips and Tricks for Optimizing Time Sensitive Pages

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When it comes to content, you always have to worry about something being time sensitive. Writing evergreen content, or content that will remain significant throughout time, is a great way to help keep your website solid and relevant to users searching the web. However, time sensitive content is just as important.

This type of content is a great way to keep your blog fresh and give readers what they want. It shows that you’re on top of the news and you’re ready and willing to write something that can be used immediately. It’s more specific and will help your website gain lots of immediate clicks.

The question with time sensitive content, however, points back to SEO. Small businesses have to ask themselves: If something is only going to be relevant for a short period of time, what are the correct optimization tactics?

SEO for Time Sensitive Pages: How to Make Sure You’re Content Isn’t Being Wasted

It seems that the majority of companies employ the same SEO efforts for both evergreen and time sensitive pages. While this isn’t a bad thing, and in some cases it will work just fine, understanding how time sensitive pages differ in terms of SEO is a great way to ensure your website is as successful as possible. Below are a few tips and tricks:

  • Be Quick. You don’t want to wait until a specific event or announcement gets too close to ramp up SEO efforts and link building (especially if you’re working in a competitive niche). You want to start building links and optimizing immediately so that when the story really does go big, you’re already at the top ready to go. It’s also important to realize that Google bots aren’t going to check out your site every single day, so if you start optimizing right way you might not even see results until the big event.
  • Always Keep Optimizing. Some companies get rid of an article or even a time sensitive website once that time is over; however, in doing so the company loses any SEO value that page earned during that time. Even if you think a holiday season is over or a big announcement is no longer relevant, keep the page in tact in case it ever becomes relevant again. There are also ways that you can slightly change your content to become more evergreen in the future, so be sure to always keep the page optimized so you can pass on that SEO juice if you ever need it.
  • Anticipate. This is an overlap of the first point. You not only want to be quick when the time sensitive information does occur—you want to be ready for it even before it happens. If you know that something time sensitive is about to occur, whether it be a holiday or a potential Google algorithm update you want to write about, start your link building early. Get an idea of what keywords you may want to use and start to dabble in those when guest blogging and writing content on your own site that you may want to use as an internal link.
  • Know When to Change Emphasis. This works in the much the same way as anticipating an event. If you know that you have two events you want to cover, know when to focus on one and when to focus on the other. The best example here has to do with sports. As soon as the World Series gets underway, start optimizing your pages for your NFL playoff articles. Once the NFL playoffs get underway, start optimizing for baseball season.

Do you optimize your time sensitive pages differently than your other pages? What are some of the optimization tricks you use to make sure you’re getting the most from that content? Let us know your story and your thoughts in the comments below.

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Amanda DiSilvestro

Amanda DiSilvestro

Online Content Editor/Writer at HigherVisibility
Amanda DiSilvestro gives small business and entrepreneurs SEO advice ranging from keyword density to recovering from Panda and Penguin updates. She writes for HigherVisibility, a nationally recognized SEO consulting firm that offers online marketing services to a wide range of companies across the country. Connect with Higher Visibility on Google+and Twitter to learn more!
Amanda DiSilvestro
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  • Sumit Dass

    True said amanda!!
    Thanks for sharing this great topic đŸ™‚

  • Mark Funnell

    Interesting topic but I would have to disagree with the practice of “pre-loading” content prior to an event taking place or story breaking. Why? Users are hungry for knowledge and will rapidly work their way through the top ranking URLs to find what ever it is they want – XFactor results, football scores, budget announcements…. If you don’t have the meat-on-the-bone for what the user is lokoing for you’re just going to end up generating a higher and higher bounce rate and by the time you have the content it will be already be tainted with excessive bounce and over-taken by fresher content.
    The key is getting the maximum short-term visibility for your content at the exact moment when it is created, there are lots of ways of doing this but it takes hard work and in investment in processes. Of course come pieces aren’t entirely time sensitive and instead are date sensitive or even month or year. But when it comes down to pieces that are sensitive to the minute or even the second then process is King.