Fresh Content (for humans, not spiders)

(c) Sean Bordner

(c) Sean Bordner

If you are using SharePoint 2010 as a public facing web site in “CMS” mode (in other words; basing your site on the “Publishing with workflow” template), than you are very well positioned to meet the “fresh content” requirements. Do not underestimate the importance of this one, fresh content is very likely the single most important thing you can do. So how can SharePoint SEO help with the fresh content requirement? Take advantage of the SharePoint workflow, it’s extremely powerful and can facilitate all critical steps involved with generating fresh content.

Use workflow to drive your fresh content requirements. Assign sections of your site to content authors who are subject matter experts for that area. Set up SharePoint 2010 workflow on your pages to require approval prior to publishing into a major version. This will allow the appropriate people to review/approve content prior to going live. Furthermore, the workflow can be as simple or as complicated as it needs to be, based on your requirements. For example; you may require all content to be approved by three or more people from your Legal department prior to being published. Let’s also say that all three people need to give the green light before it’s considered approved. You can setup a single SharePoint 2010 workflow to run a single page in parallel mode across all three approvers at the same time. When the final approver gives the thumbs up, the page can be published.

You can also use SharePoint 2010 workflow to control content expiration policies. Here’s a SharePoint SEO tip: Do not totally remove “expired content” from your site if it can possibly still benefit users. You should move it into an “archives” section so that it is at least still available and not wasted. After all, this content has been carefully crafted, reviewed, refined, approved and published – it disserves to stick around and it’s already paid for. Retention policies can be applied to drive expired content through its own special workflow process which ultimately lands the content in it’s now home in archives. Unless you have a very good reason for deliberately trashing content (which sounds a bit shady to me), you should consider keeping it around.

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About Sean Bordner

CEO, Solution Architect, Co-Author of SharePoint for Nonprofits, Contributing Author NothingButSharePoint.com MCT, MCTS, MCSD, MCP, MCAD
This entry was posted in Search Engine Optimization, SEO, SharePoint. Bookmark the permalink.

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