You might have come across a popular phrase that ?Google loves new content?. To better understand how the term has come into existence, it is important to understand what the phrase ?new content? means. Google's implementation of LSI has made it abundantly clear that a website has to have quality content to rank well. Similar changes have been made by Yahoo and other searches engines also. However, having meaningful and keyword rich content is not the only prerequisite for search engine ranking. Every year thousands of new websites are launched and with each new site, parameters like keyword density change.

To emphasize why new content is important, lets take an example, lets assume that a website is top ranking for the keyword ?Swiss chocolates? which has a keyword density of 4%. Let's also assume that a new website is launched and it now gets top position for the keyword ?Swiss chocolates? which has a keyword density of 4.5%. For the older website to regain top position, it will have to create fresh content with a higher keyword density. New content will force Google to recalculate the position of the older website and allow it to regain its top spot.

New content is also important for websites that are targeting additional keywords. Every time a new keyword is targeted, a website has to add new pages with fresh content to its site index. In addition, Google's implementation of LSI also means that websites have to use newer avenues like article writing and blog entries to increase their search engine ranking. Not only do articles and blog entries add to a website's link building campaign, they also ensure that all incoming links are surrounded by keyword rich content.

Many websites employ the services of professional copywriters to write articles and blog entries on various topics, this increases incoming links and also ensures that newer content is indexed and cached by Google. Once all the content has been cached and indexed by Google, websites usually start ranking for keywords other than those they are targeting. Google has a unique affinity for finding content that is related to a website, this means that even though an article may not be written for search engine optimization, it might still be relevant and it could add to the number of incoming links of a website.

Apart from articles and blog entries, Google also pays close attention to website descriptions that are entered in various directories. Many websites carry out their link building over a period of time to ensure that all the incoming links and website descriptions are properly indexed and cached by Google. Today, internet copywriters are also used for writing website descriptions for various directories.

In a nutshell, Google loves meaningful content and especially content that is newly written. This is why websites continue to change their web content and use articles and blogs to add to their content base.

The author is a website copywriter with 8 years experience and currently a team leader with the webs foremost article writing provider MrWriter.net.