How long has your site been live?  Do you count this in the number of years that it has been operating?

Recently, redsauce.com embarked upon a project in a particular industry online where the leading player is over 10 years old.  The site in question has 100,000 pages indexed and is in the first 3 or 4 results on Google for most short-to-medium tail searches.

Whilst this site has the most pages indexed in the industry and the most content on those pages, the content itself is quite threadbare still.  This is where time comes in to this post.

Content can speed up the ageing process of any website.  If you build a site of comparable size to another, yet include much more content, then you can attain many more search phrases, especially in the long tail.  So, when people are browsing around at the various stages of the search phase, the site should appear for various terms.  Why? Because of the content that has been written about all of the niche terms.  This is where the site accrues age quicker than a site with a ‘normal’ amount of content.

A site with ‘age’ will appear for many searches before the searcher goes on to make the final search that will lead him to the site that he or she wants.  Think, when you are searching for something on the web, wikipedia appears a lot, Amazon will when looking for books, IMDB will when looking for films and so on.  In the ‘query sphere’ that your business may operate in, you need to be the Amazon, the wikipedia.  You need to be the aged site.

So, can you speed up time with content? YES, you can.  For example, we mentioned the site in a particular industry further up the post.  We have, in the past 2 months, built a site of greater size and greater content than that site, in the same industry.  We have ‘aged’ our site by a number of years – perhaps even 5, compared with the competition.  Have we travelled through time?  I think so.  Will we start to dominate that industry soon?  Yes, for sure.

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