When it comes to content, your website is not one and done. While it’s wonderful to invest in creating a website that reflects what your company does and the products and services it offers, you can’t leave it just as it is and expect it to continue to perform the same for you over time. You need regular, fresh content to continue to rank for keywords, attract new visitors, and assure your customers that your company is active and responsive.
Does Your Website Have Fresh Content?
Think of your website as a living document. You wouldn’t read a newspaper from 1996 and think, “Now I’m up to date on what is going on with the world.” Your website is no different. You need to add fresh content. One reason for that is because your website is your face to the world at large. If you are not regularly adding updated content, people will wonder what’s wrong. Some will assume you do not care about the way you present yourself. And, of course, Google will not reward you positive search rankings if you do not keep your site current.
Go through the different pages on your website and read the content. Ask yourself these questions:
Have there been changes in the market or societal trends since you built your website or wrote certain content? Sometimes new trends come around again, but if your content is dated, if you referenced statistics that are no longer accurate or used images that are low resolution or old, that will make a bad impression on the user.
Is information incorrect now because you have new information, products, services, or equipment? If you sell a wide variety of products, it’s worth going through your inventory to make sure that it’s accurate in terms of details and price and that the pictures you use to advertise are not outdated.
Did you optimize your website when Google interpreted content differently? Google has had many, many updates to its algorithm in the last decade. If your website was optimized when you built it, but you haven’t touched the content since, it’s very likely that there are aspects that could at least be better optimized. Google might actually be penalizing you for continuing with SEO practices that they once approved of. You should also look over your use of keywords to see if you’ve chosen ones that are the most likely to attract customers to your website.
If you do not have fresh content then your site is likely devalued by search algorithms, which means dropping search rankings. There are two ways to fix this once you have identified dated content or gaps in content. One of these is to add more content. Corporate Conversions advises our clients to invest in content marketing which involves the regular creation of targeted content in order to attract the attention of your intended audience. The other way involves updating and freshening dated content so that it serves your purposes again.
If you have questions about content marketing or outdated content, please call us. We are here to help answer them or provide you with a free site analysis that will help guide you in the right direction.