Search engines are powerful. Every update you make to your website once it is “live” plays a part in its interaction with visitors, customers and search engines.
Many businesses tend to think that once their website is built, it’s done. That is far from the truth. A static website without any updates of any kind can be detrimental, as search engines will view the site as a “dead” entity.
Search engines reward frequently updated websites that offer fresh content, video, and sources of new information for their search requests. It’s the stale vs. fresh concept that can either make or break your website from a search engine optimization standpoint.
Let’s dive into the reasons why it’s important for your website to be updated with fresh content on a consistent basis.
Achieve higher ranking
This is accomplished by updating your website with new web pages, articles, blogs, video, etc. Search engines will more frequently visit your site if these updates are being made on a consistent basis, which will lead to having the opportunity to achieve higher rankings based on the content you provide.
Search engines use web crawlers, which are high-tech programs that scan the Internet for websites. The web crawler will then “index” a site based upon algorithmic factors determined by the search engine. For example, a site may be indexed based upon a combination of incoming links to the site, the number of keywords used and how often a site is updated. Every time you make an update to your website, the search engine takes notice and re-arranges your site’s ranking.
Hence, if you want to increase the chances of your website getting a higher ranking, update the content frequently so that it begins to index. It’s important to note, more content is not the key here, quality is. Although it’s good to update frequently, keep your content standards high. If you’re blasting your page with low quality articles stuffed with keywords, expect to be penalized.
Authority in the eyes of Google
All marketers strive to have high authority on search engines. You may have heard of the statement “content is king.” This statement is still true as the more informative, valuable content you can publish that pertains to your industry, the greater authority your website will have. You should focus on positioning your business as an industry expert.
How you may ask? The more you write on a particular topic, as long as the content is of quality, you become a stronger authority and consumers begin to trust what you say. The more they trust you, the more likely they are to purchase from you if you have a transactional-based website. If you’re a non transactional-based website, consumers can still look to you as a trustworthy source that they will come to before anyone else. The more quality content you write, the more loyal your users will become. Loyalty is something you cannot buy and that’s why small businesses, especially, can compete with the corporate size organizations.
Keep your audience informed
Aside from the technical standpoint of why you should keep your website updated frequently, another good reason is for your audience. Providing necessary information for new users to your website will help in converting them to customers. By keeping your audience engaged, you develop the loyalty that we have already touched upon. Loyalty translates into returning traffic that adds tremendous value to your website.
The question to ask yourself
If a visitor arrives at your website and begins reading through your content and realizes it is outdated, do you think they will stay or go? Place yourself in their shoes. What would you do? If you’re looking to purchase a product or service from someone who has an article from 2010, that’s a good indication they are not industry experts. It’s important to know that the business is active, knowledgeable and worthy.
Keeping the content on your website fresh can take as little as a few hours each month. If you don’t have time to do it yourself, then you might want to consider hiring an agency that focuses on SEO copywriting. If you choose to do it yourself, it doesn’t have to be difficult; it’s just a case of choosing the most appropriate method for your company.