It is important to keep your website up to date and healthy to ensure it is ranking well. Websites should never be stagnant and there are constant changes and content updates that should occur to keep your website fun. If you are not touching your website with updates, you are untouchable for your target audience.
Here are a few ways you can strengthen your website:
1. Optimize your pages and images
Search engines are constantly scanning your site to index pages and images. Once indexed, these pages and images will show up in searches.
From a purely quantitative standpoint, the more of your site that’s indexed, the more likely a prospective buyer will be able to find your site. But it’s not that simple. In addition to the sheer quantity of possible pages to find, search engines notice when you regularly update and post on your site. If you are consistently generating the content, smart search engines will recognize you as a valuable resource to display in a search result.
2. Providing Value To Visitors
Writing with search engines in mind is an important first step, but don’t lose sight of your actual goal: to engage a potential customer.
Appearing on the first page of a Google search isn’t enough to make an impact on your buyers if the page is outdated or doesn’t provide a solution to their problems.
Do your website a favor: give thought to what search engines want, but first and foremost, write to the humans on the other side of the computer screen. Writing for real people means your content should be engaging, well-informed, and easily digestible. Updating your website regularly with quality content provides the value customers often require before making a purchase.
Include as much information you can to help users and visitors so prevent bounce rates. Think about you as a customer and what information you would like to see when visiting a website of your caliber. Doing so will also help reduce the amount of questions you may receive.
3. Establishing Brand Personality
Your website is the perfect arena in which to infuse your brand with a little life. Social media is also a standard outlet to show off what distinguishes your brand from your competitors’ brands. But don’t limit yourself to these channels alone.
Your published content is available to prospective buyers, 24/7, 365. Even when they can’t reach a sales rep or customer service agent, buyers can form an impression of your organization at any time.
What does that accessibility mean for your content strategy? Let’s reinforce the last point: provide valuable content! But you can’t just list information and expect to close deals. Use a unique voice for your content. Here’re some possibilities to consider:
Witty and playful
Informative and knowledgeable
Thoughtful and predicting industry changes
Some content may fit into more than one category. The important takeaway is to show your potential buyers there’s more to your brand than just an awesome product; there are real people who ensure customer success.
The value of consistently updating your website isn’t limited to just these three benefits, of course. But, instead of convincing you further why a frequently updated site is important, let’s move on to some action items for how to go about keeping your site fresh.