Oh, those algorithms – they keep on changing. Not only does your site have to look great for Google Preview but now you could become invisible because of static content. Regular updating encourages search engine spiders to visit more often. If your website is just sitting on the web with last year’s news you can do some things to tell the search engines that you are a FRESH resource for information. At the same time your customer visits will increase because you’re an interesting place to visit:
- Blogs are considered news. If you don’t have a blog it’s a great place to put interesting, current articles and news that don’t fit perfectly in your website pages. Use it as your PR vehicle – you’ll be surprised who may discover your story.
- Projects or Inventory Updates. Keep those images and descriptions for your product FRESH and the search engines will come back more often.
- Sharable and Linkable Content. Keep adding original quality content to your websites (no scraping, please) and you will see your visits rise with your pages. You’ll be rewarded with bookmarking and linking on social media (“Likes” anyone?). You can build authority on your site and visitor confidence will increase. Add testimonials if appropriate.(Note: You’ll be building your keywords base but make sure your content is written naturally for humans, not robots.)
- Events. If you have Specials, sales, events or calendars – that’s a good thing. It encourages your visitors to return for FRESH news and/or savings and keeps your business in the spotlight. Make sure you do not have expired information online so make notes on your calendar to pull off outdated information. Alt-tag those eye-catching graphics you’ve added to go with them. (Tip: Google has a new “Highlighter” in Webmasters now to highlight your events so they’re easier to read in search. Try it.)
So if your website has just been sitting static with nothing new to say for a long time it’s time for a FRESH makeover and a content workout. The benefits: higher rankings and more visitors ~ how do you like them apples!