Why you should update your website content

When it comes to your website, content is king. While most businesses understand this, not all of them appreciate the fact that at the end of the day, not all content is created equal.
Last updated: June 24, 2022

When it comes to your website, content is king. While most businesses understand this, not all of them appreciate the fact that at the end of the day, not all content is created equal.

In this article, we talk about why. We also share a few reasons why you should be updating your website with fresh content. First, though, let’s look at what fresh content is.

Keep it fresh!

Why you should be writing fresh content

Photo credit to Kenny Eliason

Fresh content simply refers to all new and original content. This can be in the form of blog posts, articles, infographics, or even videos. It’s anything that is new and hasn’t been published before.

This is important as Google loves new content. If fact, it crawls your website looking for it, rewarding those who run new content and doing the opposite to those who don’t.

As a business, you need to ensure that you have a content plan which sets out a fresh content strategy. Your website will thank you for it!

Let’s take a look at a few of the reasons why you should be updating your website content.

 

Why should you update content on your site?

There are plenty of good reasons for this. Here are just a few of them.

It helps drive traffic to your website

In the same way a coffee shop wants to drive traffic into its store so that it can have more customers and make more revenue, you’ll want to ensure that you drive traffic to your website. This is especially true if you are an e-commerce business that sells goods online.

Updated content should form the backbone of your SEO strategy, which is the strategy around how your website features on search engines. As we mentioned above, Google will identify new and relevant content and reward you for it by ranking the pages on your website. If you don’t, Google will simply see you as a dormant business and you’ll very quickly drop down the rankings.

That’s good for no one.

New website content helps convert traffic into leads

This is especially true of a blog. If you’re regularly publishing new blog posts, you should see an uptick in the number of leads you’re generating.

This is for several reasons. Firstly, if your content is good, it will establish you and your business as thought leaders in your industry. Secondly, if people enjoy reading your content, they are more likely to want to engage with you further and perhaps even buy something from you.

It drives long-term results

Investing time and effort into creating quality content can have a really positive impact on your business in the long term. While it might take a little while for the benefits to be seen, over time people will begin to associate your business with quality information and this could eventually lead to more sales.

This is aligned with any SEO strategy, which is a long-term play. You can’t improve your page rankings overnight, but with a good content strategy, you can make significant strides to better ranking in the medium to long term. The key here is consistency.

It helps with link building

How to drive traffic to your website

Photo credit to Kaitlyn Baker

Link building is the process of getting other websites to link back to your website. This is important for several reasons. Firstly, it helps improve your website’s ranking as Google sees links as a vote of confidence in your site. Secondly, it helps drive traffic to your website as people clicking on the links will be taken through it.

There are different ways to approach link building, but one way is to create great content that other people want to link to. If you produce high-quality blog posts or infographics, for example, there is a good chance that other people in your industry will want to share them, resulting in links back to your website.

Your brand will come across as current and relevant

If the last time you updated your content was before the pandemic, then it’s time you seriously took a close look at it. You may have been talking about news or trends that are now ancient, or the style of your brand and site went out years ago.

Your website is often the first port of call for someone who wants to find out more about your business. If they land on a site that looks like it was made in the early 2000s, they’re not going to get a good impression of your business.

You can share company news

Are you regularly sharing updates about your company on your website? If not, then you should be! New product launch? Share it on your website. Hiring new staff? Get a blog post written about it. Won an award? Add it to your homepage.

Company news is a great way to keep people updated about what’s going on with your business and also helps to show that you’re an active and thriving business. It’s also a great way to get some easy content for your website!

It’s also a great component to your SEO strategy, as much of this content will be very unique in its nature, which will be recognized by google.

As you can see, keeping your website content updated is critical to being seen online. If you want your business site to rank high in search results, then you need to create a content plan that is unique and relevant.

From there, make sure you have the right team to produce content that is engaging and that incorporates SEO best practices.

Duncan Isaksen-Loxton

Educated as a web developer, with over 20 years of internet based work and experience, Duncan is a Google Workspace Certified Collaboration Engineer and a WordPress expert.

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