There are a few things from which you should have at least some or all in your digital marketing strategy. These things are blogs, email marketing, and social media profiles. But one thing about which there is no question at all is a website. Your website is your loudspeaker which helps you shout out information about yourself. It is also your shop front decoration which attracts passers-by. There is little or no debate about what we said so far. But many people feel that a well-made website is good enough and one should not fix something which ain’t broken. We beg to differ. We feel that in order to optimize your website, you must continually churn the content and update it. Here are six reasons why.
1. Increase Useful Visitors:
The goal of SEO for a website is to rank high on search engine result pages (SERPs). But the reason for wanting a better rank is to get more visitors. That can hardly be achieved if the content is around three months old. You might get visitors, of course, but they will quickly bounce away when they see that there is nothing new from their previous visit. Even from SEO ranking perspective, the search engine crawlers can make out if there is no new content. That is why it is imperative that your content should keep getting updated. If you are into ecommerce, you must have fresh collections displayed frequently. If your website is more about content where you share information or opinions, then you need fresh writings. Some people also update older blogs or content with the latest data or development. Whatever strategy you adopt, the churn must be recurrent.
2. Stay Trendy:
Think of some websites which you used to visit a decade back and try to imagine the frame designs and content layout they had. Website layouts have undergone sea changes over the years. Nowadays the frames and navigation for websites are quite different from what they were a decade back. For example, many websites have adapted parallax scrolling effects for a better UX. Blogs nowadays usually have a masonry grid for the list of their posts. So, you see, it is not just content that you need to update on your website. The way you present that content to visitors can also be updated. This might not make an impact on the rankings, but it will give a better experience to the visitor. That way the visitor will keep coming back for more.
3. Frequent Indexing:
So far we spoke of two ways in which the visitor would find your website more interesting. But apart from visitors, you also need to keep the search engines happy. The tools used by search engines are called web crawlers. Based on the algorithms put in place from time to time, these web crawlers index your website. The indexation is a process that happens every time there is new content on your website. So every time you are updating the web content, you are encouraging the web crawlers to index your web pages.
4. Domain Authority:
Getting backlinks to authority websites is one of the aims of search engine optimization. As you begin getting backlinks, you also begin your journey towards becoming a domain authority yourself. That would be the stage when other websites would be keen to get backlinks from you. But that journey to becoming a domain authority can’t begin unless you post regular content. Also, the respect for your knowledge will persist and increase only if you are seen as updated. Imagine your blog comes up on the first page of a SERP, but it is dated 2015. Many visitors are less likely to consider you a domain authority when they see that. They would be more inclined to believe an article written in 2019. Stay relevant by posting regular content.
5. Stay Useful:
There is no doubt that a visitor reaches your website because of the promise of something useful. This utility is not only served by posting new content regularly. Yes, new content does help to keep things fresh. But if you update your content regularly, it also helps you to keep earlier content useful. There could be simple errors of spelling and grammar which had gone unnoticed. Or some technical process you had written about might have been replaced by a new process. There could have been a change in the laws (think GDPR) which might need you to change the content. Keeping your website content accurate, relevant, and useful will bring in repeat visitors.
6. Mend Broken Links:
If you are a visitor to a website, broken links could be the most frustrating thing you would encounter. What happens is that you might have added a link to an external website (or even another page of your own website). But that target website or webpage might no longer exist. This 404 error is very irritating to a visitor. Instead of navigating back, the visitor might simply close the window and move on. When you go in to update your website, it affords you a chance to repair such broken links. There are a number of tools available on the internet for this purpose. They allow you to check for broken links without actually having to click on each website. When you locate broken links, it also provides you an excuse to come up with new content to replace that link.
We touched upon the 6 reasons we felt were most important to update your website regularly. There are several other reasons as well, like keeping compliant to law and also keeping pace with changes in your own company. Getting repeat visitors is another important reason. If you don’t have fresh content, someone who has visited earlier won’t repeat. Most webmasters pursue different SEO techniques for their website. Many business owners hire agencies for doing the same. But most of us tend to ignore this simple step that is completely in our hands. We just need to come up with new updates for our website to ensure that our website is perfectly optimized.
by Nancy Khosla