Your website designer did a great job and created a stunning site for your business. Your photos and words live in harmony. It’s exactly what you envisioned when you stayed awake at night, picturing your website in your head.
It’s perfect. No need to touch it again.
Wrong. A website that is left untended is like a garden left unwatered; it can’t thrive. For a website, that means search engines will fail to take it seriously, and the site will have little chance to be found by potential customers of your business.
More updates to a website mean more frequent visits from search engines. The site must contain strong, unique content for search engines such as Google to review your website, scan it and gradually move it up the search index. Content must be of high quality; low-quality copy that is stuffed with SEO terms will get a website bounced to the bottom of the search engine rankings.
Quality content also will better engage the visitors to the website, leading them to further explore your offerings and your pages -- and then do business with you. You don’t need to update your page on a daily basis, but adding content a few times a week will give search engines a better chance to pay attention to your site and give your visitors a reason to come back.
Just how can you add such content? Start with a blog. Adding a blog to your website gives you a chance to talk more about your business or about topics of interest to people who visit your site. Say you run a painting company. Your blog could include posts on popular colors, choosing paint for high-traffic areas or how painting rooms a neutral color will help homeowners prepare to sell their homes. You are offering information to your customer and at the same time making valuable updates that will get your site noticed.
If you decide to start a blog, blog consistently. Don’t start and abandon it. If your most recent blog dates back two years, that sends a bad sign to clientele that your company isn’t exactly on the ball. Read it again, run spell check and have a co-worker review it, too, before publishing to guarantee your post doesn’t contain any errors.
Also remember to make your content timely. Remove any outdated promotions. It’s spring. Make sure your holiday special isn’t on the front page of your website. For that painting company we’ve been discussing, the website’s home page should be of an outdoor project being finished while plants bloom around the painter -- not of an interior paint with a Christmas wreath on an adjacent wall.
Follow these ideas, and your website will bloom, too.
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