We've all been there. You built a website, and it looks great. The content is finalized and all of it has been pushed to production. All the team members involved high-five each other and get started to work on the next task at hand. What about your newly published website? It became stale the second it was published. How is that you ask? Well, the information that it was published with was not the latest (hence publishing was the last thing that your team did), so it already is out of data. Keeping a website that is up to date and fresh is the success of many websites online, if not all of them.
Good Information: Why change?
Let's list some key factors in why you want to have regular updates to your website. These will help you understand the importance of why we do this regularly.
Search Engines need help finding you - this helps
If you like to be found in Search Engines, regularly updated content is the key on out to stay relevant to them. Search Engines will give priority to websites that update often and prefer to list the latest pages first. Value is placed higher for unique, and regularly updated websites. If you don't pay attention to your site after publishing it, your rankings will more than likely take a tumble.
The "busy" of Business - are you working?
Is your last post from 4 years ago? If so, folks visiting your website could think that maybe your business hasn't done anything, important or otherwise, for many years. Another thought could be that you have gone out of business, which would be the worst thought to a potential or current customer. Publishing an article, just to show the business has a pulse, from time to time is a good thing. You can start with a monthly publication, and then move it up week-to-week if you can afford to do so.
Got External Links?
Nothing like people talking about things, especially if they are using your website a the source. Chances are, if you have some good content, they just might link to it. This is called natural link-building, and it is huge for quality score in Search Engines. The more naturally created links coming from quality sites, the better. Keeping the site up to date more often with quality content increases the likelihood of it getting linked to from other websites and blogs. This can help get you noticed in the long term.
Keeping the website shiny
It's not difficult to keep a website update. A business just needs to establish some ground rules and then stick to them and the cycle of publishing content, and it will always be getting updated.
Steal this blog...
... Or the idea of a blog. A regularly released blog is a great way to keep visitors coming to your site to see what you have to say. This could be a blog about your business on-goings, tactics of the industry or just some topic that your business is really passionate about. This will keep your website fresh and relevant so that it will show visitors and Search Engines that your site still has things to offer.
Got things to say that are news-worthy?
Most businesses have things to say that are news-worthy. Have a breakthrough on something? Write about it. Did you just meet a goal in a focused area? Write about it. Did employees at your business just complete training on some national standard (e.g. ISO 9001)? Write about it. The form of a news item can come in many different flavors, and a news article that is about your industry will keep your website in the limelight with Search Engines, and more importantly, your website visitors.
Visitors love images and videos - and so do the Search Engines
Website visitors are generally visual. Having website areas like image galleries and video galleries not only provide eye candy, but can also provide valuable image search results when users are searching Search Engines like Google solely based on images. If you tag your images and videos appropriately, this provides another avenue of being found by a Search Engine.
If you can get great client testimonials out of some customers, this adds fresh content. If you have a lot of customers and are able to get a lot of testimonials, this can assist in conversions of future customers as well.
It's true, content is king! Well organized content can make your website appear more valuable to Search Engines like Google and Bing. Be sure that it's relevant content to your website and industry. You do not want to have spammy content, "just to have content." If your business is customer-oriented where you are working with them in person, then perhaps a friend staff page with pictures of your employees and titles would help this out so that customers know who folks are before they set foot in your building.
At the end of the day, keeping your website up to date with it's content, imagery, etc. will help in the long run. This not only will keep your business engaged with the website, but also provide value to customers and potential customers alike. Just remember that moderation is the key.