May 2016 | MXS Solutions

Keeping your website current for success online

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.Increase visibility online with Google Analytics

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.

Client testimonials

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.

More content

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.

 

Giving AdWords a Dynamic Boost

Most folks that use AdWords on the surface and don't dive too deeply into it may thing that Ads are just what they create for the product or service that they are pushing.  They may not realize that they have an excellent resource at their fingertips (or mouse click) called Dynamic Search Ads.  These can "auto-build" ads based on the content of your website.  This means that if you have an expansive website, this may be a great addition to have in it's own campaign (so you can budget it much easier).  We generally recommend creating a Dynamic Ad Campaign in conjunction with traditional ad campaigns within your account.Google Dynamic Search Ads

Google Dynamic Ads: Defined

According to Google:

- Dynamic Search Ads uses Google's organic web-crawling technology to automatically target relevant search queries based on your website content

- Incremental traffic from Dynamic Search Ads can fill in gaps in your keyword campaigns for great return on investment (ROI)

- Dynamic Search Ads offers a powerful way to target ads to many queries through an easy campaign-creation workflow

Google Dynamic Ads: Defined by MXS

We love our dynamic ads here at MXS.  While you can just use them and nothing else, you may not be able to compete with others that are going after the same market.  If they have specific keyword phrases being targeted and you do not, they generally will win.  The bonus here is that you can have campaigns that target specific pages with specific keyword phrases, and bid appropriately for them.  With the dynamic ads, this will literally "pick up the rest".  In some cases, the dynamic ad may be better suited for a customer's keyword search phrase than the actual keyword phrase we use in another campaign.  This means that the algorithm that Google AdWords uses picked it for various metrics and the bid is less (sometimes a lot less) than what it could have been with the exact phrase.  Sound Greek?  It's Ok, all you need to know for your business is that having Dynamic Ads around is a good thing that can yield additional leads to areas on your website.