Business growth doesn’t happen by accident. You have to choose to grow your company, and it takes deliberate actions to make it happen. In a business world that is almost entirely online, a huge portion of growth potential comes from building (and rebuilding) your website.
If you’re not updating your site regularly, what should be your flagship marketing vehicle can turn into a ghost ship of lost opportunities. In this post, we look at how to stay on Google’s radar, load your site with valuable cargo, and make sure you don’t run aground in low business tides.
Get Your Ship in Shape
There was a time when web updates were rare events. Companies would leave sites untouched for years because they assumed having something online was good enough. And it was, until other companies started doing regular updates — and getting way more attention from Google because of it.
Dynamic Efforts, Dynamic Results
In modern digital marketing, content is everything. To separate active, trustworthy companies from dead sites and shady business fronts, search engines like Google value fresh content above all. Consistently providing new, relevant content for your target audience can significantly improve your website’s visibility and give you a higher rank on SERPs (Search Engine Results Pages).
New clients often ask us, “Why aren’t people paying attention to our website?” Our usual reply is, “When was the last time you paid any attention to it?” If you’re not updating your site, you’re slowly downgrading your search ranking.
Keep That Boat Floating
Regular website updates and new content are crucial for staying ahead of your competition. Without steady activity, Google sees you as just another neglected website it can ignore. So how can you keep your trusty ship from turning into a rusty submarine?
This is how paying attention to your site gets attention back from Google:
- Posting new content and regular updates signals to search engines that your site is active and relevant, which is likely to keep your ranking above water.
- Quality content engages users, encourages them to stay on your site longer, lowers your “bounce rate” and increases your return traffic potential. Search engines love all of that.
- Paying more attention to your site and its performance will help keep you up-to-date on trends and algorithm changes, which in turn helps you adjust your tactics to stay competitive.
More Than Everything
Content is everything, but it’s not the only thing. Your ongoing update strategy can also include optimizing existing posts with properly targeted and updated keywords, updating outdated information, improving page design, and ensuring your site follows the latest SEO guidelines when they come out.
Beyond content, these are some of the other update tactics to consider:
- Regularly adding new sections, stats or insights to existing pages
- Posting case studies for your most successful projects
- Long-form articles that offer guidance, tutorials or insights on your products or services
- Adding multimedia elements like images, video, and infographics
- Ongoing blog posts and news updates.
You can also ask your SEO provider about a variety of technical updates:
- Local SEO optimization for Google My Business listings, local keywords, and location-specific content
- UX (User Experience) improvements for site speed, bounce rate and time on site
- Specific enhancements to make your site more mobile-responsive
- Updating pages with SEO-friendly URLs that include target keywords
- Schema markups, site audits for broken links and outdated content, metadata optimization, and a ton of other “below decks” updates and enhancements.
Haul Anchor!
Turn your website into the profit-generating business flagship your company deserves. Like a real boat, the trick to staying afloat is regular maintenance, plenty of fuel, and a solid navigator to steer clear of dangers that might sink you. The Battleship crew has decades of experience creating special SEO tactics and content strategies that Google simply can’t ignore.
Get a signal to our crew and we’ll start a plan to get your ship back in shape.
