Bill Gates wrote an essay titled “Content Is King” back in 1996, and more than two decades later, the 3-lettered title is still the most popular maxim in the digital marketing world. To ensure that this famous marketing catchphrase better suits the present moment, it has been modified to emphasize the critical need for fresh content above all else. Today, “Fresh Content Is King”, which means that you need to keep your website updated if you want to stand out from the competition.
Why Fresh Content is Important to a Website’s Search Engine Rankings
All search engines rely on webcrawlers (a.k.a. robots or bots) to identify and index content that’s to be included in search results. The webcrawlers index websites based upon various algorithmic factors, including how frequently a website is updated.
Websites that don’t have updates of any kind are viewed by search engines as “dead” entities that have no life and nothing new to offer. So, such websites are ranked lowly on search engines. Being ranked low is something that you wouldn’t want for your website.
As you keep your website updated with new articles, images and videos, the more frequently webcrawlers will notice each new activity you make and report to their respective search engines. When search engines take note of your regular updates, your website will have the opportunity to attain higher rankings based on the content you provide.
It’s a well-known fact that a site’s search engine ranking has a huge impact on the number of visitors and potential customers it attracts. By earning a high ranking, your site’s prominence is highly likely to improve among visitors and potential customers.
How to Clean Content to Keep your Website Updated
Since search engines like to reward websites that are continually updated by ranking them highly, “cleaning” up your website is certainly a good idea. The process of cleaning up your website may involve:
- Removing outdated and irrelevant posts and replacing them with fresh, relevant content.
- Removing service pages for services your company no longer offers and replacing them with new service pages that you company currently offers.
- Removing old photos that are no longer in use and replacing them with new ones.
- Removing old bios and profiles of former employees and replacing them with those of new employees.
- Removing broken links and replacing them with working outbound links.
Cleaning up your website can be an intricate task, but it’s all worth it. When you keep your website updated, you’ll not only breathe new life into it, but you’ll also improve its search engine ranking, attract more potential customers, and ultimately boost your sales.
Want help with your website and Internet presence? Contact UmeWorks in Torrance at 323 638-9328 or [email protected] to discuss your website needs.