As a business, you want your website to be easily found by being at the top of the search rankings. It's no secret that those who show up in the first several positions on page one of Google get most of the clicks leading to more business for them. But, to get there it is now extremely important to continue to create website content for your site that is fresh.
Fresh Website Content Rules
One of the more recent changes by Google is to put more priority to sites with 'fresh' website content. When I say fresh content, I mean content that continues to change. This may include updates to pages, the addition of new pages and new posts to your blog. This makes complete sense. Google wants to rank those websites with more 'value' higher in their rankings. They want to provide those using their search engines to receive the content that most closely matches their search queries. By placing greater priority to those sites that have fresher content, it provides a better result for the searchers.
Stale Website Content Sucks
On the other side of the coin, those websites that remain unchanged will receive lower ranking by Google. Stale website content (site content that never updates or changes) is not held in high regard by Google. If your site is unchanging, it tells the search engines that your website is possibly abandoned or dead. Many businesses feel that once their website is created, they can then just let it sit and it will do its job. WRONG! If you are interested in acquiring new customers from your online presence, you need to rank well. If your website is unchanging and stale, you won't have a chance.
What Your Business Should Do Now
So, what should you do now? Maybe you haven't produced new website content and your business website isn't ranking like you would like it to. You're just not showing up at the top of the search. Maybe you have been producing some content, but it has been really limited and hasn't been helping your website at all. Here's what to do:
1. Begin to produce website content in blog posts
Create blog posts (ideally 2-3 per week) that hit on subjects that your customers are interested in. Simply think about the questions that your customers or clients always seem to ask you. There are the subjects of your blog posts. Blog posts should be at least 300 words in length and you should incorporate keywords and phrases into the text of the blog. For example, if you are a pet store and are writing a blog post on how to teach your dog to fetch, than you'll want to use terms in the title and in the body of the post related to this. In this case, it may include "fetch", "training a dog", "teaching a dog to fetch", etc.
2. Update your website pages
Make certain that you are updating your website pages from time to time. Don't let them become obsolete. For example, make sure that you change dates of events, make changes if there is new information about a topic, or add to your page content to provide greater detail.
3. Add pages to your website
Of course, you'll want to continue to grow your website. Larger websites tend to always trump smaller websites in the rankings. That does not mean that you need a massive site to rank. It just means that as time goes along, make sure that your site continues to grow. The way to grow your site is to add new pages to it. As you can see website content is king. By adding new content in the form of blog posts, updated page content and adding new pages to your website, you have the greatest chance of improving your website ranking and growing your business.
