Google is a rather fickle search engine, constantly updating its index and weeding out websites that have less relevant content than what its searchers need. Through its complex algorithms, it sometimes updates a site’s position several times a day! How do you compete with other websites in the big scheme of things?
That’s easy! Just update your site!
Of course, we’re not telling you to update your site with fluff to make sure it keeps its ranking. It’s not that simple. We’re talking about things like code clean-ups, cosmetic changes, new relevant content, and updating links when they’re broken. Even the smallest change can make the difference between first and second place in a search engine result page (SERP).
SBA has recently updated the community area on its website to introduce a better experience to its visitors with the help of focus groups that have assisted it through the process. Like SBA, you can update your site for reasons other than SEO juice from Google:
- One obvious reason: The visitors on your site appreciate an occasional change of pace from the usual look of the site. Analyze their reactions and plan changes accordingly. Don’t overdo it! Updating the appearance of your websites leads to visitor burnout and increases your bounce rate. In other words, more visitors will just click the back button because the website changes too frequently, giving them the impression of inconsistency and instability. Do this like once every 3 months, with a major overhaul every 6 months.
- New content keeps visitors engaged and interested in your products. It makes your Internet presence more prominent.
- Keeping up with changes in technology (such as the introduction of HTML5) can help your website attract newer loyal prospects. A website that still looks like it’s made in the 90s can turn away many valuable people.
- Even if you’re not adding content, technical revision can help spot gaps in your code where hackers can take advantage of vulnerabilities. A revision from time to time, especially when making cosmetic changes or adding fields to forms, can make the site more robust against intrusion.
- Integrating the site with social media can spike up your engagement like never before! This gives people a chance to talk to you and tell you what you’re doing right and, most importantly, what could be improved.
While you’re at it, try to get up close and personal with customers. Start a dialog with them that makes them feel important, and allow them to review what you sell. It’s a great way to enhance the online experience of visitors, prospects, and current customers. The worst that can happen if you do everything to the book is that you’ll have a minor jump in traffic, so why not try it out?
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