Google is the #1 search engine for users. With its system of search results ranking, simply having a website doesn’t cut it. Out-of-date content pushes a site further down the page and as everyone knows. The links at the top of the page are the ones that see the most traffic. Updating your website regularly not only helps increase your visitors… it also keeps your customers engaged and influences the rank of your page when displayed by search engines.
Web crawlers, automated programs that browse the web to track sites for search engines. Regularly scour the internet and index pages for databases. The more new content you post to your website, the more these web crawlers will index the data. On the flip side, if you haven’t updated your site in a long time, the crawlers stop indexing; the site loses importance and rapidly drops in ratings for keywords. In short that means less people find you and less business comes to your door. It’s simple – the better the ranking, the closer to the top of the page a certain website will be placed. The more likely clients will choose your service over others.
So, does your website content really matter? Absolutely. Google’s PageRank uses an algorithm in its ranking system where every page is assigned a value between zero and 10. This value takes into consideration the volume of inbound and outbound links, and the quality of those links. The higher your PageRank, the more those web crawlers visit and index. Links are essentially considered “votes” and pages with more “quality” links to them are given greater importance. A great way to improve your ranking is to exchange links with complementary businesses, as both parties involved would benefit. Ultimately, it’s not enough to simply fill your page with an endless amount of keywords and derivative content. Google may very well deem your page to be spam. A label that will do you no favours in your search ranking.
And finally, don’t forget the customers. Websites that are kept current are visited more often and gain the trust of the user. Customers expect websites to be up-to-date and informative, and those that don’t measure up risk being ignored. Providing fresh content creates a superior customer experience. It may be the deciding factor between what you have to offer over that of a competitor.