Your website is there to show off content. That may be about your company, your products or services, how to order, news stories on your company, a blog maybe and so on.
Your website will also show pictures of your products, happy customers, maybe the management team, your sales team, and so on. It may also feature a flash presentation, videos and more. These are content on the website.
Now, let us point out an important point when considering content, this has to be of interest to the viewer, relevant and helpful. Ok? You’ve got that so far.
But, what about search engines? Search engines’ reason for their existence is to index website content. You key in a bunch of keywords, press the button and voila you get listings of the sites that carry these words. And, usually, depending on the keywords, there will be a good number of listings, which could even run in the millions.
Sometime back I wrote a post on why you need to update your website regularly. When I first started designing websites for my clients, I reminded them that these had to change the look regularly. They had to look like there was something new, as well. New content, not just a new look.
Now, back to search engines, which index your webpages regularly. Your robot.txt file may request a revisit say every month. Now, if the search engine finds nothing new after a few regularly visits, it will revisit at longer intervals or worse, stop visiting your site.
Which brings me to why you need to put new content on a regular basis. Exactly for the reason that search engines want to see new content. And, if there is nothing new. Well, your site’s ranking will suffer as a result.
While link building, keyword density and so on are still important, content is still king. Now, certain SEO practitioners may disagree, but I believe that regular addition of content is important for the reasons given above.
While a new look may interest a viewer, the likes of Google, Bing and Yahoo, don’t look at a site like a viewer would. They crawl the site for keywords, text, tags, descriptions, captions, etc. and index these.
If your site is left unchanged for a long time, with no new content, what happens? So, you check for your search engine ranking on a keyword or keywords you’re after. What happens? The SERPs come up and you have not only dropped a few rungs but even several pages. Yes, this could well happen and does for many sites.
I know that this is work. And, work that needs constant attention. Sorry, guys no short cuts here.
Ok, you can’t put the resources or take the time to do this, so what to do? Well, why not let us know at JG Marketing. After all we are here to help.