Think of a scenario: you are building a house, getting the interiors done, the garden set up, furniture and furnishings picked out. All in all, you have made a home. Now leave it like that for a few years. It is not hard to imagine the condition of the unkempt house with peeling paints, overgrown weeds, spider net and dust – definitely not a pretty sight and who would want that. Come to think of it, you maintain your house, car, lawn and even your health so that they don’t stop functioning. Same is true for website as well. But more often than not, businesses spend a lot of moolah to create a beautiful website and then tend to forget it. If you are also suffering from the ‘build it and forget it’ syndrome, the below prescription (read: tips) is what the doctor approved. Read on to know why it is important to update your website regularly.

Fresh Content means frequent indexing

Imagine going to the website for an update on the latest game of soccer and ending up with the news of the 1990s. Chances are you would be out of that website faster than a speeding bullet. Like freshly baked cookies, search results too are best served, fresh. If search engine don’t find recent and relevant content, there is no incentive for them to come back to your website. The same is true for visitors too. If you don’t update your website with new content, there is no propellant for bots to crawl your website and rank it higher than your competitors. Regular update of your website would help the search engine find your pages easily, helping you earn higher ranks and improved viewership.

Search engines love Frequent Updates

Google loves fresh update. Fresh updates means frequent visits of search bots which means fresh indexing which in turn may translate to better search result. Every time the Google bots crawl to your website, they look for content that has not been there before. If they find fresh content, they come back more often. If they don’t find the site updated for long, they don’t come back too frequently. If you can create fresh content matching the trending topics or related to the pulse of your industry, you can take advantage of Query Deserved Freshness (QDF) by Google which indexes trending searches and you may be able to enjoy top results. If you would like to check and adjust the Google bots crawl frequency, you can do so through Google webmaster tools. Go to ‘configuration’ and then to ‘setting’ and then tweak the crawl rate. You can also find out the crawl stats, through Webmaster tools, in the ‘Health’ section.

More Content, More Keywords

It is simple, math really! The more content you have on your website, you can add more keywords related to your industry, making your website more search friendly. But remember that quality is the key. Just stuffing keywords in randomly selected content would not take your anywhere. Quality content will not only attract your users but will also increase your authority potential. A good balance of quality and quantity is what will help your website.

Keeps Your Visitors Updated and Informed

It is very good to keep your visitors informed about the happenings of your business as it is a great way to keep your business on top of the visitors’ mind. Letting them know about the offers increases the chance of them opting in and sharing information helps increase the bond between your business and your customers. It also gives reasons to your visitors to come back to your website which increases the chance of closing transactions.

It helps in tracking

When you update your website, you can keep a better track of what changes works and what doesn’t.

As you don’t leave your house unkempt for long, you shouldn’t leave your website unattended too. The ongoing maintenance of the website is a critical component of a successful business strategy.
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