The content you publish on your website is what really becomes the skeleton of your website giving shape and structure to what you are all about. What do you do? What do you know? Why should we trust you? It is really the critical factor in showing what sets you apart from the rest. With that in mind, we will walk you through a few of the reasons why fresh and frequent content is the most important part of your website.
Search Engine Optimization
Search engines like Google and Bing are basically dating sites between customers and businesses. The best part is that it works both ways. While a consumer fills in on google a question or description of what they are looking for, businesses can do the exact same thing by creating and publishing content on their website. For example, let’s say you are a roofing company that is trying to cover the United States and have just gotten started in Texas. So your target market now includes Texans. Now you just have to think about what people in Texas would be looking up that would have anything to do with roofs. By publishing articles on your website, like “what can happen to your roof during a hailstorm” or “will a tornado really rip off my roof”, connects you to your target market. Remember that these search engines run on the principle of “relevance”. All the pages their web crawlers have indexed come up depending on how relevant they are to the topic or subject searched. Therefore your job in creating content is to answer the right questions.
New pages, articles, or updates are like the heart of your website. Just like your body runs on oxygen, your website runs on fresh content and that heart of “new pages, articles, or updates” needs to be beating constantly. Like we mentioned above, search engines generate results based on relevance, but understand relevance through web crawling. Each service uses different bots that are sometimes called “spiders” to crawl the web and gather information. Since the internet is always growing at such a rapid pace, these bots (like Googlebot) are always at work indexing billions of new pages and sorting them all in comparison to one another. While they run on different algorithms on different search engines, they all know that the world is continually changing and that if the page is more recent, it is probably more relevant. If your page becomes stagnant, it falls lower down on the totem pole of search results. Remember, that heart needs to keep pumping the life source of content into your article to keep you up there with your competitors. We don’t want to underscore the importance of design and the user experience, but fresh content is the core of sending internet traffic towards you and keeping your website alive.
Content Is King
Along with connecting you to your customer base and keeping you there, your content acts on your website as your 24/7 salesman. It conveys your company’s business message. In delivering your business message, you should keep in mind that whatever pitch you make is going to automatically frame your customer’s perception. Content is so powerful you can either persuade or dissuade people from business with your company through writing and media. One thing you should always consider as well is the power that fresh content gives you in keeping pace with changing trends. There is always a wave to ride, and powerful content is the way you can catch it.