StoryPath Communications

Why Updating Your Website Regularly Matters

If you want people to find your business when they’re searching online for businesses like yours, it’s important to update your website regularly.

As you probably know, Google basically runs the internet. Of all internet searches performed worldwide, close to 90% of them happen on Google. Ultimately, their goal is to serve up content that closely matches what you’re searching for, and there’s an algorithm behind the scenes controlling what you see.

That algorithm includes a lot of things, such as page speed, site structure, security, mobile friendliness, proximity (especially for Google Maps searches), and so on. Content matters too, of course, both in terms of quality of content and how recently it was posted.

All of these factors play into search engine optimization, or SEO. There are plenty of companies out there who’ll promise you first page rankings, but proceed with caution! While they might get you on the first page at some point, there’s a good chance they’re using unethical tactics if they’re promising first page results. Once Google realizes what’s happening, you risk being blacklisted so your site doesn’t show in search results at all.

The smarter approach to SEO for small business is to ensure you have consistent, high-quality content on your website that aligns with what people are searching for.

Unfortunately, many small businesses launch their website and mark it off the list as being finished. Then it might be years before they update it again. And if that’s the case, Google probably isn’t ranking your website very high overall.

We’re not suggesting you need to rewrite and redesign your website every year. That’s a lot of time and money for a small business! And it can create confusion for your customer if you’re making major changes too often. Focus on small changes and fresh content consistently over time. One of the best ways to consistently update your site is through a blogging strategy.

Blogging is great for two reasons. First, it shows Google that you have current, relevant content. If you are writing blogs on topics that are important to your audience, there’s a good chance those blogs will align with topics your audience is searching for. And that means more search traffic to your website!

The second great reason for blogging is the opportunity to position
your expertise. This aspect is especially helpful for anyone who sells a service, but it’s a great option for people who sell products as well. A company blog is a place for you to be you, and it gives people the opportunity to get to know you and your business even before meeting you. Your blog is a place to share helpful information that increases people’s comfort level that you’re a person they want to do business with. And it’ll make those Google web crawlers happy as well, and that’s always a good thing.

If you’ve been neglecting your website and want to start blogging as a way to boost your SEO and position your expertise, let’s chat.

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