By Mike Hathcote, Manager-Customer Care Communications at GoDaddy

Whether you are building a brand new website for your business, or you have had an established presence on the Web for years, keeping your site fresh with updated content is key to driving repeat traffic as well as ranking high in search engine results.

There are many reasons why it’s important to keep your site up-to-date, but here are three of the most important:

Your search engine results will thank you.

These days, all of the major search engines have followed Google’s® lead by making updated content a primary driver of search engine ranking. There are several ways that they rate your content for search engine results. The first is by inception date. Simply put, that means that the second content on your site is published and the search engine recognizes it, the clock starts ticking and your “freshness” will be reduced over time…kind of like a loaf of bread. To learn more about how search engines work, see How Search Engines See the Web.

Show customers you care.

Keeping up-to-date info on your site shows current and potential customers that you care about every aspect of your business. Building and launching a site, never to update it again, can give visitors the impression that your business hasn’t really done much since its inception, or worse, has gone under. In contrast, when you pay as much attention to your website as you do to other aspects of your business, you demonstrate your attention to detail and your commitment to staying in the forefront of your industry. For other ways to show customers you care, check out Online Customer Interaction Basics

Returning visitors mean a larger chance of conversion.

When a customer notices that your site features new content every time they visit, they are more likely to keep coming back for more. They might share your site with their friends via social media. And, before you know, your business website is getting lots of traffic. When you’ve got traffic, you’re in a great position to generate sales leads with your website.

Also, the amount of time a user spends on your site is an indicator of freshness. If you have outdated content on your site and a potential customer recognizes this, they will most likely go back to the search results and choose a more relevant site.

That’s the “why.” Makes sense, right? Be sure to check back in the near future to learn the “how” for keeping the content on your website up-to-date and search engine-friendly.

Mike Hathcote is a small business owner and serial entrepreneur with 16 years of small business experience. His current title is Manager-Customer Care Communications at GoDaddy, where he helps small businesses kick ass. In his free time, he enjoys skateboarding, snowboarding and voiceover acting. Connect with @mikehathcote on Twitter.


Key Topics

When It Comes to Websites, Freshness Matters