The one thing we tell people more than anything else is to keep website content fresh. Adding news, opinions, advice, events, products, photos and videos to your website or blog is the most important thing in the eyes of Google and for many, in the eyes of the customer.
Google will rate your website more highly if the content is kept alive. Furthermore, since individual pieces of content relate to specific areas of your business, you may find that over time, as your business evolves, so it’ll take Google search results in the same direction.
Similarly, customers are more likely to pay a return visit if website content is fresh.
The primary differences between a flat, brochure website and a dynamic, Google-friendly, customer-friendly one is as follows:
1. A decent content management system (CMS), which allows you to change the necessary parts your website. This may be the whole thing, but should at least include news, products, testimonials etc. If video is integral to your site, then make sure that you can add and remove video as well.
2. A stream of relevant, interesting content – that is, relevant and interesting to your customers and potential customers. This is where the hard work is and is often outsourced.
3. The ability for the website visitor to interact. This is where the requirements for different organisations and companies separate. It may be important for people to post comments on articles, perhaps download a brochure, connect through social media, buy a product, enter a code or pick up the ‘phone.
4. Feedback. If you’re asking customers to interact, then you need to be able to speak back to them. This is most efficiently achieved through data capture.
Once this is done, then the next logical step is how to share your website with others and how to encourage them to share your website with yet more people. Social media and email marketing can really help with this… and don’t forget to put your email address on everything you do – brochures, business cards, product packaging and even letterheads.