In the early days of the internet, it was acceptable for a company to copy and paste information from their brochure onto a web page and launch it into cyberspace never to glance at it again. But those days are gone. Today the internet is all about content – fresh, new, innovative information. The concept as to why it is important to regularly update a website is simple.
- Even robots get bored with repetitive information. It’s like getting a newspaper week after week that has the same content. Search engines will reward those who take the time to post fresh content by boosting their page rank thereby giving them an edge against the competition.
- Fresh content gives customers a reason to return. Like new merchandise in a store, new content increases the likelihood that a customer will return and make a purchase. The math is simple – fresh content translates into higher sales.
- A business owner will be able to better track what works and what doesn’t work if they are regularly making changes. Without anything to use for comparison, how is a business owner to judge what works and what doesn’t. Analytics tell the story on a day to day basis.
Of course, one of the best ways to post new content is to blog regularly. But that’s another story.