Why update your website?

Posted on May 26, 2008

 

All too often when web designers create websites, they build the pages, add the content and think that’s it; job done. They don’t revisit the site then until it’s time for some renewal process, or the website owner asks for an update.

Owners of the websites are just as guilty, they think once they have a site online the traffic will come as if by some divine right. That just doesn’t work however. In order to get traffic to a website there needs to be something there in the first place.

Google’s algorithm is constantly changing, and with it the effects of what used to work are fast diminishing. For example, adding hundreds of links to your website merely serves as a red flag to Google that you’re buying links. You may get away with it for a short while, or even forever, but it’s a short-term solution to a long-term problem.

At the end of the day your website is still devoid of content, devoid of stickability (trademarked :)) and merely relying on 3rd party websites in order to rank.

Instead of cheating Google, give Google what it wants. The reason Google is the number one search engine on the Internet isn’t because of marketing, links, brand awareness or a fancy logo. No, it’s the best because it works. It gives users exactly what they’re looking for in answer to their queries. It gives relevant results.

Yahoo! can be manipulated very easily to rank your website, it’s all about the keywords on the page. Live Search (the artist formerly known as MSN) is a random website generator that brings back whatever the hell it wants for whatever search someone is foolish enough to enter. Hence why they’re now PAYING people to search on Live.com.

Google however offers updated, fresh, relevant results. It likes pages that are new, that are news, that are unique. Therefore in order to make Google return your website for a search, you need to update it. If you want Google to visit your website everyday, to think your website is important, to rank your website above your competitors, don’t think links, or spam, or marketing… think content.

It really is that easy, although many of the top SEOs in the business still haven’t cottoned onto the solution.

Write unique, relevant, regular content and Google will embrace your website like a long lost Uncle who’s sure to have brought you a present from his recent trip to New York. Give Google what it wants, give it content.

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