As a website owner you probably have never looked at your website and wondered this, but we can assure you, potential customers have likely thought this. And what's worse is that search engines wonder the same thing!
Let me explain.
Don't make people think you're closed... permanently.You've had a busy year, so busy that you haven't made time for your website. Without realizing it, you stopped blogging, stopped posting "news releases" to your site, and while it's spring, pictures on your site might be from the middle of a snow storm or are from years ago and feature an employee that's moved away. Your website is dated... and it's still mentioning a special event that you showcased a long, long time ago.
There are three takeaways that visitors to your site can come away with:
- you're too busy to update your website
- you have nothing going on and nothing worth mentioning on your site, so they won't bother checking back (ever)
- you're no longer in business and your site is here like a sad tombstone to a departed company
Search engines think the same way
Additionally search engines use "last-updated" as one of their factors in determining search engine results placement and ranking. You wouldn't want to lose out in positioning to one of your competitors simply because you haven't updated your website lately, would you?
Blog oftenWe talk about it all the time: your business should be actively blogging and you need a content strategy. And for some people, an editorial calendar helps (as well as ignoring it periodically).
Don't be scared: these blog posts don't need to be whitepaper editorials or mini term papers. Updates, happenings, photographs, small bits of good news... they all work well and contribute to your timeliness and relevance while engaging your fans/followers and giving search engines a reason to keep coming back.
So what are you waiting for?!