Everyone in the marketing industry has heard the phrase “content is king” more times than they can count. Most of our clients are in the Industrial B2B space, so it's our job to educate our clients about how frequent and recent content can give them a boost.

Creating a website is a great first step, but if your website is not regularly updated, your traffic can become stagnate. A successful website that helps grow your business is not a one-and-done project, but a continual process that should evolve with your company. If you have a website, here are five reasons why you should be updating your content regularly.

1.    Fresh Content Increases Traffic to Your Website

Search Engines love new and updated content. When Google crawls your website to recommend information to users, it looks for signs that your website is active. If you haven’t updated a page's content in over a year, a search engine will take that as a sign that your information isn’t current or helpful and can drop your search rankings. On the other hand, if you are regularly posting content that is relevant to your audience (blogs, white papers, case studies, infographics, project highlights, etc), a search engine is more likely to recommend you, leading to higher rankings and increased traffic to your website.

2.    Establishing Subject Matter Authority Boosts Search Rankings

Not only is publishing updated content going to tell search engines that you are still active, but it will also establish your website as an authority in your category. The more content you put out that answers your audience’s questions, and the more pages you publish using relevant keywords, the more Google will want to recommend you to users. It’s important for search engines to view you as an authority, but it’s just as important for your audience to view you that way as well. When someone goes to your website and can find a bounty of resources about how your products work, what problems they solve, and can see you've done this before, it gives them confidence to request a quote from you for their next project. Users expect to see up-to-date information that answers their questions. By meeting this expectation, you are building credibility with your audience.

3.    Your Website is a Salesperson

Your website is your only salesperson that never takes a vacation. Now for a dedicated employee like that, you would want to send them to the latest conference and keep them up to date on trainings so that they can be earning you money at their full potential. Your website should have the most current information on it because it's accessible at all times.  As your market evolves, regularly updating your website's content allows you to participate in industry trends or change information that isn’t applicable anymore. Maybe you’ve switched some of the products you offer, or you’ve changed your service packages, or maybe someone has discovered a new way to use your product. The market is constantly changing, and you want your webiste to be able to keep pace with it and adapt.

4.    Keep Your Website Compliant with the Law

Similar to market trends, legislation affecting your website or industry evolve over time. There are GDPR regulations in effect that dictate some areas of your website, and with the repeal of net neutrality other changes may also be mandated. These are things that our team at Ecreative help you keep on top of, so that you can remain focused on your business. 
 

5.    Google Changes the Rules for Content Often

The content of your website should be optimized for Google search so that you earn higher rankings. With the help of an SEO team, we can make tweaks to your content to keep you riding high in the SERPs despite google changing it's mind on what is deemed important for ranking. Keeping content up to date with Google's requirements is an essential part of your website's success and ability to attract new users. Content optimizations is one of the most powerful tools in an SEO Specialist's toolbox, and should be a priority for anyone with a website. 

You Don't Have Time to Update Your Content as Often as You Need To, We're Here to Help

Keeping up with fresh content while also maintaining your business may seem overwhelming. At Ecreative, we work with you to create a custom marketing strategy and to write new, compelling content to drive more traffic to your website. For more information on our marketing and web development services, contact us today.