Just like our homes, businesses also need to be freshened up and reorganized from time to time. If you’ve been in business for more than a year, it’s likely you’ve got outdated content on your website or Google. Refreshing your old content to make it relevant to your audience today can help your rankings on Google!
One thing you can count on in the digital age is that things are always evolving. If you’ve got old content sitting in the entryway of your business, do you think prospective clients are going to want to come in and make themselves comfortable? Mmmm-don’t think so!
Just like you maintain your home, it’s important to maintain your online presence. If something changes to your hours, location, or services you offer, be sure to update those things online. Maintaining your online presence is the best way you can help your rankings on Google.
Did you know that Google actually prioritizes websites that create consistently relevant, and helpful content? That’s why blogs are so important in digital marketing! Because blog posts are so easy to share on social media, you can use your social channels to build your blog audience. Google deems your site trustworthy based upon the amount of times your links are found outside of your own website. This is called “link equity.” The more content on your site that users interact with, and the more times your pages and links are shared on sites outside of your own, the more link equity you have. Therefore, Google “ranks” your website higher in search results, which we all know helps move your bottom line.
So if you set up your website and Google Business listing when you started your business, you probably have old outdated posts and pages. So unless you just started your business in 2020, it’s time to give your online presence a good deep clean. And we’re talking like… Marie Kondo-ing that baby.
Before you start deleting all your old pages and blog posts, ask yourself first if that content “brings you joy” or in this case, brings you quality clients. Instead of getting rid of that content altogether, refresh it! Write a new blog post using new and improved content from that original post or page.
If your services page no longer reflects your current offerings, update the items on that page that need it, and leave the rest that are still relevant. If you do find yourself deleting content, be sure to update any links to those deleted pages to avoid errors being sent to users when they’re on your site.
Another tip for reorganizing old content is when you’re creating new content, try to avoid using URLs that are hard for users to read. Instead of a blog post URL of “www.myblog.com/blog/01012020blogposttitlegoeshere/ use something like: “www.myblog.com/blog/title-goes-here.” It’s short and is easy for users to read and remember. Keeping dates out of the URL also helps create more evergreen content, or content that isn’t time-sensitive.
We suggest using dates in titles and URLs sparingly. Users are more likely to click on content that has a newer date attached. So older content, even if it may still be relevant, tends to get fewer clicks. Fewer clicks tells Google that content is no longer relevant. And friend, you don’t want to be irrelevant.
It is still a good practice to use dates for events that are happening during a specific time, so continue to do that when necessary. But if you are writing about your services or inspiration for your clients, consider that content timeless. You don’t want to automatically date your content as soon as you hit publish.
Unfortunately there’s no secret formula to help your rankings on Google. But if you remember to keep that quality content coming, and Marie-Kondo your online presence every now and then, you are well on your way. We hope these tips will help bring you more “joy” if you know what we mean!
If you need help maintaining your online presence, contact us to see what we can do for you!
As we’ve discussed before, a blog is a great way to inform your customers, improve SEO, and build authority. But is this something you should do yourself or should you let Team WTI write them for you?
We’re fortunate at Team WTI to have a staff of talented writers. We can help you with blog postings for your site and here are some reasons why:
Whether you choose to write your blog yourself or have us write them for you, working with Team WTI is a smart decision. We take a personal interest in your website and work hard to make sure it succeeds month after month.
Check out our blog to see some samples of our work. Contact us to learn more about all the services we have to offer your business.
This seems kind of meta, using a blog to tell you why you need a blog. Sometimes clients don’t understand why WTI encourages them to have a blog on their website. It’s an easy way to get content on your website, it’s very cost-effective, and it can provide your users with valuable information and resources.
Blogs are relatively low-cost, you just need someone that can write, a relevant topic, and a platform. The biggest expense is the time it takes to research and write the blog. HubSpot reports that companies that use blogs are 13 times more likely to have a higher ROI than ones that do not.
Blogs used to be used only by people writing about their kids or sharing recipes, but today the majority of companies have blogs. When potential customers come to your site, they expect there to be a blog.
The content on your website should be factual and detail-oriented. A blog allows you to cover topics that show your company’s personality, voice, values, and goals. If you have multiple people willing to write, the different perspectives and styles will keep your blog fresh and relative.
A study from HubSpot shows that blogging can bring in 55% more website visitors than sites without blogs. Blogs are great for existing customers, but they can also bring in new visitors. They may search for a topic, find your blog, then discover your product or service.
Blogs aren’t usually used for sales purposes, but a study from Conductor.com states that visitors to the site are 131% more likely to buy from you immediately after reading content from your brand. Let me repeat that: 131% more likely.
Think of your blog as another arm of your customer service department. You can use the blog to write about issues, questions, and interests for your customers. If you blog about things that interest them, it shows that you care about your customers and want to help them. They will trust you and people like to do business with companies and people that they trust.
One of the ways to increase your search engine rankings is through backlinks. The easiest way to get a backlink is through a blog. If you create interesting topics, you could be picked up by other media and possibly go viral. Free exposure is the best kind, right?
In addition to adding backlinks to your site, blogs can help you with SEO by providing you with another place to put keywords and give users a good experience. These are two things that Google and Bing like to see when ranking sites. The blog also allows you to have longer content, keeping people on your site longer, another plus in search engine ranking.
Blogs are a great way to attract potential customers. HubSpot’s study revealed that websites with blogs generated 67% more leads than those without a blog. Once you have the customer on your site using the blog, you can reel them in with a special deal or other calls to action.
How do you keep people coming back to your site? By adding new content! A blog can be a good resource for people interested in your product or the topics you write about. And while they are on your site, they just may buy something from you.
Contact us at Team WTI to learn more about starting a blog for your site or adding content to an existing one.