Updating your website should always use SEO best practices

Updating your website should always use SEO best practices. If your business is built on a content strategy (as almost all businesses with a digital presence are), you’ve likely wondered how often to update the content on your website. This is a fair question. Search engines like Google and Bing thrive on new, fresh content that’s topical. On the other hand, there’s something to be said for producing enriching content that, while not as frequent, provides far more depth.

For SEO (search-engine optimization) purposes, it’s important to make sure you have a content plan in place that recognizes the importance of new content, without sacrificing the overall quality of what’s posted.

Which Content Strategy is Best When Revising Your Site?

The answer is two-fold. On the one hand, your “standard” web pages (your homepage, about page, etc.) are fairly static. These pages tell the world who you are, what you do, and how you are uniquely positioned to help them. And while the nature of your business may shift slightly over time, it will largely remain unchanged. It’s worth taking time once a quarter to revisit these static pages and make necessary adjustments for tone, purpose, and direction.

Far more important to your content strategy is your website’s blog. This is where you’re able to post valuable insights, educational materials, and personal stories that lead your visitor to take a specific, strategic action.

The content you put out on your blog (or vlog, as video-based content can also be useful) is critical to your search engine ranking. When you create SEO content, it’s more likely to show up in response to searches–which means you earn more traffic and more potential buyers.

Know your goals for your website

How frequently you update your blog depends on your goals. There is something to be said for producing quality content, rather than amassing a large quantity of posts. However, search engines are also designed to recognize when a website is producing new content, and reward them for doing so.

The best thing you can do for your website, then, is to create a regular schedule for updating the content and stick to it. Whether you’re posting once a day or once a week, this regularity will work in your favor. Most importantly, don’t post just for the sake of posting. Make sure all of your content is enriching and in-depth, providing information your potential visitors is likely to be searching for. Gone are the days of keyword stuffing–search engines want content that feels human.

Create a regular content schedule, and stick to it

So while there’s no hard and fast answer to how frequently you should update your website, it is important to figure out your hard and fast answer. We wouldn’t recommend posting less than once a month, and we would recommend making sure each of your content pieces is targeted, focused, and meaningful.

Contact BNP Engage to learn more about how we can assist you with your content strategy and digital marketing.