It seems like we say the same thing every year, but where did 2014 go!? 2015 is officially underway and it’s going to be a great year. This year, more than ever, we need to make it a priority to update your website each month.
It’s easier than ever for consumers to find information online. We’ve seen a huge shift from desktop activity to mobile activity over the year. Consumers are searching not just to find anything, but to find the right thing. Search engines, like Google, have tried to make this as easy for consumers as possible – even going as far as providing extra content that the consumer may have been searching for without even realizing it. You make think having a website isn’t important or you’re too busy to update your site this month, but the truth is if you don’t have a website that search engines care about then it’s pretty much like you’re invisible online. It would be like having boards over your windows with no sign out front as customers drive by – they would just keep driving.
Sure it’s easy to become overwhelmed with all of the tasks that you have going on, but even spending as little as 15-20 minutes per month on your website can go a long way. Adding fresh content is key for two reasons: 1. It helps your website be found more in search engines and 2. Your customers want to see fresh, new content each time they come back.
We’ve certainly talked about Google preferring frequent website updates before, but it’s important enough to cover again. Search engines, like Google, rank websites that are frequently updated higher than those that are not because they consider it to be a fresh source of information for searchers. Here’s a super simple example, if you subscribed to a monthly magazine and each month you received the exact same magazine in the mail with all of the same content you’d probably cancel it pretty quickly. Similarly, if searchers are finding your website with the same content again and again then they will stop going to it. Understanding that, search engines rank websites with fresh content higher to consistently provide new, quality content to its users.
Consumers are smarter than ever, let’s be real, they have small computers in their pockets. They can find anything they want online and with that their expectations have grown. Searchers expect new content each time they visit your site, and by providing them with this you’re actually giving them a reason to return!
Of course we understand how overwhelming this may sound, but you have the help of a Marketing Specialist to guide you through this whole process. Here are 5 ways that you can stay on top of your online marketing this year:
1. Take some time and plan your website updates out for a whole year in advance
This will make it seem much more manageable when new, exciting things are going on to contact your Marketing Specialist! You already have a bulk of the work off your plate.
2. Track your analytics
Spend some time with your Marketing Specialist to see what worked for you last year for each month of updates that you are working on. If you had a lot of activity around “pet dental products” in February or “decking options” in April, they you may want to focus on adding what’s new in your store relating to those topics this year.
3. Schedule it out
Create a time once a month where you and your Marketing Specialist take as much time as you need to work on all of your website updates at once. This can be as easy and walking around your store and reading off SKUs or getting some good ideas for coupons. Having this time set monthly will be an easy way to rely on knowing that your website will be updated each month.
4. Use seasonal purchases as a guide
Create a seasonal chart based around your business and use this as a guide for website updates for years to come! For example, if in the spring your customers are ready to head outdoors to work on DIY projects then build your content around that. Make it as easy for your customers to find you – and rely on you – as possible.
5. Check out your competition
As a business owner, you are probably already checking out what your competition is up to. If something that they are doing sparks your interest, do it bigger and better than they do!