I ran across an interesting phrase in Authority Rules by Brian Clark, Founder & Publisher of www.copyblogger.com.
“Google’s preference for constantly-updated content”
Just what does that mean and why should you care. What it means is that gone are the days where you paid someone to build your website and didn’t touch it again unless you needed to change an address or phone number. That was a hassle because you either had to know enough code to change it yourself or you had to call the designer, pay a hefty fee and then wait for who knows how long for them to find time to get it done.
Why it should matter to you is because unless people are finding your site through search, you are going to have to spend heavily to advertise it or no one will know you are there. That means print media, Adsense or worse. All a spend that you don’t need to make if you have a website that works right in the first place. I have always said,” Do you want to advertise your website or have your website advertise your business?”
Back to the original quote: Google’s preference for constantly-updated content.” In order to come up well in the search engines you are going to have to update your site frequently. By frequently I mean at the very least weekly. With a static website that is little more than an online ‘set it and forget it’ brochure Google and the rest of the search engines are not going to notice you. You are going to have to do what it takes to keep up with your competitors.
Today, blogs and blogging platforms used as content management systems are the state of the art answer. What you need to understand is that you are going to have to step up to the plate and
a) Learn how to use them
b) Make time to really do it.
Neither a or b is rocket science or an unattainable goal, you just have to do it.
With systems like WordPress the learning curve is practically a straight line. In other words, if you can send an email with an attachment, you can add content to your site yourself in only a few minutes. If you can’t manage that you need to seriously consider taking a class or two at the local community center. Like it or not, your clients are looking for you online and you need to have the skills needed to be there when they come looking. Online marketing isn’t a fad that is going to go away.
As for making the time, well as Nike say, “Just Do It” devote a half an hour a few times a week to add content to your site. This is the world we marketing today, like it or not. It isn’t going to go backwards. The question is are you going to keep up or are you going to turn your back on the technology and get left in the dust.
Let us know if we can help you.
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