How many times have we received a frantic call from a small business owner saying, "We changed our pricing last week, can you update the site?" or "We don't use that image anymore, can you take it down?" The reality is, when you're busy managing customers, inventory, and finances, updating your website often falls to the bottom of the list, tackled only when there's a moment to breathe.
We could stand here and lecture about the necessity of proactive content updates to enhance your web presence, the value your customers see in fresh information, and the importance of regularly sharing your expertise. But chances are, you've learned these lessons firsthand.
Have you ever come across an announcement for an open house that happened a month ago, or seen a 'Holiday Special' still up in March? Maybe you've noticed a blog or news section untouched for ten months or a copyright notice stuck in 2020 on a website's footer. These are not just minor oversights, they're potential trust killers. Not to mention, they can have dire consequences for your SEO.
According to Forbes, 88% of online consumers are less likely to return to a site after a bad experience. And 'Content Decay', as studied by Markitors, is often why websites see a drop in traffic, engagement, and search rankings.
For small businesses, regular website updates are indeed challenging, with costs and staying on top of technology being major hurdles. Moneyzine reports that 25% of small business websites get updated less than once a year. Content can decay within 3-6 months, as suggested by Hubspot, Markitors, and ClearScope. Monthly analysis of your site's traffic, engagement, conversions, and time on site is crucial to catch any performance dips.
If you've invested in engaging content, driven traffic through SEO, PPC, and backlinks, but neglected updates, you might not notice the slow decline without regular analytics checks. Just like water slowly heating to a boil, you might not realize it's time to act until it's too late.
But here's the good news!
Regular content updates offer numerous benefits, and chances are, your competitors aren't keeping pace. Hostinger notes that 42% of small businesses don't have a digital marketing strategy, and of those who do, about a quarter update their site only once a year (Pixolabo). This presents a golden opportunity for your business to gain an edge.
Action Steps:
Set a Calendar Reminder: Aim for quarterly content updates. SEO experts suggest this frequency is key (SEOTesting). Start with blogging; it's an accessible way to keep content fresh, establish your expertise, and boost SEO. Studies indicate a 434% increase in indexed pages for sites with active blogs (Optinmonster).
Check Your Analytics: Regular analytics checks are vital. Data from Hubspot, Salesforce, and SmallBusinessTrends suggest that one in five small businesses refresh their content bi-annually or less. Monthly or even weekly checks can help you adjust strategies faster than your competition, tweak underperforming pages, and optimize paid campaigns.
Incorporate Media: Use customer photos, testimonials, product images, or videos. These can be sourced with minimal interruption to your daily operations, enhancing SEO, engagement, and conversion rates.
Ultimately, 'Content Decay' can be lethal to your website's health, affecting both SEO and consumer trust. Regular updates are as crucial as having an online presence and a digital strategy. If it's been a month since your last update, grab a quick video customer testimonial and add it to your site. Remember, as the old proverb paraphrased goes, 'The best time to plant a tree was 20 years ago, the next best time is today'.
