You build a website (or have us do it), and you are all set. It’s tempting to just kick back and look at a job well done. However, the landscape of websites is ever evolving. Rather than thinking of it as something that you can set up and walk away from, your site needs to be seen as a dynamic tool for you and your company.
Gone are the days where a website can be set up and left for years. If your site is a brochure site, then keeping up with your company’s information or blog/news items makes sense. If you are in sales or online retail, you need to be doing things both on the front-end and on the back-end of the site to ensure that your site is relevant and visible (ranked highly by Google). While there are no hard and fast rules for updating, an update strategy should be set in place to plan for what is worth updating and when.
The technology that powers your website also needs to be considered. Too many times I have seen people allow their website’s underlying technology to become outdated. This is a problem because it eventually makes the site inconvenient to use and update. It could also make the site harder to view on new technologies, like smartphones and odd-sized laptops and iPads.
This is becoming increasingly important as Google is putting more and more emphasis on using a site’s mobile friendliness to calculate the site’s search rankings. It already weighs heavily for organic search, and it’s only a matter of time until paid-search follows. New, relevant site content is also a big factor in ranking.
Additionally, not keeping up with the technical considerations could open you up to hacking threats. Hackers are constantly looking for vulnerabilities and are getting smarter and more aggressive every day. The older a site is, the more likely that it will have an exploitable security flaw or flaws.
So, how do you go about it? First, updates should be thought of strategically. How often and what information to include is different for every business. It doesn’t have to be on a schedule, but adding new information, products or technology should be done whenever it makes sense to your business. Don’t put it off. Things are constantly evolving and new resolutions, platforms or code languages need to be considered. These days there are so many evolving things that can affect your website, proactive thought and strategies can keep you in front of your competition, not scrambling to catch up.