In our recent article - Google Panda Goes Kung
Fu On Your Website - we pointed out that Google is giving website
owners a nudge to update and refresh their published content. With that
in mind here's our top 3 hassle free tactics for keeping your content
fresher for longer.
1: Regularly update the key message on your homepage.
It does not have to be a major re-write every time, but regularly (at
least once a month) edit the primary message on your home page.
Remember, it's all about engagement, so consider including a topical or
seasonal message of relevance to your audience. You might mention the
season and how it relates to your business e.g. "Winter is a great time
for one of our famous Irish Coffees sitting by the fire" or "With Easter
fast approaching it's the perfect time to book our free vehicle safety
check" or "Don't forget, your next BAS Statement is due on June
HCD Tactic: If your website allows inclusion of some
sort of main image such as a banner on your homepage it is highly
recommended you invest in updating this image regularly - at least
several times each year. If you have a scrolling banner function you will
get away with the same images in rotation for longer, and you might
further extend the shelf life by swapping around the default starting
image and the rotation order of the images.
2: Should you include the Date Published / Updated in your
When it comes to newspapers, topical content that was news yesterday is
old news today. When it comes to some areas of corporate website content
there's a longer shelf life - for example your "About Us" page might only
change when you have staff or other significant organisational changes
and your "Product Descriptions" may also remain relevant indefinitely. In
these cases you should never include the date published. Alternatively,
if you publish news or a blog and write regular articles (at least one
per month), then you should always include the publish date.
HCD Tactic: If you are not writing at least one news / blog
article per month you should consider removing the news / blog altogether
or at least removing the date published from articles (which is not
ideal) - better still, increase the frequency you publish articles to at
least one per month.
3: Recycle your content.
You can save time by publishing / archiving / re-publishing content. Be
sure to give the content the once over before re-publishing to be certain
it is still relevant and accurate. Re-writing the headline and the
opening lines will be enough to attract a new audience.
HCD Tactic: Publishing a new image with recycled content
is a great way to refresh it.
If you've got anything further to add we welcome your comments, or if
you are struggling with your website content, HCD may be able to help.
Please feel free to get in touch.