Why your digital identity needs to stay up to date.

You’ve put months into launching your website and it’s finally live. Now that it’s up for the world to see, you can just sit back and relax, right? Unfortunately, that’s not the case. Not even a little bit. Your website is a living, breathing entity on the world wide web. It’s important you take care of it, nurture it. Here’s why:

  1. Fresh content means fresh indexing.

I know what you’re thinking: What the heck does indexing mean? Indexing refers to when Google servers crawl the Internet and read the content of your website. Based on your content, Google “ranks” your website (making it appear as a top result when someone searches for certain things that correspond to your content—your products, services, location, etc.) in order to make Google relevant for users looking for particular subjects. The more frequently you update your website (add blog posts, etc.) the more frequently a search engine will stop by to visit your website. Thus, providing you with an opportunity to achieve higher rankings based on the content you provide. In short: add new content regularly and you’ll be rewarded by a high ranking from search engines.

  1. Your company is always changing, why shouldn’t your website change too?

It seems like your company is constantly changing, growing—you know, becoming even more awesome. It can be easy to forget to make those updates to your website. But if your website isn’t completely in-line with what you are telling your audience, you’re going to send them mixed messages. These updates and changes can include adding whole new pages, deleting pages, simple design updates, or some copy edits. The list could literally go on and on. Take a look at some simple updates we did on The Brand Collective website:

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  1. If you don’t appear on the first page of a search engine, you need to update your SEO (search engine optimization).

This one is closely related to my first point. But, hear me out. SEO isn’t a quick fix. It’s a continuous process that involves your time and maintenance. Frequently writing blogs for your business/website will help boost your SEO and drive traffic to your website. Every time you write a blog post, it’s one more indexed page on your website. It also lets Google and other search engines know that you are an active site and that they should be constantly checking in for new content. Basically, every new indexed page (blog post) is a new opportunity for you to show up in a search engine. This is true for other content updates as well.

Evaluate your website. When you google your services in your area, do you show up? Write some blog posts, answer consumer’s questions or concerns, and triple check that everything online is truly and authentically representing you, your brand, and your offerings. Remember, your website is a living, breathing Internet entity. Take care of it!