“A wonderful gift may not be wrapped as you expect.” ― Jonathan Lockwood Huie
When was the last time you wrote new content for your website? Chances are, it was too long ago. While you probably don’t have to update your site daily, you do have to maintain fresh information to keep visitors (including search engines) interested enough to return regularly.
Not only do you need new words on your site, you need fresh images. Do you have new products you’ve introduced? An event you can capture in pictures? A new website you’ve opened? Pictures not only add visual interest to the site, they are a great way to tell your story quickly. (Don’t forget to use titles and alt tags to help search engines “see” your image.)
Keywords are the diamonds of website gifting (but much less expensive), and search engine optimization (SEO) is the best present you can offer your business. Think about how people are likely to search for you (especially if they don’t know it’s you they’re looking for). Those are probably some of your best keywords. Sprinkle them throughout your content and in the tags for each page of your site.
Links are critical for search engine rankings. You need inbound (other people linking to your site), outbound (you linking to other sites), and internal links (you linking to other pages on your site). Inbound links show search engines that others value your content and expertise. Outbound links show that you’re an active and involved member of the virtual community. Internal links help visitors navigate the site and provide link-love with the search engines.
A few words of caution: don’t put in links to irrelevant or poor quality sites in the hope that it will help. It won’t. Your reputation is at stake and both visitors and search engines will quickly see through a disingenuous ploy. Secondly, when you are linking to external sites, be sure you set the link to open in a new window—you want to supplement information for your visitors, not send them away from your site.
What does your website want more than anything? Time from you. Set a schedule to regularly check on your site. Is your website behaving as you expected? Which pages are working the hardest for you? Is it generating business the way you’d hoped? Are visitors staying on the site for a reasonable amount of time? How often are you updating content and images? Have conditions changed?
Just as you pay attention to other marketing initiatives, remember to spend time updating and enhancing your web presence.
No time to gift your website? We're not professional shoppers, but our team of professional website designers and developers, content creation specialists, and SEO experts is always here to help.