Imagine you are searching for a family law attorney.  Your Google search shows several family law attorneys in your area.  You review two firms’ Web sites.  One is a nice looking site but standard, with attorney bios, a list of the law firm’s practice areas and generic on its approach.  The other site is similar, but also features lots of content that is relevant to what you were searching for:  family law FAQs, articles on related topics for family law, a blog by the managing partner, etc.

 

Which law firm would you decide to contact?  I’m guessing you might prefer to explore the latter site.  However, content alone—no matter how compelling—isn’t enough.  It also needs to be refreshed and on a regular basis.  Here are the top 3 reasons why fresh content is a key factor in your overall online marketing strategy.

#1: Google and the other major search engines will reward you for it

Beginning in early 2011, Google, for example, has been altering its search methodology and algorithms in order to produce higher search rankings for what it deems “high-quality” Web sites — sites that produce valuable and fresh content on a regular basis.  Companies that feature regularly add new content in the form of articles, blog posts, and industry related information, will find it easier to rise to the top of search engine rankings.  It is an essential component of your overall SEO strategy.

#2:  You’ll position your Bay Area company as a reliable resource and help convert visitors to customers and clients

As an example, a well done article or blog post can produce many functions.  They boost visibility and engage and attract new site visitors.  They showcase your business and expertise in your marketplace.  They help potential clients and customers to get to know your company’s unique strengths and offerings.  They also help sort out those who would not be a good fit for your business.

This all works together to serve as powerful conversion tools.  But remember, content freshness is the key. Any perceived credibility will evaporate if someone reads your latest blog entry and notices that it was posted in 2006!

#3: It will expand your social media footprint

Social media can be an effective way to build relationships and strengthen your online image/brand.  That’s why there’s a good reason social sharing buttons — the Pinterest, Facebook, LinkedIn and Twitter icons you see on blog posts and articles — have become so common.  They make it simple for people to instantly share with their networks.  Adding new, interesting and informative content increases the odds that it will be shared through social media — which in turn will deliver more visitors to your Web site.

Remember:  Content is good, but fresh content is even better!  The challenge is coming up with compelling content — and doing it on a consistent basis is an even bigger challenge.  Perhaps the best way to look at it is as an investment in your company’s future, one that can deliver new website visitors and potential clients on an ongoing basis, and position your company on very strong footing in the future.

If you would like to learn more about how Buchanan Web Marketing can help with your Web site content, please contact us for a free consultation.

Brett Buchanan is the founder and CEO of Buchanan Web Marketing, a website development & SEO marketing firm located in Petaluma, CA.