The reason for my urgency is the latest update from Google. This mini amendment to the search engine’s algorithm is rooting out out-of date or spammy content. This means that if you haven’t updated the content on your website for a long time, you may see your keyword rankings drop, or even disappear altogether.

Before you panic at this news, it’s important to remember that Google (usually) makes updates that benefit the user – i.e your customers. No customer wants to read outdated content on your site, so why should Google rate your site if your copy is old?

The most successful websites add fresh content regularly, so you should therefore get into the habit of updating your content often. The easiest way to do this is to start a blog and write posts regularly. This doesn’t have to be a huge job – just a couple of paragraphs weekly would be a good place to start. You can talk about anything you like – industry opinions, company news, new orders, business trips etc – just make sure it’s relevant and well written.

As part of your content overhaul you should also re-write the text on your homepage and about page (plus any other pages that have text present). I have lost count of the number of websites I have seen that display the names of long-gone members of staff, old addresses; or information about an event that happened years ago! Make sure you amend these details as soon as they happen to keep your website fresh and relevant for your customers – and Google will be happy too.

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