Google disgusts a “Museum of Content” as company website
Change is the constant in business
The fact is Google prefers sites that update their content almost continuously, as Google interprets changing content as a measure of interest and interactivity of people on the Internet.
If your website is a “Museum of Content” (no change of content forever), then the number of visitors will decrease fast..jpg)
The only constant in life is change.
Your business changes also constantly.
Then why should a company website be a “Museum of Content”?
Once company websites have been created, their content remains the same.
However the company, the business, the industry, the products and the people all change over time, all of the time.
Thus your company website should also be in an ongoing change mode.
This required change implies that the content of your company website needs to change regularly.
Not the entire website needs a makeover every time, but adding a page, a few paragraphs, or images will already give the positive impression of change to both Google and your website visitors.
Especially your website visitors are much more critical than you would expect as they will spot out of date information.
The main problem for maintaining and updating a website with content is the hard work and the creativity that is required.
More content vs longer search queries
Thanks to the new content you create, the more web pages your website will have.
The more important the content volume to be indexed by Google (or Yahoo or MSN).
This has the advantage of increasing the chances of being found by natural search.
Even if the content of the web pages treats or addresses the almost same problems or similar solutions, the wording, headers and titles will be different.
It is impossible to predict upfront what will be successful as a search result as there are so many variations on the same theme possible.
This unpredictability is mainly due to the fact people are using more words in their search queries, because of (as ReadWriteWeb indicates):
- Less value in unspecific short queries
- People are becoming more sophisticated in their searches.
- The declining quality of shorter search results.
Longer search queries in order to find more specific information.
As Search Engine Land states: The long tail of search continues to get longer. This is based upon research from Hitwise that proves the average search has five or more words (PDF). This is an increase of 10% in January 2009 compared to January 2008.
Thus having all your content focussed on a few keywords or a few keyword combinations is becoming less effective, as people no longer use one or two keyword searches.
Hence the need of more content that presents different keywords and a variety of information on more or less the same matters.
”Museum of Content” not representative for Thriving business
In any case a “Museum of Content” as company website is “out of style” (Tommy Hilfiger in “The Cut” reality show). Thus make sure you have regularly new content on your website in order to score high in search engine results and being found on the Internet.
A dynamic business should show in the up-to-date content of the website as a “Museum of Content” website doesn’t reflect a thriving business.
What about your company website? A museum or thriving?
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