1. Your Website Content Doesn't Reflect the Current You
Business change, brands evolve and new products and services proliferate. These are all healthy signs of growth and adaptation -- but if your web content doesn't change to encompass these new directions, you can create quite a cognitive disconnect, not only with your customers but also with the major search engines. Remember, Google rewards relevance. The more directly your content reflects exactly what you offer and the target market it's intended for, the more effectively you'll attract (and retain) the right traffic, and the higher you'll rank in those people's search results. Google also likes to see a fresh infusion of new content every so often as a sign that you're still actively building your online authority.
2. Your Numbers Are Down
Hopefully you're using some sort of analytics tool to measure and monitor your incoming web traffic over time. If your numbers have plunged recently for no obvious reason, maybe it's time to take another look at how your website content uses keywords. The keywords that drew so many eyes to your site a few years ago may have given way to other, hotter ones in your industry. You may want to evaluate your keyword strategies to see whether a shift in emphasis would be welcome. Adding fresh content that applies directly to your target market's needs, concerns and requests will naturally steer you toward a more optimized site; in fact, it's pretty hard not to address those issues without employing the very keywords they're using to search for solutions.
3. You Never Got Your Website Content Right in the First Place
If your website has never been an income generator for you, then anytime is a good time to update the content. This is especially true for organizations that hastily threw a site together back in the day and populated it with the text from their company brochure or a few basic, generic paragraphs from whichever team member could spare the time to write them. Now's the time to ask a web marketing specialist which keywords your content should focus on, how heavily those keywords should be distributed throughout the text, how much content each page ought to include and so on. This investment could pay off in a big way if it transforms your online presence from a "brochure site" into a healthy revenue stream.
Last but not least, don't forget to blog. Regular blogging (within your site's domain, of course) counts as updated content. Businesses that blog regularly get 55 percent more site visitors and 67 percent more leads than business that don't. That's a great way to update your bottom line, so contact me if you need an endless resource of relevant, engaging, top-quality content!