A Third of Small Businesses not Updating Websites
Small firms are neglecting to update their websites, despite most wanting to top Google search rankings, research from online marketing firm Infoserve has highlighted.
The poll of 300 small businesses found that while 80% believe it is important to appear on the first page of Google search rankings to attract traffic, more than a third rarely or never update their website content.
Infoserve chief executive, Steve Barnes, said that without regularly updating web pages businesses were unlikely to achieve higher rankings.
“It appears that a large number of small firms believe that once they have created a website the job is done, but nothing could be further from the truth. Having fresh, tailored and relevant content plays a key role in determining search engine results.”
The survey also found that more than a quarter of small firms were unaware of what their competitors’ websites looked like, while 15% admitted that they felt their competitors’ sites were better than theirs.
Barnes said small businesses needed to benchmark their online presence against other firms in order to evaluate the competition.
“It may well be that your competitors’ website is snatching customers from right under your nose,” he said.
Search Engine Optimisation expert Lucy Whittington, of Inspired Business Marketing, said failing to regularly update website pages meant that small firms were risking invisibility by “sliding to the bottom” of search rankings.
“If it’s important to the success of your business to be found via search engines, you must keep content fresh. Think of the Internet like a big pile of grain ― new information is being added all the time and if you don’t keep up to date, you’ll slowly disappear from view.”
Rather than overhauling an entire website each month or quarter, Whittington said businesses should consider adding a “bolt-on” news section to add case studies, industry news or new clients.
“You can’t guarantee that you’re going to come top in Google rankings, and nobody’s exactly sure how Google works ― but we know it particularly likes new, detailed, relevant information, which is why blogs often rank highly,” she said.