You've just launched a new website. Well done you. It looks great, it's been tested extensively and it offers a great user experience. The hard work is over, right? Not quite. In actual fact, the hard work is only just beginning. Keeping your website doing its job - that is attracting new customers and keeping existing ones - means giving your website constant care and attention - in the form of plenty of fresh and unique content. Here are a few reasons why it is so important to keep your website content up-to-date.
To give you an SEO edge
One of the things that search engines are looking for in their perfect website is content that changes on a regular basis. Websites that do this are deemed to be the most interesting and relevant to users. This means the fresher the content, the higher your site will appear in search rankings. And in such competitive travel industry, this should be one of your top priorities.
To give customers a reason to return
In the same way that search engines don't rate out of date content, neither do your customers. Providing users with new and interesting content means they are more likely to come back to your site - and more importantly, more likely to make a purchase.
To give users the right message
An out-of-date website can do a huge amount of damage to a business. If your site is not current then users will perceive it to be at best out of touch, and at worst no longer operating. Outdated news or offers that have expired give potential customers the idea that you don't care about their needs.
To attract inbound links
The more interesting and exciting your website, the more likely people will take notice, discuss topics and want to get involved. Great content translates into conversations about your content taking place on social media, people discussing your content in blogs or people linking to your content from their own sites. Put simply, the more you keep your content fresh and relevant, the more likely it will get noticed and create a buzz.
To track your website's performance
If you never change the content on your website, how will you know what attracts customers to your site? Analyse your data, make a change and then monitor the effect that change had on your site's performance. This will give you an insight into what works and what doesn't work. You'll never know until you try.