How to maintain your web content
January is usually a quiet time for Word Works. So, I take the opportunity to do a little spring cleaning. Like your home, your website needs maintenance every now and then. So, in this post I highlight some areas that may need your attention.
Is your copy fresh and relevant?
Out-of-date content on your website makes you appear tardy; unprofessional. It has a negative impact from an SEO perspective too. This is because one factor Google uses to judge the authority of a website is the relevance of its content — nobody wants to read yesterday’s news, right?
So, have your products or services changed? Have people joined or left your organisation? If so, edit your web pages to reflect how your business is today. As a matter of fact, even if your web pages are accurate, it still pays to re-write them occasionally to freshen them up.
Content marketing (the writing and promoting of blogs, case studies, etc.) is important for driving traffic to your website. Ideally, you want your content to be “evergreen” — to be relevant for a long time. So, has new information come to light that will make your blogs or case studies more current? If so, it can be a good idea to update old content to get more mileage.
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The whole point of creating content is to answer questions; to provide valuable information to visitors. Including links is a good way to give more in-depth information. Including internal links is also effective for driving visitors to other pages on your website.
However, as the content on your website grows, the likelihood of broken links grows too.
Getting a 404 error message when clicking a link is frustrating. Search engines don’t like them either and too many broken links will have a negative impact on your search ranking. So, it’s important to identify broken links and fix them.
How can you check for broken links? Well, you can use a link checker. Google Webmaster Tools also has a feature that lists all broken internal links on your website.
For broken internal links, you can use a redirection plugin. Here is a link to a redirection plugin for WordPress. This will allow you to direct a broken link to an alternative page — make sure it’s relevant.
For broken external links, you can replace them with suitable alternatives, or just delete them.
As the saying goes, “A picture paints a thousand words.” Good images make your web page or blog post attractive. With captions they can convey a message quickly. They are great for enabling people to skim read.
Ideally, you want your images to support your SEO efforts. So, all images should include a keyword-rich title using hyphens. An example of a title I might use is: Content-writer, Auckland, New-Zealand. In addition to this, it pays to add alt text, which is a brief description of what the page/post is about.
What do you think? Can you suggest any other clean-up tips? I welcome your comments.