When you first launched your website a few years ago, you spared no effort and no expense. Your website was designed by artists and your pages were stocked with content created by professional writers. Your code was written by experts and your SEO strategy was carefully developed and executed. Your website was hip, fresh, navigable, artistic and inviting. But now you need an overhaul. Why? Because no matter how appealing and relevant your pages may still be, a refresh can boost your SEO and improve your performance. Here’s how.
First, your code may be degrading. When you first launched your site, if you were wise, you chose code that would degrade gracefully. When programs are written in older code, users lose access to certain text, images and features if they’re using new browsers or new mobile devices. Graceful degradation means users don’t notice the parts that are missing. But eventually, those missing parts will include almost everything.
Second, no matter how fresh and well written your content may be, you need to rotate and aerate your pages on a regular basis to keep your search engine rankings high. Adding new content can boost your SEO strategy, and can help you maintain visitor interest.
Finally, new pages, a new design and a re-launch can keep your brand fresh and relevant. Even if you’re selling the same basic product, a revamped website lets customers know that you’re staying in touch with their shifting interests and working to maintain their attention. A re-launch can give you a shot at new segments of market share, and it can also bring back once-regular visitors who have since wandered away.
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