Reduce, Reuse and Recycle – Content Development At Its Best
If you have a static website then the chances are you are not adding new content to it on a regular basis. From what I have seen, the chances are you have pretty much used a set and forget strategy. Sure, you apply SEO techniques to rank your pages, but that’s about it. Do yourself a favour and use the reduce, reuse and recycle trend that our society is favouring. How?
Time to dig out your analytics software to check how your pages are doing when it comes to traffic, bounce rates and conversions. Do you have pages that rank well and receive a lot of traffic yet have high bounce rates? These pages are probably looking a little old and tired, perhaps the content is also a little outdated. Refresh it – or rather, recycle it. Bring the content up to date, perhaps even give the page a fresh new look. Don’t forget to put a date on it somewhere that shows it has recently been updated. It shows you are keeping your content up to date and providing useful information to readers.
If you have pages that are obviously outdated – for example, product pages where the product no longer exists – consider removing these pages. Don’t forget to use a redirect so search engines and visitors don’t see a 401 Page Not Found error. The alternative is to add a message with a link to the latest product at the very top of the content section of your page. Make sure it stands out.
For pages that still bring in traffic and convert well, make use of them. Can you add a few links that may carry a little link juice to pages that you are trying to promote? Little tasks like bookmarking these pages may bring in even more traffic.
A website, even a static website, should never really remain static. Times change; information needs updating; and valuable traffic that comes into your pages should be leveraged to your advantage – not lost and never seen again. Content development is an ongoing process – it includes a little in the way of reduction, reusing and recycling.
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