If you already have not realised it, the days of static websites are over. If you doubt this statement, perform an organic search and scroll through to the sixth or seventh page of listings. Click on any site of choice and observe the last time that it was updated. It is more likely than not that it has been quite some time. In other words, failure to update and adapt can signal a death to what could otherwise be a completely viable financial website. Why is this the case and more importantly, how can you keep your site as sharp as a tack in the virtual world?
Google and Changing Days
Unless you are an SEO specialist, you are likely unaware of the impact that Google’s Penguin update has had upon your levels of exposure. While this can be confusing, the main idea is very simple: static pages rank lower. In a nutshell, this is the most important fact to remember. So, your site needs to be updated on a regular basis. Still, random updates will actually have little impact upon your exposure. Instead, you need to place TARGETED keyword and keyphrases within your text. This will help Google to “find” your unique fingerprint and list it accordingly. However, remember that you are writing for humans as opposed to a search engine!
Think of your site as the “hub” around which other information circulates. While your site will act as the main portal for your customers, it is by no means the only ingredient for success. Instead, you will need to link to other areas and pages. For instance, most successful financial websites are hyperlinked to other areas such as a standalone blog, a Twitter account and other social media outlets. Once again, this causes Google to increase your overall rankings while enabling your followers to be kept up to date in a real-time scenario.
A final concern will be the text that visitors will not normally see; that is, text embedded within the coding itself. However, do not worry here; you do not have to be an expert HTML programmer to make real changes. Software such as WordPress can actually make these updates quite easy, as most of the work is intuitive and designed for the average individual. Placing relevant keywords in meta-descriptions and web addresses are two excellent ways to help “flag” your site within Google rankings.
Keep in mind that all of this does not have to be done at once and more importantly, anything that can be done can also be undone. It is wise to begin creating links to different pages and observe any increase in traffic. This will enable you to determine how effective your strategies are. Above all, keeping abreast of all of the latest Google updates is a good idea; some changes can be made from one day to another. While they may appear insignificant, the truth of the matter that these metrics can very well make or break your site.