Earlier this week Google’s Head of Webspam Matt Cutts outlined why old, out of date websites, which have enjoyed high rankings in Search Engines in the past may now be beginning to lose their positions.
In the past, Search Engines have always tended to favour sites that have been established for a long period of time, i.e. if your website domain name was registered 15 years ago, Google would favour it over a domain that was registered 2 years ago.
However, with Cutts’s recent announcement, it appears Google have changed their opinion on established but out-of-date websites.
Being established is no longer enough for Google. While your site may be 15 years old, if it has not been updated or improved recently to offer a better user experience to visitors, it will be penalised by Google, lowering it within Search Engine Result Pages.
Effectively this means that if your business website has not been actively redesigned, updated or improved recently you will begin to see the rankings you have enjoyed for the last few years drop, which will result in less visibility for your business and ultimately less enquiries or sales.
So how do you ensure this doesn’t happen to you?
Simply, you must invest in your website. It’s no longer good enough to sit and tick along with an outdated website, thinking “if it ain’t broke, don’t fix it”.
Google now defines “broke” as out of date, so your site must be updated as often as possible, either through content updates or through monthly or quarterly Website Optimisation and SEO or even a complete site redesign. By updating your site with these techniques you are more likely to maintain your rankings in search engines as well as offer visitors a better user experience, which will make them more likely to buy or enquire.
If you would like to discuss the option you have with your website, contact us today. From web design, to Website Optimisation and SEO, Spiderscope can ensure your website is up to date and away from the threat of Google purge.