Importance of Proper Website Maintenance for Digital Marketing
It’s true that your website is at the core of all of your digital marketing efforts. If you are running a PPC campaign, you will direct people to your website from the ad. When you are building up your social media profile, chances are pretty good you will share articles and other pieces of information on your website. Your website will also help bring in organic traffic from the search engines.
These are just a few examples, but the point is clear. Your website plays a role in nearly everything you do from a digital marketing perspective. Yet, it is often the website that is the piece of the puzzle that is brushed aside or forgotten. However, in order for your digital marketing campaign to function, you need to make sure that it works as well as it can.
Here’s a look at why it is important that your website remain well maintained, especially from a digital marketing perspective:
Keeps Your Site Speed Low
Websites that are poorly maintained tend to run a lot slower than they should. The problem with this is that if the search engines realize that your site speed is slow, this may harm you in terms of getting displayed for search results. Over time, your organic traffic could drop off, and this could be the culprit. If you keep your website updated, it could prevent this from even being a problem and your site speed will remain fast. We like to see site speeds of at least five seconds or less.
Minimizes Risk for Security Breaches
It is very bad for your business if you get hacked. Not only will this negatively impact your business as a whole, but if the search engines find out, you could end up getting a ding. Often, if Google discovers that your site has been hacked, it will place a “warning” message with your search engine results. This warning could detract people from clicking on your website, which could hurt your digital marketing progress as a whole.
Websites that are old don’t function well, and this could decrease usability for your customer base. Website visitors want the pages to load fast, they want to know that they links they click will work, and they want the design to feel fresh and vibrant. It’s all too easy to get your website up and running and then never make any changes to it for several year. Well, website trends do change, and the needs of your audience will change. If you don’t adapt, you could lose your customer base.
As you can see, your website is an asset to your digital marketing, and it is important to keep it updated and well maintained. Make sure to install any new software updates, and check constantly to make sure that the website functions as well as it could. You should also redesign your website, or at least refresh the existing design, about every five years or so. Consider hiring or outsourcing to an experienced developer to take care of these tasks for you.
Categorized in: Digital Marketing