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January 17, 2011 By Hendrik-Jan Francke

Keep visitors coming to your site with Fresh Content

Visitors can tell when a website is stale. As soon as they see stale blog posts, events, or old dates, they're ready to hit the back button. The bottom line? Stale content reflects poorly on your business and drives visitors off your site.

But you can keep visitors coming by consistently posting fresh content. When you do add fresh content to your site, make sure you remove the old stuff too. Let me explain why with a personal experience...

True story about stale content

An out-of-town friend was visiting one Fall weekend, and knowing their interest in wine tasting, I looked on a local winery's website for wine-tasting events. I found the winery's events page just fine, but the first event I saw was from May (this was November!).

Being a web developer, I suspected someone had posted the page sometime in April and continued to add content below the old events. My suspicion was correct. As I scrolled down the page, I saw every wine-tasting event from May until… ta-da, November.

Fortunately for the winery, my web expertise kept me searching for their fresh content. But not all visitors will know (or care) to look further for information. When they see that old May event listing, they'll either assume the site is stale and never updated (which looks bad) or that no current events exist. In both scenarios, visitors will leave the site (and they might check out another winery).

Automatically remove out-of-date content with a Content Management System (CMS)

This situation is totally preventable if you keep your site's content fresh. If you need to frequently update content on your website, you should invest in a Content Management System (CMS) that automatically removes out-of-date content and moves fresh content to the top of your page.

With this kind of system, you never have to worry about visitors leaving your site due to stale content.

Fresh content improves SEO too

Like users, search engines are constantly looking for the most relevant information to return to users. When you create a steady flow of fresh content, search engines will be more likely to detect your website and return it as a high-ranked result.

You can see your website climb to the top of these rankings with Bright Orange Thread’s search engine optimization (SEO) services. But, remember, you’ll need to keep it there with fresh content.

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