A website is a brand's prized possession, and the digital marketer's tool of trade. As with any tool of trade, you must work hard to keep it shiny and functional, and make sure you don't let it get obsolete. There are several steps you must (absolutely must!) take in order to ensure that your website is achieving the results your brand needs.
The more frequently you post content on your website, the more active it will be, and the more frequently it will be crawled by the Google Spiders and indexed. As with any practice, the more regularly you do it, the more efficient you will become. An inactive website is unappealing both for your target audience and for Google's algorithm.
KEEP YOUR CONTENT RELEVANT
Not just WHEN, but also WHAT you put out is of paramount importance. You must put out content that is engaging and provides some utility to your audience, be it monetary, informative, or entertainment. You must define your target audience well, and create content that caters to their taste and is sure to turn heads towards your website as organic traffic is not generated without generating good content.
Backlinks are Google's metric to determine credibility. The more backlinks your website has, to and from other websites, the more trustworthy and credible your website is deemed to be, and hence, will end up higher on the SERPs. Also, make sure your backlinks are to and from highly credible websites as that earns your website further brownie points! Make it a practice to cite sources and give credit to other pages where due to earn backlinks.
PRACTICE KEYWORD STRATEGY
There are a certain set of words that you as a marketer, savvy with your target audience, must know by heart. You just need to incorporate these keywords into your communication and website content, and watch the sparks fly! You can also rely on SEO softwares that devises a list of keywords for your brand, following an analysis of your website.
USE ALT TAGS
Alt tags are primarily used to describe images on your website, and often include links to other websites. This text is indexed quicker by Google, and hence, aids it in its crawling process, consequently propelling your website further up the SERPs. In other words, your alt tags will determine whether your website ends up high up the "Images" section on a Google search.
KEEP YOUR WEBSITE NAVIGABLE
Your website must be user friendly. There is no way around it. A complex hierarchy of menus that leads nowhere, and slow refresh rate is counterproductive. Make use of the best website analysis tools that will give the lowdown on the performance and traffic being driven to your website, right from the page refresh rate to the people viewing your website, at a point in time!
PRACTICE REGULAR AUDITING
Good habits only bear good fruit! Just like a regular visit to the physician keeps your health top-notch, consult a free website audit tool every now and then to gauge whether your targets are being met, and to maintain overall health and performance of your website. It never hurts to peruse a detailed report on your website's functionality.