Newer domains and websites pass older sites all the time. How can an older site maintain its ranking over time? Matt Cutts, of Google answered that question in January 2014. Tune in, listen and learn.
How can an older site maintain its ranking over time?
“The advice that I’d give to you as the owner of a site that’s been around for fourteen years is to take a fresh look at your site. … well-established site, I wouldn’t just coast on your laurels.”
The takeaway from Matt’s video is that ranking is fluid and we ought to be focused on creating and maintaining a site with high value for visitors. It’s important to keep your site’s appearance and content fresh, and the structure properly maintained, because if you don’t, newer sites can and will overtake stale sites in the rankings.
Newcomers need to be able to find your popular posts and tutorials, so make sure they are readily accessible. Returning visitors are looking for interesting new content so provide them with what they are looking for, regularly. Blog visitors are visual people so don’t buy into the notion of using the same header and graphics now and forevermore. Don’t hang onto an outdated theme that lacks expected features. Set up a schedule for regular website maintenance tasks like repairing broken links and updating articles.
Bridget Sandorford is a freelance blog and culinary writer who provides here advice in How to Maintain Your Page Rank During a Design Change.