You may figure that once the website is complete, it won’t need a lot of maintenance, until a new method of HTML or web design comes into play. However, it’s the content of your site that requires maintenance, and not so much the framework. It’s similar to how your car needs a tune-up every several thousand miles, or requires an oil change.
First of all, Google is constantly changing. If you’re employing any kind of algorithm or SEO company tactics at all, what worked in the last quarter of 2016 may not be so applicable now. Google has made well over 10 algorithm changes between 2015 and 2016, and it’s a surety that there’s only more to come as we go through 2017. You need someone on your SEO or eCommerce website team who’s going to keep up with Google’s changes, and in turn, make those updates to your content. There’s nothing worse than falling from the first few pages of results just because you didn’t update your digital marketing and SEO.
Secondly, your competitors’ sites are rapidly changing as well. The same go-to person on your team who needs to stay current with Google’s practices needs to keep an eye on your competitors. What kind of promotions are they running? What kind of SEO and algorithms are they using? Why are they third in the list of results and you are seventh? One of the unspoken rules of internet marketing is keeping a close eye on the competition. Remember, copying is the sincerest form of flattery.
And, in the end, web design and internet marketing does change on a regular, consistent basis, beyond Google. You need a competent web design company or guru who’s going to stay current with all of the latest tricks and trends so that your digital marketing stays current, and your sales stay up. It’s a good idea to have someone do research and update your site on a weekly basis, but at the bare minimum, this is something you need to keep up with at least once per month to stay at the top of your game.