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07.01.10 Re-tooling Content To Improve Your Site  By Stoney deGeyterIf George Lucas taught us anything with his re-tinkering of the original Star Wars trilogy it's that there is no such thing as "perfect." When it comes to your website's content, the same holds true. But in the case of your website, the tinkering should improve upon the original rather than create a bastardize version of an mildly flawed classic. Perhaps I can come up with a better example. I recently upgraded my copy of The Princess Bride from DVD to gloriously beautiful Blu-ray. The video quality is far superior to DVD which was a considerable improvement on my old VHS copy that I owned way back when. Moving to Blu-ray was a much needed improvement over what came before it. Tinkering that makes sense Generally when they re-release movies on a new format they go back and remaster it from the original print. This allows them to bring the quality up to the new quality standards. I don't know about you but watching stuff on VHS just doesn't cut it for me anymore. As time changes so do our expectations. We no longer settle for sub-par video quality when we can get regular TV delivered in HD. Watching an improved version of The Princess Bride or Ghostbusters on Blu-ray is tinkering I can definitely get behind. Websites work the same. As times goes by so do your visitor's expectations. So as much as you think you've got the "perfect page" or your content is just the way you want it... it's probably time to review it to make sure it's still doing the job it's supposed to. 
More than once I've run across a business owner that wants their site "optimized" but was reluctant to make any changes to their website. "Just work on the stuff you can't see." Unfortunately, optimizing your site for search engines and visitors means you have to make changes to the visible portions of the site itself. These people often walk away disappointed.Ensuring your site continues to meet your visitor's needs means you need to be willing to review key areas of your content and its presentation. The most obvious place to start is with your keywords. Whether your site has been optimized or not, reviewing keyword selection is something you need to do on a regular basis. Over time keywords people use change. I've seen this repeatedly over time where certain keyword phrases get searched less over time while other phrase variations become more popular. As keyword phrases change you'll need to review your content to ensure you're using the more common terminology being searched. This doesn't mean you have to change the focus of your content, just the words used in how you present it. If it's good for the engines... Continue reading this article. About the author: Stoney deGeyter is president of Pole Position Marketing (www.PolePositionMarketing.com), a search engine optimization / marketing firm providing SEO and website marketing services since 1998. Stoney is also a part-time instructor at Truckee Meadows Community College, as well as a moderator in the Small Business Ideas Forum. He is the author of his E-Marketing Performance eBook and contributes daily to the E-Marketing Performance (www.eMarketingPerformance.com) marketing blog. | ||||||||
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