There has been a lot of news lately about the recent Google update that was aimed at devaluing content farms out on the web. Sites that simply aggregated content from other sources were hit hard in the rankings for terms that drove most of their traffic. While there were undoubtedly some good sites that were adversely effected by the update, the change in Google's algorithm just reinforced one of the lessons that Google's engineers, like Matt Cutts, have been preaching over the years...Google's mission is to deliver the best sites on the web to the people using its search engine. These sites offer unique content, case studies, and add something of substance to the conversation. This has always been their mission, and no matter what they decide to change in their algorithm, you can rest assured that their mission won't change.
Even though your site probably wasn't affected by the recent update, use this opportunity to look at your site. Sure you want it to rank for your related key phrases, but does it really deserve to? The key here is to be honest. When is the last time that you updated the content? How long has it been since you changed something on your homepage? What value are you offering to a searcher who lands on your site for the first time?
If your site doesn't earn a passing grade on these three simple questions, don't worry, there is help out there. First things first, you need an internet marketing plan. Jumping in head first without some sort of process or idea of what to update is a recipe for disaster. Once you have the plan, you need to assign the roles within your organization or who is responsible for content creation and updating the site. If your site isn't utilizing a content management system, it is time to invest in one. This will allow for quick and easy updates, and depending on which system you choose, won't be a burden on your IT staff.
Your website is a living breathing marketing tool that deserves attention. It is the hub (or should be) of all other marketing efforts. The Internet landscape is constantly evolving and because of this, the days of a static, brochure website have come and gone. It is time to embrace being the expert of your industry and add something to the conversation. If you can commit to a schedule of content creation, you can rest assured that Google will probably take note and reward you for your efforts.