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Strategies For Long-Term Website Relevance

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partner to avoid website becoming obsolete

How can websites remain relevant in the fast-paced and ever-evolving digital landscape?

There is no one fix. Today, there are many threats to website relevance, including changes in ranking due to algorithm updates and the increasing use of AI tools like ChatGPT.

Websites must work smarter to win over their audiences to remain relevant. This includes using new technologies like Web 3 that prioritize user experience and security. Plus, revise your marketing and content strategy to focus on building a strong community.

Another way to stem the downward spiral is to collaborate with other organizations, using strategic partnerships to innovate and stay ahead of competitors.

Strategic Partnerships

To remain relevant to your website visitors and clients, you must create strategic alliances with other organizations. You can also use influencers, such as industry experts, to expand your customer reach and improve your credibility.

Some of the initiatives you can invest in together include the following:

  • Shared Loyalty Programs – allowing customers to earn and redeem points with both businesses
  • Influencer collaboration – the influencer can market to both companies in a campaign
  • Affiliate Programs – create a joint affiliate marketing program for affiliate marketers
  • CSR Initiatives – invest in social responsibility initiatives jointly
  • Training – offer employee exchange programs for skill development and knowledge sharing

Content Strategy

You’ve probably had enough of hearing about the need for more relevant content on your website. However, this message can not be repeated enough.

Your site must regularly have fresh, informative, and engaging content to keep visitors interested enough to stay longer online.

Update existing blog posts and articles. Add new personalized articles, too. Your hard work will pay off when your content resonates with your visitors, who will reward you by sharing it with their followers and increasing your site’s direct traffic.

Social sharing buttons

Add social sharing buttons to make it easy for your visitors to share your content.

Get enough social and direct traffic; soon, you won’t be so concerned about how many visitors you get from search! If your site is not reliant on search traffic, then whatever happens to it won’t be the end of your site.

Content Plan

Therefore, create a content plan, so your team regularly updates blog posts, articles, product information, and other relevant content to provide value to visitors and encourage repeat visits.

Reach out to your audience to find out what they want to read and watch on your site. To add value to your customers, you must first find out what they need. Then, your job is more straightforward – provide a solution.

Use AI writers to assist you with topics and article research; however, ensure your voice shines through your content.  If you rely too much on AI writers, your audience may not pay much attention.

Mobile Optimization

With the increasing use of mobile devices, websites must be optimized for mobile responsiveness. A mobile-friendly design ensures a positive user experience on smartphones and tablets, which are the go-to for everyone today.

Your site must be intuitive to navigate on a mobile.  Larger font size, quality images, videos, and fast loading.

Faster Loading Times

Speed is critical for user satisfaction and search engine rankings. Optimize website loading times by compressing images, using caching mechanisms, and choosing a reliable hosting provider.

Our recent experience

Not long ago, we were obsessed with page load times, focusing a lot of time and money on SEO. The issue wasn’t SEO. It was our hosting service and hosting provider. As soon as we had exhausted every other option, we took the plunge and moved our site to a different hosting provider.

Moving our site wasn’t as challenging as we thought it would be, and miraculously, our page load times increased as soon as we switched the DNS.

The lesson is to not accept slow page load times. If you’ve optimized your site, it’s likely to be your hosting plan or provider!

Embrace New Technologies

Stay up-to-date with the latest web technologies and trends. Consider adopting technologies like Progressive Web Apps (PWAs), voice search optimization, or web-based augmented reality (WebAR) features, depending on your website’s niche.

Progressive Web Apps

Progressive Web Apps (PWAs) offer additional functionality compared to regular websites. For example, Starbucks has a PWA for its ordering system, allowing customers to place orders and browse the menu without downloading a separate mobile app.

One significant advantage of this PWA is its offline availability, enabling customers to continue browsing and adding items to their carts without an internet connection. Once the connection is restored, customers can seamlessly complete their orders.

You can see how PWAs can provide value so they remain relevant to users. Remember the impact of software on page load times and optimize your apps.

WebAR

WebAR (Web-based Augmented Reality) uses augmented reality technology on web browsers without downloading or installing additional applications or plugins. It allows users to experience augmented reality content directly through a web page using their smartphones, tablets, or computers with compatible browsers.

WebAR leverages technologies like WebXR (Web Extended Reality) to deliver AR experiences. WebXR is an API that provides access to immersive technologies within web browsers, including virtual reality (VR) and augmented reality (AR). It enables developers to create interactive AR content that can be easily accessed and experienced by users through a web link.

The key advantages of WebAR are its accessibility and ease of use. Users don’t need to download dedicated AR apps, which can streamline the AR experience and make it more widely available to a broader audience. WebAR can be used for various applications, such as marketing campaigns, product demonstrations, educational content, and entertainment experiences.

Our recent experience

We recently tried Saatchi Art ‘view in my room’ WebAR app to visualize artwork for a wall in our workplace. In our experience, the visual of the painting was too small for the wall. This is easily fixed by measuring the wall and entering the height and width. It was fun, and eCommerce using WebAR would improve the conversion rate.

Data Security and Privacy

With growing concerns about data breaches and privacy, prioritize security measures to protect user data and gain their trust.  Create a site security plan, including regular pen testing to identify vulnerabilities.

Get PCI DSS and CCSS compliant for credit card and cryptocurrency payments. Search our site for articles on data protection and cybersecurity measures. We also have a dedicated cybersecurity category.

Multilingual Support

If relevant, consider adding multilingual support to reach a broader audience and appeal to users from different regions. Even if English is the language of the Internet, representing 59% of all web content, your targeted visitors may be French or Spanish.

WordPress has a tutorial video on setting up a multilingual site, which is worth watching if your site uses WordPress CMS.

Final Words

There are many reasons why websites are fighting hard to avoid becoming obsolete. Many sites have been caught up by rapidly evolving technologies like the use of AI for just about everything, including search. Do you use ChatGPT to give you answers to your pressing questions?

What is not helping websites is the impact of algorithm changes on search results, site ranking, and the subsequent loss of search traffic.

Focusing on the user and meeting their expectations with privacy, security, and user experience will help us remain relevant.

The other tips will help your site adopt new partnerships and marketing channels.

To get started, you may need to adopt a positive mindset to overcome setbacks, focus on what’s going well, and consider how you can improve your website results.