I'm not what I would consider a very mechanically inclined person. Whenever I try to fix things they tend to come out more broken than before. That's why I never work on my own car (I pay to get the oil changed!) or pretend to be a handy-man around the house. Heck, I can't even add a new spool of string to my weed whacker without screwing it up. So I just stay away from "fixing" things so they don't get even more broken.

But websites are an entirely different ball game. I enjoy fixing websites, and I'm pretty darn good at it. I think that being more technologically inclined is a genetic balance to make up for being handyman-challenged! Whatever the case may be, fixing websites is right up my alley.

I read a few articles and forum posts this week about making changes to a website that isn't broke. A question was asked on the HighRankings forum about adding or changing content to the home page regularly and I read some great blog posts from Melissa Burdon and Rand Fishkin that focused on whether you should risk changing a page that is already ranking well.

So how about it? Should you change your page content frequently?

The answer is yes and no.

Don't make changes for the sake of making changes. That doesn't do you any good. The search engines don't care if your page is updated daily or not provided that the content is relevant.

But at the same time, don't be afraid to make daily changes to your pages that already rank well, if those changes are designed to improve the user experience.

One of the great about web marketing is that you don't have to wait for things to break before you fix them. In fact, it's better to get in there and fix your website on a regular basis, provided you're making it better for your users with each change.


March 14, 2007





Stoney deGeyter is the President of Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. Stoney is a frequent speaker at website marketing conferences and has published hundreds of helpful SEO, SEM and small business articles.

If you'd like Stoney deGeyter to speak at your conference, seminar, workshop or provide in-house training to your team, contact him via his site or by phone at 866-685-3374.

Stoney pioneered the concept of Destination Search Engine Marketing which is the driving philosophy of how Pole Position Marketing helps clients expand their online presence and grow their businesses. Stoney is Associate Editor at Search Engine Guide and has written several SEO and SEM e-books including E-Marketing Performance; The Best Damn Web Marketing Checklist, Period!; Keyword Research and Selection, Destination Search Engine Marketing, and more.

Stoney has five wonderful children and spends his free time reviewing restaurants and other things to do in Canton, Ohio.







Search Engine Guide > Stoney deGeyter > If It Ain't Broke... Fix It!