Businesses which spent time adding content to their websites were clear winners during lockdown, new research has revealed.
Swindon-based DMJ Computer Services analysed traffic across 50 well-established sites it hosts and found those which were regularly updated saw their visitor numbers increase.
Of the 50 analysed, the top 70% by organic search growth had new content added regularly, such as posts, pages or products.
Across the board, the average increase in traffic was 15% during April, May and June, compared to the same three months last year.
“There is no denying that 2020 has been a tough year for many businesses and their websites. The pandemic has thrown down challenges not seen in modern times,” said Martin Jarvis, Managing Director of DMJ. “It hasn’t been universally bad for businesses though. Some sectors have fared better than others. In some badly hit areas, there have been businesses that have adapted their business models quickly, in order to take advantage of new opportunities.”
Martin cited examples of websites dedicated to travel and tourism, which improved their traffic, in part due to adding content regularly to their websites. He also said sites in the welfare sector and those referencing Covid-19 had done well.
Martin added, “Many companies in the digital space are still doing well and, in some cases, much better than before the lockdown.”
The research indicates lockdown has speeded up the trend towards digital, and not only for retailers selling via ecommerce sites.
“Digital presence has become more important over the years, as businesses seek effective ways to market and sell more of their product, to more people, in more locations. All of this, whilst reducing their reliance on footfall in bricks and mortar locations. The pandemic, and accompanying lockdowns, have accelerated this move.”
The 50 websites sampled by DMJ represent businesses located across the UK, in a wide variety of sectors, including B2B and B2C.
Martin said if businesses hadn’t been updating and adding content to their websites, then it wasn’t too late to start.
“People may have had more time on their hands, and many are looking for solutions for their changing way of life. Website owners who have content that can satisfy these searches will do better than those who don’t.”
DMJ Computer Services specialises in building, maintaining and hosting WordPress websites, for businesses in any sector, B2B or B2C, across the UK and Europe.