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How often are you updating the content on your Website? If that question prompts you to think about a neglected blog or even about starting a blog, that’s great, but putting fresh content on your site can be about much more than a blog. Fresh content could include a white paper, a press release, an article about an issue that affects your market, or even just an update to static pages like your company and staff profiles. No matter what kind of content you’re creating, as long as you’re creating fresh content, you’re helping to boost the relevance of your website and already doing a lot in the way of search engine optimization (SEO).

SEO, you’ve no doubt seen those three letters tossed around a lot on the web. There are companies that promise to boost your Google ranking through SEO, and there are tools out there that claim to make SEO so easy that anyone can do it. While some of the companies or tools might help you to some extent, one of the best ways to improve your SEO is by developing a WordPress based website.

If you’re not familiar with WordPress you can find two quick introductions at WordPress.org and WordPress.com. While WordPress.com makes it easy to setup a blog-based site and get it up quickly, you’ll have to pay a bit to customize your site as much as you could by installing WordPress on your own site.

I’ve helped dozens of clients redesign their websites using WordPress, and almost every time I get asked: “But isn’t WordPress just for blogs?” Sometimes I direct them to my own site for the answer to that questions, or I show them a few other websites that were built with WordPress, but which don’t look like blogs at all. Of course, these sites still have blogs, or sections that function as blogs, but their primary focus is to offer visitors a business’s basic information while also establishing a central location for links to all of that business’s social media sites and additional online resources.

I recommend WordPress to clients because it is simple to load, customize and maintain. Getting the most out of WordPress, however, does require a bit of learning time and technical savvy – or at least a willingness to bring someone on board who can make the changes, big and small, that will make any WordPress theme look like it’s just your own. A good SEO consultant should be able to set up the right plugins for your site, update copy with optimal keywords, and make the best use of keywords in the meta-data of your pages and your posts. With a bit of homework you should be able to do a lot of this yourself, though keep in mind that you might get better results from working with an expert first and then making sure that you keep your content fresh and compelling (and optimized).