A comment from the previous part of this topic has inspired me to share a wider view of the process… which includes more work.
I was inspired by a conversation I had with some colleagues about some ECM implementations that were not being indexed and were lacking in basic HTML standards.
Considering that you are able to either be indexed currently or are working on a site that will comply with standards to be indexed then the fun begins.
After you are being indexed it is time for maintenance. Maintenance consists of things like evaluating your messaging and your content perhaps by using A/B testing and analytics to determine how your content resonates with your customers.
Maintenance also exists in the form of understanding how to make changes that may include adding, modifying or removing content which could be product inventory or services.
Maintenance, most importantly, needs to be considered a bit of process that is not unpredictable or necessarily a full-time job. Once you put in place the processes to test and improve content it simply needs to be folded into the existing process of content management.
being able to maintain your content within the context of your website is not difficult, but it is a slightly different way of considering how your website or content are maintained independently.
To the point of my comment I referred to earlier I think that this marketing aspect of maintenance might have been expected based on the post’s title so I felt compelled to squeeze this information into a consecutive post before continuing.
To my commenter, thanks again… it takes a village.