Update the website often with relevant content. Consider adding a blog, listing news items and issuing regular press releases. Write white papers and include other relevant content such as user guides for your products. It is fine to include historic content as long as it is clear to the user that it is not current. These are often written as files but should be converted to good quality HTML so they can be indexed effectively by the search engines. The PDF can still be offered as a convenient download. Remember to name the file descriptively!
If your business has or is capable of building a community of users then consider adding discussion forums. These may be used to discuss the industry, support your products or even review your products.
Ensure that you keep your keywords up to date with significant page/product changes.
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