The benefits of updating your website with fresh content

How often should I update my website?

The benefits of updating your website with fresh content

How frequently you should update your site with fresh content depends on the nature of your business. Some sites will need to be updated more often than others (more about that below) but let’s start with an understanding of fresh content and why it’s so important.

Why is fresh content important?

The goal of a search engine is to provide users with information that best matches their search query. To determine the usefulness and accuracy of a given page, search engine algorithms will take into account a number of ranking signals. These include the type and number of keywords and quality and freshness of your content.

Fresh content could be a new page on your website or an edit to existing content. Frequently updating your site however does not guarantee a higher ranking on search results. Freshness is just one of many ranking signals and any updates you do provide should add value for the user.

So what type of website benefits from regular updates?

You can identify which websites will benefit from regular fresh content by considering a user’s search intent. For informational, research based searches, content will stand the test of time and regular updates are less important. In such cases, it is better to work on improving the quality of your evergreen content by ensuring it is still relevant and accurate. This type of site could be a standard corporate website or blog where daily updates aren't necessary. Updating your blog once or twice a month as a minimum is sufficient if the content is unique and of benefit to the user. 

If your website provides news or information about recent events or hot topics trending on the web, regular, daily fresh content is essential. Similarly, if your site offers services and products, you can help users by providing them with industry relevant information or a regular basis. Check out this list of searches impacted by freshness. For news, sports, tech and lifestyle sites, there is no limit to the number of updates you can publish, and generally the more the better.  

How do I create fresh content?

There are a number of ways to add fresh content to your site:

  • Write a blog in order to add new content on a regular basis. Edit existing posts to bring them up to date, change the publish date, update links with more relevant sources or add new visual content. You can prepare posts in advance when your workload is quieter so that you have a bank of resources to use in busier times that will stop you missing targets.

  • If you have a static homepage, revive it by adding a section that pulls in your most recent news articles or blog posts. 

  • Encourage user generated content to keep your site fresh. This could be in the form of comments, forum posts or questions.

  • Establish what users want and provide them with that information. Post new pages or articles or edit existing ones if the information is no longer up to date. Ensure your content is accurate, current and well-written.

What are the benefits of fresh content?

Regularly reviewing and updating the content on your site can provide you with many benefits, including:

SEO enhancements 

Google will index your site based on a combination factors such as the number on incoming links, keyword frequency and how often it is updated. Keep in mind that quality is key here and if you update your site with reliable, valuable information, you have a better chance of Google ranking your site higher with each update.

Good for social media

Frequent updates provide a new and regular stream of content for social posts. Social media enables content amplification and helps to drive traffic back to your site, which in turn benefits your SEO.

More keyword opportunities

Keyword optimisation continues to be an important component of SEO. When you publish new and engaging content on a regular basis you create more opportunities for organic keyword optimisation. Remember to place keywords naturally throughout your copy.

An authority in your field

The more you write on a topic, the more credibility you gain in your field. Once you become an industry authority, other sites will be more inclined to share and link to your blog posts. Backlinks are a ranking signal as Google views highly linked-to pages as more authoritative than ones with minimal backlinks.

Better User Experience (UX)

By providing informative and engaging content, you will build a base of loyal readers who will keep coming back for more. Differentiate yourself by offering unique content that users won’t find anywhere else.


Creating new and updated content on your website is a highly effective way to boost SEO and improve UX. If you’re struggling to update your site, or lack the internal resource to write effectively, why not consider outsourcing the work to experts such as Web Foundry? We’ll help you devise a content plan and write web copy that search engines and users alike will love. Get in touch today for more information.

Author

Joan Lavery on Wednesday, 18 October 2017

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