How often should I update my website?
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.
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.
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.
There are a number of ways to add fresh content to your site:
Regularly reviewing and updating the content on your site can provide you with many benefits, including:
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.
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.
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.
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.
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.