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The Importance of Regularly Updated Content for Better Ranking

Fresh Content & SEO Ranking

The Importance of Regularly Updated Content for Better Ranking

by Jason Runyan, Advertising Solutions
Revised February 12, 2020
Originally Published February 21, 2008

All successful, profitable, popular, and best-practice SEO (search engine optimized) websites share a common habit:

The website content is updated on a regular basis with new, pertinent, relevant, or revised information.

Keeping content fresh is easy, does not require a complete overhaul, or even daily updates; yet the benefits are tremendous!

To be successful, it's important to offer new or revised information on a fairly regular basis; while keeping a familiar environment, and site navigation.

Benefits of Fresh Content

There are many benefits to updating website content on a regular basis, including, but not limited to:

Businesses that keep their website content fresh, and up-to-date will find overall:

Regardless of industry, there will always be areas where website content can use updating and improvement.

The following are just a few basic ideas of website sections that can use regular revision:

    Company & Industry Related News Updates
    • There are always new ideas, articles, trends, or updates to report:

      • Report the latest industry news, trends, legalities, or other industry changes
      • Articles related to the company, employees, or industry standards
      • Changes affecting the business, industry, or its consumers

    • Industry related updates can vary from simple, quick tips, blurbs (or blogs) about something new or different; to longer, more in-depth articles or reviews.

    • Daily or weekly social network updates on social medias such as Facebook, LinkedIn, Instagram, Twitter, and Alignable, ideally should link to the relevant information, news, or article on the company website.

Over time, an updated "news & resource section" of a website can become a gold-mine of information for search engines, customers, and prospects alike.

    Case Study, Testimonial, Product & Service Content Updates
    • Add new case studies and testimonials regularly, to show off the latest work, as well as happy clients. (Case studies and testimonials can also significantly help with local search engine ranking.)

    • Keep product and service information up-to-date. If information regarding products or services change, then the website needs to be updated to reflect those changes immediately.

    • Keep customers informed of specials and seasonal sales or events. Often consumers will check back just to see the latest specials or events.

    • Regularly visit and review website pages to make sure the most effective content is being used. Revising overtime often allows for the evolution of more effective descriptions and content.

    • Revise for ease of reading; splitting up the content into easy to read paragraphs, with proper paragraph headers (titles), and bulleted or numbered lists of specifications is often considered best practice:

      • Using headers and lists helps customers decipher important information.
      • Headers and lists are often easier than reading through a large paragraph of information.
      • Remember to use proper keywords and phrases in all headings and titles.

    • Revisit and make sure that website pages make proper use of headings and titles. This "semantic" use of headers and titles is another method of search engine optimization (SEO).
      • Website content using proper headings and titles achieve higher ranking in website searches.
      • Often these sites have better sales conversion success due to customers being able to quickly navigate and understand the content.
    Help & Service Section
    • Keeping a FAQ (Frequently Asked Questions), and other help sections, up-to-date with the latest questions, or "how-to's" is important to providing the best customer service possible.

    • Keep tutorials up-to-date; as product requirements change, so should the related help and resource sections.

    • Visitors appreciate doing business with companies that provide in-depth, and up-to-date help and service sections. An informed customer is a good customer.

    • Providing a detailed help and service section in a website is another way of optimizing for search engines (SEO). The more information a website has related to a particular topic, the better that website will rank in searches performed for that topic and related phrases.

    • Customer Forums and Ratings allow for new, user-based content, while also giving visitors access to search other customer posts, issues, and resolutions for handling questions, concerns, how-to's, and so on.

    • Include detailed Customer Service sections with information regarding Terms, Shipping, Return, Contact, and Privacy Policies. Providing detailed information makes customers feel more secure by knowing what to expect when purchasing from the website, or doing business with the company in general.

In addition to the above noted ideas, each industry will have unique opportunities for updating website content with fresh, new information within that particular industry. Even within the same industry, each company will have information and opportunities exclusive to itself.

Continue Updates Regularly

Keeping website content fresh, and up-to-date with the latest information helps customer awareness, customer retention, loyalty, and search engine optimization.

Updates do not need to be long and involved, just regular.

Ideally websites should be updated no less than once per month, but preferably updated daily or weekly with a blurb about the day or week's special, events, news, and so on.

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