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How often should SEO content be updated?


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Victoria Roscow
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Keeping your website’s SEO content updated is a crucial part of maintaining a strong online presence. Search engines like Google constantly update their algorithms, which means that your SEO content needs to be regularly updated to stay relevant and competitive. But how often should you update your SEO content?


The frequency of updating your SEO content will ultimately depend on a variety of factors, such as the type of content you have, your industry and your specific goals.

Is fresh content a SEO ranking factor?

Fresh content has long been debated as a crucial factor in SEO rankings. Some experts believe that constantly updating and adding new content to your website can help improve your search engine rankings, while others argue that it may not have quite as much of an impact as other factors.


One of the main reasons why fresh content is believed to be an important SEO ranking factor is because search engines like Google favour websites that are frequently updated with relevant and valuable information as part of their ‘helpful content system’. This is because search engines want to provide users with the most up-to-date and accurate results possible.


When you regularly update your website with new content, it signals to search engines that your site is active and continually providing value to users. This can help improve your site’s visibility in search engine results pages (SERPs) and increase the likelihood of your content being discovered by users. Additionally, fresh content can also help attract and engage users, leading to longer engaged sessions and lower bounce rates.


However, it’s important to note that fresh content alone may not be enough to significantly impact your SEO rankings. Factors such as high-quality content, relevant keywords, backlinks and user experience also play a crucial role in determining your site’s search engine visibility.


Ultimately, while fresh content can be a helpful SEO ranking factor, it’s important to focus on creating high-quality, valuable content that resonates with your target audience. By consistently updating your website with new and relevant information, you can improve your chances of ranking higher in search engine results and driving more organic traffic to your site.


Why do you need to update your content for SEO?

If you have a website or online presence, you likely already know the importance of search engine optimisation (SEO) in driving traffic to your site. However, simply creating SEO content once and leaving it untouched is not enough to keep up with the constantly changing algorithms of search engines like Google. This is why it is crucial to regularly update your SEO content.

Improve organic rankings & traffic

One major reason to update your SEO content is to improve your search engine rankings. Search engines prioritise fresh and relevant content, so updating your existing content can help boost your site’s visibility and ultimately, increase organic traffic. By incorporating new keywords, updating information and refreshing the overall content, you can ensure that your site remains competitive in search results.

Stay ahead of the curve

Another important reason to update SEO content is to stay current with industry trends and changes. The digital landscape is constantly evolving, with new technologies, algorithms and trends emerging regularly. By updating your content, you can ensure that your site reflects the latest information and best practices in your industry. This not only helps to retain existing customers but also attracts new ones who are looking for up-to-date information.

Better user experience

Updating your SEO content also helps to improve user experience. When users visit your site, they expect to find accurate, reliable and valuable information. If your content is outdated or no longer relevant, it can lead to a poor user experience and negatively impact your credibility. By regularly updating your content, you can provide users with fresh and engaging information that keeps them coming back for more.

Extend lifespan of your content

In addition, updating your SEO content can help you to repurpose existing content and extend its lifespan. By repackaging and refreshing old content, you can reach new audiences, improve your site’s authority and maximise the value of your content efforts. This can also help to save time and resources by leveraging existing content in new and creative ways.

5 tips for updating your SEO content

1. Regularly monitor performance

The first step in determining how often you should update your SEO content is to regularly monitor its performance. Keep an eye on metrics such as organic traffic, keyword rankings and user engagement to see how well your content is performing. If you notice a decline in performance, it may be time to update your content.


2. Update evergreen content quarterly

Evergreen content is content that remains relevant and valuable over time. It’s important to regularly update this type of content to ensure that it stays accurate and up-to-date. Consider updating your evergreen content on a quarterly basis to keep it fresh and engaging for your audience.


3. Update timely content as needed

Timely content, such as news articles or trending topics, may need to be updated more frequently. Keep an eye on current events and trends in your industry, and update this type of content as needed to ensure it remains relevant and informative.


4. Update seasonal content annually

If you have content that is tied to specific seasons or holidays, such as holiday gift guides or seasonal promotions like Black Friday, you should update this content annually. Make sure to review and refresh seasonal content before the start of each relevant season to ensure it remains timely and effective.

5. Regularly audit and refresh older content

In addition to updating new and timely content, it’s also important to regularly audit and refresh older content on your website. Look for outdated information, broken links, or missing images, and make updates as needed to improve the overall quality and relevance of your content.


Fresh content is essential for SEO because it improves your website’s ranking, attracts more traffic, enhances user experience, increases crawl rate, boosts backlinks and ensures long-term growth. Not sure where to start with updating your website content? We get it. It’s a mammoth task. Get in touch with Dark Horse today for a free SEO audit to identify your biggest on-page opportunities for dominating the SERPs.

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