Search engines like pages that stay accurate. That does not mean changing everything every week.
Update when
- Facts, prices or steps have changed.
- A page has dropped in rankings and competitors now answer better.
- You can add something genuinely useful: a new section, an example, an FAQ.
Publish new content when
- You find keywords you do not cover yet. Keyword research and question finders show gaps.
- Customers keep asking the same question. That is a page waiting to be written.
Leave alone when
A page ranks well and is still correct. Rewriting it for the sake of "freshness" can do more harm than good.
Signs a page needs attention
- Rank tracking shows it slowly sliding over several weeks.
- It mentions old prices, versions, dates or screenshots.
- Customers ask questions the page does not answer.
- Competitors have published clearly better pages.
What counts as a real update
Changing the date or swapping a few words is not an update. Real updates add value: new information, better examples, clearer structure, answers to new questions or corrected facts.
Keep a simple log
Note when you update a page and what you changed. When rankings move a few weeks later, you can link the change to the result and repeat what works.
Do not forget technical updates
Software, plugins and themes need updates too. Outdated software is a common cause of hacked sites, which do far more damage to SEO than a stale blog post.
A simple rhythm
Review your top pages every quarter, publish new content on a steady schedule you can keep, and run a site audit monthly.
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