How Often Should You Update Your Website Content?
The Short Answer
Most businesses should update parts of their website at least quarterly and review their core pages once a year. Search engines reward freshness, but more importantly, visitors reward clarity and current information.
A website is not a brochure. It’s a living asset.
Why Content Freshness Matters
Google doesn’t just rank websites based on keywords.
It evaluates:
How current the information is
Whether the content reflects modern expertise
Whether users stay on the page
Whether the site is active
When a page hasn’t been updated in years, Google assumes:
It may no longer be accurate
Competitors might have better information
You’re less reliable than sites with recent updates
Freshness signals matter, especially when your competitors are active.
Quarterly Updates: What to Review Every 90 Days
1. Homepage
This should reflect your most current positioning.
Ask yourself:
Does the headline still describe what you do?
Are the services listed still accurate?
Does the copy match how you talk about your company today?
2. Services or Product Pages
These pages drive conversions. They must stay updated as your offerings evolve.
Review for:
Pricing changes
New features
New differentiators
Updated case studies or results
3. About Page
Teams grow, services shift, and experience changes.
Refresh headshots, bios, and value statements.
4. Blog Section
Active blogs signal authority.
If you're not posting monthly, quarterly is a must.
5. Contact Page
Check that your hours, location, and forms are current.
These updates keep your site alive in Google’s eyes and accurate for visitors.
Annual Updates: What Should Be Reviewed Yearly
1. Evergreen Guides
Even “timeless” content benefits from small improvements.
Add new stats, new examples, and updated recommendations.
2. Process Pages
How you operate evolves over time. Make sure your explanations do too.
3. Case Studies
Update numbers, client wins, timelines, or service offerings.
4. Frequently Asked Questions
Your customers’ questions change. Your answers should keep pace.
A yearly review keeps your foundation solid and maintains search visibility.
Immediate Updates: When You Should Update Right Away
Certain moments require same-day or same-week changes.
Update immediately when:
You launch a new service
Your pricing changes
Your branding changes
Your hours change
You move locations
A major algorithm update hits your industry
You see a sudden drop in organic traffic
A blog post starts ranking and could use expansion
Quick updates protect your search position and improve customer trust.
How Google Measures Freshness
Google uses several signals related to freshness:
A page’s last modified date
How much the content actually changed
Whether new links appear
Whether engagement increases
Whether new sections or structure are added
A small tweak won’t move the needle, but meaningful improvements do.
Freshness isn’t about rewriting everything. It’s about showing your site is maintained.
Signs It’s Time to Update Your Content
Look out for:
High bounce rates on key pages
Drop in keyword rankings
Declines in time on page
Outdated screenshots or visuals
Old branding or messaging
Content that no longer reflects your services
If it looks outdated to you, it looks outdated to Google.
Common Mistakes That Hurt Performance
Treating the website as “finished”
Never updating service pages
Letting blogs sit untouched for years
Writing content once and never revisiting it
Making major changes without updating the rest of the site
Ignoring pages that are still ranking well but slipping slowly
Small mistakes compound over time.
How to Apply This Today
To get your site in good shape:
Audit your homepage, services, and top blog posts
Update at least three sections that appear outdated
Refresh your strongest-performing pages to keep rankings stable
Add new internal links in older posts
Revisit your meta descriptions
Refresh any page with high traffic but weak conversions
These steps improve both SEO and user experience.
Mini FAQ
Does updating content help SEO?
Yes. Search engines reward recent, relevant, and well-maintained content.
How often should blogs be updated?
At least quarterly, or monthly if you're aiming for strong SEO momentum.
Does changing the date alone help?
No. Google detects shallow edits. Real updates matter.
Should I rewrite everything or update in layers?
Update in layers. Small improvements across many pages outperform one massive overhaul.
Your website should grow with your business.
Leveret Drive builds content systems that keep your site fresh, accurate, and optimized for search. Get a full website review from our team.
