How often should I update my website?

How often should I update my website?

Whether you own a local shop, run a service-based business, or operate an eCommerce store, updating your website on a regular basis has many benefits and rewards. We realise keeping your website up-to-date is not the easiest job, especially when you have a day job to do! That said, the benefits of keeping your website fresh, especially in the long term, are more than worth the effort or costs involved.

How often you update your website with new content – pages, images, blogs etc – depends on many factors, but this is what we will help you understand in this blog.

What is fresh content?

From experience, this is something that many people misunderstand, which can make the job of updating content even more difficult. ‘Fresh content’ is not necessarily content that is totally new to the internet, but is content that is relevant and new for your website and not found anywhere else on the web in exactly the same format.

For example, the article you are reading now is classed as fresh content because it is unique, original and not found on any other website online. If you search Google for “How often should I update my website”, you will find loads of posts that talk about the same subject, but the specific content you are reading here is unique and exclusive to this article.

So, ‘fresh’ does not only mean new items, new concepts or theories, but also something new for the particular website or blog. It could even be tailoring an existing piece of content to suit your specific audience.

Why having up-to-date content is important

One massive benefit is that it’s great for Search Engine Optimisation! Search Engines love content, and especially love new and updated content. They like to see quality items in their index, that are relevant and well written. Be careful here though, as you can get penalised for having ‘thin content’ (not enough) and text which doesn’t read naturally.

A website that is updated regularly will benefit from being crawled by Search Engine indexing bots more often. A website with a higher number of pages in the index may also be boosted by Search Engines as you’ll have more pages available to be crawled and indexed for the search results.

Having a website that is updated on a regular basis also gives you fuel and content for your social media platforms. Say you’re using social media marketing to promote your blog or website – one of the most critical success factors of this is the content you post on these pages and where you link people to!

Writing and publishing fresh content is a strong signal that your website or business is active. Imagine visiting two identical websites, both selling the same product at the same price, but one of them has an up-to-date blog, support forum or news section. Which one are you more likely to purchase from? The website with fresh content portrays authority and shows that they care about their customers and their products.

Updating a website is the core action of content marketing – everybody talks about content marketing nowadays – and lots of people say it’s the new SEO, which is not far from the truth. Basically, without new content, you cannot do much online. But, with good constant content, you can open up a lot of doors. Many businesses, both online and offline, are using content to generate sales and promote their brand awareness.

The big boys are doing it too! Buffer is creating and using content to promote their social media scheduling tool, Nike to promote their shoes and Honda to promote their cars… the list is endless!

How to update your website more often

1. Establish a routine that works for you

It is important that you create a publishing strategy and stick to it. Having a strategy that everyone agrees with, detailing when you should post, will help you build and structure your schedule, your action plan and deadlines. If you leave it open and don’t set a deadline then you will most probably postpone it with the first difficulty.

2. What does your audience want?

Put yourself in your audiences shoes and think of what content you would like to receive more frequently. If you are publishing long, informative articles on a daily basis, do you think this is something your readers would like to read, day after day? Or, could you reduce this to once a month and have short tips in daily posts instead?

3. Check your analytics

Test different techniques for a couple of weeks at a time and check your statistics to find out what is working for you. You might discover a successful pattern or that more or less frequent publishing is beneficial.

4. Write your posts in advance

Just as important as creating a strategy, is the preparation of your posts in advance. We usually write the following week’s blog post a week in advance. This ensures that we have enough time to create, edit and schedule the post. But don’t feel compelled to just stick to these posts – if you have something you want to share straight away then do it, don’t wait for the next available slot.

In conclusion, it is always a great idea to add new and fresh content to your website, but there are a few rules you should stick to. Never copy other business’ work, you will be found out for this and it could easily ruin your reputation. Create original and frequent content your audience wants to read, but most importantly, keep it consistent!

Let's all get creative together

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