Content marketing

How Often Should You Update Your Website Content?

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Regular content updates not only keep your audience engaged but also signal to search engines that your site is active and relevant.

In this article, we will explore the importance of regular content updates, share key findings from recent studies, and provide practical tips on how often you should update different types of content.

How Often Should You Update Different Types of Content?

The frequency of content updates varies depending on the type of content. Here are some general guidelines:

Content Type Frequency Reason
Blog Posts (Evergreen) Monthly Ensures information stays relevant and accurate.
Blog Posts (News) Immediate For news, staying current is critical.
Product Pages Product Pages Quarterly
Landing Pages Bi-annual Reflects new offers, services, or changes in business focus.
Case Studies Annual or after significant changes Ensures data and results are current and continue to build credibility.
Resource Pages Monthly or Quarterly Maintains accuracy of information and adds new resources as they become available.

Why Regular Content Updates Matter

SEO Benefits:

    • Google’s Preference for Fresh Content: Search engines prioritize fresh content, as it tends to be more relevant and up-to-date.
    • Increased Crawl Rate: Regular updates signal an active site, prompting more frequent crawling and indexing.
    • Enhanced Relevance and Authority: Updating content with the latest keywords and trends improves site relevance and authority.
    • Reduction of Content Decay: Regular updates keep your content competitive by mitigating decay.
    • Internal Linking Opportunities: Updates provide chances to add new internal links, improving navigation and SEO.

User Engagement:

    • Improved User Experience: Fresh content keeps users engaged and encourages repeat visits.
    • Increased Visitor Loyalty: Regular updates show your site is maintained, fostering audience loyalty.
    • Trust and Credibility: Up-to-date information builds trust and positions your site as a credible source.
    • Enhanced Social Sharing: New content is more likely to be shared, increasing reach and visibility.

Key Findings from Recent Studies

Regular content updates have been shown to significantly impact search rankings and organic traffic. Here are key findings from several studies, including our “Best Air Fryer” study, that highlight the importance of frequent content updates:

    • Frequent Updates Correlate with Higher Rankings:
        • Our “Best Air Fryer” study found that articles ranking in the top 5 made an average of 16 changes per month, compared to 10 changes for the rest.
        • Source: Rankalyzer Study
    • HubSpot’s Annual State of Marketing Report:
        • Regularly updated blog posts generate 106% more organic traffic than those left stagnant.
        • Source: HubSpot Report
    • Clearscope’s Guide on Content Decay:
        • Regular updates can help mitigate content decay, maintaining and potentially improving search rankings over time.
        • Source: Clearscope Guide

Table: Comparison of Content Update Frequency and Rankings

Study Source Update Frequency Ranking Improvement
Rankalyzer's "Best Air Fryer" Study Monthly Higher rankings for frequently updated articles
HubSpot's Annual Report Regular (Blog Posts) 106% more organic traffic
Clearscope's Guide on Content Decay Regular Reduced content decay, maintained rankings

Factors to Consider When Updating Content

When determining how often to update your website content, several key factors should be taken into account:

1. Type of Content:

Evergreen Content: These are articles that remain relevant over a long period, such as how-to guides or comprehensive resources. While they don’t need constant updating, periodic reviews (every 6-12 months) to refresh statistics and add new information can keep them relevant.

Time-sensitive Content: News articles, trend reports, and seasonal content need more frequent updates to ensure they remain accurate and timely. Updates could be as frequent as daily or weekly depending on the pace of changes in the field.

2. Industry Trends:

Fast-changing Industries: Sectors like technology, health, and finance often see rapid changes. Content in these areas should be reviewed and updated frequently (monthly) to keep up with new developments.

Stable Industries: Fields with slower changes, such as classic literature or basic cooking techniques, may require less frequent updates (bi-annually or annually).

3. Audience Behavior:

Engagement Metrics: Use tools like Google Analytics to monitor metrics such as time on page, bounce rate, and user comments. High engagement suggests content is still relevant, while declining metrics may indicate the need for updates.

Feedback and Queries: Regularly reviewing user feedback and queries can provide insights into what information might be missing or outdated in your content.

4. Competitor Analysis:

Frequency of Updates: Tools like Rankalyzer can help track how often competitors update their content. If competitors are updating frequently and achieving higher rankings, it may be necessary to increase your update frequency.

Content Gaps: Identify gaps in competitors’ content that you can fill with your updates, providing added value to your audience.

5. Existing Content Performance:

Underperforming Content: Use SEO tools like SEMrush to identify content that is not performing well in terms of traffic and engagement. These pieces should be prioritized for updates.

High-performing Content: Even well-performing content can benefit from updates to maintain its position and continue driving traffic. Refreshing such content with new data, trends, and insights can extend its lifecycle.

Best Practices for Updating Content

1. Identifying and Updating High-Performing Content:

    • Focus on content that already ranks well and drives significant traffic. These pieces are crucial for maintaining your site’s SEO health.
    • Use tools like Google Analytics to identify top-performing pages and prioritize them for updates.

2. Conducting Regular Content Audits:

    • Perform content audits every 6-12 months to evaluate the quality and performance of your content. This helps identify outdated or underperforming content that needs updating.
    • Use tools like SEMrush or Ahrefs to streamline the audit process.

3. Incorporating New Keywords and Trends:

    • Regularly update your content to include new keywords and search trends. This ensures your content remains relevant and continues to attract organic traffic.
    • Use keyword research tools like Google Keyword Planner or Ubersuggest to find new opportunities.

4. Refreshing Outdated Statistics and Data:

    • Ensure that any data or statistics in your content are current. Outdated information can undermine your credibility and reduce user trust.
    • Regularly check for new studies, reports, and industry data to update your content.

5. Regularly Updating Title Tags and Meta Descriptions:

    • Optimize title tags and meta descriptions to reflect the updated content and target new keywords. This can improve click-through rates and search engine visibility.
    • Ensure that title tags and meta descriptions are compelling and accurately represent the content.

6. Adding New Internal and External Links:

    • Improve your content’s connectivity and authority by adding new internal and external links. This can help distribute link equity and improve the overall SEO of your site.
    • Use tools like Screaming Frog to identify internal linking opportunities.

7. Enhancing Multimedia Elements:

    • Update or add new images, videos, infographics, and other multimedia elements to enhance the visual appeal and engagement of your content.
    • Ensure that multimedia elements are optimized for fast loading times and mobile compatibility.

8. Improving Readability and User Experience:

    • Ensure your content is easy to read and navigate. Use clear headings, bullet points, and short paragraphs to improve readability.
    • Consider user feedback and behavior analytics to refine the structure and flow of your content.

9. Monitoring Competitor Content:

    • Keep an eye on competitor content to identify new strategies and topics they are covering. This can provide ideas for your own content updates.
    • Use tools like Rankalyzer to track competitor updates and benchmark your performance against them.

10. Setting a Regular Update Schedule:

    • Develop a content calendar to schedule regular updates. Consistency is key to maintaining and improving your content’s performance over time.
    • Assign specific times for reviewing and updating different types of content, such as blog posts, product pages, and resource guides.

Tools to Help with Content Updates


Rankalyzer is designed to track keyword rankings, monitor competitor activity, and detect content changes. It helps identify when and where updates are needed to keep your content competitive.

Best For:

    • Competitor Monitoring: Track competitors’ content changes.
    • Keyword Performance: Identify which content needs updates based on ranking changes.
    • Content Changes: Detect changes in titles, body, and backlinks.

Google Analytics

Google Analytics provides comprehensive data on website traffic and user behavior. It helps identify high-performing and underperforming content to optimize user engagement.

Best For:

    • Traffic Analysis: Identify high-traffic pages.
    • User Engagement: Monitor metrics like bounce rate.
    • Conversion Tracking: Measure content’s effectiveness in driving conversions.


SEMrush offers a suite of tools for content auditing, keyword research, and backlink analysis. It provides insights to optimize and improve your content strategy effectively.

Best For:

    • Content Auditing: Evaluate and update content performance.
    • Keyword Optimization: Research new keywords for updates.
    • Backlink Analysis: Monitor and maintain authoritative backlinks.


Clearscope focuses on content optimization, providing tools to manage content inventory, track performance, and get optimization suggestions. It ensures your content is always relevant and competitive.

Best For:

    • Content Inventory Management: Track content performance.
    • Recommendations: Improve content relevance and quality.
    • Performance Tracking: Monitor impact of updates over time.


Regular updates are essential for maintaining and improving search rankings. By adopting a strategic approach to content updates, leveraging data and analytics, and using tools like Rankalyzer, you can ensure your content remains relevant, accurate, and optimized for search engines.

Monitor Your Competitors’ SEO Website Changes with Rankalyzer

If you’re looking to improve your website’s SEO performance through regular content updates, Rankalyzer can be an invaluable tool. It not only tracks your keyword rankings and monitors competitors’ changes but also helps you identify the exact updates your competitors are making. This includes changes to content, meta descriptions, backlinks, and more, allowing you to stay ahead in the SEO game.

With Rankalyzer, you can ensure that your content updates are strategic and impactful, helping you maintain and improve your search rankings. Whether you’re updating evergreen content or making immediate changes to news articles, Rankalyzer provides the insights needed to stay competitive.

Try Rankalyzer! Learn more and get started now!

Article by
Sean Begg is Founder & CEO at Rankalyzer & Position Digital. He loves writing about SEO, link building and digital PR.

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Sean Begg is Founder & CEO at Rankalyzer & Position Digital. He loves writing about SEO, link building and digital PR.

Rankalyzer allows you to see exactly how your competitors are optimizing their sites and the direct effects on their keyword rankings. Armed with this insight, take decisive action, refine your SEO strategy, and drive better SEO results today.

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