When it comes to search engine optimization, there’s a lot of talk out there about the importance of having good, relevant content on your website. This is certainly true, but what people often overlook is the frequency in which that content is published. Often companies only publish new or updated content when they go through a major update or worse yet redesign their sites.

Now imagine for a second what would happen to the ratings of your local television station if they aired the same football game every week. Not just the same team, but the exact same game with the exact same outcome. The answer is pretty obvious, they would plummet, and TV viewers simply wouldn’t come back. Now think of search engines as viewers and your website as the program. What will happen when the search engine notices that it’s viewing the same thing, over and over ? Again, they’ll simply stop viewing your website on any regular basis.

The importance to this is that it’s critical to keep your site up-to-date and fresh. This gives search engines something new to view and index. It also provides you with the opportunity to continually optimize your existing content. The longer you have to wait for return search engine visits, the longer it will take to see noticeable improvements on your search optimization.