How Often Should You Update Your Website Content?

 
When it comes to building a powerful online presence, having a professionally built website is only the beginning. Whether you’re working with a modern website provider or managing content on your own, keeping your website content fresh, relevant, and strategically updated is one of the most effective ways to boost visibility, engagement, and conversions.

But how often should you update your website content, and why does it matter?

Let’s break down what your business should prioritize to stay competitive in today’s fast-moving digital landscape.

1. Fresh Content Boosts SEO Performance

Google’s algorithm rewards fresh, high-quality content. Google’s “Freshness” update impacted 35% of search results, favoring recently updated pages. Simply refreshing an existing blog post or landing page can result in up to 10× more organic traffic.

62.9% of businesses saw SEO gains in 2024 after regular content improvements. These updates help search engines index your site as active, relevant, and trustworthy.

Want to start improving your SEO right away? Check out A Beginner’s Guide to Writing SEO-Optimized Blog Posts.

2. Outdated Content Pushes Visitors Away

Your website only has seconds to make an impression. 55% of users spend less than 15 seconds on a webpage, and stale or outdated copy is a major reason for the quick bounce.

More importantly, 51% of consumers unfollow brands that post irrelevant or old information. On the flip side, users who engage with content for 3 minutes are twice as likely to return. This highlights how vital content quality and timeliness are for brand trust and visitor retention.

3. Old Content Is Still Valuable, If You Maintain It

Up to 80% of a blog’s organic traffic comes from older posts, but only when those posts are updated and maintained. This means that content doesn’t expire, but it does decay if left alone.

Running a content audit at least twice a year is becoming standard practice, with nearly 1 in 3 marketers adopting it. Refreshing strong-performing pages and posts ensures they continue delivering traffic and results, rather than quietly fading into digital obscurity.

For niche content ideas and examples, see Website Content for Cheer Gyms: What Should You Post?

4. What’s the Ideal Update Frequency?

Nearly 40% of businesses update their website weekly, whether by publishing new blog content, updating location pages, or tweaking headlines and calls to action. Even if you’re not posting that frequently, a monthly or quarterly update cycle for your core pages can still deliver major benefits.

On the flip side, 48% of B2B companies cite “not repurposing content” as a key growth blocker. Repurposing is a cost-effective way to get more value from existing work without reinventing the wheel every time.

Read 3 Common Misconceptions About SEO and Website Design for more tips you may be missing.

5. Update, Repurpose, or Replace?

Not all updates are equal. In many cases, even small changes, like adjusting the headline, updating a statistic, or refreshing a paragraph, can lead to a major traffic boost. Pages already generating 20+ monthly visits often account for 85% of traffic increases after a refresh.

Larger efforts like a full content relaunch have shown to improve traffic by 260% or more in just a few weeks.

Ready to refine your approach? Don’t miss How Fitness Businesses Can Utilize Blog SEO for Long-Term Growth.

Keep Your Website Working for You

At 97Display, we specialize in custom, lead generating websites that grow with your business. But even the best website design won’t perform long-term without content updates, SEO enhancements, and user-focused improvements.

If you’re a fitness business, martial arts school, cheer gym, or local service provider, regularly refreshing your site’s content is one of the smartest strategies you can use to rank higher, convert more, and build long-term trust.