The frequency with which you update your website is ultimately determined by the type of business you operate. Some people benefit from regular updates, while others can go longer without experiencing detrimental consequences, but the vast majority will need to be refreshed at least once a year.
To keep everything running smoothly and performing as it should, there are two things that are likely to need updating: site content and site infrastructure. The site infrastructure refers to all of the pieces that make up the site and impact how it looks and works. Content refers to written words and images, whereas site infrastructure refers to all of the parts that make up the site and affect how it looks and functions.
Search engines use indicators from websites to determine how well they will rank and, as a result, how close they will get to becoming the first result when a user types in a search query. The quality and freshness of the content are two of the indications used to evaluate the site.
Blogs, category and product pages, and any informational sites such as FAQs and reference sections are examples of the kind of content you’ll want to keep as relevant and new as possible. Unfortunately, renewing your content alone won’t guarantee results, but when combined with other SEO tactics, it will give your site the best chance to rank and perform well.
There are a few qualifiers to consider when deciding whether your website will benefit from regular content updates, as there are with most things. For starters, whether your site is scientific, research-based, or provides in-depth information about a certain topic or business, the written material is unlikely to alter frequently. It is regarded best practise for this type of site to offer thorough, authoritative content on certain themes that is unlikely to need updating over time. This is referred to as “evergreen material,” and it should only require minor modifications to remain relevant.
Sites that cover current and emerging themes like news, fashion, lifestyle, and technology require more frequent updates. Because these industries are recognised for moving swiftly, they typically benefit from a daily update. These kind of websites can’t be updated too frequently — in fact, the more frequently they can be updated, the better.
While the content side of things is fairly basic, determining when the website itself needs to be updated, as well as which sections to alter and which to leave alone, can be a little more difficult. Because a website is often a company’s primary source of conversions and revenue, it’s critical to ensure that everything is in working condition.
Consider conducting a performance review as your first step to better understanding whether your site structure need changing. This will provide you with useful information about your website, such as page load times, navigational ease, and internal page structure. This is an excellent place to start for your organisation because it will help you focus on any areas of the site that need some TLC.
Before making any modifications, thoroughly investigate your market and discover what your competitors are doing, as well as how closely your website corresponds with others in the field. You should also use your site’s analytical data to examine how your users behave and get a sense of your growth trajectory.
Of course, site updates don’t have to be as substantial as having a new site developed every few years; your site is more likely to require incremental improvements on a more regular basis. If you host your site on shared servers, for example, you may discover that the number of visitors has increased and site performance has slowed. This might be addressed by purchasing a dedicated server, which would increase capacity and allow for a bigger amount of users.
Every year or so, most sites will require some type of update, whether it’s updating security features, switching hosting plans, or more general maintenance work to keep things running smoothly. Some of this can be done by someone with a basic understanding of technology, but it is dangerous. Because website upgrades can have a detrimental impact on your site’s performance and conversion rates, we always advise leaving the planning and execution to the specialists.