Google Ranking Factor – Text Change Frequency
It’s not unusual for a website to be built and never change in the lifetime of the site. The typical lifetime might be between 2 and 4 years.
What often happens though is that when a website is ‘up-dated’ this often just means a change in design, not necessarily the words or other content.
Some genres are particularly resistant to change, because for example a service provider may not change their services at all across many years, so content about their services will probably have no reason to change.
Sites like that can still gain good rank positions, and will probably rely more on overall content volume and quality, rather than update frequency, to gain their rank.
Clients often ask me “do I need to have a blog?”, and very often the answer is “no, because you are a tradesperson and that would be somewhat unusual behavior for your site”. Here’s a differing opinion.
In my view, don’t run a blog unless you are committed to adding content regularly. Even I am guilty of not writing regularly enough to warrant having one, despite having plenty to say.
If adding content to your site regularly is both unusual for the genre and too challenging for you as an operator, then don’t have one. Ask us for other content strategies to gain rank that you can do more easily.
Some genres do benefit very much from regular changes, content additions and updates.
So understanding which genre a particular website fits into is quite an important factor when deciding how often to update the content.
For sites where update, content replacement or content addition is regarded as ‘normal’, you need to be ahead of the curve to gain credit for it. There are many websites that probably fall into the statistical ‘deviant’ category, because this is often either done very well or very poorly.