If you want to keep the top search engines interested in your website, you need to make sure that you post fresh content to your website regularly. If your website content remains the same for several years, then it may not help you in maintaining a stable position in the search engine results page. Your position will continue to regress with stale and outdated content. Many webmasters think that once they have gained top positions in the search results page, they should not change the content, as any changes to the content will take away their position in the search results page. This is an unwarranted fear and only the contrary is true. You will lose your top positions only when you keep the same content for several years without adding any fresh content to your website.
One of the reasons why webmasters do not like to change their website’s content or add fresh content to their web pages is because they fear that when they add fresh content, it may affect the keyword density of the web pages. Though this is a legitimate fear, this should not make you stay away from adding fresh content completely. So when you are adding fresh content to your website you just need to make sure that it is search engine friendly and that it is relevant to your website and your niche.
Adding fresh content regularly to websites poses other challenges as well. It may not be the best option to keep changing the home page content every few weeks as this will confuse your websites visitors that come back to your website. Alternatively, you can set aside certain sections of your home page for regular updates and changes. You can add a blogs section where you can post interesting information about your website. Such blogs should be integrated to your website rather than maintaining a standalone blog. This will help you post fresh content to your website regularly without affecting the original structure or the integrity of your website and your home page.
When search engine bots visit your website, they will look for the latest changes for indexing. If your website returns no changes month after month and year after year, then it gives no reason for the search engine bots to visit your website. This will affect your website’s online performance. The frequency of visits from search engine bots will drop and your latest updates may take a long time to reflect in the search engines. On the other hand, search engine bots will visit your website frequently if they see regular updates in your website. They will know that something is happening at your end and that it is not a dead site. Your website’s ranking will also increase over a period of time. So if you have not been adding fresh content to your website, it is high time that you come up with a regular updation plan for your website.