This content was updated to reflect technology advancements and developments since it was originally posted. Updated 05-26-2026
The side effects of a recent website makeover by Empro make evidently clear how important it is to keep your website up to date, and how important it is now to keep doing that all the time. If you depend on your website for business, you know how important it is to keep your site ranked well so that you can be found. If you’re like many site owners, you understand this in theory, but putting it into practice consistently can be a challenge, leading to gradual content decay and a loss of rankings.
For years, ongoing Google algorithm updates have consistently placed more importance on the currency of content. This new model placed much more importance on the currency of content as part of the SEO evaluation. Newer content meant much more than ever before, and frequent content updates also became important. This was in response to the plethora of new and popular social media outlets, as well as the proliferation of blogs, forums and tweets as sources of new content. Google’s evaluation of E-E-A-T (Experience, Expertise, Authoritativeness, and Trustworthiness) and positive user engagement signals is strongly supported by current, informative content.
After a recent content refresh, where the primary goal was simply updating the underlying code, the resultant ranking scores made it clear how important it is to keep information current. Within a week of the relaunch, the site shot up in literally every keyword category. Almost across the board the major search engines, the result was the same. The site reflected a massive improvement in results, in some cases even moving up to the top 5 positions from being as low as 20 or more. That is a significant improvement, especially considering there were no outside factors involved. All of this was from the update.
To summarize, the best strategy is to perform a regular content audit and use an editorial calendar to plan updates. This commitment to fresh content not only produces informative, evergreen content but also builds your site’s overall topical authority.
