Many website owners make the mistake of thinking that content development is a one time event. You create your website, write the content and then you’re done forever. If only it were that easy.
The truth is, for most Web businesses, content development is an ongoing activity. You don’t just create it and leave it. You have to go back and revisit your content from time to time to ensure that it is up to date, accurate and pulling its weight in the search engines.
Search engine algorithms are in a constant state of flux. That is, what is important today may not be important tomorrow. That’s not to say that the search engines are constantly overhauling their ranking factors. They’re not. For the most part, they’re pretty constant. But there are minor changes on a periodic basis and, honestly, most of them go unnoticed to the average website owner. Even many working SEOs don’t notice them all.
So why make a big deal out of it? Because if you don’t at least recognize that search engines do make changes to their ranking algorithms then when a major shift comes you are likely to miss that. And that does happen at least once every two or three years.
I’d say it’s important to re-evaluate your website content at least once a year. When you do, you want to ask yourself these three questions:
- Is the information still relevant to my audience?
- Is the information accurate or out of date?
- Is the search engine optimization still in concert with current best practices?
If the answer to any of these three questions is “No” then it’s time to tweak the content. That can mean anything from making minor changes to make it more relevant to your audience to major revisions to address inaccurate or out-of-date information or to change the optimization elements to bring the content more in line with modern search engine algorithmic preferences.
When is the last time you evaluated your website content? Is it time?