Google has many algorithms that continuously analyze the website and rank it in search engines. One of the factors that these algorithms and bots consider for ranking a website is the content and the up-to-dateness of the website content. We are going to explain this topic in this regard.
A website must be constantly updated in terms of both appearance and performance in order not to lag behind competing sites.
In general, given that these days most of the people meet lots of their needs online and spend most of their time on the Internet, updates that are done regularly, causes the business to grow and reach its highest level, on the other hand, not updating causes the website to move to a lower rank.
As we mentioned, Google has many algorithms that analyze the website and rank it. Google is constantly updating its algorithms and constantly changing the factors that they examine, and these bots are becoming more and closer to the human intelligence.
Considering all the cases mentioned, updating the content of the website is of a great importance, and we will discuss the reason of this importance in the following.
Importance of updating content:
1- Be up-to-date to get more attention from search engine algorithms:
Google's search engine algorithms are computer programs that have mathematical functions and formulas that analyze and categorize the contents of websites with the help of search engine crawlers. The goal of search engines is to provide the most appropriate result to the user. When a website is updating frequently, and the more you update your website with new articles, downloads and web pages, the more often you can attract a search engine attention. The more search engines pay attention to your website and constantly analyze the content of your site, the higher your website will rank and ultimately the higher website traffic you will get.
2- Be up-to-date to attract more users:
Users are constantly looking for their answers and meeting their needs online. Imagine that a user clicks on the title of your website after searching for a topic, and after entering your website, is faced with an old content. What do you think is going to happen? Obviously, he/she will leave your website as quickly as possible, and search again to meet his/her needs and mentions your site as a worthless and useless one and this user experience is also created over time for other users and will reduce the traffic of your website and decrease the website ranking in the search engine results page .
If you constantly update the content, the user will stay on the website for a long time after entering it and will achieve a good user experience. In fact, constant updating of the website content will make the user realize that you care about your website, and you will never fall behind the changes that take place in the industry.
3- Be up-to-date and use more and up-to-date keywords:
When the content of the website is constantly updated, the keywords of it are also updated and as you know, the keywords play a major role in the optimization of the website, they increase the website ranking and help you to gain high website traffic.
It should be noted that Google is looking for a website that contains relevant, useful and quality keywords, not a website with poor quality content and full of inappropriate keywords, which only wants to attract the attention of Google algorithms to get a page rank in the search engine results page.
4- Be up to date to become a reputable site:
The more quality, informative and valuable content you publish, the more value you will have, and you will have more chance of being considered as a reputable website. After publishing content with informative content, the most important factor in gaining as much value as possible is that every time you update your website with a new news item related to the website, another page is created and indexed by Google, all of which increase your website value among competitors.
5- Be up-to-date to maintain your website ranking and be on the first page of search results:
There is a famous phrase which is: if you want to bury a corpse, bury it on the second page of search engine results. This phrase indicates that more than 90% of users, only check the first page of the search results, and they don’t visit the other pages. If the content of the website is old and users do not get a good user experience from it, will leave it right after entering the site, as a result, the bounce rate will increase, followed by a decrease in the website ranking, and finally you will be redirected to the second page of the search engine results. On the contrary, if the website is constantly updated, it will cause high traffic for the website , because an updated content is one of the signals for Google ranking.
6- Be up-to-date to get new users:
To be up to date, it is enough to add some quality images and suitable content to the website and attract more users’ attention to your website, that makes you satisfied, and you can finally get more website traffic , all of which will ultimately attract and retain new users which can bring you more success.
7- Be up-to-date to be safe from downgrading due to the constant updating of Google algorithms:
As we mentioned, Google has many algorithms that are constantly updating, for example the RankBrain algorithm , which optimizes search results based on user behavior. The two factors Dwell Time and Click Through Rate are important for this algorithm. Google's artificial intelligence algorithm believes that if a user spends a lot of time on a page, he/she is most likely to reach his/her goal with the help of that page’s content, as a result, the website contains valuable content.
Therefore, this page can get a better ranking in Google results. Google increases the ranking of pages with these features, in the Google search engine results page. In fact, when you are constantly updating website content, it will be more quality and relevant, and ultimately will satisfy the user more than before and will create a better user experience. Of course, apart from the quality, due to the continuous updating of the content, you always provide new content to the users, and this also make them satisfied, and they may even share your website content with their friends in social media and networks, so you can get more website traffic over time.
8- Be up-to-date to get more click-through rates:
By looking at the websites that have high rankings in the search engine results page, you will see that all of these websites have been written or updated in the last year or more recently. The fact is that all topics, including SEO and related ones, will change quickly, and the new information will make the Google search engine more sensitive and will pay more attention to the time of updating and the number of times the website is updated.
The important point is that all the content and technologies that existed in the previous year or even a few months ago, change frequently and may be completely different from the information that has been obtained, so you should be up-to-date, so that users will be more attracted to your website after reading the title and meta description of the website, as a result, they click on it and the click-through rates will increase.
9- Be up-to-date to find errors in the content of the website by constantly updating it:
The quality of the website content is very important and the existence of grammatical and spelling mistakes causes the users’ trust to be broken over time and make them refer to other websites, while by constantly updating the website content and reviewing it, you can get all the negative points founded on the website including grammatical and spelling errors and etc., and fix all these problems, so that the website can eventually gain the trust of users which increases traffic to your website .
Last word:
It is so important to update the content of a website , some of which we mentioned in this article. Generally, all websites are competing with each other, and in the end, a website will be the winner and will get a high ranking, which contains quality content, and keep this content up-to-date.
