Why regular updates matter
Sites that get small, steady changes tend to crawl faster, pick up new keywords, and convert better. You’re giving search engines fresh signals and visitors clearer paths to take action. No need to rebuild the whole site every quarter—tight edits, posted consistently, add up.
What to update and how often
| Cadence | Updates | Why it helps |
|---|---|---|
| Weekly | New blog or case note, swap a homepage module, add one FAQ, post to your local profile. | Keeps crawl activity up and shows visitors you’re active. |
| Monthly | Refresh two top pages (copy, headings, internal links), upload new images, update testimonials. | Protects rankings on money pages and improves conversion. |
| Quarterly | Audit metadata, fix broken links/redirects, prune thin pages, review site speed. | Reduces bloat and preserves site health. |
| Seasonal | Adjust hours, promos, and hero offers; add timely landing pages. | Matches real search demand and raises click-through rate. |
Aim for small wins shipped on schedule, not perfect pages that never launch.
Freshness and crawl basics
| Signal | What to do |
|---|---|
| Internal links | Link new posts to key service pages and vice versa. Use clear, descriptive anchors. |
| Last modified | Update genuinely, then surface a “Last updated” date on long guides. |
| XML sitemap | Include new URLs, remove dead ones. Auto-generate and reference in robots.txt. |
| Structured data | Add/refresh Organization, Article, LocalBusiness, and Breadcrumb markup. |
| Media | Compress images, add alt text that matches the topic, and use modern formats. |
Content refresh checklist
| Task | How to do it fast |
|---|---|
| Relevance pass | Rewrite intro and H2s to match current questions. Cut fluff. Add one new example. |
| Evidence | Swap outdated stats, add a screenshot or chart, cite a recent source. |
| CTA fit | Place one primary CTA above the fold and one at the end. Remove extras. |
| Internal links | Link to your newest pages; add a “related reading” block. |
| Snippet polish | Tighten title and meta description for clarity and intent, not just keywords. |
Look active locally
If you serve a specific region, local activity is a strong trust signal. It’s also fast to execute.
| Move | Minimum standard |
|---|---|
| Profile updates | Post once a week, add new photos, keep hours accurate. |
| Reviews | Request after every completed job; reply to all reviews within a week. |
| Location pages | Update with recent projects, staff photos, and a short Q&A block. |
Measure the right things
Track the basics: pages updated, new internal links added, crawl stats, clicks to key pages, and form starts. If something gets attention but doesn’t move visitors to a next step, improve the CTA or link paths before adding more content.
