When freshness matters
Google's ranking systems guide describes freshness systems that show newer content where searchers expect it. A search about this year's tax deadline needs current facts. A search about how a septic tank works does not.
For a local business, prices, service areas and hours go stale fastest. So do staff, insurance details and anything tied to a law or a season.
Real updates vs fake ones
- Corrects outdated prices or rules
- Adds new proof and job photos
- Answers questions buyers ask now
- Removes sections that no longer apply
- Changes only the published date
- Swaps a few words for synonyms
- Adds filler to raise the word count
- Republishes an old post as new
Google's guidance on helpful content asks whether you change dates to make pages seem fresh when the content has not changed much. Treat that question as a warning. A new date on an old page does not help, and it can cost trust.
A review schedule that works
| Page type | Review | Update sooner when |
|---|---|---|
| Main service pages | Every 3 to 6 months | Rankings slip, offers change or new proof arrives |
| Evergreen guides | Every 6 to 12 months | Steps, tools, laws or screenshots change |
| Pricing pages | Every 1 to 3 months | Rates, packages or financing change |
| News and event pages | As needed | The topic is time-sensitive |
These intervals are our rule of thumb. Strong pages that stay accurate and keep converting can wait.
Where to start
Search Console shows pages whose clicks are slipping. Those pages are the best refresh candidates, along with pages that bring traffic but no calls. Read how SEO works for why clearer pages win.
Our content marketing plans include a review cycle for the pages that bring your leads.