Every month or so (no one really knows for sure) all of the major search engines re-index the cyber world. They send out “spiders” to scan all of the websites in their index and hunt for new content. This is your opportunity as a website publisher to feed the spiders something new. It’s very important for search engine rankings that the spiders find updated pages when they get to your site. That doesn’t mean you have to go nuts redesigning the site every month, but you should be in the habit of changing a bit of copy on your various pages. An easy way to do this is to have content that would normally change frequently, such as news items, or a “feature of the week” sort of thing.

Stale content on your site will eventually bring the whole thing down. The search engines will give your site less and less relevance because it doesn’t see the site being updated or maintained. Don’t let this happen to you! Of, course when refreshing your content every so often, don’t forget those all important keywords!