Categories: Content Marketing

Do I Need To Constantly Update My Content?

In the SEO community there has been an ongoing debate for some time over the belief that you need to constantly update your content in order for Google to lover your website. While there is nothing wrong with posting about new topics that relate to your site’s content, it is not a requirement to regularly update your site in order to rank well. In fact, it can actually hurt your rankings.

What? Posting can hurt my rankings?

Surely you can’t be serious.



I know for some of you that will come as a shock. You will probably even disagree with me.

I was recently auditing a site for someone. They have been bouncing around the rankings for several of their primary keywords for months. One week they would break the top 5. A few weeks later they were on page 3. Then they would hit page one. After that back to page 5.

They went to message forums seeking help and advice. They got a lot of the normal nonsense.

Don’t worry about it. Just keep adding content regularly.

This is the Google Dance. It is quite common for a new site or a site building backlinks.

Have you checked your backlinks? Perhaps this is a Penguin/Panda penalty.

All of that normal junk you see on forums. Fortunately, they were smart enough to realize none of those people had a clue what they were talking about.

I did a complete audit to look for anything else that might be contributing to this issue, but I knew what the problem was right away. I only had to ask one question to see the problem.

What page of your site is ranking for these keywords you are targeting?
Answer: The homepage mostly. Sometimes a new post will rank, but then it quickly drops.

There were some other very minor SEO issues on the site. Things like using HTML to resize images, some small grammatical errors, and not fully making use of an internal linking plan. Although all of these things can certainly hold a site back, none of them will make rankings bounce around like this person was seeing.

The problem was that they were publishing new posts 3-4 times a day and their site was setup with a traditional blog format. Why is that a problem? They were targeting the homepage, yet the content on their homepage was constantly in a state of flux. Or they were targeting keywords with their new articles, but with every new post they published, their previous articles were getting pushed deeper into the site. With no real internal linking structure or plan, this is a major problem.

Now, if you are a giant authority in your niche, you can get away with that. Your link profile will basically over come any onpage content issues you might have. Let’s be honest though, you might claim you have an “authority” site, but in reality you probably do not. Amazon is an authority. WebMD is an authority. www.best-pink-fluffy-shoes-and-slippers.info is not an authority.

The solution is either to make a static homepage targeting your keywords, or to designate an internal page and then focus the site (using a silo structure) and your off-page efforts around that page.

This is not the first time I have encountered this. In fact, often when you see someone complaining about their rankings bouncing around a lot, this turns out to be the main culprit. It regularly is the cause of what people refer to as “The Google Dance”.

So yes, there are times where updating your site and publishing new content can actually cause your rankings to plummet.


Mike Friedman :Mike Friedman has been working in the field of search engine optimization since 2003 and began designing and implementing SEO campaigns for clients in 2007. He is the owner of The SEO Pub and administrator of the Spartan Marketing Academy Forum, which is devoted to online and offline marketing.

View Comments (2)

  • I've never been able to wrap my head around the concept that you have to keep posting regularly for Google to rank your website. How many different ways can a dentist explain a root canal or a real estate agent explain what you should look for in a new house? Eventually, you are just posting the same crap over and over.

    • Exactly. There are sites out there ranking at the top of the SERPs that are over 10 years old and have not posted new content since the day they launched.