The “Content Freshness” guideline asks the question, “Is there a reason for the user to return frequently to the site?” The Internet is a 24/7 medium, and visitor attention and enthusiasm can be very short-lived. Research indicates that websites with a high update frequency generate more repeat visits per month per unique user. Therefore, websites should be considered “works in progress” that are constantly updated—if only to avoid boring repeat visitors.
- Users expect fresh content on a website.
- Credibility plummets if the homepage promotes an event that occurred two months ago.
- Weekly updates are the absolute bare minimum; daily are better; hourly are the best.
- With no apparent changes from visit to visit, there’s no reason for a user to feel compelled to return or take any action with any urgency.
Bottom line: Update your website frequently—and make it clear and apparent that you do.
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