How often should I update my website content?

Update on triggers, not a timer: whenever prices, services, staff, hours, or offers change — stale facts actively cost you trust with customers and accuracy with the AI systems now summarizing your business. For core pages, an honest review a few times a year is plenty.

Freshness for its own sake is a myth; Google rewards accuracy and substance, not churn. Rewriting a page that's ranking, to "keep it fresh," is how teams break things that were working.

The highest-ROI update habit: keep a short list of your money pages, and after every business change ask "which of these just became wrong?" That beats any calendar.