How important is it to update your website? Most people who are marketing on the web using Search Engine Optimization realize that their efforts need to be maintained in order to 'STAY FRESH' among the Search Engine Rankings. Like most advertising, it's better to constantly re-invent the same message you're trying to convey to people while keeping it eye-catching enough to capture someone's attention. There also must be an effort to change up the text from time to time in your website. Doing this will trigger the Search Engines to update your information more frequently than not.