Content Freshness and AI: How Often to Update Your Pages
AI platforms prefer fresh content — but "fresh" means different things for different page types. Here is a practical freshness strategy based on how each AI platform handles content age.
How Each Platform Handles Freshness
| Platform | Freshness Sensitivity | Update Impact Timeline |
|---|---|---|
| Perplexity | Very high (real-time) | Hours |
| Google AI | High (follows indexing) | Days to weeks |
| ChatGPT | Low (training data) | Weeks to months |
| Claude | Low (training data) | Months |
Update Schedule by Page Type
- Pricing page: Update immediately when prices change. Review monthly even if unchanged (update the date).
- Product/Features page: Update quarterly. Add new features, remove deprecated ones.
- Blog posts: Review top-performing posts every 6 months. Update statistics, add new information.
- About page: Update quarterly. Keep team size, funding, and company description current.
- FAQ pages: Add new questions monthly. Review existing answers quarterly.
- Comparison pages: Update whenever competitor pricing or features change. Review monthly.
Quick Freshness Wins
- Add visible "Last Updated: [date]" to all key pages.
- Use schema markup with dateModified property.
- Review and update your top 5 pages today — even small changes signal freshness.
Frequently Asked Questions
Does changing one word count as an "update"?
Technically yes — any modification updates the page. But AI platforms benefit most from substantive updates: new data, new sections, updated statistics. Avoid trivial edits just to change the date.
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