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.
For more on content structure, see how to write content AI actually cites. Track freshness impact on your score with 99Visibility's monitoring features.
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