Google servers are constantly crawling (visiting) webpages on the Internet, reading the contents of these pages and building an index based on the data. The index, or simply the mapping of the data structure on a webpage, helps search engine bots to access the page content more efficiently during search. Since Google’s search algorithms (set of rules) are always changing, the servers have to keep indexing web pages and building new sets of data based on the latest search criteria.

Every time the algorithms change, they affect the ranking and thus visibility of different webpages. Webmasters have to keep updating their sites in light of the latest rules to remain competitive. Pages that are not updated to the latest search criteria may experience a reduction in traffic (stream of inbound visitors). If your website is not updated for long, it eventually decays and may become invisible to your target audiences.

What this means to your business? No inbound leads to convert into customers and ultimately no selling of your products or services.

A website that does not get updated will also look outdated and may load slowly. Either of these issues will translate to poor website performance which dampens user experience. It is therefore critical that you keep your website or eCommerce store properly updated to reap maximum benefits from it.