How Often Should You Update Your Product Pages?

Why purpose-driven updates matter more than frequency

Search engines are evolving, and so are the rules around content updates. A recent LinkedIn post from Neil Patel shared surprising insights from an experiment his team ran across 15 websites, testing different content update frequencies.

Their findings?

Updating content weekly actually hurt rankings—by an average of -13 in visibility score.
Quarterly updates, by contrast, showed the strongest gains.

Here’s the breakdown:

• Weekly: –13
• Monthly: +2
• Quarterly: +7
• Yearly: +6

The takeaway:

More isn’t always better. Frequent tweaks can reverse progress if they don’t serve a clear purpose.

Neil’s team emphasized a principle that aligns with how we think about product data at EKOM:

“Update your content to benefit your users; don’t update your content to try and game Google.”

We explored this same topic in a recent LinkedIn post of our own, applying it to product detail pages (PDPs).

When it comes to PDPs, the goal isn’t to keep changing your content just to stay “fresh.” It’s to ensure your product data is always accurate, aligned, and structured—so that it can be clearly understood by both humans and AI systems.

That means:

• Titles and descriptions are consistent across fields
• Key attributes are clean and complete
• Metadata is up to date but not constantly shifting

At EKOM, we recommend purpose-driven updates over frequent ones. In fact, our internal data supports a quarterly cadence as the default—unless there's a specific business need (e.g., a major restock or change in features).

In summary:

• Don’t update product pages just for the sake of it
• Serve shoppers first, not algorithms
• Let clarity and structure guide your updates, not volume