Google crawlers love fresh content. For instance, blog posts and news items surface on Google search results within a couple of days. And can dislodge well ranked websites from search engine results pages.

However, once a piece of content makes it to the top of search engines, it is hard to dislodge it. For instance, we had optimized a press release in our newsroom over six years ago. To this day, the press release is ranked #1 for the optimized keyword. Every year that keyword generates almost 10% of our total revenues.