Content Freshness: How Often to Update Pages for AI Search
Content should be reviewed and updated at least once per year for AI search optimization, with high-velocity topics requiring quarterly updates. This is checkpoint R03 in the GEO CORE model, contributing 20% to your reliability score. AI systems check for freshness signals including visible “Last Updated” dates, publication dates, and content age indicators.
According to Search Engine Journal's freshness research, content with visible “Last Updated” dates within 12 months receives 34% more AI citations than undated content. The freshness signal tells AI systems that information has been verified as current and actively maintained.
Key Takeaways
- ✓ Minimum: Annual review for all content
- ✓ High-Velocity: Quarterly updates for tech, regulations, markets
- ✓ Last Updated: Always display visible date
- ✓ 3-Year Threshold: Content older than 3 years needs immediate attention
Update Frequency by Content Type #
Different content types require different update cadences based on how quickly information changes:
| Content Type | Update Frequency | Key Triggers |
|---|---|---|
| Technology/Software | Quarterly (3 months) | New versions, feature changes, deprecations |
| Regulations/Compliance | Quarterly or as laws change | New legislation, policy updates |
| Market Data/Statistics | As new data releases | Annual reports, quarterly earnings |
| How-To/Tutorials | 6-12 months | Tool updates, process changes |
| Evergreen/Conceptual | 12 months | Industry shifts, new best practices |
| Historical/Reference | As needed | Factual corrections only |
Freshness Signals AI Checks #
Visible Date Signals #
Date Implementation Checklist
- Publication date: Original publish date
- Last Updated date: Most recent substantive update
- Schema dateModified: Machine-readable update date
- HTTP Last-Modified header: Server-level freshness signal
Good Freshness Display
“Published: March 15, 2025”
“Last Updated: January 18, 2026”
Both dates visible, recently updated
Poor Freshness Display
No dates visible
Only year shown: “2023”
AI cannot assess currency
Content-Level Freshness Signals #
- Current year references: “In 2026...” vs “In 2022...”
- Recent statistics: Data from current/last year
- Current tool versions: References to latest software versions
- Working links: No broken external references
- Current pricing: Up-to-date costs and plans
Content Update Strategy #
Content Freshness Audit Process #
- Inventory content: List all pages with publication dates
- Flag stale content: Identify pages >12 months old
- Prioritize by traffic: Update high-traffic pages first
- Check for decay signals: Broken links, outdated stats, old screenshots
- Update substantively: Don't just change dates—improve content
- Update dates: Refresh “Last Updated” after substantive changes
Date Manipulation Warning
Don't update “Last Updated” dates without making substantive changes. AI systems can detect when content hasn't actually changed but dates have. This can be flagged as manipulation and damage trust.
What Counts as a Substantive Update #
Substantive Updates
- Adding new sections or information
- Updating statistics with current data
- Revising outdated recommendations
- Fixing factual inaccuracies
- Adding new examples or case studies
- Updating screenshots for new UI
Non-Substantive Updates
- Fixing typos only
- Minor formatting changes
- Adding internal links
- Changing the date without content changes
- Rewording without new information
Summary #
Content freshness is a significant reliability signal for AI search. Maintain visible “Last Updated” dates, review content annually (quarterly for fast-changing topics), and make substantive updates that genuinely improve content. Avoid date manipulation—AI systems can detect artificial freshness signals.
Action Items
- 1 Add “Last Updated” dates to all content pages
- 2 Run freshness audit to identify >12-month-old content
- 3 Create update schedule based on content type
- 4 Check for broken links and outdated statistics
Frequently Asked Questions #
Should I show both publication and last updated dates?
Yes. Showing both dates provides the clearest freshness signal. Publication date establishes when content was created; “Last Updated” shows ongoing maintenance. Use schema.org datePublished and dateModified for machine-readable versions.
Does updating the date alone improve rankings?
No. Changing dates without substantive content updates is considered manipulation. AI systems compare content across crawls and can detect when dates change but content doesn't. Focus on genuine improvements, then update dates to reflect real changes.
How do I handle evergreen content?
Even evergreen content should be reviewed annually. Check that examples are still relevant, linked resources still work, and no industry shifts have changed best practices. Add a “Last Reviewed” date even if content doesn't change to signal active maintenance.
Related Articles #
Product Manager at Seenos.ai. Pioneer in AEO research since 2024, exploring the convergence of SEO and GEO (Generative Engine Optimization). Led multiple AI-powered content optimization projects that achieved 300%+ citation increases in ChatGPT and Perplexity.