Matt Cutts of Google released another video related to question asked by a web masters, why an old site that always ranked well, no longer ranks as well these days?
Matt said that we all know some websites rank well even we don't change anything on them. We can leave the 15-year-old template, they don't add any new features or content. While new sites have some unique content as well images having fresh design, attracts visitors or users.
Eventually, visitors start to leave the old site and go to the new site because it is a better user experience.
Google also acts in the same way, if you don't continuously improve your sites then why should Google continue to rank it well?
Matt told to updates your website on the regular basis with the images or content slightly.
Here is the video:
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