Whether you're supplying bottles to discerning retail customers or fulfilling trade orders for shops, bars and restaurants, your site's performance on Google can make or break your sales funnel. One of the simplest, yet most overlooked ways to boost visibility and engagement is to regularly update your content.
As you might expect, the best place to start is the homepage.
Google Loves Fresh, Relevant Content
Search engines like Google are constantly crawling websites, looking for content that is useful, current and relevant. If your homepage hasn't changed in six months, Google may assume your business is inactive or less relevant than a competitor who updates more often. Regular updates signal that your website is alive and kicking and worth ranking higher in search results.
Updating content doesn't mean a full redesign every time, though. Small, consistent changes can make a big impact. For wines and spirits retailers, this could mean featuring a new seasonal range, highlighting trade-only deals, or promoting your latest award-winning product.
What Should You Update Regularly?
Homepage Highlights
Think of your homepage as your shop window. Update hero banners, featured products, special offers or trade promotions every few weeks. Do you have new arrivals? A new producer? Showcase them. Are you hosting a tasting event? Mention it. Just launched a vineyard collab? That belongs on the homepage.
Product Listings and Details
Whilst your product range may stay the same, descriptions, imagery and keywords should evolve. Make sure your product detail pages are rich in SEO-friendly text - especially if you're targeting specific customers for the likes of organic wine or craft spirits.
News or Blog Sections
If your site includes a news or a blog section, you should be aiming for a new post at least once a month. Topics could include behind-the-scenes vineyard tours, staff favourites, pairing guides or little (or even well) known facts about wines and spirits. For trade customers, write about order deadlines, distribution updates, or success stories from stockists.
Metadata and SEO Tags
Regularly review your meta titles and descriptions - especially for high-priority pages like the homepage, category pages, and top-selling products. Use relevant keywords but avoid keyword stuffing.
What You Should Leave Alone (Mostly)
Some pages build trust through consistency, and so they don't require such regular updates.
About Page
This is your brand story. Unless your business undergoes a major change, keep this content stable to reinforce your identity.
Terms, Shipping & FAQ Pages
Only update these if there's a change in your processes. Frequent changes can confuse both customers and search engines.
Core Product URLs
Avoid changing URLs unless absolutely necessary. If you do, make sure to set up proper redirects to preserve SEO value.
Final thoughts
If you sell wine and spirits online, your website isn't just a shop - it's a 24/7 sales rep. Keeping content fresh and relevant is key to staying visible in search engines and engaging your audience. By focusing on regular updates to your homepage, product content and blog articles, while keeping your core pages stable, you create the ideal balance for both users and search engines.