Question: Once you establish your tags (keywords, description, etc.), is it necessary or beneficial to change them occasionally or is it better to leave them alone?
Answer: In general, I would NOT change my TITLE tags frequently. They are supposed to represent what a page is ‘about’ and it make sense that this wouldn’t change rapidly; your home page TITLE tag expresses in 66 characters or less that the whole website is about, so therefore it also should not change frequently. In fact, I would NOT change these frequently as that can look spammy to Google.
But… Lower tags / web content – it CAN be good to change. Content in particular – we are going to learn in Website structure that you WANT to change your home page frequently, spice it up with new news, new blog posts, etc., and you want to constantly GROW your website with new pages and new content. So to wrap up, as you launch pages they are new, with new content, etc., and then I wouldn’t go back in and alter them frequently.
Home page – change it frequently (not the TITLE tag), but the content. Similarly for your landing pages – your major sections; those can be changed frequently below the level of the TITLE tag to indicate to Google that your website is a living, breathing entity.
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