Keeping a site fresh means different things for different websites depending upon the site`s purpose.
If a site`s purpose is to provide information, then adding or changing content to be current is important. This can be accomplished by using RSS - to add news feeds or feeds from yourown or other blogs. Articles/blogs can also augment ecommerce type websites.
For ecommerce sites - first know what your target customer wants. Then respond to or even anticipate those needs by offering special promotions/pricing... like www.houseofjerky.net does with monthly, holiday, and unique specials posted on the site (an automatic feature of most ecommerce programs).
Keep in regular contact with your customers - send a newsletter/email announcing your specials, pointing out an up coming event, or just to say "thank you".
Keeping a site fresh also has two purposes: (1) for your customers and potential customers - as noted above, and (2) for search engines. It is important to have some periodic changes especially additions to your site.
Change you existing content carefully. Especially, if the content is relevant to your targeted keywords/phrases. It that case, if it "ain`t broke, don`t fix it"....add to but do not change content that works. Always monitor the impact on your search engine results of any content change.
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