"Search engines love content." We have made that comment over and over throughout the years. Search engines like Google, Yahoo and Bing use your content to connect it to people who are searching for you or your service. The more quality content you have on your website, the greater the chance your site will be indexed by the three major search engines.
Having quality content on your site is only the first step. Your content must always be evolving.
People evolve. Their habits evolve, and their needs evolve.
Let me give you an example of a business who didn't evolve with consumers needs and now is paying the price. Subway. We all know about Subway and their amazing success over the last decade. Chances are there is a subway within walking distance of your office or at least a very short drive. But for the first time in seven years, they are not the number one chain in the United States. They have fallen to number 3.
Back during the recession, Subway was a great, inexpensive way to eat healthier. Now that the recession is over (thank goodness), people are now viewing eating healthier in a different way. It's now all about fresh and organic, not pre-packaged cold cuts and microwaves.
Subway hasn't caught up with the new trend of eating healthy. The price they are paying is losing customers. So just like Subway, if your website content isn't evolving with the current trends, search engines will start to sniff out the staleness of your content and refer searchers elsewhere.