It's common for business owners to assume that content that works is going to work forever. Once product pages and landing pages have been written, you're tempted to just check that job off of the list and forget about it. But running a successful website and having a strong web presence doesn't work this way. Things change, technology evolves, pages stop working, and it's important to go over your content and update it -- or even replace it -- from time to time. That job doesn't end, and assuming that it does can lead to lower traffic levels over time.