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As I am sure you already know your keywords are the words and phrases you are hoping your web site shows up for when searchers go exploring for a product, service or piece of information that is relevant to your site. The question is how often do you need to update these words. Hint, it may be more often than you think.

Language changes over time and as it does you need to update your web site to reflect these changes. For example the term “flipping houses” which refers to buying and selling houses for quick profit isn’t that old, but it describes a process that has gone on probably as long as buying and selling real estate has been around. If you’re a real estate agent who would like to specialize or have a fraction of that market it would make sense to have a keyword page dedicated to it. Now that may not be news to you, but here’s the thing. As a search term increasingly appears in search queries and as your page is found for it your page may gain more pagerank.

So, it pays to stay on top of how the language the general public uses for your industry. As that language changes so too should the keywords your using.