“...a web site is just like a little baby. It requires constant changing, updating, and refreshing and renewing. ...you don't just put up a web site and walk away.” (Success Secrets of the Online Marketing Superstars, p.28)
Related to the previous quote about websites and their infinite malleability, it is not only important to change sites for the sake of success, but part of that success is the change itself. Infinite change is the key to success. It is "compelling content." It is what keeps people coming back.
There is a rare site here and there that rarely, if ever, changes. It can last for, sometimes, years without modification. People will still visit. various examples of such sites exist around the internet. These examples include Google, which looks identical but facilitates itself through usefulness, "Real Ultimate Power," and "The Best Page in the Universe." Both of the last two mentioned pages still retain thousands of viewers. Though neither is updated much, if at all, they bring in visitors time and time again.
Rare instances, but they should not be exemplary. Sites need active, compelling content.
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