AI searches always prioritise content that is up-to-date, current, and relevant. So, you must ensure your content is in sync with the times. The update frequency will vary from business to business – if your industry is prone to changes, the frequency will be higher. Updating your content is a lot more than about content material. You also have to constantly update the structure and layout to accommodate the current trends and practices and make it a crucial part of your generative engine optimisation strategies.