The Internet is a vast empire of constant change and it's frequenters are fickle folk. It's a common complaint among Web site owners that traffic to their sites is erratic and wanes soon after launching. This phenomenon is fully understandable and easily diagnosed: Web site traffic decreases because the content of a Web site is old or outdated.

Once a visitor returns to a Web site and realises that none of it's content has changed and it thus has nothing new to offer him or her, it is very unlikely that the visitor will ever return to the site. If a Web site is to be successful in attracting new and return traffic, it is of integral importance that the owners ensure the site's content is updated frequently so as to continue to add value to a person's visit to the site and persuade him or her to revisit the Web site frequently, even recommending it to their friends and peers.