A good way to help keep your corporate/organizational website fresh is to include a "newsroom" on it. A website newsroom can serve as a center for all sorts of ongoing information on your enterprise and a source of materials pertinent to its (and others') success. Ashley Wirthlin has helpful thoughts on creating website newsrooms on hand at her Public Relations Blogger site.
Wirthin suggests categories that, if continually maintained, will make your website a reference center for customers and colleagues. They include your press releases and clippings; web articles, reports, and studies; speech transcripts and event information; media contacts, and, of course, your press/media kit.
Maintaining an active web newsroom can establish you as a credible, highly professional resource to turn to. That's a role most organizations would like to have and that all would benefit from. Maintaining an online newsroom takes time, but it can yield PR dividends in recognition and referral terms. It becomes a one-stop reference point on your corporate efforts and identity. Maintaining your newsroom also helps keep you educated about developments in your industry or field.
With an ongoing newsroom, you won't have to suffer pangs of awareness that you haven't done much lately to update your website -- or send out signals for search engines to stop by.