Following on the heels of Goggle’s “caffeine” update last year, the Panda update (aka Farmer Update) again revised the search-ranking algorithm to give more weight to fresh, relevant content. The intent is pure – provide the user with high quality, relevant content in a top down order. Sites offering stale, low quality or non-original content will fall dramatically in search rankings. Actually this is good news to web users; when you search you will be more likely to find the relevant information you are seeking without opening too many pages.
This certainly challenges the notion of your old web-site as an “on-line brochure.” Static information is very likely to be pushed down the rankings as fresh information comes on-line. The sites that update frequently and consistently will gain in rankings by offering fresh content.