What kind of content should I update for my business?

What we advise our customers is that they should update what their business does - in long-term, and in short-term too. The most important thing is that you DO NOT worry about keywords, or anything technical. But rather update messages as if you were in a conversation with an actual customer. Our technology takes care of the rest.
For instance, if it is an interior decorator, the long-term message - which can also be the 'business description' too, could be what they specialize in. Eg.: We are specialist in art-deco style interior decoration based in the Bay area.
A short-term message/update could be a promotion or an announcement.Eg.: Get high discounts on art-deco wallpapers for the pre-holiday run-up. Eg.: We have now started specializing in Minimalist styled interiors too.