No matter how hard you try, your website will have outdated content. Here at WSI, we consistently write and publish new blog content, as creating fresh content is core to an effective marketing strategy. But the world speeds onward, time passes, and we soon have a list of outdated articles that need to be updated.
What should you do with outdated content? First, you should look at the old content and consider refreshing the articles relevant to your current content strategy. Make content refreshing part of your editorial calendar—it's not only a cost-saving action, but makes sense.
But what about the rest of your outdated content? What other reasons are there for refreshing old content?
What is a Content Refresh?
Simply put, it's the process of updating and improving existing content to keep it relevant, accurate, and valuable for your audience.
No matter how solid a piece of content was when you first published it, things change—data gets outdated, search behavior evolves, and your business focus might shift. That’s where a content refresh comes in. It’s not about starting from scratch; it’s about building on what’s already there.
This could mean updating stats and links, adding new insights, or even reworking the structure to make your content more engaging for readers and search engines alike. And the payoff? A refreshed article can reclaim rankings and traffic, and extend the life of content you've already invested in.
Refreshing content is one of the most efficient ways to improve your digital marketing performance without reinventing the wheel. It's smart, it's sustainable, and it works.
Reasons why Content Refreshing is Important
Search engines prioritize relevance, and users expect up-to-date information. If your content isn’t current, it can slip in rankings, lose clicks, and fail to meet the needs of your audience. A refresh helps you stay competitive without having to constantly create new content from scratch. Below, we discuss the reasons to refresh your content.
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SEO Can Be Improved
As with other search engines, Google's algorithm aims to return relevant and quality results for its users. Owning more than eighty-three percent of the global search market share, Google continuously updates its algorithms to offer the best customer experience. And ultimately, these updates are what can make your page rank drop—content loses its value over time because customer needs change, and the target keywords you used to improve search rankings when you first wrote the content might not be relevant anymore.
Refreshing outdated content allows you to improve your SEO performance by adding better keywords, potentially increasing your rankings again. Why not use this opportunity to optimize more than your on-page search engine optimization (SEO)? Could the refresh include changes to the off-page SEO and technical SEO? The technical SEO article referenced here is the perfect example of refreshed content as it states, "Originally published Jan 29, 2016, updated Jan 13, 2022". Updating all SEO for a piece of content will make the page rank easier.
It Can Save You Time, But Still Give Results
Though time-consuming, fresh content is vital to any company's content strategy. But reviving old content and giving it new life should also be part of the strategy. It can save you time but still deliver results.
How can you identify which content to update? Do a content audit where you analyze the performance of your content and learn where to make improvements. Most content audits only focus on SEO performance, but you'll also need to audit the content's business performance and utility at least annually.
What factors influence whether a page should be audited?
- If the page is less than six months old, it should not be audited, as it takes time to rank on search engines.
- Does the content rank in the top three for its primary target keyword? Focus your attention on content lower in the rankings.
- Is the content ranking in the top twenty? Maybe keywords are not the problem, but you do not have enough backlinks to compete in the search engine results pages (SERPs).
Potential Grammar and Spelling Mistakes Can Be Fixed
Everyone knows that feeling when you write a new piece of content and read it the next day, only to find cringeworthy grammar or spelling mistakes 😱
Though we strive for professionalism and excellence, errors happen. Refreshing outdated content offers you the opportunity to fix spelling and grammar mistakes. And besides linguistic errors, what else could you update? Consider things like:
- Is the headline still catchy enough to draw readers in, and does it align with reader intent when they search for a specific term?
- Is the content message still relevant to the readers you are targeting?
- Double-check all internal and external links of the article and update where necessary. Nothing says old content more than outdated references.
- Review the URL to ensure it reflects the refreshed content date.
- Update visual elements and graphics that no longer fit your current brand design guidelines.
- Review the meta description and image alt-text for updating on-page search SEO elements.
Google Can See Your Content Is Fresh
Do you want your monthly traffic to increase and for Google to see that your content is fresh? With an estimated 4.32 billion people using their mobile phones to access the internet, Google has transitioned to mobile-first indexing. It means that Google predominantly uses the mobile version of the content for indexing and ranking. While they state that having a mobile version of content is not required to show your pages on their SERPs, it is strongly recommended.
So, another way to increase your content ranking on search engines and draw increased organic traffic is to adapt your content for mobile use. Google has mobile-indexing best practices, including ensuring that the desktop and mobile content are the same, or there will be some traffic loss. When refreshing outdated content by adapting it for mobile, subtle changes such as using shorter paragraphs might make all the difference.
The Accuracy of Your Content Can Be Increased
Content maintenance includes increasing the accuracy of content by updating statistics and backlinks and revising content to have the latest research or findings. But updating older content is also an opportunity to create a new user experience by making it more interesting with visuals such as:
- Photos
- Videos
- Illustrations
- Visual call-to-actions (CTAs)
- Data visualizations
- Screenshots
- User-generated content (UGC)
- Augmented reality
Accurate, refreshed content is not only about visuals and the latest information, but should also speak to your whole audience. Your audience may be more diverse now than when the article was originally written, or your target audience may have changed.
Changes to outdated content don't have to be extensive, but simply viewed with a different, more updated perspective of your consumer.
Searcher Behavior Changes
Global, national, or personal events can change search behavior very quickly. A report on content marketing trends was published and, amongst others, highlighted the need to keep track of an audience's shifting needs. Not long after the content was made public, a war broke out that, although specific to a region, impacted the whole world. Suddenly, the audience's needs changed, even if it was short-term for many.
What does this mean for refreshing outdated content? An article on consumer insights and the way people shop highlights that shoppers are buying earlier than usual, like to do their window shopping online, and make purchases where it is most convenient, whether in an app, in-store, or online. The old piece of content you are adapting might have to reach the consumer on a different platform than before and be published earlier than expected.
Best Practices for Updating and Optimizing Content
The key is to approach it with intention—you're not just editing for the sake of it; you're improving performance and increasing value. Refreshing content isn’t just a one-off action but a strategic decision to maintain its relevance and improve its overall impact.
Audit Your Existing Content
Start by identifying which pages are underperforming, outdated, or no longer aligned with your goals. This audit is not only about finding content that needs improvement but also about identifying pages that have great potential with the right updates. Review traffic, rankings, engagement metrics, and conversion data to help determine what’s worth revisiting. Analyze the top-ranking pages that were once top performers but have lost traction over time.
Update Facts, Stats, and Links
Make sure all data is up-to-date and that external links still work and point to credible sources. If your content mentions outdated statistics or studies, replace them with the latest research or developments in the industry. Additionally, check for any broken links and replace or remove them to keep your content authoritative and user-friendly.
Improve SEO Elements
Refreshing your content with updated SEO best practices is essential. Revisit your keywords based on current search trends and adjust them if necessary. Also, rework headings, meta descriptions, and image alt text to ensure they align with what users are searching for. A thorough SEO update will make sure that the content matches search intent and increases its chances of ranking higher in organic search results.
Enhance Readability and Structure
A well-structured, easy-to-read page is more likely to engage users and keep them on your site longer. Break up long paragraphs, add bullet points for clarity, and ensure your headings are clear and informative. Updating visuals, such as images or infographics, is also an essential part of enhancing the overall readability of the content. A refreshed design can make your content feel more modern and accessible.
Align with Your Current Strategy
Ensure the tone, calls-to-action (CTAs), and messaging are aligned with your current content marketing strategy. Over time, your business objectives and brand voice might evolve, so your content must reflect this. Update any outdated offers or services and make sure your content is in line with your most recent products, campaigns, and market positioning.
Re-index and Promote
Once your updates are live, it’s important to ask Google to recrawl the page via Google Search Console. This signals that the content has been updated and should be reassessed for ranking purposes. Afterwards, promote the refreshed content via email, social media, and internal linking to bring fresh attention to the page and encourage more visits.
Best Time to Refresh Existing Content
The short answer: when it starts to lose relevance, visibility, or alignment with your current goals. Regularly refreshing content ensures it doesn’t become obsolete and continues to serve both users and your SEO strategy effectively.
Traffic or Rankings Are Declining
If a blog post or landing page that used to perform well starts dropping in traffic or slipping down the SERPs, it’s a sign that it's time for a refresh. Search engines are continuously evolving, and what worked well for SEO previously may no longer be effective. Keep your content updated to stay competitive in search rankings.
Information Is Outdated
Any time data, examples, or links become outdated, it’s essential to update your content. In rapidly changing industries like tech or healthcare, even content that’s only a year old might feel stale. Keeping your content current with the latest trends, statistics, and product information will help you remain an authoritative voice in your field.
Seasonal or Timely Relevance
Content tied to a specific season, event, or trend should be reviewed regularly. Refresh your content for timely relevance, especially when it’s tied to annual campaigns or trends, such as holiday promotions or year-end reviews. A quick update before a recurring campaign can keep it relevant and improve your chances of recapturing seasonal traffic.
Shifts in Business Goals or Offers
If your business goals, products, or messaging have changed, ensure that older content reflects this shift. Whether you're focusing on a new product line or expanding into new markets, outdated content can mislead your audience and weaken your brand consistency. Make sure all your content needs are aligned with your latest business objectives.
Content Is Gaining Attention Again
Sometimes, older content can gain new interest due to changes in industry trends or external factors. When this happens, it’s the perfect opportunity to capitalize on that attention by refreshing your existing content with more in-depth information or relevant insights. This helps boost its performance further and encourages additional traffic.
How to Identify Content that Needs Refreshing
Not every piece of content requires constant updating, but some definitely do. The key is to focus your efforts where they’ll have the most impact. By regularly auditing and analyzing content types, you can easily identify which pieces need the most attention.
Check for Declining Traffic
Start with your analytics. If you notice blog posts or pages that once brought in steady traffic but have recently dropped off, they are prime candidates for a refresh. These pages still hold value, but they likely need a slight update to regain their position and relevance.
Review Dated Information
Scan for articles that reference old statistics, expired offers, or outdated examples. If your content mentions the "latest trends" from 2021 or earlier, it's time for an update. Up-to-date content is essential for maintaining your audience’s trust and your SEO performance. is essential for maintaining your audience’s trust and your SEO performance.
Audit for SEO Opportunities
Look for content that ranks on page 2 or near the bottom of page 1 in search results. If content is ranking well but could use a little boost, consider updating the content by improving the formatting, adding better keywords, or including more internal links. Small updates can be enough to push a page higher in the rankings.
Evaluate Alignment with Current Goals
Older content that no longer supports your brand, services, or messaging should be revisited. You want your content to reflect your current offerings and positioning. Make sure it speaks to where your business is today and the audience you are currently targeting.
Identify High-Impression, Low-Click Content
Use tools like Google Search Console to identify pages that have high impressions but low clicks. These pages are visible in search results but aren't compelling enough to attract users. Likely, outdated headlines, descriptions, or content are the cause. Refreshing these aspects can make the content more engaging and lead to better performance.
Look for Thin or Low-Engagement Content
Pages with high bounce rates or low time on page might be missing depth. If the content is thin or lacking detailed insights, users may leave quickly. By expanding on the subject, adding new sections, or including visuals, you can improve user engagement and reduce bounce rates.
Types of Content that Should be Refreshed
Not all content ages the same way. Some pieces remain evergreen, while others lose relevance quickly. Knowing which types of content to prioritize for a refresh helps you focus your efforts where they’ll deliver the most return.
High-Performing Evergreen Content
Even your best evergreen posts can benefit from updates. These are the pieces that consistently draw traffic over time, such as how-to guides, resource lists, and cornerstone blog posts. A refresh will help them maintain or even boost their rankings by improving relevance and user value.
Content with Outdated Information
Any article that references old data, discontinued products, expired offers, or outdated examples needs a refresh. Even a solid post can lose credibility if the details are no longer accurate.
Seasonal or Time-Sensitive Content
Posts related to holidays, annual trends, or specific events should be reviewed regularly. For example, an article like “Top Marketing Trends for 2024” should be revised or even republished when the next year arrives to ensure that it remains relevant to the upcoming season.
Underperforming Content
Pages that never gained traction—whether due to low traffic, low engagement, or no conversions—are good candidates for a refresh. Often, these pages simply need stronger SEO, clearer structure, or more valuable insights to compete with other content.
Content That Supports High-Value Keywords
If a page ranks for high-value keywords tied to your core services or products, keeping it up-to-date is crucial. These pages are critical in driving qualified traffic and conversions, so regular updates protect and grow your investment.
Content That’s Gaining New Interest
Sometimes, older articles gain new interest due to changes in industry trends, news, or user behavior. If you notice that an article is getting more traffic, capitalize on that momentum by updating it with fresh insights, facts, or visuals to maximize its potential.
Content Refresh Strategies
So, how do you actually refresh content? The process is more than just tweaking a few words. It’s about strategically enhancing existing material to improve its relevance, visibility, and impact.
Start with a Content Audit
Use tools like Google Analytics and Search Console to find content that’s declining in traffic, has outdated info, or ranks just outside of page one. Prioritize pages with existing SEO value or alignment with your current strategy.
Update and Expand the Information
Look for outdated stats, broken links, and obsolete examples, and replace them with fresh, accurate, and relevant details. Then, ask: Can this article go deeper? Adding new sections, FAQs, or insights can boost both SEO and user value.
Optimize for Current SEO Best Practices
Research updated keywords and refine your on-page SEO—titles, meta descriptions, headers, and alt text. Make sure you’re aligning with current search intent and using structured data where appropriate.
Improve Formatting and Readability
Break up large blocks of text, add bullet points, update visuals, and include more internal links to related content. These changes help improve the user experience and can reduce bounce rates.
Align with Your Brand Voice and Goals
Ensure the content reflects your current tone, offerings, and messaging. Update CTAs (calls-to-action) to promote your latest services or lead magnets, and make sure any referenced products or tools are still relevant.
Update the Publish Date (If Appropriate)
If the changes are significant, republish the content with a new date to reflect its freshness. This can signal to both users and search engines that the page has been updated and is worth re-indexing.
Promote the Refreshed Content
Once your updates are live, reshare the content across your channels—email newsletters, social media, and internal linking. A well-refreshed article can feel brand new to your audience.
We Can Help Refresh Your Content
So, there you have it. Six compelling reasons to refresh your old content (even if you don't think it needs it) and some tips on how to do just that. Of course, we understand that refreshing all of your website's content can be a daunting task, especially if you're short on time or resources. That's where we come in!
Talk to us today if you need help with content refreshing. We'll work with you to develop a plan that fits your budget and schedule while delivering the results you need to stay ahead of the competition. Have you refreshed your website content lately?
