Content Strategy
How to update old blog posts so they earn traffic again
Refreshing a post that already has some history is often quicker than writing a new one. Here is how to choose which to update, and what to change.
Older posts lose traffic as they go out of date and better pages appear. Updating them is often the fastest content win you have.
Choose the right posts
In Search Console, look for pages that have lost clicks, or that rank just below the first page. Both already have some standing to build on.
What to change
- Correct anything out of date, including screenshots, prices and steps.
- Fill in what the current top results cover and you don’t.
- Improve the title if it no longer matches what people search.
- Add links from newer related posts.
What to leave alone
Keep the same address. If you must change it, redirect the old one so the post keeps its links and history.
Only change the published date when you have made real changes. A new date on old content helps nobody.
