As someone who has updated hundreds of articles for clients over the years, I’ve discovered that refreshing old content often yields better results than creating new pieces from scratch.
But knowing what to focus on during the update process can make all the difference between a minor improvement and a dramatic boost in performance. Let’s discuss the essential considerations for updating your old blog posts effectively.
Why You Need to Update Old Blog Posts
Before going into WordPress or Webflow and updating articles, let’s review why updating old blog posts is an efficient and cost-effective.
Content Decay Is Real
Even your most successful articles gradually lose rankings and traffic over time. This phenomenon, known as “content decay,” happens because:
- Search engines favor fresh, updated content that reflects current information and trends
- Competitors continually publish newer, more comprehensive content targeting the same keywords
- Information, statistics, and industry practices become outdated or irrelevant
- User expectations and search intent evolve as industries and technologies advance
This is especially true for blog posts with topics that constantly change. For example, we have a client where we write about ChatGPT. ChatGPT releases new features all the time. Another example of blog posts that constantly change is about statistics. Every year, the statistics change. Google will favor the most updated research.
SEO Benefits Are Substantial
Refreshing old content gives you multiple SEO advantages that new content simply can’t match:
- Preserves existing backlinks and domain authority while improving relevance and freshness signals.
- Creates an opportunity to target additional keywords and semantic variations that didn’t exist when first published.
- Signals to search engines that your site is actively maintained and committed to quality
- Can improve key engagement metrics like time on page, bounce rate, and conversion rates
- Helps consolidate content authority rather than diluting it across multiple similar articles
Resources Required Are Minimal
Updating existing content is often more efficient than creating new posts:
- The basic structure, research foundation, and main points already exist
- You have performance data to guide your improvements, rather than making educated guesses
- The post already has established ranking potential and search engine history
- You can focus exclusively on elements that need improvement, rather than building from scratch
- Updates typically take 30-50% less time than creating new, equivalent content
One month, we experimented on doubling the old blog posts we updated and lessening the number of new blog posts. We saw a 20% boost in organic traffic while spending 50% of the budget.
Not sure which articles you want to update? Book a complimentary 15-minute call, and let’s brainstorm.
10 Things to Consider When Updating Old Blog Posts
When approaching a content update, these ten elements should be at the top of your checklist:
1. Current Search Intent Alignment
Search intent—the reason behind a user’s search query—evolves. What ranked well two years ago might not match what users (and search engines) are looking for today:
Today’s users searching for “social media marketing” might want platform-specific strategies rather than general principles. Your older post needs to reflect this shift in intent.
Examine the current top-ranking pages for your target keywords. Are they guides, listicles, or comparison posts? Has the format changed since your post was published?
This is especially true if you have topics that go well for businesses and consumers. We had coaching topics that work well for coaches and people looking for coaches. We used to rank well in these topics, but eventually, our ranking changed because Google favored consumer sites for general coaching topics.
2. Outdated Information and Statistics
Nothing undermines your credibility faster than outdated information:
Review your post’s statistics, facts, case studies, and examples. Research the latest data to replace anything older than 1-2 years. Pay special attention to statements like “recent studies show” or “this year’s trends”—these become glaring indicators of outdated content as time passes.
Lastly, check the year in the title and the link. Do you have titles like “Top Tools in [Year].” Make sure to update the title. Ideally, don’t structure your link to have years in it, so you don’t have to keep changing it and create a 404 (error page).
3. Competitive Content Gaps
Your competitors don’t stand still, and neither should you:
Use tools like Surfer SEO, Clearscope, or even manual analysis of top-ranking pages to identify:
- Topics and subtopics your competitors cover that you don’t
- Types of media included (images, videos, interactive elements)
- Expert quotes or perspectives are missing from your piece
When updating a client’s guide on digital marketing strategies, we discovered competitors had added entire sections on TikTok and AI-driven marketing that didn’t exist when the article was originally written.
4. Technical SEO Elements
Technical foundations matter just as much as content:
Examine your page’s loading speed using Google PageSpeed Insights and address any issues. I’ve seen ranking improvements of 3-5 positions simply by optimizing images and fixing render-blocking resources.
Review your heading structure (H1, H2, H3) for logical hierarchy and keyword usage. Many older posts have disorganized heading structures confusing readers and search engines.
Check for broken links or outdated references to tools, products, or websites that no longer exist.
In our team, we review technical SEO every week. We check:
- If there are pages that are supposed to be indexed but are not getting indexed (Google Search Console)
- If there are 404 and HTTP links (Ahrefs)
- If there are broken images
- If there is an incorrect heading structure in your blog posts
You’ll usually find these reports in tools like Ahrefs. You just need to create a process of checking and maintaining the errors.
5. Internal Linking Strategy
Your internal linking structure evolves as your site grows:
Identify newer, relevant content on your site that didn’t exist when the post was originally published. Adding strategic internal links creates connection paths that can boost both pages.
Review anchor text for optimization opportunities—older posts often use generic “click here” text rather than keyword-rich anchors.
Consider whether the article should be linked from your cornerstone content or category pages. And don’t forget orphaned pages. There might be blog posts that don’t have any internal links.
Linking is especially important now that we need our content optimized for LLM like ChatGPT.
6. Visual Content Refresh
Visual elements often age poorly and need attention:
Replace outdated screenshots, especially of software interfaces or social media platforms that frequently change their design.
Update charts and graphs with the latest data—this alone can make your content more shareable and link-worthy.
Consider adding new types of visual content like infographics, process diagrams, or custom illustrations.
You can usually tell based on the keyword if it’s a highly visual topic. For example, if the keyword is “best logos”, you’ll naturally think of seeing examples of logos.
7. Title and Meta Description Optimization
Analyze your current click-through rate from search. Your title and meta description likely need refreshing if they’re below industry average (typically 2-5% depending on position).
Review the current top-ranking titles for your keywords—have they changed in structure or focus? For instance, numbers and specific benefits have become more prevalent in B2B content titles since 2022.
Test new meta descriptions that include updated benefits, years, or specific outcomes readers can expect.
8. User Experience Enhancements
Reader expectations have evolved significantly:
Consider adding a table of contents, jump links, or sticky navigation for longer content. Break up large text blocks with additional subheadings, bullets, or numbered lists to improve scannability.
Evaluate whether interactive elements like calculators, quizzes, or decision trees could enhance engagement. Converting a static comparison chart to an interactive tool doubled the time on page for one client’s product guide.
9. Mobile Optimization
With mobile traffic growing, this is non-negotiable. Ensure tables are responsive and don’t require horizontal scrolling—a common issue in older posts.
Check that tap targets (buttons, links) are appropriately sized and spaced for mobile users. With one of our clients, we do A/B tests of our opt-in form size, color, and style. You won’t believe how much the final data can improve by changing one element!
10. Product or Service Changes
If your content mentions your offerings, ensure alignment:
Update any references to your products, services, features, or pricing to reflect current offerings.
Reconsider the relevance of your calls-to-action—do they still lead to your most appropriate conversion points? Startups often undergo several pivots, so make sure that the messaging and product offers are updated.
Conclusion
Updating old blog posts is one of the most efficient content marketing strategies available. By focusing on the right content, making strategic improvements, and optimizing for traditional SEO and new LLM considerations, you can breathe new life into your existing content and maximize its long-term value.
Remember, data should drive those content updates, focused on user experience, and aligned with your overall marketing goals. With the right approach, your refreshed content can outperform even your newest articles while building upon the authority you’ve already established.Need help in updating old articles? Book a call: bit.ly/irenequickcall
