You know you need to update old blog posts. But the thing is, you don’t know exactly which posts to update. This is especially a problem if you already have hundreds of blog posts. There’s too much content to work with!
The best solution is to prioritize. In this blog post, I’ll share with you my process on how we update articles for clients with more than 300 blog posts on their site (Tactiq and Paperbell).
- Look for Traffic Declines
Use Google Analytics or your SEO tool of choice to identify posts that:
- Previously performed well but shows a consistent traffic decline over 3-6 months.
- Rank on page two or early page three (positions 11-25) for valuable keywords.
- Have seasonal potential but underperformed in their last peak season compared to previous years.
I recommend creating a spreadsheet that tracks traffic trends over time. You can also keep an eye on your top-converting pages. These are pages that bring leads and users.
These “falling stars” often give you the biggest return on your update investment because they’ve already demonstrated ranking potential and have accumulated some authority.
- Assess Conversion Potential
Articles with high commercial intent might not drive the most traffic, but they can significantly impact your bottom line:
- Posts that target buyer-intent keywords (comparisons, reviews, “best for” content)
- Content that leads directly to product or service pages through your conversion funnel
- Articles addressing specific pain points that your business directly solves
Consider creating a scoring system incorporating traffic potential and conversion value to prioritize updates. For example, for one of our clients, blog posts about creating packages for coaches don’t get a lot of traffic, but it has the highest conversion from leads to free users.
- Consider Content Relevance
Some content becomes outdated faster than others:
- Posts containing statistics or research more than 1-2 years old.
- Articles about evolving industries or technologies like AI, cryptocurrency, or digital marketing.
- Content referencing tools, platforms, or services that have undergone significant changes.
- Guides that reference laws, regulations, or standards that have been updated.
For rapidly changing topics, I recommend using a content calendar that automatically flags articles for review at appropriate intervals—every 3 months for trending topics, 6 months for evolving industries, and annually for more stable subjects.
For example, with our client Tactiq, we write about tools like Google Meet, Zoom, and Microsoft Teams. These tools get a lot of updates! Plus, their user interface changes constantly, so we have to update blog posts to make sure that they reflect the correct step-by-step.
- Evaluate Keyword Opportunity
Use tools like Surfer SEO, Semrush, or Ahrefs to find:
- Keywords where you’re ranking but not in the top positions (positions 4-20 typically offer the best opportunity)
- Terms with increasing search volume that your content already targets
- Topics where the competitive landscape has changed due to algorithm updates or competitor content strategies
Then, check out the competitors. Is there content better? Which sections or topics have they covered that you haven’t?
AI Tools to Help You Update
Artificial intelligence can streamline your content update process:
Use Surfer’s Report and Auto-Optimize Features
I personally love Surfer SEO because of its comprehensive and visually appealing interface. Here’s how you can do that in Surfer.
1. Sign up for a Surfer account.
2. Connect your Google Search Console.
3. Next, perform a content audit.
Once the audit is done, there will be a recommendations tab. That’s where you’ll see the list of articles that need to be updated. It will even have a score, so you can know which articles to prioritize.
The key advantage of these tools is their ability to quantify content gaps that might not be obvious through manual review. But make sure to cross-reference it with your own data from Google Analytics and other analytics tool. Surfer’s suggestions aren’t 100% accurate. For example, I found that the new keyword suggestions aren’t new anymore because we actually have posts about them. But it helped us to update those articles instead.
Writing Assistants
AI writing tools like Claude, ChatGPT, or Jasper can help:
- Generate updated statistics and information based on current research
- Rewrite sections for clarity, engagement, and readability
- Suggest new subheadings or questions to include based on search trends
- Create variations of meta descriptions and title tags for testing
- Develop expanded explanations for complex topics
For example, I use Claude Projects to write blog posts for our site. What you’re reading now is an example of an article generated from Claude. I usually record Loom videos or discuss my AI workflows with clients and team members. I turn those transcripts into an SEO-optimized blog post using Claude. It makes the actual formatting much faster. And I still get to use my own original ideas.
The most effective approach combines AI assistance with human expertise, using AI to handle research-intensive tasks while relying on human judgment for strategic decisions and brand voice consistency.
SEO Optimization Platforms
Use tools like Semrush, Ahrefs, or Moz to:
- Track ranking improvements after updates to measure effectiveness
- Monitor competitors’ content changes and identify successful strategies
- Identify new linking opportunities for your refreshed content
- Find additional keywords and questions to target in your updates
We mainly use Ahrefs to track the organic keywords we’ve gained and their ranking. It also tells you if you have duplicate pages ranking for the same keyword. This is called keyword cannibalization. You don’t want your own content competing with each other. This is an area where you can update as well. You can decide to keep the blog posts that are performing well and get rid of the duplicate posts. You can combine them as well to create a more comprehensive article.
Which Writer Do You Need for Updates?
Now that you know which articles need to be updated, who will actually do the updates? As a founder, you already have a lot on your plate. You can ask the original writer to update the article. Or you can have a specific writer who uses AI to update old blog posts.
Choosing the right person to update your content is critical for success:
Subject Matter Experts vs. SEO Writers
Different types of content may require different expertise:
- Technical or specialized content (finance, healthcare, legal) often benefits from a subject matter expert who can ensure accuracy and depth
- General information pages may need an SEO-focused writer who understands content optimization principles
- Brand voice-heavy content might require someone familiar with your style and tone
I’ve found the most success using a collaborative approach: having an SEO specialist identify areas that need improvement, then working with a subject matter expert to ensure accuracy and depth. For example, we have a crypto client with a very special product. We made sure to hire a writer with a lot of experience in traditional finance and cryptocurrencies.
Check out Jaime’s writer profile.
The key question to ask is: “Would inaccuracies in this content create risk or undermine trust?” If yes, prioritize subject matter expertise; if no, prioritize SEO knowledge.
In-House vs. Freelance
Consider your resources and needs:
- In-house team members understand your brand and products but may lack specialized knowledge or be too close to see content objectively
- Freelancers can bring fresh perspectives and specialized skills without the overhead of full-time staff
- Agencies often offer comprehensive services, but at a higher cost and with less direct control
For one startup client with limited resources, we developed a hybrid model: in-house marketing staff identified update priorities and handled simpler content, while specialized freelancers tackled technical articles requiring subject expertise.
Need help hiring a writer? Check out our on-demand hiring options for early-stage startups.
Skills to Look For
The ideal content updater should have:
- Strong research abilities to find current, accurate information from reliable sources
- SEO knowledge to optimize strategically without keyword stuffing
- Data analysis skills to evaluate performance and identify improvement opportunities
- Understanding of search intent and user experience principles
- Ability to maintain brand voice while improving content quality
When hiring for content update projects, I recommend asking candidates to review a sample article and propose specific improvements—this reveals their analytical approach and attention to detail better than general writing samples.
How to Update to Optimize for LLM
With large language models (LLMs) like Claude and ChatGPT influencing search and content consumption, updating for AI readability is increasingly important:
Structure Content for Easy Extraction
LLMs favor clearly structured content:
- Use descriptive, question-based headings that directly state the topic (H2: “How to Optimize Blog Posts for SEO” rather than “Optimization Tips”)
- Provide direct answers immediately after questions, followed by supporting details
- Structure content in a logical hierarchy that follows natural thought progression
- Use clear definitions for important terms and concepts at their first mention
The key principle here is to make your content easily parseable by machines while still maintaining engaging, valuable content for human readers. This isn’t about keyword stuffing—it’s about clear organization and thoughtful structure.
FAQs About Updating Old Blog Posts
How do you put today’s date while republishing articles?
Ideally, have two dates in your blog posts: Last update and original publish date. Or you can simply add a note, “This article was originally published on [Month, Year] and has been updated since then.”
Which articles should I update?
Focus on updating articles that: 1) show declining traffic but previously performed well, 2) target valuable keywords with commercial intent, 3) contain outdated information on relevant topics, or 4) rank on page two of search results and could benefit from optimization to reach page one.
Should I delete old articles that are not performing?
Before deleting, consider whether the article could be improved or repurposed. If the content is truly irrelevant, outdated, or cannibalizing better content, either redirect it to a more relevant page or delete it after ensuring any valuable backlinks are preserved through proper redirects.
How often should I audit and update my blog content?
For most businesses, conducting a content audit every 6-12 months is sufficient. However, articles in rapidly changing industries may need quarterly reviews, while evergreen content might only require annual updates.
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 both traditional SEO and new LLM considerations, you can breathe new life into your existing content and maximize its long-term value.
Remember that content updates should be driven by data, 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
