Content Refresh: How to Update Existing Content

In this episode of Content Conversations we provide a comprehensive guide to updating old content for improved SEO. We outline a five-step process developed by Content Strategist and CCO of Penfriend AI, Tim Hanson, starting with identifying content that needs refreshing, then analyzing its performance, researching updated keywords and search intent, revising and updating the content, and finally, republishing and promoting the updated content. He stresses the importance of aligning content with current search intent and provides various tips and strategies for maximizing the impact of content refreshes. Here's what we're covering: In this episode we emphasize the crucial role of content refreshing as a powerful yet often overlooked SEO strategy. We provide a comprehensive, step-by-step guide to identifying, analyzing, updating, and promoting existing content to boost organic traffic, improve search engine rankings, and enhance user engagement. Most Important Ideas/Facts we're covering in this episode of Content Conversations: 1. Content Refreshing is Not Optional: SEO is not a "set-and-forget" tactic. Content requires ongoing attention and optimization to remain relevant and visible. Refreshing content is more efficient than creating entirely new content and leverages existing assets for greater ROI. 2. A Step-by-Step Approach to Content Refresh: Step 1: Identification: Use analytics (especially Google Search Console's content decay check) to identify content with declining traffic that was once high-performing. Step 2: Analysis: Manually review identified content to determine the extent of updates needed (refresh vs. complete rewrite) based on factors like word count, keyword relevance, and search intent alignment. Step 3: Research: Conduct thorough keyword research and analyze search intent to understand how target audiences are searching for information related to the content. Step 4: Revision: Update content with fresh data, current trends, improved readability, enhanced visuals, and internal/external links. Step 5: Republishing and Promotion: Promote updated content through social media, email lists, and potentially outreach for backlinks. 3. Aligning with Search Intent is Crucial: Understanding the "job" of each piece of content—the keyword it aims to rank for—is essential. Content should directly answer the questions users are asking when they search for that keyword. 4. Categorizing Content for Refresh: High Traffic, Ranking Well: Focus on adding value with CTAs, videos, and downloadable resources. Position 8-25: Improve keyword usage, readability, and internal linking. Position 25+: Re-evaluate search intent alignment and word count. Consider a complete rewrite if stagnant. Position 50+: Requires a complete rewrite as it's unlikely to be found organically. 5. Common Mistakes to Avoid: Neglecting to update meta descriptions and title tags for better click-through rates. Ignoring broken links and outdated references, which harm SEO and credibility. Overlooking the impact of fresh, relevant, and properly tagged images. 6. Frequency and Monitoring: Content should be reviewed and refreshed at least quarterly, especially in rapidly evolving industries. Regularly monitor the performance of updated content using analytics to identify areas for further improvement. That's it! Come say Hi at penfriend.ai