Boost SEO Organic Traffic by Refreshing Outdated Content


Writing brand-new content is not always the best strategy to give your viewers extra motivation to visit your website. In reality, there are occasions when optimizing your outdated content is beneficial for your SEO, traffic, and income streams.

The number of publishers who prefer to update their current content is increasing each year significantly. But the question arises WHY? In fact, these bloggers are three times more likely to raise the ranks of older content than other bloggers.

An editor who is accustomed to just creating more and more fresh content could find this shocking. Even they must be wondering about question of how this is even feasible. So, let’s discuss the benefits of updating instead of removing outdated content. Along with it, we will also walk you through the entire process of refreshing website content:

Why Is Ranking Old Content Important?

graph depicting importance of refreshing and updating old content

Considering all the other projects you are working on, devoting time and resources to a content refresh program may not be a top priority. However, upgrading outdated content has several advantages:

Promotes Audience Engagement

Put yourself in the target audience's position. Do you enjoy reading stale and out-of-date content? The simple response, in this case, is no. You want readers who land on one of your older articles to stay and finish reading it. Fresh content with the most recent information will likely keep readers interested and lengthen their visits to your website.

Improves SEO

Your SEO efforts may suffer significantly as a result over time. Additionally, most search engines routinely modify their algorithms. You can account for any on-page SEO changes that may otherwise hurt your work and help increase your ROI by updating content SEO’s point of view.

Boosts Existing Ranking

Over time, content loses value. Search engines are made to locate the most accurate and user-friendly content. Older information will gradually fall in the ranks while new and pertinent content is given priority. By going in and editing older items, you can convince search engines that your content is current, correct, and still relevant. Therefore, you can update the WordPress version without losing content.

Saves Time To Get Results

graph showing results before and after old content update

Updating an existing article takes much less time than creating a brand-new one. This doesn't imply that you should stop working on your content optimization strategy, but allocating time to both activities may provide benefits with a lot less effort.

How To Choose The Right Pages For An Update?

It's ideal for reviewing each piece of content on your website at some point to check for potential revisions. This has become quite feasible due to content optimization services. But certain pages ought to take precedence over others. You must keep an eye out for the following when you search for sites to update:

1. Pages That Performed Well Earlier But Are Now Doing Poorly:

It's a big sign that a page needs improvement if it used to receive much traffic but has dropped quite a bit in the SERPs. Newer content from your rivals may be outranking your page since it builds on what you did well while creating it.

2. Pages That You Had Great Expectations For But Never Lived Up To Them:

You should always ask yourself why content with a sound strategy and effective execution doesn't rank. As you can identify what went wrong or what isn't properly optimized, you can repair it. It will further increase your grasp of best practices.

3. Pages That Are Most Effective In Your Eyes But Reality Is Different:

Indeed, even the pages on page one may benefit from rewriting. It is advisable to update these sites before they start to lose ranking. You may avoid riding the rankings rollercoaster by anticipating problems and changing your content accordingly.

How Can You Update Your Outdated Content?

Undoubtedly, numerous advantages come along with updating your content. Here are 15 strategies to update your outdated content, along with how doing so can boost search engine traffic:

1. User Query Optimization:

Likely, you won't have enough time to devote sufficient attention to every piece of information needing updating. Finding out which information will have the most impact can help you make the most efficient use of your time. Does this mean that you should answer the question about how to determine search intent?

A content audit will examine your website’s current content and evaluate its effectiveness. Find older articles that have significantly decreased in traffic since their first publication. Next, decide precisely which articles need to be updated. Content previously successful is far more likely to do so again.

2. Addition Or Alteration (As Per The Need):

Old content reupdate duration.

"Evergreen content" is no longer evergreen, as the environment constantly changes. Every day, new events take place, and further information is released. You need to undertake the strategy of SEO content gap analysis. It will continue to be relevant if you consistently update your "evergreen" content with new research and ideas. Also, read your postings carefully and double-check the relevancy of central themes. By fact-checking your content, users will get the most recent information, which will remain helpful.

3. Answer “People Also Ask” Questions:

google people also ask example

Remember that Google frequently seems to use the same source for a certain People Also Ask snippet. The website cited as the source could receive much traffic if the query is well-known enough and pertinent to sufficiently distinct search inquiries.

Create a list of frequently asked questions about essential search terms and a few other terms that often occur alongside them using the PAA box. Think about the responses to those and other comparable questions. Then consider creating SEO-optimized content that provides relevant information even more concisely and effectively.

4. Update Meta Description + Low Competitive Keywords:

Rockstar keywords from a year ago could now be considered dull squibs. Users are entering different keywords, which lowers your content's page ranks. Utilize keyword optimization strategies to include pertinent keywords and improve your content with the help of an SEO services company.

Also, update the meta-description along with updating blog posts. Check to see whether it's still catchy or if you can make it more precise. Despite not directly impacting rankings, meta tags unquestionably influence clickthrough rates.

5. Add Relevant External Links:

Are there any current online resources you might link to benefit your readers? Linking to other websites is a fantastic strategy to gain more social exposure and backlinks. When linking to another website, get in touch with the site's owner and let them know. When you get in touch, the site owner will frequently Tweet your article or distribute it via an email newsletter, giving you even more visibility. All you need to do is to grab the benefit of the Whitehat backlink services.

6. Evaluate Visitors Page Experience:

Metrics like the average time on site, bounce rate, dwell time, etc., can be used to measure the customer experience on a web page. Do note down the average on-page time. It shows how well-written, engaging, and educational your information is.

Evaluate Visitors Page Experience


It further describes the time needed for a user to click on a search result, navigate a web page, leave that page, and then return to the search results. Low dwell times give search engines the wrong impression and may result in a drop in search results. Apart from this, you must also take care of the bounce rates.

7. Fix The Potential Keyword Cannibalization:

keyword cannibalization in content

Since other pages on your website are vying for attention with it, a page may occasionally fall in the search results ranks. Keyword cannibalization occurs when numerous pages on your website are aiming to rank for the exact keywords.

You should think about combining many pages that cover the same subject into a single, in-depth article. This will boost the number of terms and allow you to target more closely related keywords. Additionally, you may combine the backlink strength of all those web pages with the proper redirection.

8. Opt for Internal Linking Strategies:

benefits of internal linking in the content

Internal linking is a powerful SEO strategy that may improve results and, most importantly, provide value to your site's visitors. Thanks to internal linking, people are engaged and stay on your site longer.

If you have a lot of content, there is an efficient technique to utilize Google to locate authoritative sites on a specific term on your website that you may link to. You can also use Google's sophisticated URL operators; it may sound complicated and nerdy, but it's easy to execute. This indicates that content syndication services are the need of the hour.

9. Increase Page Loading Speed:

Even with top-notch and educational content, a website may not appear higher in the SERPs. It is because Google wouldn't want to rank your website at the top of the SERPs if it takes an eternity to load. So, your website's loading speed is an important issue that must be considered. A website's position in the SERPs correlates directly with how quickly it loads. The ideal loading time is between one and two seconds.

page speed and seo

10. Use Hub And Spoke Method:

With this technique, you compose a powerful narrative, blog post, or article on your website and then produce similar content on other websites, constantly referring it back to the primary topic on your website. You may increase the lifespan of your prior post since you'll keep sending visitors there every time you link to a new article from it.

Since you already have the primary article prepared, creating new content will be simple; you only need to provide supplementary information. You can attract more qualified, motivated, and profitable traffic with this kind of approach using digital marketing services. The numerous high-quality links that point back to your website are also fantastic SEO boosters.

11. Do not Miss out on Schema:

The schema is the final area to examine. However, it probably needs to be done sooner. Many individuals overlook the fact that updates its libraries regularly. Therefore, you should enter and ask, "Do I have everything here?" As a publisher, you can nest in the schema section if it is labelled as an article. The reason is that you may get your page up to page one of Google while obtaining some highlighted rich results by moving it from the fourth and fifth pages.

12. Focus on Recent Google Updates:

Each year, Google releases up to 600 modifications aimed at enhancing the algorithm and altering the ranking factors for various websites. The most recent Google helpful content update, code-named "Fred," was an unsubstantiated one that severely damaged websites with brief articles and keyword-heavy content.

Fred might not have affected you, however. However, there is a shift in how several elements interact to determine your performance in the Google ranks with each new algorithm update. Ensure all your outdated content adheres to Google's most recent best practices to increase the likelihood of it succeeding in search engine rankings.

13. Engage The Audience With Re-Posting:

Now, this approach might not appear fascinating, but a study has shown that it can generate up to 75% of the share of the first interaction by using a straightforward re-posting strategy.

By sharing your updated content on social media, inform your fans that you have "fresh" information and why the piece is relevant again. You may check your statistics to see how people interacted with it first and determine whether they would be eager to promote it once more. Additionally, you may use a newsletter or email blast to distribute the new item to all your email subscribers and followers.

14. Leverage Multimedia Content:

You can use videos and podcasts for each new audience who enjoys moving and downloadable content. Podcasts are a great method to add variation to a post since they include actual interviews rather than transcriptions of recordings. People may listen to podcasts while on the go, which is a powerful tool for spreading your message. You can avail of the services of a content marketing agency to leverage the benefit of multimedia content.

15. Enhance The Backlinks Count:

metrics showing relation between backlink counts and seo rankings

One of the top three elements in search engine ranking, backlinks are a crucial component of search engine optimization. Without high-quality backlinks from relevant websites, ranking on Google's first page will be incredibly challenging if you are in a competitive niche. So, if you want to solve your stalled web pages, you may need to obtain backlinks for various domains depending on how competitive your field is. Although there are several ways to get backlinks, the broken-link tactic frequently yields excellent results.

content marketing cta rise socially

Wrapping Up!

As we all know that new is always better. Whether you're aiming for local SEO or general SEO, updating old content may give your marketing plan the much-needed boost it requires. Repurposing content helps to extend the life and health of your evergreen content. With the help of these suggestions and an experienced SEO and digital marketing agency in India, you may increase your SEO and audience reach. A correctly done content refresh may keep your audience interested, increase traffic, and prove to search engines that your blog article deserves the top place in the SERPs.


A website should be updated regularly, at least once each month. That may be a slight adjustment to the original article or a brand-new blog entry. Making updates regularly, regardless of size, is beneficial.

Obviously, you should keep outdated information as it is still beneficial on your website. Do make sure that this content is consistently updated. However, your most significant articles should never include content that is no longer accurate.

Most experts concur that writing a blog two to four times a week is a unique approach to improving the reach of your content. Depending on how rigid you are about when you upload new content each week, this translates to somewhere between eleven and sixteen posts every month.

content marketingSEO
Jagdish - Digital Marketing Professional


Jagdish Mali
Jagdish Mali is a professional digital marketer (specializing in SEO) with years of expertise in organizing and executing effective marketing campaigns across multiple channels.

Related Blogs