Content and on-page SEO
Content refresh
Also called Content decay
A content refresh is updating an existing page to keep it accurate, complete and competitive, usually because its rankings or traffic have started to slip.
Signs a page needs a refresh
- Clicks and impressions falling in Search Console.
- Out-of-date facts, screenshots or year references.
- Competitors now cover questions you don't.
- AI tools describe the topic in ways your page doesn't address.
What a good refresh includes
- Updated facts, examples and dates.
- New sections for questions people now ask.
- A sharper opening answer and FAQ.
- Fresh internal links to newer pages.
Frequently asked questions
No. Keep the URL so the page keeps its links and history.
Review important pages every 6 to 12 months, and sooner in fast-moving topics like AI search.