Updating existing content is the systematic reworking of older pages instead of creating new ones. Returns tend to be higher, because the page already has history, links and a certain standing, so improvement shows up faster than with new content starting from zero. Select based on data: pages that appear in results but have a low click-through rate, pages just short of the first page, content with outdated figures, and topics where competitors have overtaken you. When reworking, changing the date is not enough – add missing sub-questions, correct figures and links, rewrite the title and description for a higher click-through rate, add concrete examples, and add internal links to the page from relevant content. Keep the URL unchanged and record the changes so you can evaluate the impact.
See also: Content freshness signal, Editorial calendar, Click-through rate optimisation.
