Once you know which posts to update, how do you actually update them? I’ve found that a lot of companies give freelance writers a process that looks like this:
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Update old statistics, facts, quotes
Add additional paragraphs for keywords the posts are missing
Remove sections that are no longer relevant
However, I’ve found that the above strategy isn’t the best approach to refreshing content. It makes the content more up to date but doesn’t consider how the post is (or is not) fulfilling the search intent.
In other words, you have to ask why your content isn’t as useful as the posts ranking well on Google. (I’m willing to bet it’s not just because there’s an outdated statistic in the third paragraph.)
From the content refreshing research I’ve done, your post probably isn’t ranking because there is another post that:
Is more current.
Provides actionable advice (or more relevant details).
Offers an excellent user experience.
Is a better fit for the searcher’s intent.
To address these issues, here are the action steps you need to take while updating your content.
1. Update outdated information
I know I just said that refreshing content is much more than just updating outdated information—but it is a part of the process.
In addition, I’m talking about more than just updating old statistics and quotes. Often, you’ll have to update (or completely change) the examples to improve how they match the search intent.
For example, this is one of my most successful content refreshing examples ever. It was generating about 4,000 monthly visitors when I first updated it in 2019. At its peak performance, it generated about 20,000 monthly visitors.