Content Refresh: How to Update & Republish Content For Higher Rankings

A content refresh updates your existing pages to keep them relevant, accurate, and optimized for search engines and AI. It can involve updating stats, adding new quotes or visuals, and merging similar posts — but first, you’ll need a content library and a strategic plan to guide your efforts.

For many content marketers, building a robust content library is the go-to strategy for top-ranking results on search engines and increasing organic traffic.

And while creating new content is important, revisiting existing articles is one of the most impactful ways to boost performance.

Refreshing old content keeps it relevant, strengthens topical authority, and can deliver some of the quickest performance gains in SEO.

In fact, pages ranking in Google’s #1 spot on the search engine results page (SERP) are nearly three years old on average, and 78% of the top-10 results are over a year old, according to Ahrefs.

But building an effective content refresh strategy isn’t always straightforward.

That’s why our team of content experts created this complete content refresh guide, featuring insights from HawkSEM Senior Content Marketing Manager Caroline Cox.

What is a content refresh?

A content refresh is the process of editing and updating existing content on a website to improve performance, relevance, and readability.

Any type of asset can qualify for a refresh, from blogs and FAQ pages to landing pages and guides.

And depending on what the page needs, refreshes can range from simple touch-ups to full-scale overhauls.

Larger refresh projects may include:

• Complete rewrites
• Expanding thin content
• Merging two similar articles into one
• Adding expert quotes, insights, or new research
• Creating new photos, videos, case studies, infographics, or other enhancements
• Turning a successful piece of content into a webinar or a downloadable guide

Smaller updates can involve:

• Updating dates or statistics
• Replacing old links
• Adjusting titles or meta descriptions

“It’s all about revisiting your content, seeing how it’s performing in terms of the target keyword, and double-checking to make sure it’s still relevant, accurate, and updated,” says Cox.

A content refresh is the process of editing and updating existing content on a website to improve performance, relevance, and readability. (Image: Adobe)

Why are content refreshes important?

Content refreshing is important because it shows search engines and users that your website is up-to-date and relevant. This not only helps improve your rankings but also boosts trust, engagement, and click-through rates (CTR).

“You want to ensure your content is favored by search engine algorithms, and a key part of that is publishing content that is updated, educational, factual, and accurate,” says Cox.

Here are some key benefits of refreshing content:

1. Higher organic search rankings and traffic

Search engines and AI favor fresh content — especially from established URLs that have built authority and backlinks over time.

2. Increased click-through rates

Real people are more likely to click on (and trust) recently published content over posts with an old publish date.

3. Builds a repeat audience

A regularly updated content library signals reliability. When users know your articles stay current, they’re more likely to return — and trust your expertise over competitors.

4. Allows you to add keyword variations

Refreshes give you the chance to expand semantic coverage by adding new keyword variations, long-tail phrases, and related terms. This helps your content reach broader target audiences and capture additional ranking opportunities.

5. Strengthens site structure

As your content library grows, updates allow you to incorporate more internal linking and build stronger topic clusters. This helps distribute authority throughout your site and supports better rankings across related URLs.

6. Keeps information accurate and aligned with best practices

“Most statistics naturally change over time, so what was once an accurate stat can grow outdated,” says Cox. Regular updates ensure your content remains accurate, trustworthy, and consistent across your site.

7. Creates more robust content with less effort

Instead of writing from scratch, you can add new sections, assets, SME quotes, or even merge related articles to increase word count in a valuable way. This turns existing posts into comprehensive resources — and long-form, in-depth content often performs better in search.

8. Maintains authority for high-ranking web pages

For content that’s already ranking well, small refreshes help protect those positions. Regular updates make it harder for competitors to outrank you and help preserve valuable backlinks pointing to those pages.

9. Keep up with AI and answer engine optimization (AEO)

AI is reshaping how people discover information. Incorporating AEO-friendly elements like clear answers, bullet points, FAQs, and structured sections ensures your content stays visible across both search engines and AI-driven platforms.

10. Ongoing editing

We all make mistakes — and miss them. Regular content refreshes give writers the opportunity to re-edit content for errors that were missed on the last round.

How to choose which content to update

All content should be updated at some point. Start by determining a realistic refresh cadence for your team, creating a complete inventory of everything you’ve published, and tracking performance metrics through an SEO tool.

From there, prioritize updates based on top-performing pages, seasonal topics, and pieces with visible declines in traffic.

Here’s a step-by-step process to help you decide when content needs a refresh:

1. Create a content library

Build a complete list of your published content, including when it was published and last updated.

(Image: HawkSEM content library and calendar)

2. Identify pieces that need scheduled updates

Flag seasonal articles or topics that are constantly changing (like AI or PPC features) that should be revisited regularly.

3. Check for declining traffic

Use an SEO tool like Google Analytics, Google Search Console, or Semrush to identify pages with dropping organic sessions or rising bounce rate over the last 3–6 months.

4. Review keyword rankings on the SERP

Pages that are close to the top of the SERP (on the first page or two) offer an opportunity for a quick win. Small optimizations can often push these into the top spots.

5. Set a maximum timeframe for updates after publishing

Determine how long an article can go without an update (e.g., every 12 or 18 months) and add those upcoming review dates to your content calendar.

6. Identify high-value pages

Refreshing top performers helps maintain rankings, protects revenue traffic, and ensures the content stays competitive. Ensure old posts are full of relevant content and hit your audience’s pain points.

7. Find thin or underperforming content

Posts with low impressions, low time on page, or low conversion rates often need deeper refreshes or rewrites. These will be more time-consuming and not a top priority.

8. Build your calendar

Combine time-sensitive content, top performers, declining pages, and underperformers, starting with the highest-impact content.

How to refresh content

Content refreshes can range from quick updates to full rewrites. Use this checklist to guide your process.

1. Reread the content

Skim through the content with fresh eyes to pick up on any obvious revisions.

2. Check the search engine rankings and competitor analysis

See how your content is currently performing compared to competitors. If it’s the top result, that suggests there are minimal edits to be made to maintain your position and authority. Otherwise, review your competitors’ content for any gaps.

“I research the topic being featured and look for any updates or changes that should be added, removed, or modified in the piece,” says Cox.

“I also look to see how it’s currently performing in search engine results, and analyze whether or not sections should be moved around to match search intent better.”

3. Review the outline, reorganize, or add new sections

After reviewing the existing content and the SERP results, consider your article’s outline. Do the sections flow? Is the most important information easy to find at the top of the page? Are there any additions that would bring more value? Reorganize accordingly.

4. Merge repetitive or poorly performing content

Combine similar articles or sections — especially if they perform poorly or compete for the same keyword (keyword cannibalization).

5. Remove any “fluff”

Long-form content often performs well, but only when it is high-value. Users want information to be clear and easy to find, so cut filler, repetitive ideas, or anything that doesn’t directly support the reader’s goal.

6. Update outdated information

Double-check all of your links (are they still active?) and data points (are they still accurate?). From there, you can refresh any statistics, screenshots, references to years, or any outdated content.

7. Check existing links and add internal links

Citing an article from more than three years ago is typically considered outdated, so review all external links and replace as necessary (including broken links). Also, use this opportunity to add relevant internal links for stronger site structure and authority.

8. Check for grammatical and spelling errors

“Read over the piece carefully to check for any grammar or spelling errors that may have been missed during the last round of editing,” says Cox.

9. Add subject matter experts

“Lastly, especially if an article is more technical, I like to have another team member who has experience with the topic to give it a read and see if there are any details or nuances I may have missed,” says Cox.

10. Optimize on-page SEO elements

After rewriting or editing, revisit your title tag, meta description, headers, alt text, and schema opportunities.

How often should content be updated?

“There’s no clear-cut rule for how often pieces of content should be updated,” says Cox. “However, it’s a good rule of thumb to revisit your content every 6-18 months, regardless of how evergreen the topic is.”

She adds that, even if the facts of a piece remain the same, you want to read it over and make sure there’s no new information that has emerged since something was last written or published.

Refreshing in 2026: How to update content for AI

SEO has undergone massive changes with the rise of AI. Now, refreshing content should also include optimizations for answer engine optimization (AEO).

Traditional SEO strategies still offer the strongest foundation for improving content performance. But incorporating AEO strategies increases your chances of appearing in Google’s AI Overview, voice search results, and as a cited or summarized source in generative AI tools.

This means your refresh process should also ensure your pages are structured in a way that these tools can easily understand, summarize, and surface.

Here’s how to optimize refreshed content for AEO:

1. Provide direct answers to key questions

Answer engines and voice assistants look for clear, straightforward answers. Add short, direct responses at the top of sections and format answers in a Q&A style when appropriate.

2. Use bullet points

Bullet points help answer engines quickly identify and extract important information. They also improve readability for skimming users.

3. Use natural language to match voice search

People who use voice search tend to speak conversationally, so search terms are phrased differently than traditional keywords. In order to match voice search queries, use more natural language.

4. Lead with the bottom line up front (BLUF)

AI systems often pull from the first 1–3 sentences of a section.

• Start with the key takeaway before adding context
• Summarize definitions or benefits early on
• Keep your opening sentences scannable and impactful

Further reading: What is BLUF? How to Use It to Improve Your Writing

5. Incorporate information gain

Unique insights and expertise matter even more for AI-powered search. Strong “information gain” helps your content stand out.

You can do this by adding SME quotes, unique insights, and original data. Including credentials helps reinforce expertise.

6. Improve formatting for skimmability

The way you structure content plays a big role in whether it gets selected by answer engines. To improve formatting:

• Use clear headings (H2s and H3s)
• Break up body text into shorter paragraphs
• Include numbered or bulleted lists:
• Use AEO keywords in headings and a one-paragraph answer under the heading

7. Implement structured data

Schema markup (such as FAQ schema or how-to schema) helps search engines better understand your content and display it in rich results.

To add schema to your site, you can use Google’s Structured Data Markup Helper or Schema.org.

Further reading: What Is Answer Engine Optimization (AEO)? A Complete Guide

The takeaway

Refreshing your content isn’t just about updating dates. It’s a strategic way to boost rankings and maintain authority while improving your content library and user experience.

With the rise of AI and answer engines, revisiting content to ensure it’s skimmable, provides direct answers, and delivers new insights helps keep your site competitive.

Regularly performing content audits and updating your library is a big undertaking, especially as optimization standards evolve.

That’s where HawkSEM can help. Our team of SEO, AEO, and digital marketing experts can support you in content creation and refreshing that drives rankings and engagement year-round.

From ecommerce to SaaS, we can help you build a content strategy that converts.

Ready to ramp up your marketing strategy? Reach out today.