The benefits of content upgrades

Unlike fine wine, the content on your site doesn’t necessarily age well, with some pieces degrading as time goes on. Creating new content is not always needed when you have a body of good content that can be made to work harder and deliver quick results with some refreshing.

Upgrading existing content provides the following benefits:

Provides a better user experience: Users read your content for information, but if yours is out of date, it’s not useful anymore. Ensuring your content is current and accurate is the single best thing you can do for your readers’ experience.
Maintains URL authority: Every time you create a new page on your site, the new URL has zero authority. The URLs of older content have existing authority from any links they’ve acquired, and just from being aged.
Can be optimized for new or more keywords: As you’ll see below, one of the biggest benefits of checking your data is to see what types of search queries are resulting in impressions and clicks. Sometimes you’ll see a good keyword with a very low click-through rate. Simply editing content to include that keyword or its variations helps the content rank better and gain higher click-through rates.

How often should you update your content?

There is no set standard for updating frequency and realistically this varies by website and industry.

If you are just starting out, you won’t need to focus on updating content for at least 12 months. If you have an existing blog that gets traffic, every six months is a good timeframe to review data and determine which content is doing well or could benefit from updating. If your industry is often in flux, you may find that content needs to be updated much more often to stay current. If, however, you have more than 10,000 visitors a month, you might want to update your content quarterly.


If you’re looking for a way to boost your rankings, improve your SEO and provide better information to your readers, consider updating your existing content. This is a good option to leverage your current SEO and avoid creating new content that will likely take time to start working. Don’t forget: Once you’ve updated your content, it’s time to share and promote it as well.

For a content evaluation don’t hesitate to contact us.