Website content refresh

A: You should always keep your core pages, especially product and services pages, up-to-date and relevant. For blog posts on timeless topics, so-called evergreen content, you might only need a check-up once a year. Articles that cover fast-moving topics or rely on external data may need more attention. Build a simple editorial calendar to stay organised and avoid letting key pages go out of date.

A: A simple update requires a small change, like correcting outdated information or adding new screenshots to a how-to page if your prodcut has chenged. A full content refresh involves digging deeper by editing existing and adding new content to compete for target keywords across your whole site and addresses technical elements like title tags, alt text, and meta descriptions.

A: Statistics show that refreshing older content makes a real difference with Google and can build your site authority. Creating entirely new content is great, but think of that as supporting existing content or expanding into areas where you want to build future authority.

A: Pages that are already potentially leading to conversions but have seen traffic decline should be your tp priority. Refreshing these 'money pages', like service and product descriptions, where search intent is highest, often provides you with the fastest and most direct return on investment. Make sure you use a tool like SurferSEO for keyword and topic coverage.

A: A good refresh directly boosts your E-E-A-T. By updating facts, citing new sources, and including your team's real-world experiences, you add additional expertise and trustworthiness, which is what Google wants and rewards.

A: Start with data when deciding which pages to refresh first. Analyze data from your Google Analytics and your preferred SEO tool like Ahrefs or Semrush to find pages with declining traffic or keyword rankings. Create a list of priorities based on the importance of each page to lead and revenue generation.

A: We look at what's currently ranking. We analyse the top pages to find common themes that competitors have identified as being of interest to your tareget audience as well as answering complex questions they might miss. This allows us to add additional context and valuable insights that make your content better than the competition.

A: Keep the existing URL, as it has built up authority over time. Changing the URL resets that authority and can be harmful to your SEO. It's hard to think of any circumstances we'd recommend this course of action. Updates happen on the same page with the same URL.

A: Both are important, but structure is more important. AI really has no opinion on what great facts are. It relies on SEO authority and the structure of content on your page when it's answering a question. You should always improve the quality of your content, including adding new facts, to appeal to readers and SEO.

A: Yes, if possible. Having read-only access allows us to get the most accurate picture of your current performance, identify the best opportunities and measure the impact of our work properly after the content refreshes work their magic. We augment that with additional tools for extra insights, too.

A: Success isn't just about getting more traffic. We track a range of metrics, including rankings for new keywords, improved click-through rates from search results, and, most importantly, an increase in more conversions for the page's specific goal, if we can attribute it through your CRM.

A: It can take anywhere from a few weeks to a few months. Sometimes, Google re-crawls and re-evaluates a single page quickly. For more competitive terms, it can take longer for the improvements to be fully reflected in your search rankings. We'll show you how hard it is to rank for each page we update so you get an idea of which will climb the results faster.

A: We use specialist tools (external and internal) to monitor the SERPs for your most important keywords. This gives us the data we need to run reports that show you when and how your content is being featured in AI Overviews and other AI features.

A: Nothing is ever risk free but we follow standard SEO and AI practices when updating content on yor site. In other words, we aim to improve on what's there now. The much greater risk to your site come from 'content decay', when your pages become outdated and lose traffic over time.

A: This is market intelligence we use to analyse the changes they've made to: first, compare it to your content and second, analyse their strategy to see if there's anything of value we can incorporate in your campaign. As part of our monthly service, we look for changes in competitor content and drops in your ranks to prioritise further refreshes.

A: For analysis and research, AI tools can be helpful. However, we believe that for the final content creation, you need human expertise to be sure the information in your content is correct (AI hallucinates a lot more than people realise) and that it's written in a way to appeal to your readers. Many SaaS companies refuse to use AI tools for this reason as they see linking topics back to their platforms .as an essential part in connecting education with product relevance, something AI tools often miss.

A: Yes, usually. Refreshing content takes a lot less time and costs less than creating brand new content, even though it is a thorough and in-depth and time consuming process.

A: We charge by the number of pages we're refreshing, not by word count, but we aim to keep that to a minimum to reduce your costs. Often, we'll recommend combining four weaker pages into one stronger page. In this example, we'd charge you for the first page only.

A: A Refresh Project is a one-time engagement to update a batch of existing pages. The Monthly Retainer is an ongoing service where we continuously monitor performance and proactively apply a fresh coat of optimisation to your content as needed.

A: The sources referenced in this article are:

• How much organic search traffic are you losing to Google AI Overview? (Cucumber)
• AI Overview Analysis & Study of 118M Searches: July 2025 (Conductor)
• 45 Content Marketing Statistics 2025 (Data & Trends) (DemandSage)
• New Google AI Overviews data: Search clicks fell 30% in last year (Search Engine Land)
• The Blogging Tactic No One Is Talking About: Optimizing the Past (HubSpot)
• How Semrush increased blog SEO traffic by 64% (CXL)
• The Effectiveness Of Search Engine Optimization (SEO) In Marketing: A Meta-Anlysis Study (ResearchGate)
• How­ the­ Latest­ 2024­ Google­ Core­ Update­ Affects­ Website­ Rankings (Digital Analyst Team)