How To Refresh Content So It Performs Like New

In the world of media, marketing, and entertainment, reboots are killing it right now. It seems like every “new” TV show or movie is a remake—Mean Girls, Jumanji, Ghostbusters, Star Trek, Fraggle Rock (yep, you read that right). And we’re here for it because reboots are the ultimate comeback stories.

We loved the originals, but then they faded into the background. Until a Hollywood exec decided it was time to give our dated favorites a modern makeover to entertain a new generation and immerse the older generation in nostalgia.

And with every new reboot, I think, “They know how to refresh content.”

If Hollywood can get a new cast, add CGI, and update the script to make Planet of the Apes feel original, we can refresh content to make our websites feel new. To get you closer to your next blockbuster hit, here are some best practices for your next content refresh.

What is a content refresh?

When we talk about refreshing content on your website, we’re not referring to a complete rewrite. Rather, a content refresh is enhancing existing content without starting from scratch. Here are some examples of how to update old content on your site:

Update information & stats

Often, we reference studies and surveys on our webpages and blog posts. But within a few years, much of that information is obsolete and irrelevant. So, updating your content with new statistics from credible sources can make your content fresh and relevant again.

Revise outdated sections

As mentioned above, sometimes a quick stat check can bring your webpage new life. But other times, you may need to revise whole sections or replace them with entirely new content. Google’s algorithm can detect substantial revisions to content and detect when outdated information has been replaced with helpful and accurate content. So, revising outdated content can improve both user experience and Google rankings.

Refresh tone & voice

It can take a second for new companies and brands to nail down their tone and voice. And LinkedIn actually recommends updating your brand guidelines every few years to keep your brand identity fresh and consistent across all your marketing channels. These updates are sometimes called “brand-accuracy updates.” If your brand has updated its brand or style guidelines, it’s probably time to inject your content with the new tone and voice that aligns with your current style.

Revamp visuals

Nothing shows your website’s age more than design and images. While there is no hard-and-fast rule for how often you should update images on your site, it’s a good idea to continuously scan your site for broken or low-quality images. This can also be done as part of a marketing refresh. When you replace your images:

• Use clear, professional images that reflect your brand aesthetic.
• Include relevant alt text descriptions for images to improve search rankings.
• Ensure images load quickly.
• Experiment with new formats, like video, infographics, or illustrations to increase engagement.

Improve readability

This is old news for all my content creators, but if your content isn’t scannable, people won’t read it. When you refresh content, be sure to use:

• Clear and concise language
• Shorter paragraphs and sentences
• White space! (White space makes your website look clean and inviting and is easier on the eyes.)
• Headlines and subheads
• Bullet points and numbered lists

Revisit links

The best way to frustrate your visitors and confuse search engines is to keep outdated and broken links. If you want to maintain and grow your audience, revisit all your internal and external links to ensure they are relevant and functioning. Checking your whole website for broken links sounds like the worst, so here’s an easy step-by-step guide to scan your website and eliminate useless links.

Implementing the above tactics will make your website look great and give your visitors a better user experience. But if you want to improve search-engine performance, make sure to include SEO-specific tactics in your content refresh.

How to refresh content while improving SEO

When you update your website content, it signals to Google relevancy and expertise. Which means Google recognizes substantial content changes and rewards them. While there’s no specific threshold when Google recognizes that a webpage has been refreshed, Google does focus on the overall impact and value delivered through content changes. Here are some additional tips to get your refreshed content noticed by Google:

Update the publication date

Change your publication date only if you’ve made significant changes to the existing content. Just updating the publication date is useless. So, make sure you make additional optimizations and revisions to your page so Google will recognize the content changes along with the updated publication date.

Optimize title tags and meta descriptions

Title tags are the first things users see in search results, so make them engaging, informative, and a reflection of the refreshed content. Your meta descriptions serve as mini summaries of your webpage and encourage users to click through to your content. Both title tags and meta descriptions should include keywords and accurately reflect the current content.

Maintain consistent URL structure

A consistent URL structure allows for the creation of clear breadcrumbs (navigation trails) and effective internal linking between related pages. This helps search engines understand the website’s structure and content flow, which can improve search rankings.

Leverage internal linking

Internal links are like helpful little tour guides on your website, directing users and search engines to the most relevant and valuable content. Be sure to include internal links on your web pages to strengthen link juice (ranking power), improve crawlability and indexing, and provide keyword content for search engines.

The results will speak for themselves

Updating old content can be labor-intensive and time-consuming, but so is getting Bill Murray to agree to a fifth Ghostbusters movie. But, I promise, it’s worth it — refreshing your content will make your website look and perform like new.

Remember, you don’t have to start from scratch; just use our tips and tricks to update your current content to make your website more user friendly and visually pleasing. Not only will these strategic updates get you better search engine rankings, but visitors will love them too.

Ask the Content Strategist: FAQs about how to refresh content

What are some SEO-specific tactics to consider during a content refresh?

Besides updating content, you can optimize title tags and meta descriptions, maintain consistent URL structure, and leverage internal linking to improve search engine visibility and performance.

Are there specific industries or types of content that benefit more from frequent refreshes compared to others?

Industries with rapidly changing trends or evolving information, such as technology, fashion, or healthcare, often benefit from more frequent content refreshes to stay relevant and competitive.

How do you measure the success of a content refresh in terms of user engagement?

User engagement metrics such as bounce rate, time on page, and click-through rates can indicate the effectiveness of a content refresh in capturing and retaining audience interest.

Now that you know how to refresh content, check out more from The Content Strategist to discover more digital marketing tips.