Why You Should Refresh Old Content
Better Rankings and Organic Traffic
As you keep adding new content to your blog, the old content moves down the archive.
This means less link equity flowing to those pages, which consequently results in declining rankings.
Refreshing content (and especially republishing it to a new date) moves it back to the top of the archives, closer to the homepage, which is normally the most linked part of the site.
This improves rankings.
Doing it regularly you can avoid organic traffic losses.
This is why, instead of trying to always add a lot of new content, make content updates part of your editorial calendar.
More Diverse Rankings
One of the often-missed benefits of going back to your old content is the ability to rely on your existing data.
You can see the keywords that are generating traffic for a page (on Google Search Console, for example) and can spot keywords that might have been bringing in clicks if you had covered them more in your content.
Refreshing old content can therefore help you diversify rankings, by expanding your content to include those keywords that were underperforming but had potential for growth.
Better User Experience
Older content often has broken links and outdated data, which results in poor user experience and often misinformation.
This also results in a higher bounce rate and fewer on-page engagements.
Keeping your content refreshed means making the most of those clicks and not losing subscribers.
Better Information & Promotion
Digital marketing is constantly evolving, making way for new marketing channels and tools.
Your own experience is also growing, so you’ll have new knowledge to share, and new promotion tactics to try.
Refreshing your old content gives you the opportunity to put all of this into practice.