Content Refresh

If your website SEO strategy is focusing on publishing new content, I need you to stop what you're doing and do this instead. So I recently did an SEO audit for a client that noticed their website traffic had dropped off a cliff over the last year.

And as part of this audit, I was analysing the pages that had seen the biggest traffic drops. And they all had one thing in common.

Actually make that two things. The first, they were all blog posts.

But the second, which is the most important bit, was that they were published in 2024. And up until 2025, when Google rolled out an algorithm update, they were doing super well and bringing in loads of traffic.

Now the update that massively changed this for them was a spam update. After the update, like always, the SEO community analysed it and found that there were certain sites that were impacted the most by this.

There were quite a few things they found within this. Like they were low authority sites, publishing 100% AI generated content...

that's over a year old. Check if it's ranking, check if it's bringing traffic, see if there's been a decline, and most importantly, see what currently is ranking.

Because this content has already been published on your site, if you can update it and get it ranking or improve its rankings, it's gonna take you way less time than getting a new piece of content to rank. Thank me later.