Refresh before you publish
Updating a post that already ranks on page two usually returns more than a new one on the same topic. We check the refresh list first every month; it is the cheapest traffic available on most sites.
Content Marketing
Blog Management
We run the blog: what to write, who writes it, when it publishes, how it links, and when an existing post is worth updating instead of writing a new one.
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- Share of monthly output that is typically a refresh
- ~40%Share of monthly output that is typically a refresh
- When a new post receives its internal links
- Day 1When a new post receives its internal links
- Content pruning review
- QuarterlyContent pruning review
The problem
Blogs die from unmanaged supply. Twelve posts appear in three months, then nothing for a year. Nobody links the new posts to the old ones, and the two articles that actually earn traffic go stale because refreshing them is less exciting than publishing something new.
How we do it
What the work actually involves
Every new post linked in on publication
A post with no internal links is a page waiting to be discovered. Each one gets links from relevant existing pages the day it goes live.
Clusters, not a stream
Posts grouped around a pillar page and linked to it, so the group builds authority on a subject instead of forty unrelated articles each starting from nothing.
Retire what is not working
Pages that get no traffic and no links get merged or removed. Thin content in volume suppresses the rest of the site, and pruning is a real and underused lever.
Included
What you actually receive
- Quarterly plan from the keyword map
- Monthly calendar with briefs
- Writing, editing and publishing
- Internal linking on publication and retroactively
- Refresh queue for decaying pages
- Pruning recommendations
- Monthly performance reporting per post
Tools we use
- Ahrefs
- Google Search Console
- GA4
- WordPress
- Sanity
Common failures
Where this usually goes wrong
The three we are called in to fix most often. If any of these describe your current setup, that is the first thing we would change.
Publishing new instead of refreshing old
Updating a post already sitting on page two usually returns more than a new piece on the same topic. It is less exciting, which is why the refresh list rarely gets looked at first.
Publishing into a vacuum
A new post with no internal links is a page waiting to be discovered. Links from relevant existing pages on the day it goes live is the cheapest ranking input available.
Keeping everything ever published
Thin posts in volume suppress the rest of the site. Pruning what earns no traffic and no links is a real lever and almost nobody uses it.
Measurement
How you will know it is working
Agreed before we start, so progress is visible in the months before it shows up in revenue.
- Refresh share of output
- Around 40% of monthly effort going to existing pages. Below that, decay outpaces publication.
- Monthly
- Posts earning traffic
- Share of the archive with impressions in the last 90 days. It is the number that tells you what to prune.
- Quarterly
- Internal links per new post
- Inbound links from existing pages, added at publication. Zero means the post is on its own.
- On publication
Questions
Any question in your mind?
The questions we get asked most, answered without the sales gloss. If yours is not here, ask us directly — you will get a straight answer either way.
Still have questions?
Book 30 minutes with a strategist. No deck, no pitch — just answers about your situation.
Book a callTwo to four substantial pieces a month suits most businesses, with part of that budget going to refreshes. Publishing weekly is a commitment that usually degrades quality by month four.
Looking for pricing, contract terms or timelines?
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Ready when you are
Ready to Build Your Next Big Project?
Tell us what you are trying to grow. You will get a straight answer on whether we can help, and what it would cost, within one business day.