Content refresh: a step-by-step method and prompt

A content refresh is updating an existing page so it is accurate, complete and competitive again, instead of writing a new one. Pick pages that are losing clicks or sit just off page one in Google Search Console, compare them to what ranks now, close the gaps, and republish at the same URL. Refreshes often pay off faster than new posts.

What it is

Content decays. Facts go stale, competitors publish better pages, and search intent shifts. A page that ranked well last year can slide without any change on your side.

A refresh is targeted maintenance. You keep the URL and its links, and you improve what the page says. Typical changes: updated facts and screenshots, new sections that answer current questions, a sharper intro, better internal links, and a fresh title tag.

Two signals tell you which pages to refresh:

Google's documentation on creating helpful, reliable content is a good benchmark for what an update should improve.

When to use it

• A page lost clicks over the last quarter
• Pages sit on positions 8 to 20 with steady impressions
• A product, price or tool you mention has changed
• You published a stronger related post and need to connect them
• Your site has more old posts than you can maintain

Step-by-step method

1. Export the data. In Search Console, compare the last 3 months with the previous period. Export pages and queries with clicks, impressions, CTR and position.
2. Pick the candidates. Shortlist pages with falling clicks or positions 8 to 20 and high impressions. Start with the five that matter most to your business.
3. Check current intent. Search the main query in a private window. Note what format ranks (guide, list, tool), which subtopics appear, and what questions are answered.
4. List the gaps. Compare your page to the top results and to the queries it already gets impressions for. Write down missing sections, outdated facts and weak parts.
5. Rewrite what matters. Update facts and examples, add missing sections, tighten the intro to answer the query first, and add an FAQ for real questions.
6. Improve on-page signals. Refresh the title tag and meta description, add internal links from newer posts, and update schema and the modified date.
7. Republish and request indexing. Keep the URL. Use URL Inspection in Search Console to request indexing.
8. Measure after four to eight weeks. Compare clicks and positions against the baseline. Log what changed so you learn which edits work.

Ready-to-use prompt

You are an SEO editor refreshing an existing article.

URL: [PAGE_URL]
Primary query: [PRIMARY_QUERY]
Search Console queries for this page (query, impressions, clicks, position):
[PASTE_QUERY_DATA]
Notes on current top results (formats, subtopics, questions): [SERP_NOTES]
Current article:
[PASTE_ARTICLE]

Tasks:
1. List outdated facts, broken claims and missing subtopics.
2. List queries with high impressions that the article does not clearly answer.
3. Propose a revised outline that keeps strong existing sections.
4. Rewrite the intro so it answers the primary query in 40 to 60 words.
5. Write new sections and an FAQ (4 questions) for the gaps.
6. Suggest a new title tag (max 60 chars) and meta description (max 155 chars).
7. Mark any statistic that needs a cited source with [SOURCE NEEDED].

Rules: keep the URL, keep accurate content, no invented data, plain words, no em dashes.

Checklist

• Baseline clicks, impressions and position recorded
• Candidates chosen from data, not guesses
• Current search results reviewed for intent
• Outdated facts and screenshots replaced
• Missing subtopics and questions covered
• Intro answers the main query first
• Title tag and meta description refreshed
• New internal links added from related pages
• URL unchanged, indexing requested
• Results checked after four to eight weeks

How Thig automates it

Connect Google Search Console and the SEO agent flags pages in positions 11 to 20 and pages with falling clicks, then queues refresh briefs in your feed. The Writer agent drafts the update for approval. Pair this with the internal linking skill.