8 Ways to Refresh Your Website Content

Want more traffic and sales? Refresh your old content. Here’s how:

1. Cut the Dead Weight

Use Google Search Console to find underperforming content. Delete, redirect, or merge them. A clean site means better rankings.

Content pruning refers to deleting or archiving old content that no longer drives results in terms of traffic, sales, and so on.

But before you start deleting anything, take a strategic approach to determine what truly deserves to be removed.

First, use Google Search Console to identify pages with little to no traffic or those with declining performance over time. Export this data to a spreadsheet to compare and prioritise updates.

Next, review the pages or articles closely. Look for outdated information, thin content, unoptimised metadata, broken source links, or topics that no longer align with your brand’s focus.

Then, decide whether to update or consolidate these pages. Instead of removing content entirely, consider merging it with relevant posts to regain traffic value.

Finally, if the content is truly unsalvageable, delete it—but remember to redirect the old URL to a more relevant, live page on your site.

Make sure to track your pruning efforts. Record which pages have been revised, consolidated, or deleted—and whether these changes have improved your site’s performance.

2. Snag New Keywords

Identify pages with ranking drops and missed keyword opportunities. More relevant keywords = more traffic. Often, a page just needs refreshed content and updated keywords to regain traction.

3. Update Old Links

Replace outdated or broken links with fresh, relevant sources. Keep your content up to date.

4. Revamp Internal Links

Fix orphan pages and use clear, keyword-rich anchor text. This helps boost site navigation and SEO.

5. Add Value

Enrich your content with new data, insights, or expert quotes. Make your content a go-to source.

6. Go Visual

Add images, videos, and infographics to make your content more engaging and shareable.

7. Clean Up & Format

Break up long blocks of text, use clear headings, bullet points, and bold text for emphasis. Easy-to-read content performs better.

8. Repurpose & Reuse

Turn blog posts into social media snippets, videos, or podcasts. Reach more people with less effort.

Bottom line:

Refreshing your content isn’t just about appearance—it’s about staying relevant, improving visibility, and keeping your audience engaged.