Content refresh is updating an existing post with new data. One of the most effective SEO approaches — the old post is already indexed and has signals. A new post takes 6 months; a refresh takes 1-2.
Why it works
Google values freshness. The old page already has authority, backlinks, internal links. Google flags it as \"updated\".
Which posts to refresh
1. High potential (positions 10-25 in GSC). 2. Outdated information. 3. Strategically important topics.
Refresh strategy
1. Read and assess. 2. Update keyword research. 3. Competitor analysis. 4. Rewrite — keep what's good, add new.
Technical elements
Update dateModified. Don't change URL. Title and meta — yes. Hero image — preferably.
Tracking
GSC URL Inspection → Request Indexing. Results in 2-6 weeks. A 30-50% position lift is good.
Frequency
Audit every 6-12 months. Priority topics — more often, evergreen — less often.
Refresh vs new post
Refresh: 60-90 days to result. New post: 6-12 months. Spend 70% time on refresh, 30% on new.
Mistakes
Changing URL. Bumping only the date — deceiving Google.
Sayt.uz experience
Audit every 6 months. 50+ posts refreshed. Average position lift +35%. \"Domain selection 7 rules\" went from 15 to 4, traffic 3x.