Content Refresh Editing

Copy editing isn't just for new content. Existing pages and posts decay over time — outdated stats, stale examples, drifted brand voice, and missed SEO opportunities. A content refresh applies the same editing rigor to content that's already published.

When to Refresh

• Traffic declining on a page that used to perform well
• Stats or data are more than 12 months old
• Product has changed — features, pricing, or positioning no longer match
• Competitors updated their version of the same content
• AI search visibility matters — outdated content gets cited less (see ai-seo skill)

Content Refresh Checklist

1. Freshness pass — Update all dates, stats, and examples. Replace "in 2024" with current data. Remove references to deprecated features or tools.
2. Accuracy pass — Verify all claims are still true. Check that linked resources still exist. Confirm pricing and feature descriptions match current state.
3. Voice pass — Does the tone match your current brand voice? Older content often reflects an earlier stage of the company.
4. SEO pass — Has search intent shifted for this topic? Are there new keywords or questions to address? Add "Last updated: [date]" prominently.
5. Proof pass — Can you add newer testimonials, case studies, or data points that didn't exist when this was first published?
6. Structure pass — Add comparison tables, FAQ sections, or other scannable formats that make the content easier to consume.

Before You Edit: Find the Gap

A refresh aimed at a ranking page should start from the results page. The first question to answer is why the pages above yours are winning.

1. Read the results page for the post's main query. Note the dominant format (list, guide, tool, comparison), the featured snippet and how it's formatted, People Also Ask questions, and related searches.
2. Pick five competitors: the top three results, plus any direct competitor or recently updated page ranking near you.
3. Map coverage. List the subtopics each page covers in a simple grid, with your post as the first column:

1. Rank what's missing by how many competitors cover it:

• Expected (4–5 of 5): searchers assume it's there. Add it.
• Common (2–3): add it if it serves your reader.
• Distinctive (1): add it only if it's genuinely useful, not to copy one page.
• Uncovered (0): the angle nobody has. Your best chance to be the result worth citing.

1. Match coverage. Ignore competitors' word counts. Close the gaps that matter, and stop when the reader's question is answered.

Present the gap grid and a proposed outline before rewriting. Mark each section Keep, Revise, or New, propose 2–3 title options (see the seo-audit skill's title-tags reference), and wait for approval. Don't promise a ranking or traffic outcome.

Keep What Already Works

A page that ranks has signals worth protecting:

• Keep the URL. If it must change, 301 the old one.
• Keep heading anchors other pages link to, and the sections that rank for their own queries (check Search Console's query list for the page).
• Keep the voice. A refresh shouldn't read like a different author wrote it.
• Show the update: a visible "Last updated" date, with the year next to every statistic.

When handing the refresh to whoever publishes it, include the new meta description, schema types to add, internal links to add to and from the post, images or screenshots needed, and the URL plan.

Refresh vs. Rewrite

Refresh Cadence

• Pricing and product pages: Every quarter, or when pricing/features change
• High-traffic blog posts: Every 6 months
• Comparison and alternatives pages: Every 3-6 months (competitors change fast)
• Evergreen guides: Annually, unless traffic drops sooner
• Low-traffic pages: Only when traffic data suggests an opportunity