Content Refresh Strategy: When and How to Update
Content Refresh Strategy: When and How to Update
Refresh a page when it has ranked in positions 4–15 for 90+ days without moving, when its impressions are declining month-over-month, or when the SERP context has changed (new competitors, new SERP features). Update the title, first 200 words, add or refresh 30% of the body, update the dateModified in schema, and internally link 3 fresh pages to it.
A repeatable content refresh workflow: when to refresh, what to change, and how to measure lift — LemRank.
Frequently asked questions
How often should I refresh a page?
Only when signals warrant it. Chasing a fixed cadence (e.g. every 6 months) wastes effort on pages that don't need it.
Will refreshing hurt a top-ranking page?
It can. Don't refresh pages ranking top 3 unless the SERP itself has shifted and the page is losing ground.
How much of the content should I change?
Aim for ~30% meaningful new or rewritten material. Anything less rarely triggers Google to re-evaluate.
Should I change the publish date?
Update `dateModified` in schema. Only change the visible publish date if you've materially rewritten most of the article.
How quickly do refreshes show up in rankings?
Typically 2–8 weeks. Submit the URL in GSC to speed up recrawl.