Content Refresher

This skill helps identify and revitalize outdated content to reclaim lost rankings and traffic. It analyzes content freshness, identifies update opportunities, and guides the refresh process for maximum SEO and GEO impact.

When to Use This Skill

Content has lost rankings or traffic over time
Statistics and information are outdated
Competitors have published better content
Content needs updating for a new year
Industry changes require content updates
Adding new sections to existing content
Converting old content for GEO optimization

What This Skill Does

Freshness Analysis: Identifies outdated content needing updates
Performance Tracking: Finds content with declining traffic
Gap Identification: Spots missing information competitors have
Update Prioritization: Ranks content by refresh potential
Refresh Recommendations: Provides specific update guidance
GEO Enhancement: Updates content for AI citation potential
Republishing Strategy: Advises on date and promotion tactics

How to Use

Identify Content to Refresh

Find content on [domain] that needs refreshing

Which of my blog posts have lost the most traffic?

Refresh Specific Content

Refresh this article for [current year]: [URL/content]

Update this content to outrank [competitor URL]: [your URL]

Content Refresh Strategy

Create a content refresh strategy for [domain/topic]

Data Sources

See CONNECTORS.md for tool category placeholders.

With ~~analytics + ~~search console + ~~SEO tool connected: Claude can automatically pull historical traffic trends from ~~analytics, fetch impression and ranking data from ~~search console, retrieve keyword position history from ~~SEO tool, and identify content with declining performance. This enables data-driven refresh prioritization.

With manual data only: Ask the user to provide:

Traffic data or screenshots showing performance trends
Ranking screenshots or history for key pages
Content publish dates and last update dates
List of pages the user suspects need refreshing

Proceed with the analysis using provided data. Note in the output which findings are from automated data vs. manual review.

Instructions

When a user requests content refresh help:

CORE-EEAT Quick Score — Identify Weak Dimensions

Before refreshing, run a quick CORE-EEAT assessment to focus effort on the weakest areas. Reference: CORE-EEAT Benchmark

### CORE-EEAT Quick Assessment

**Content**: [title or URL]
**Content Type**: [type]

Rapidly score each dimension (estimate 0-100):

| Dimension | Quick Score | Key Weakness | Refresh Priority |
|-----------|-----------|--------------|-----------------|
| C — Contextual Clarity | [X]/100 | [main issue] | 🔴/🟡/🟢 |
| O — Organization | [X]/100 | [main issue] | 🔴/🟡/🟢 |
| R — Referenceability | [X]/100 | [main issue] | 🔴/🟡/🟢 |
| E — Exclusivity | [X]/100 | [main issue] | 🔴/🟡/🟢 |
| Exp — Experience | [X]/100 | [main issue] | 🔴/🟡/🟢 |
| Ept — Expertise | [X]/100 | [main issue] | 🔴/🟡/🟢 |
| A — Authority | [X]/100 | [main issue] | 🔴/🟡/🟢 |
| T — Trust | [X]/100 | [main issue] | 🔴/🟡/🟢 |

**Weakest Dimensions** (focus refresh here):
1. [Dimension] — [what needs fixing]
2. [Dimension] — [what needs fixing]

**Refresh Strategy**: Focus on 🔴 dimensions first, then 🟡.

_For full 80-item audit, use [content-quality-auditor](../../cross-cutting/content-quality-auditor/)_

Identify Content Refresh Candidates

## Content Refresh Analysis

### Refresh Candidate Identification

**Criteria for Content Refresh**:
- Published more than 6 months ago
- Contains dated information (years, statistics)
- Declining traffic trend
- Lost keyword rankings
- Outdated references or broken links
- Missing topics competitors now cover
- No GEO optimization

### Content Audit Results

| Content | Published | Last Updated | Traffic Trend | Priority |
|---------|-----------|--------------|---------------|----------|
| [Title 1] | [date] | [date] | ↓ -45% | 🔴 High |
| [Title 2] | [date] | Never | ↓ -30% | 🔴 High |
| [Title 3] | [date] | [date] | ↓ -20% | 🟡 Medium |
| [Title 4] | [date] | [date] | → 0% | 🟡 Medium |

### Refresh Prioritization Matrix

High Traffic + High Decline = 🔴 Refresh Immediately High Traffic + Low Decline = 🟡 Schedule Refresh Low Traffic + High Decline = 🟡 Evaluate & Decide Low Traffic + Low Decline = 🟢 Low Priority

Analyze Individual Content for Refresh

## Content Refresh Analysis: [Title]

**URL**: [URL]
**Published**: [date]
**Last Updated**: [date]
**Word Count**: [X]

### Performance Metrics

| Metric | 6 Mo Ago | Current | Change |
|--------|----------|---------|--------|
| Organic Traffic | [X]/mo | [X]/mo | [+/-X]% |
| Avg Position | [X] | [X] | [+/-X] |
| Impressions | [X] | [X] | [+/-X]% |
| CTR | [X]% | [X]% | [+/-X]% |

### Keywords Analysis

| Keyword | Old Position | Current Position | Change |
|---------|--------------|------------------|--------|
| [kw 1] | [X] | [X] | ↓ [X] |
| [kw 2] | [X] | [X] | ↓ [X] |
| [kw 3] | [X] | [X] | ↓ [X] |

### Why This Content Needs Refresh

1. **Outdated information**: [specific examples]
2. **Competitive gap**: [what competitors added]
3. **Missing topics**: [new subtopics to cover]
4. **SEO issues**: [current optimization problems]
5. **GEO potential**: [AI citation opportunities]

Identify Specific Updates Needed

## Refresh Requirements

### Outdated Elements

| Element | Current | Update Needed |
|---------|---------|---------------|
| Year references | "[old year]" | Update to [current year] |
| Statistics | "[old stat]" | Find current data |
| Tool mentions | "[old tool]" | Add newer tools |
| Links | [X] broken | Fix or replace |
| Screenshots | Outdated UI | Recapture |

### Missing Information

**Topics competitors now cover that you don't**:

| Topic | Competitor Coverage | Words Needed | Priority |
|-------|---------------------|--------------|----------|
| [Topic 1] | 3/5 competitors | ~300 words | High |
| [Topic 2] | 2/5 competitors | ~200 words | Medium |
| [Topic 3] | 4/5 competitors | ~400 words | High |

### SEO Updates Needed

- [ ] Update title tag with current year
- [ ] Refresh meta description
- [ ] Add new H2 sections for [topics]
- [ ] Update internal links to newer content
- [ ] Add FAQ section for featured snippets
- [ ] Refresh images and add new alt text

### GEO Updates Needed

- [ ] Add clear definition at start
- [ ] Include quotable statistics with sources
- [ ] Add Q&A formatted sections
- [ ] Update sources with current citations
- [ ] Create standalone factual statements

Create Refresh Plan

## Content Refresh Plan

### Title/URL
**Current**: [current title]
**Refreshed**: [updated title with year/hook]

### Structural Changes

**Keep As-Is**:
- [Section 1] - Still relevant and accurate
- [Section 2] - Still relevant and accurate

**Update/Expand**:
- [Section 3] - Update statistics, add [X] words
- [Section 4] - Add new examples from [current year]

**Add New Sections**:
- [New Section 1] - [description, ~X words]
- [New Section 2] - [description, ~X words]
- FAQ Section - [X questions for featured snippets]

**Remove/Consolidate**:
- [Section 5] - Outdated, remove or redirect topic

### Content Additions

**New Word Count Target**: [X] words (+[Y] from current)

| Section | Current | After Refresh | Notes |
|---------|---------|---------------|-------|
| Introduction | [X] | [X] | Add hook, update context |
| [Section 1] | [X] | [X] | Keep |
| [Section 2] | [X] | [X] | Update stats |
| [New Section] | 0 | [X] | Add entirely |
| FAQ | 0 | [X] | Add for GEO |
| Conclusion | [X] | [X] | Update CTA |

### Specific Updates

**Statistics to Update**:

| Old Statistic | New Statistic | Source |
|---------------|---------------|--------|
| "[old stat]" | "[find current]" | [source] |
| "[old stat]" | "[find current]" | [source] |

**Links to Update**:

| Anchor Text | Old URL | New URL | Reason |
|-------------|---------|---------|--------|
| "[anchor]" | [old] | [new] | Broken |
| "[anchor]" | [old] | [new] | Better resource |

**Images to Update**:

| Image | Action | New Alt Text |
|-------|--------|--------------|
| [img 1] | Replace | "[keyword-rich alt]" |
| [img 2] | Keep | Update alt text |

Write Refresh Content

## Refreshed Content Sections

### Updated Introduction

[Write new introduction with:]
- Updated hook for current year
- Fresh statistics
- Clear value proposition
- Primary keyword in first 100 words

### New Section: [Title]

[Write new section covering:]
- [Topic competitors now cover]
- Current information and examples
- GEO-optimized with quotable statements

### Updated Statistics Section

**Replace**:
> "[Old statement with outdated stat]"

**With**:
> "[New statement with current stat] (Source, [current year])"

### New FAQ Section

## Frequently Asked Questions

### [Question matching PAA/common query]?

[Direct answer in 40-60 words, optimized for featured snippets]

### [Question 2]?

[Direct answer]

### [Question 3]?

[Direct answer]

Optimize for GEO During Refresh

## GEO Enhancement Opportunities

### Add Clear Definitions

**Add at start of article**:
> **[Topic]** is [clear, quotable definition in 40-60 words that 
> AI systems can cite directly].

### Add Quotable Statements

**Transform**:
> "Email marketing is effective for businesses."

**Into**:
> "Email marketing delivers an average ROI of $42 for every $1 
> invested, making it the highest-ROI digital marketing channel 
> according to the Data & Marketing Association ([current year])."

### Add Q&A Sections

Structure content with questions AI might answer:
- What is [topic]?
- How does [topic] work?
- Why is [topic] important?
- What are the benefits of [topic]?

### Update Citations

- Add sources for all statistics
- Link to authoritative references
- Include publication dates
- Use recent sources (last 2 years)

Generate Republishing Strategy

## Republishing Strategy

### Date Strategy

**Options**:

1. **Update Published Date** 
   - Use when: Major overhaul (50%+ new content)
   - Pros: Signals freshness to Google
   - Cons: Loses "original" authority

2. **Add "Last Updated" Date**
   - Use when: Moderate updates (20-50% new)
   - Pros: Shows both original and fresh
   - Cons: Original date visible

3. **Keep Original Date**
   - Use when: Minor updates (<20% new)
   - Pros: Maintains authority
   - Cons: Doesn't signal update

**Recommendation**: [Option X] because [reason]

### Technical Implementation

- [ ] Update `dateModified` in schema
- [ ] Update sitemap lastmod
- [ ] Clear cache after publishing
- [ ] Resubmit to ~~search console

### Promotion Strategy

**Immediately after refresh**:
- [ ] Share on social media as "updated for [current year]"
- [ ] Send to email list if significant update
- [ ] Update internal links with fresh anchors
- [ ] Reach out for new backlinks

**Track Results**:
- [ ] Monitor rankings for 4-6 weeks
- [ ] Track traffic changes
- [ ] Watch for featured snippet capture
- [ ] Check AI citation improvements

Create Refresh Report

# Content Refresh Report

## Summary

**Content**: [Title]
**Refresh Date**: [Date]
**Refresh Level**: [Major/Moderate/Minor]

## Changes Made

| Element | Before | After |
|---------|--------|-------|
| Word count | [X] | [Y] (+[Z]%) |
| Sections | [X] | [Y] |
| Statistics | [X] outdated | [Y] current |
| Internal links | [X] | [Y] |
| Images | [X] | [Y] |
| FAQ questions | 0 | [X] |

## Updates Completed

- [x] Updated title with current year
- [x] Refreshed meta description
- [x] Added [X] new sections
- [x] Updated [X] statistics with sources
- [x] Fixed [X] broken links
- [x] Added FAQ section for GEO
- [x] Implemented FAQ schema
- [x] Updated images and alt text

## Expected Outcomes

| Metric | Current | 30-Day Target | 90-Day Target |
|--------|---------|---------------|---------------|
| Avg Position | [X] | [Y] | [Z] |
| Organic Traffic | [X]/mo | [Y]/mo | [Z]/mo |
| Featured Snippets | 0 | 1+ | 2+ |

## Next Review

Schedule next refresh review: [Date - 6 months from now]

Validation Checkpoints

Input Validation

Target content URL or title clearly identified
Historical performance data available (traffic trends, rankings)
Content publish/update dates known
If comparing to competitors, competitor URLs provided

Output Validation

Every recommendation cites specific data points (not generic advice)
Outdated elements identified with specific examples and replacement data
All suggested additions include word counts and section locations
Source of each data point clearly stated (~~analytics data, ~~search console, ~~SEO tool, user-provided, or estimated)

Example

User: "Refresh my blog post about 'best cloud hosting providers'"

Output:

### CORE-EEAT Quick Assessment

**Content**: "Best Cloud Hosting Providers 2023"
**Content Type**: Commercial comparison / listicle

| Dimension | Quick Score | Key Weakness | Refresh Priority |
|-----------|-----------|--------------|-----------------|
| C — Contextual Clarity | 60/100 | Title says 2023 — stale intent signal | 🔴 |
| O — Organization | 75/100 | Good comparison tables but no summary box | 🟡 |
| R — Referenceability | 35/100 | Pricing from Q1 2023, 3 broken links | 🔴 |
| E — Exclusivity | 50/100 | No original benchmarks or test data | 🟡 |
| Exp — Experience | 30/100 | No first-person testing narrative | 🔴 |
| Ept — Expertise | 65/100 | Author bio present but lacks credentials | 🟡 |
| A — Authority | 55/100 | 12 backlinks, was ranking page 1 | 🟢 |
| T — Trust | 60/100 | Affiliate links present but not disclosed | 🔴 |

**Weakest Dimensions** (focus refresh here):
1. **Experience** — Add hands-on testing results ("We migrated a test site to each provider")
2. **Referenceability** — Replace all 2023 pricing/uptime data with current figures

## Content Refresh Analysis: Best Cloud Hosting Providers 2023

**URL**: cloudhosting.com/best-cloud-hosting
**Published**: 2023-02-14
**Last Updated**: Never
**Word Count**: 2,100

### Performance Metrics

| Metric | 6 Mo Ago | Current | Change |
|--------|----------|---------|--------|
| Organic Traffic | 3,200/mo | 1,400/mo | -56% |
| Avg Position | 4.2 | 14.8 | ↓ 10.6 |
| Impressions | 18,000 | 9,500 | -47% |
| CTR | 6.1% | 2.3% | -3.8% |

### Content Decay Signals Identified

1. **Outdated year in title and H1** — "2023" signals stale content to users and search engines
2. **Pricing data 18+ months old** — AWS Lightsail listed at $3.50/mo (now $5/mo), DigitalOcean at $4/mo (now $6/mo)
3. **Missing new entrants** — No mention of Hetzner Cloud or Vultr, which 4/5 top competitors now cover
4. **3 broken outbound links** — Provider comparison pages that have moved or been retired

### Refresh vs. Rewrite Decision

| Factor | Assessment |
|--------|-----------|
| Content quality | Good structure, solid comparison tables — foundation is sound |
| URL equity | 12 referring domains, 18 months old |
| Scope of changes | ~40% of content needs updating |
| Search intent | Unchanged — still commercial comparison |

**Decision**: **REFRESH** — The URL has earned backlinks, the structure is solid, and less than 50% needs rewriting. Keep the URL, update in place.

## Content Refresh Plan

**Current Title**: "Best Cloud Hosting Providers 2023"
**Refreshed Title**: "Best Cloud Hosting Providers 2024: 7 Platforms Tested & Compared"

### Specific Refresh Actions

1. **Update all pricing and specs** (~30 min)
   - Replace 2023 pricing for all 5 listed providers with current data
   - Add uptime stats from the last 12 months (source: UptimeRobot public status pages)
   - Update feature comparison table with current plan tiers

2. **Add 2 missing providers + testing narrative** (~600 words)
   - Add Hetzner Cloud and Vultr sections with same comparison format
   - Write intro paragraph: "We deployed a WordPress benchmark site to each provider and measured TTFB, uptime, and support response times over 30 days"

3. **Add affiliate disclosure and FAQ section** (~200 words)
   - Add disclosure statement below introduction: "This post contains affiliate links. See our editorial policy."
   - Add FAQ with 4 questions targeting People Also Ask (e.g., "What is the cheapest cloud hosting?", "Is cloud hosting faster than shared hosting?")
   - Implement FAQ schema markup for rich result eligibility

4. **Fix broken links and update internal links** (~15 min)
   - Replace 3 broken outbound links with current provider URLs
   - Add internal links to cloudhosting.com/vps-vs-cloud and cloudhosting.com/hosting-speed-test

### Republishing Strategy

**Recommendation**: Update Published Date — this is a major overhaul (40%+ new content, new providers, fresh test data). Update `dateModified` in Article schema, resubmit URL in Search Console, and share on social as "Updated for 2024."

### Expected Outcomes

| Metric | Current | 30-Day Target | 90-Day Target |
|--------|---------|---------------|---------------|
| Avg Position | 14.8 | 8-10 | 3-6 |
| Organic Traffic | 1,400/mo | 2,200/mo | 3,500/mo |
| Featured Snippets | 0 | 1 (FAQ) | 2+ |

Content Refresh Checklist

### Pre-Refresh
- [ ] Analyze current performance metrics
- [ ] Identify outdated information
- [ ] Research competitor updates
- [ ] Note missing topics

### Content Updates
- [ ] Update year references
- [ ] Refresh statistics with sources
- [ ] Add new examples and case studies
- [ ] Expand thin sections
- [ ] Add new relevant sections
- [ ] Create FAQ section

### SEO Updates
- [ ] Update title tag
- [ ] Refresh meta description
- [ ] Optimize headers
- [ ] Update internal links
- [ ] Add new images with alt text

### GEO Updates
- [ ] Add clear definition
- [ ] Include quotable statements
- [ ] Add Q&A formatted content
- [ ] Update source citations

### Technical
- [ ] Update schema dateModified
- [ ] Clear page cache
- [ ] Update sitemap
- [ ] Test page speed

Tips for Success

Prioritize by ROI - Refresh high-potential content first
Don't just add dates - Make substantial improvements
Beat competitors - Add what they have and more
Track results - Monitor ranking changes post-refresh
Schedule regular audits - Check content health quarterly
Optimize for GEO - Every refresh is a GEO opportunity

Content Decay Signal Taxonomy

Decay Indicators

Signal	Source	Severity	Detection Method
Traffic decline >20% MoM	Analytics	High	Monthly traffic comparison
Position drop >5 positions	Rank tracker	High	Weekly rank monitoring
Outdated statistics/dates	Manual review	Medium	Annual content audit
Broken external links	Crawler	Medium	Monthly crawl reports
Decreased CTR	Search Console	Medium	Quarterly CTR analysis
Competitor new content	SERP monitoring	Medium	Monthly SERP checks
User engagement drop	Analytics	Low	Quarterly engagement review
Index coverage issues	Search Console	High	Weekly coverage monitoring

Content Decay Stages

Stage	Symptoms	Urgency	Recommended Action
Early decay	Slight traffic/position dip	Low	Monitor for 2-4 weeks
Active decay	Consistent decline across 2+ months	Medium	Schedule refresh within 2 weeks
Significant decay	50%+ traffic loss, page 2+	High	Immediate refresh or rewrite
Terminal decay	No organic traffic, deindexed	Critical	Rewrite, redirect, or retire

Refresh vs. Rewrite Decision Framework

Factor	Refresh (Update)	Rewrite (New version)
Content quality	Good foundation, needs updating	Fundamentally flawed or outdated approach
Position	Was ranking well, now dropping	Never ranked well despite optimization
URL age	1+ years, has earned backlinks	Young URL with no backlink equity
Backlinks	Has external links pointing to it	No backlinks worth preserving
Scope of changes needed	<50% of content changing	>50% needs rewriting
Search intent	Intent hasn't changed	Search intent has evolved

Decision rule: If the URL has backlinks and was ranking, REFRESH. If not, consider REWRITE at a new URL (with 301 redirect if old URL has any equity).

Content Lifecycle Model

CREATE → PROMOTE → MAINTAIN → REFRESH → [REFRESH again] or RETIRE
  │         │          │          │                          │
  │      Month 1    Month 2-6   Month 6-12              When terminal
  │    Social,      Monitor     Update facts,            301 redirect
  │    outreach,    rankings,   add new sections,         to related
  │    email        fix issues  improve depth              content

Lifecycle Actions by Phase

Phase	Duration	Key Actions	Metrics to Track
Create	Week 1	Publish, submit to Search Console	Indexation
Promote	Month 1	Social shares, email, outreach	Referral traffic, backlinks
Maintain	Months 2-6	Monitor, fix broken links, respond to comments	Rankings, traffic trend
Refresh	Months 6-12+	Update data, add sections, improve structure	Traffic recovery, new keywords
Retire	When terminal	301 redirect to best alternative	Redirect traffic recovery

Update Strategy by Content Type

Content Type	Refresh Frequency	Key Updates	Shelf Life
Statistics roundups	Every 6 months	Replace old stats, add new sources	6-12 months
Tool comparisons	Every 3-6 months	Update pricing, features, screenshots	3-6 months
How-to guides	Annually	Update steps, screenshots, links	12-18 months
Evergreen guides	Every 12-18 months	Add new sections, update examples	18-24 months
News/trend content	Don't refresh	Archive or redirect	1-3 months
Case studies	Rarely	Update results if available	2-3 years
Glossary/definitions	As needed	Update when definitions evolve	2-5 years

Reference Materials

Content Decay Signals — Decay indicators, lifecycle stages, and refresh triggers by content type

Related Skills

content-gap-analysis — Find what to add
seo-content-writer — Write new sections
geo-content-optimizer — Enhance for AI
on-page-seo-auditor — Audit refreshed content
content-quality-auditor — Full 80-item CORE-EEAT audit

content-refresher