How to Update Content to Increase Traffic and Revenue

Updating articles is often an overlooked strategy for driving sustainable traffic and revenue.

It’s a practice I’ve come to love as an SEO Consultant and throughout my career as an SEO Manager. 

Whether you're a seasoned SEO or new to the field, avoiding common mistakes and implementing a process-driven approach can make your content updates a powerful lever for growth. 

Here's a comprehensive guide to why and how to update content for maximum impact.

I spoke on this topic at BrightonSEO San Diego in November 2024. You can view my slides here. 

Why Should I Update SEO Content?

Content updates aren’t just about tweaking old posts; they’re about protecting and improving your website’s ability to compete. 

If you neglect this process, your competitors will likely outrank you. This is especially important for high-revenue keywords where even a slight drop in ranking can have a significant business impact.

Regularly updating content can counteract the natural decay of articles over time and boost traffic. Research shows that updating content can reduce decay and drive up weekly traffic by as much as 55%. 

Five Questions to Ask Before Updating SEO Content

Before diving into content updates, ask yourself these five important questions:

1. When Was the Article First Published?

Articles need time to gain authority and rank. I've analyzed click data for clients, showing that many pieces peak in traffic or clicks between 4 and 6 months after publication. Updating too soon can disrupt this process. 

A good rule of thumb is to wait at least 3–6 months before revisiting an article, depending on your industry.

2. Why Are You Updating This Article?

Updates are most effective when they have a clear goal:

• Boosting conversions

• Increasing traffic

• Enhancing topical authority

• Improving content quality

Be cautious about reactive updates, such as immediately updating after algorithm changes. After a Google Algorithm update occurs it can take time for traffic fluctuations to regulate. 

3. Is Traffic Declining?

Use tools like GA4, Google Search Console, or SEO Gets to track traffic trends. 

Compare the last 90 days to the preceding period to spot declines. 

Understanding why traffic is dropping—whether due to rank loss, competitor updates, or changing search intent—will guide your update strategy.

4. Does the Content Match Search Intent?

Search intent can shift over time. For example, a blog post that initially ranked well might need to be transformed into a transactional landing page. 

Adjusting content to align with current search intent can revitalize its performance.

5. What Improvements Can Be Made?

Look for ways to add value to your content:

• Add missing headers or FAQs based on competitor analysis or the "People Also Ask" box.

• Restructure the page for better readability.

• Remove irrelevant or outdated sections to streamline the experience.

The Content Decay Lifecycle

When analyzing the lifecycle of your content, it’s important to understand the content decay process and its distinct phases. 

These phases describe the natural trajectory of content performance, from its initial rise in traffic to its eventual decline. 

1. Spike Phase
This is the initial surge in traffic after your content is published. It happens when your piece is new, relevant, and possibly promoted heavily. Search engines and readers find it fresh, and it quickly gains attention. However, this phase is temporary and often short-lived.

2. Trough Phase
Following the spike, your content may experience a decline in traffic. This "trial phase" represents a period when the initial momentum fades, and search engines and users determine whether the content is truly valuable and sustainable in rankings.

3. Growth Phase  
After the trial phase, content demonstrating value often enters a growth phase. This is where traffic increases steadily as the piece becomes more established in search rankings and garners more backlinks or engagement. Proper optimization during this phase can extend its upward trajectory.

4. Plateau Phase
Eventually, the growth phase tapers off, and traffic stabilizes. During this plateau, the content maintains consistent performance but doesn’t see substantial increases or decreases. This is often when the piece has reached a saturation point in its ranking potential without updates.

5. Decay Phase
Over time, content enters the decay phase, where performance declines due to factors like outdated information, shifting search intent, or competition from fresher content. Traffic steadily drops, and the content becomes less relevant to search engines and users alike.

Delaying the Decay Phase with Updates 
Regular updates can significantly delay the decay phase. By refreshing your content with up-to-date data, keywords, and relevance, you can:

• Extend the growth phase.

• Postpone or reverse the decay phase.

For example, a study by Animalz revealed that updating content regularly can decrease decay and boost weekly traffic by as much as 55%. 

A key strategy here is to identify when a piece is approaching the plateau or decay phase and implement updates before traffic drops significantly. This way, you can maximize its lifecycle and continue generating strong returns.

Building a Scalable Content Update Process

A structured process ensures that content updates happen consistently and efficiently. Here’s a blueprint:

Set Triggers for Updates

Use project management tools like Monday.com or simple Google Sheets to flag content for review after 6 months. 

Automation tools like Zapier can help streamline this process.

Collaborate Effectively

Train your team to handle updates using clear documentation. Use Loom videos or shared Notion documents to guide writers and editors through the workflow.

Track Impact

Use a tracking system to measure the results of updates. For example, compare traffic and conversions four weeks before and after updates. 

Visualizing this data in dashboards can help communicate the value of content updates to stakeholders.

Publish Efficiently

Ensure updates are visible to both users and search engines. 

Adding an “Updated On” date, as Healthline does, signals fresh content to Google and builds trust with readers.

How to Update Revenue-Driving Content

When updating content tied directly to revenue, the stakes—and rewards—are higher. Here’s how to excel:

Prioritize Key Pages

Identify which keywords and pages drive the most revenue. Create a spreadsheet tracking these terms, their associated pages, and their conversion metrics.

Be the Best Resource

Go beyond standard updates by incorporating unique, high-value elements. 

For example, my team and I once called emergency rooms nationwide to gather pricing data for an article. This original research helped us rank in the top three for a competitive keyword.

Leverage Expertise

Talk to customers, analyze competitor reviews, and use public datasets to create content that stands out. 

Being a trusted authority in your niche will help secure rankings and conversions.

Takeaway

Updating content isn’t just a maintenance task—it’s an opportunity to outperform competitors, delight users, and drive business results. 

By asking the right questions, building a consistent process, and focusing on high-impact updates, you can transform your content strategy, provide consistently high-quality information to your readers, and increase traffic and revenue.