Here's a content marketing truth that doesn't get enough attention: one of the best things you can do for your SEO is improve your old content, not just keep publishing new stuff.
If you have blog posts that are a year or two old—especially educational or how-to content—there's a good chance some of the information is outdated. Industries evolve, tools change, and what was accurate in 2023 might be misleading today. Search engines reward content that's fresh, accurate, and helpful, so refreshing an older post can give it a real rankings boost.
The advantage of updating over creating something new? Google already knows the URL exists. It's already been indexed and may already have some authority. When you improve the content, add new sections, update statistics, and refresh the publish date, you're giving that existing page a competitive edge rather than starting from zero with a brand-new post.
That said, new posts absolutely have their place. If there's a topic you haven't covered yet—or a keyword your audience is searching for that doesn't match any existing content—that's when a new post makes sense.
A smart approach is to mix both. Audit your blog every few months and identify posts that could benefit from a refresh. Then fill in the gaps with new content on topics you haven't addressed. This way, you're building on what's already working while expanding your content library.
One more thing: don't just update and forget. After a major refresh, submit the URL to Google Search Console for re-indexing and promote the updated post on your social channels and email list. Treat it like a new piece of content—because in many ways, it is. Enji's AI Copywriter can help you rewrite sections of a blog post and the Blog Repurposing tool can create fresh social posts from an updated blog to promote the update, making the whole process faster.
