It is important to revisit existing site content and update when necessary. Google values fresh content, so keeping information updated/accurate is an important part of SEO.
Steps to refresh existing content
Review existing content and current keyword rankings.
Complete a competitor analysis to identify any gaps within existing content.
Audit the search landscape: evaluate whether existing content aligns with search intent. Identify content gaps that current content may not include.
Update content:
remove outdated information
add additional content based on competitive/landscape analysis.
Check you're ranking for the right search term
Use thesearch performance dashboard to dashboard to check:
what search terms your content is ranking for
what search ranking each page has.
Your page should be addressing the user intent when they are searching for that keyword. If that’s not clear you may have to do some user research.
You have the right search term
If your ranking isn't number one but the search term is appropriate then you should update your content and develop a linking strategy.
The search term doesn’t seem right
If the search term you're ranking on is generic or inappropriate then you should set a more appropriate search term target and update your content.
Update your content for SEO
Go back to basics and make sure your title, metadata and content are best practice.
Create a linking
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strategy
If search engines see other reputable websites are linking to you then your ranking will go up as this is evidence that you're an authoritative website.
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Do highlight the benefit to them of linking to your page e.g. providing their readers with information about a new support program or providing useful information from a trusted source. If you can’t identify this, it’s another sign your content is probably not useful enough for users to rank well.