We found that page-one-ranking content for popular keywords gets updated within the last two years, on average.
So much for evergreen content, eh?
As SEOs and content marketers, we’re always looking for an edge in search. At Siege, we have a history of advocating for keeping your freshness distance low to improve rankings. Now, many years later, we finally have the data to support our recommendations.
To cut through the SEO noise and deliver actionable insights, we’ve dissected thousands of keywords in a data-driven study, pinpointing the sweet spot for content refresh frequency. This isn’t fluff — we’re talking real numbers.
In this guide, we’ll uncover what a content refresh actually means, expose the content types that demand timely attention, and provide you with the strategies to keep your content ranking high. Plus, we’ll lay out the data that backs our recommendations and hand you the tools to optimize your refresh content game.
- What Is a Content Refresh?
- What Content Should You Update and How Often?
- Why Is a Content Refresh Important?
- How To Refresh Content
- How Keyword Difficulty Influences Update Frequency
What Is a Content Refresh?
A content refresh isn’t just a quick spell check — it’s a strategic overhaul. Think of it as giving your content a facelift, not just a touch-up. Content refreshes involve updating outdated information, adding new insights, improving readability, and ensuring the content aligns with current search intent and E-E-A-T principles.
It’s about making your existing content more relevant and valuable, ultimately boosting its performance and link equity.
What Is a Content Update?
A content update is a more focused approach, typically involving minor revisions to existing content. This could mean correcting factual errors, adding recent statistics, or adjusting language to reflect current trends.
Unlike a full refresh, an update maintains the core structure and message while ensuring accuracy and relevance. Think of it like the difference between replacing your engine or changing the oil — both are important, but they serve different purposes.
What Is a Website Layout Update?
A website layout update goes beyond content and focuses on your site’s visual and structural aspects. This involves redesigning page layouts, improving navigation, enhancing mobile responsiveness, and optimizing user experience.
It’s about making your website more intuitive and visually appealing, ensuring visitors can easily find the information they need. A layout update directly impacts your website’s ability to retain users and can influence your CTR and overall SEO performance. We communicate ideas with design, and this is a prime example.
What Content Should You Update and How Often?
We used Ahrefs to export the top 1,000 phrase match keywords using the most common keyword types we could think of.
First, let’s put everything on the table — literally:
| Phrase Match | # of Keywords | Cumulative Search Volume | SERPs With Dates Present (%) | Average Days Since Last Update |
|---|---|---|---|---|
| best software | 1000 | 59,410 | 97.80% | 530 |
| best | 998 | 32,152,000 | 93.99% | 400 |
| rates | 999 | 9,111,000 | 68.17% | 496 |
| ideas | 1000 | 11,684,800 | 96.80% | 603 |
| loan | 999 | 9,772,700 | 71.07% | 578 |
| recipes | 999 | 11,976,300 | 98.30% | 796 |
| insurance | 989 | 22,887,400 | 48.74% | 722 |
| vs | 840 | 88,120 | 93.93% | 681 |
| review | 1000 | 4,926,800 | 92.80% | 727 |
| trends | 996 | 1,424,000 | 93.27% | 410 |
| alternatives | 999 | 1,071,900 | 96.40% | 539 |
| cheap | 995 | 6,890,300 | 56.28% | 886 |
| how to | 999 | 36,544,000 | 96.40% | 864 |
| what is | 1000 | 43,127,000 | 88.10% | 750 |
| types | 1000 | 6,986,300 | 92.30% | 926 |
| tips | 999 | 1,580,800 | 87.59% | 801 |
| statistics | 993 | 1,266,400 | 79.05% | 1,019 |
| calculator | 993 | 81,653,000 | 54.40% | 1,420 |
| Total | 17,805 | 283,202,230 | 83.63% | 730 |
Terms like “What is [X]” and “How to [X]” are the bread and butter of many content strategies (regardless of industry). Therefore, this approach helped us broaden this data’s appeal as much as possible.
Some keywords exported from Ahrefs were NSFW (i.e., porn) or poorly formatted, which is why some variants have less than 1,000 keywords. It’s fair to say that we have a pretty statistically significant sample size with the SERPs of 17,749 total keywords analyzed, which encourages nearly 234 million searches per month.
Let’s break down the data to see which content types demand frequent updates, which can wait, and why even seemingly evergreen content needs a refresh.
Content Requiring More Frequent Updates
Analyzing the average dates (when present — but more on that soon) within the SERP, we found that the average last update date for all keyword variants was 730 days. Let’s do the math for you: 730/365 = 2 years.
Of course, the search intent and keyword matter a lot when considering how often you should refresh content.
Best [X] ‘Software’ Keywords
These are sprinting, not strolling. You need to be nimble with an average update of 143 days and some SERPs updating every seven days (‘best software for taxes’).
Siege recommends updating these pieces every six months (if not more frequently), especially considering how high-intent and conversion-focused that traffic can be.
It’s worth noting that this is just the average, and unfortunately, some SERPs are updating far more frequently. For example, at the time we pulled this data, the SERP for “best software for taxes” had been last updated seven days ago, on average.
It’s also important to note that this type of blog content is more typically dated compared to landing pages.
Action: Replace outdated website information with new product releases, add new content sections about feature updates, and optimize design elements to highlight the latest innovations. Use Ahrefs to monitor competitor updates.
‘Best’ Keywords (Broader)
‘Best’ keywords, such as ‘Best smart watches’ are refreshed every 400 days. Innovation moves fast, and your content should, too.
Action: Keep these posts current with new product comparisons and reviews.
‘Rates’ Keywords
‘Rates’ keywords, such as ‘Mortgage rates’ change less frequently, averaging 496 days.
Action: Update these posts with the latest figures and analysis.
Content Requiring Less Frequent Updates
Not everything needs a daily polish. ‘What is’ and ‘how to’ content is more stable by nature. We don’t need to reinvent the wheel — just the SEO flywheel.
- ‘What is’ & ‘How to’ Keywords: Focus on improving content structure and design elements to enhance user experience. Ensure that the information is still correct by running a content audit.
- ‘Calculator’ Keywords: Only 54% of these SERPs feature dates. Math doesn’t change much. Ensure the calculators function correctly and are visually appealing.
Still, Updating Content is Needed
Overall, the average ranking page for every phrase match keyword we analyzed was last updated within the last two years. Hopefully, this is a wake-up call for refreshing your content and watching content decay.
At Siege, we recently launched a tool for our clients to do just that: Rise.
Why Is a Content Refresh Important?
Let’s be real — content decay is a silent killer. Your once-shining masterpiece can quickly become a relic, losing its relevance and ranking power.
Search algorithms favor fresh, up-to-date information, and neglecting refreshes means you’re essentially handing over prime real estate to your competitors. A content refresh isn’t just about keeping up — it’s about staying ahead.
Beyond rankings, refreshes enhance user experience. Outdated information frustrates readers and damages your credibility. By providing current, accurate content, you build trust and establish yourself as an authority in your field.
This, in turn, boosts shareability and link equity, creating a virtuous cycle of SEO success. Plus, optimizing existing content is often more efficient than starting from scratch. We build links, but we are not link builders, and content refreshes allow us to improve the content that those links point to.
How To Refresh Content
Okay, so you know why refreshes matter. Now, let’s get down to the how-to. Refreshing content isn’t just slapping a new date on an old post. It’s a strategic process that involves deep dives, data analysis, and a bit of creative flair.
Here’s a step-by-step guide to revitalizing your content and reclaiming your search rankings.
1. Run a Content Audit
First things first: Know your battlefield. A content audit is your reconnaissance mission. Use tools like Ahrefs, Google Analytics, and Screaming Frog to inventory your existing content and analyze its performance.
Track key metrics like organic traffic, keyword rankings, bounce rate, and time on page. Identify underperforming content, pages with high bounce rates, and content that’s lost keyword rankings.
This audit will pinpoint which pages need a full refresh, a simple update, or a complete overhaul. Think of this as your content health check — you can’t fix what you don’t measure.
2. Replace Outdated Information
Outdated statistics and examples? Kiss them goodbye. Verify every source, double-check your data, and ensure your information is current and accurate.
Readers trust accuracy, and Google rewards it. Replace old statistics with the latest findings, update examples to reflect current trends, and remove any information that’s no longer relevant. Don’t just update; elevate your content with verifiable, up-to-date data. This is where E-E-A-T shines.
3. Optimize for Relevant Keywords
Keyword research isn’t a one-and-done deal. Search intent evolves, and so should your keyword strategy. Use tools like Ahrefs to identify current relevant keywords and analyze search intent.
Incorporate these keywords naturally into your refreshed content, updating meta descriptions and title tags to reflect current user queries. Don’t stuff keywords; optimize for relevance and user experience. Remember, you’re writing for humans, not just algorithms.
4. Improve Content Structure
Break up those walls of text.
To make your content more scannable and engaging, use:
- Headings
- Subheadings
- Bullet points
- Visuals
Improve readability by using shorter paragraphs and simpler language.
A well-structured post keeps readers engaged and improves user experience. Think of it as designing a user-friendly roadmap for your content. We communicate ideas with design, even within the copy itself.
5. Add New Content Sections
Expand your content’s scope by adding new sections that address related questions and provide additional value.
Consider adding:
- FAQ sections
- Expanding on subtopics
- Incorporating new research findings
This improves the depth of your content and increases its relevance and shareability. Think of it as adding new rooms to your content house — make it bigger and better.
6. Update Design Elements
Visuals matter. Update your content’s design elements with new images, videos, and infographics. Optimize images and videos for SEO and user experience using descriptive file names, alt text, and compression.
Ensure your layout is clean and modern and that your content is mobile-friendly. A visually appealing post is more engaging and shareable. It’s not just the words; it’s the whole package.
7. Track Performance
Don’t let your refreshed content drift into the abyss. Monitor its performance using analytics tools like Google Analytics and Ahrefs.
Track key metrics, such as:
- Organic traffic
- Keyword rankings
- Bounce rate
- Time on page
Use this data to refine your future content updates and optimize your strategy. Data-driven decisions are the cornerstone of effective SEO. This is how you know if your refresh is working.
How Keyword Difficulty Influences Update Frequency
When looking at the correlation between keyword difficulty and the update frequency of content, there is a clear trend towards time-sensitivity for higher keyword difficulty.
As you can see, keywords with a difficulty score less than 10 have been updated within the last two years, while 90+ difficulty keywords are updated with far greater frequency: 320 days on average.
If you’re looking for a methodology for your content refresh strategy, you could simply filter your keyword profile from high-to-low KD and work your way down the list. Mileage may vary.
Conclusion: Refresh Content More Regularly
Sometimes, the best content strategy isn’t to dive deep into a blue ocean of net-new content but to clean up your green, algae-covered content lake.
Perhaps uncommon advice from a content marketing agency, but sometimes the best course of action is to focus on strategic content lifecycle management and optimizing what you already have, which will keep you from straying off topic.
Of course, if you are creating loads of net-new content, include a meaningful proportion of your efforts and/or budget to update your existing content.
At Siege, we are building the refresh frequency recommendation into our KOB keyword research process to integrate a strategy for updates into our content roadmap:
If you’d like us to run a micro- or macro-level analysis on your industry’s refresh frequency, reach out, and we can schedule time to discuss and talk through.
Methodology
Using the Google Search API, we pulled the top 10 results for each keyword, analyzing the “htmlSnippet” for each result where Google often features the last updated date.
When Google features “[X] days ago” instead of a proper date, we extracted the [X] and created our own date (i.e., MM-DD-YYYY) by taking TODAY (the date of data collection) and subtracting [X].
Many individual search results don’t feature the date, so we removed those results from this analysis, ordering the present dates to arrive at a median date since the last update. We then calculated the number of days between TODAY and this median date.
When no meaningful dates are present on a given SERP, the tool would return null, and we could use that data to identify the percentage of SERPs featuring dates.
If you want to dig into the data, you can view everything here.
