Updating old blog posts is worth it for pages that rank between position 5 and 20 in Search Console and get lots of impressions but few clicks. Often an hour's work is enough: correcting outdated details, stating the current date, adding an FAQ, setting internal links. Only change the date if the content has actually changed. If two posts cover the same topic, merge them instead of writing a third.
A blog with eighty posts usually has ten that bring in almost all the visitors, thirty that just miss the first page, and forty that nobody reads. Updating focuses on the thirty. That's where the work pays off fastest, because Google already knows the page and just needs a reason to rank it higher. This page describes how to find these posts, what to change, and where the line to an honest date lies.
Which posts to tackle first
You make the selection in Search Console, not by feel. How to set up the tool is described under Setting up and reading Search Console. In the "Performance" report, filter by the last three months and sort by impressions. Then look for posts with three traits:
- Average position between 5 and 20. The page is at the bottom of page 1 or on page 2. Moving up three spots makes a big difference here; going from position 60 to 57 changes nothing.
- Lots of impressions, few clicks. Google shows the page, but nobody clicks. Often this is down to the page title or the content no longer matching the question.
- Older than twelve months. Newer posts haven't found their position yet.
The "position 5 to 20" rule is a rule of thumb, not a Google requirement. It works because it focuses effort on pages where a small improvement becomes visible.
For each post, also note down the three search terms with the most impressions. These show what Google thinks the page is about, and these sections mustn't get lost during the rewrite.
What to change
Not every post needs the same treatment. The table ranks the most common changes by effort and typical effect.
| Change | Effort | When it makes sense |
|---|---|---|
| Correcting outdated details (prices, regulations, products) | 10 minutes | Whenever something has changed |
| State "As of: October 2026" in the text | 2 minutes | For all posts with figures or rules |
| Rewrite the page title and meta description | 10 minutes | Lots of impressions, few clicks |
| Add an FAQ section with three to five questions | 20 minutes | When Search Console shows questions the text doesn't answer |
| Add internal links to newer posts | 10 minutes | Always; newer posts didn't exist when this was written |
| Add a section that addresses a search query | 20 to 30 minutes | When a search term brings impressions that the text only touches on |
| Replace images and check alt text | 10 minutes | For posts with screenshots or product photos |
About an hour per post is a realistic estimate. What you shouldn't do: change the URL, completely rewrite the main heading, or delete sections that Search Console shows are bringing in impressions. A post found for "heat pump old building cost" keeps its cost section, even if you think it's outdated. In that case, update the figures rather than removing the section.
An example: an electrical business wrote about charging stations for apartment buildings in 2023. The post is at position 11. Search Console shows impressions for "charging station apartment building condominium ownership", but the text only mentions condominium ownership in passing. The business adds a section on the decisions a co-owners' association must make, updates the funding details with a note that the canton confirms specifics, and adds an FAQ with four questions on this. Whether the page then climbs will show up in Search Console after four to eight weeks.
Setting the date honestly
It's tempting to set every post to today's date to make it look current. Google's documentation on date display advises against updating dates without a substantive change, and recommends showing publication and update dates separately. The clean solution: keep the publication date, add an "Updated on" field, and only set it when something substantial has changed. A fixed typo isn't an update. A new section, updated figures, or an added FAQ are. Whether a blog post should carry a date at all is described under Should a blog post carry a date?.
Merge instead of duplicate
Reviewing old posts often reveals that two or three cover the same topic: "Heat pump in old buildings", "Is a heat pump worth it in an old building?" and "Old buildings and heat pumps: what works". Google then alternates which one it shows, and none of them move up. This problem is called cannibalisation and is described in detail under Keyword cannibalisation. The fix when updating:
- Keep the strongest post (most impressions, best position, oldest URL).
- Fold the useful sections from the others into this post.
- Redirect the other addresses to the retained post using a 301.
- Update internal links that pointed to the deleted posts so they point to the retained one.
A fourth post on the same topic would be the wrong approach. More posts on one question don't make either page stronger.
Posts without impressions
The forty posts that nobody sees need a decision, not maintenance. Check each post: Is there a stronger post on the same topic? Then merge them. Is the topic meaningless to customers, such as the report on the 2019 staff outing? Then delete it and redirect to the blog overview. Does the topic have potential but the text is thin? Then the post belongs on the list to be revised, after the thirty from the first step.
The rhythm
Review all posts with impressions once a year, react immediately when something concrete changes, and check with every new post whether an older one should link to it. If you haven't maintained your blog for a while and want to get it going again from scratch, you'll find the process for the restart under Reviving a dormant company blog. Updating is the second step there, after taking stock and before the first new posts.
Frequently asked questions
Should I overwrite the old post or write a new one?
Overwrite it, as long as the topic stays the same. The old post has an address Google knows, possibly external links and a history. A new post on the same topic starts from zero and competes with the old one. Only if the topic shifts fundamentally is a new post with a redirect from the old one worthwhile.
Can I set the publication date to today?
Only if the content has been substantially revised. Google advises against updating dates without a content change in its documentation. A clean approach is a visible "Updated on" field next to the original date. That's honest towards the reader and matches what Google recommends.
How often should I update a post?
There's no fixed rhythm. It makes sense to review all posts that bring in visitors once a year, and immediately whenever something concrete changes: a price, a regulation, a product. Posts without impressions don't need maintenance, but a decision: merge or delete.
Can updating harm a post?
Yes, if you completely change the headings and structure, delete the section of text that brought the rankings, or change the address. Before making changes, check in Search Console which search terms the post is found for, and keep the sections that serve those terms.