Stop Writing New Blog Posts

Stop writing new blog posts.

Seriously. At least for a minute.

One of the highest-ROI moves I’ve made for clients this quarter is refreshing existing content instead of creating new pages.

For one client, I updated existing pages with better structure, FAQs, and internal links. Traffic to those pages jumped 36%.

For another, I reformatted blog posts with proper headings, key takeaways, and AEO best practices. Impressions climbed within weeks.

New content has its place. But most sites are sitting on pages that already have authority and backlinks — they just need a refresh.

Before you publish your next new post, ask:

Which existing page could I update in 30 minutes and get better results?

Here’s what a good content refresh looks like:

• Restructure headings to match current search intent
• Add FAQs that address related queries (great for AI answers too)
• Improve internal linking to and from the page
• Update stats and examples that have gone stale
• Add key takeaways or a summary section
• Review the title tag and meta description — are they still compelling?

The best part? Refreshed content often starts performing faster than new content because it already has domain authority signals working in its favor.

Stop chasing the content treadmill. Start compounding what you already have.