Updating old and underperforming blog content is a crucial step that can unlock hidden SEO potential and bring sustained growth to your website. Many site owners overlook this, focusing on new topics. At the same time, their existing articles lose value, their rankings decline, or they fail to gain traction. Stale content won't help you hit page one or attract new readers. To achieve results and a healthy flow of search traffic, it's essential to give your underperforming blogs the attention they deserve.

This detailed guide walks you through a proven process to identify which blogs to update, how to refine them using a 36-point on-page checklist, and ways to use data from Ahrefs and Google Search Console for quick wins. Whether you're managing an e-commerce brand, a content site, or a personal blog, you'll learn the steps needed to turn old posts into high-traffic assets.

Understanding When and Why to Update SEO Blog Content

Understanding when and why to update content is not always a straightforward decision. The definition of 'old' is subjective. If you're publishing frequently, content can become stale and outpaced within months. If you haven't posted much, 'old' might mean over a year. Typically, most sites benefit from reviewing content after four to five months, especially if you notice traffic isn't moving or rankings begin to fall.

What about underperforming? This label applies to posts that sit on page two or lower, generate few clicks despite high impressions, or simply don't deliver the business results you want. Identifying and updating these posts is crucial for improving your site's performance.

Key Reasons to Update Blog Content:

• The post is 4-6+ months old, and results have plateaued.

• Search rankings have slipped or stalled.

• CTR (Click-Through Rate) is low despite high SERP impressions.

• Content is no longer accurate or misses new developments.

• Traffic isn't translating to leads, sales, or engagement.

Remember, don't update a blog that was published just weeks ago. Google takes time to index new pages, and quick edits can disrupt early growth. Focus on older content or blogs that have had sufficient time to mature but aren't meeting expectations.

Common Triggers for Content Updates:

• Rankings dropping noticeably

• Organic traffic is declining or flatlining

• New competitive content outpacing your post

• SEO audits revealing technical or on-page gaps

• Rebranding, new products, or updated business focus

Updating content supports a fresh and relevant user experience, keeping your site competitive and up-to-date. It signals to search engines that your site is current and trustworthy.

Identifying Underperforming Blogs to Update

Pinpointing which posts to update can feel overwhelming, especially with a big archive. However, don't worry; using tools like Ahrefs and Google Search Console makes this job strategic, rather than relying on guesswork. With the right tools and a straightforward process, you can confidently identify the posts that need your attention.

Using Ahrefs to Find Blogs That Need Updates

Ahrefs is a popular SEO tool, but it works best when you already have Search Console set up. Here's a step-by-step approach to finding underperforming posts:

1. Enter your domain in Ahrefs Site Explorer.

2. Click on Top Pages.

3. Set country filters to match your target audience (e.g., US, UK, Australia).

4. Filter results by your blog URL slug (for example, "/blog/" for WordPress or "/blogs/" for Shopify).

5. Set "position" filters to 8 and up so you only see blogs not ranking in the top seven for any target keyword.

6. Review the list, focusing on blogs in positions 8-100 (pages 2 and beyond).

7. Export the list to Google Sheets or Excel for easy tracking and reference.

Ahrefs may sometimes display the same URL multiple times if it ranks for more than one keyword, so focus on the unique URLs.

How to Use This Data:

• For each blog, look at the keywords it's ranking for (positions 8-100).

• Add relevant keywords to your spreadsheet.

• Focus first on keywords ranking 8-15—these are "low-hanging fruit" that can quickly move onto page one with even minor improvements.

• Gradually make your way through keywords ranking lower if they naturally fit into your content.

If you need more on getting the most from Ahrefs, consider checking a comprehensive keyword research guide for SEO to refine your process further.

Using Google Search Console for Precise Analysis

Google Search Console (GSC) pulls direct search data from Google, making it the most accurate tool for identifying which blogs need attention.

Key Steps to Identify Blogs in GSC:

• Go to Performance -> Search Results.

• Set the date range to the last six months.

• Filter only to show blog posts (using "page contains" filter with your blog slug).

• Add a new filter: clicks "smaller than 100" (to find blogs with fewer than 100 clicks in six months).

• Sort by impressions from highest to lowest.

Blogs with high impressions but low clicks indicate that the content appears in searches but isn't compelling enough for users to click on. These are prime candidates for updates.

Search Console Filters Recap:

• Search type: Web

• Date range: Last 6 months

• Page filter: Only blog URLs

• Clicks filter: Less than 100

• Sort by: Impressions (high to low)

This method identifies articles that aren't converting impressions into visitors, flagging them for optimization. Export this list, prioritize by impressions, and start with 10-15 posts at a time.

Want to learn more about Search Console? Explore a beginner's guide to Google Search Console to unlock more features.

36-Point On-Page SEO Optimization Checklist for Blogs

Before rewriting or overhauling, conduct a thorough on-page audit of your blog. This 36-point checklist helps diagnose the real problems for both fresh and stale articles.

Keyword Placement Essentials

Your primary keyword should appear in these locations:

• Blog title

• URL slug

• Meta title

• Meta description

• At least one H1

• At least one H3 or similar subheading

• First 50-75 words of the introduction

• Conclusion paragraph

• Several times naturally throughout the main content

Don't force keywords where they don't fit. Use natural language and close variations as much as possible.

Content Length and Relevance

• Compare your word count to the average of the top three to five Google results for your target keyword.

• Aim to be within 200 words (plus or minus) of the average top-ranking post.

• If your post is drastically under the average, add practical details.

• If you're far above (e.g., 3,000 words when winners are 1,500), trim content that doesn't add value.

Link Building and Internal Linking

Links act as pathways, leading readers and Google to your blog:

• Ensure every relevant internal post points to your blog (avoid orphaned pages).

• Aim for at least 4-5 internal links to each post.

• Utilize tools or Google search operators to identify and track missed opportunities.

Google Operator for Internal Linking:

site:yourdomain.com "target keyword"

Replace yourdomain.com and "target keyword" with your details. This search displays mentions of your keyword, making it easy to find relevant pages to link from.

Don't forget about external backlinks and linking from your post to high-value or "money" pages.

Images and Multimedia

• Each blog should have pictures that help the story or teaching point.

• Add descriptive, keyword-rich alt text to every image.

• Use lifestyle photos, product shots, user-generated content, or even AI-generated visuals if needed.

• Embed relevant videos for deeper engagement. YouTube embeds are often best for reach and SEO.

• Videos can lift user engagement and are getting extra attention in Google's algorithm.

Schema Markup

• Add relevant schema markup to every post (article, FAQ, how-to, etc.).

• Most CMSs add basic schema, but few take advantage of more advanced types.

• Schema helps Google better understand your content and show enhanced SERP features.

• Schemas are easy to implement using free tools or plugins—don't skip this quick win.

Search Intent Alignment

• Confirm your blog aligns with the current search intent for your target keywords. The four main types:

  • Informational

  • Navigational

  • Transactional

  • Commercial

• Use the same format as top competitors (listicle, "how to," comparison).

• If competing with high-authority sites on main keywords, consider repurposing content for long-tail keywords or guest posting.

Intro and Conclusion Paragraph Optimization

For your intro:

• Write it last, so you're clear on what the article delivers.

• Address one or two reader pain points in the opening lines.

• Let readers know what you'll cover in the rest of the post; turning H2s into a preview sentence works well.

• End with a specific call to action to keep readers engaged (or a table of contents for long posts).

Example of an engaging intro:

Weight loss supplements are everywhere, but do they work? In this guide, you'll find honest answers about effectiveness, risks, and innovative methods for safe results. Let's get started so you can make the best choice for your goals.

For your conclusion:

• Begin with a "deep breath" sentence that helps readers pause and reflect on what they've learned.

• Briefly recap main points (use your H2s as reference).

• Suggest actionable next steps (shop now, sign up, read related guide).

• Keep it short—three to five sentences is enough. Avoid phrases like "In conclusion."

Example of an effective conclusion:

You've learned how to vet weight loss products, set realistic expectations, and avoid shady claims. Ready to take the next step? Explore our guide to smart meal planning, or discover our top-rated safe supplements.

The Content Update Process: Strategies Based on Current Rankings

Updating is not one-size-fits-all. The amount and type of changes depend on how close you are to the top of the SERPs.

Blogs Ranking Below Page 2 (Positions 20+)

Posts buried on page three or worse aren't helping your site or sales. At this stage, you have nothing to lose by making a complete overhaul:

• Apply the entire 36-point checklist.

• Refresh the content, match user intent, upgrade visuals, add new sections, and tweak everything from meta tags to internal links.

• Make all significant changes at once, then wait a few weeks and see how rankings move.

If you don't see improvement, revert to your old version or break updates into smaller chunks and test again.

Blogs Ranking Near Page 1 (Positions 6-20)

These blogs are so close to winning, but caution is key.

• Start with one to two updates at a time—usually meta titles and the intro paragraph.

• After each change, wait a few days to allow the system to stabilize.

• Monitor Search Console for shifts in impressions, clicks, and rankings.

• If the numbers improve, consider making a few more targeted changes.

This staged approach minimizes the risk of slipping further down.

Blogs in Top 5 Positions

When your blog is already a top performer, avoid radical edits.

• Focus on micro-optimizations (title tweaks or content freshness signals).

• Change one thing and wait to see the result.

• Never replace the entire post at once.

• Protect these assets—breaking what works can be costly.

Keyword and Query Expansion Using Search Console Data

A powerful way to capture more organic traffic: feed your blog with the real search queries users are entering. Here's how to do it step by step:

1. In GSC, copy the URL of your underperforming blog.

2. Go to Performance > Search Results, filter to the exact page for the last six months.

3. Switch to the "Queries" tab to see every keyword the post appeared for.

4. Remove branded keywords (like your company name).

5. For each non-branded, high-impression, low-click keyword, verify if it naturally appears in the post.

6. If not, add it to a relevant spot (H2, body, image alt text, meta description).

7. Prioritize adding those in positions 8-20, then move to the rest.

8. Don't force unnatural language—focus on blending related and semantic keywords.

This builds topical relevance, expands your reach, and demonstrates to Google that your post covers all aspects of the searcher's need.

Monitoring, Iteration, and Prioritizing Updates

After each update batch, watch your data:

How to Batch and Track Progress:

• Update 10-15 posts at a time.

• Wait about two to four weeks.

• Use Google Search Console and Google Analytics to track changes in rankings, impressions, clicks, and traffic.

• If a post underperforms or drops, revert changes or test a different adjustment.

Example Tracking Table:

Continue publishing new content, but don't neglect your existing posts. Balance is key.

Additional Tips and Tools for Faster SEO Success

• Combine Ahrefs for discovery and Search Console for action-oriented insights.

• Use the Google "site:" operator to quickly find internal link opportunities.

• Embed videos to increase user engagement and send positive signals to Google.

• Always add an article and relevant schema markup for every post.

• Utilize spreadsheets or project management tools to maintain an organized update process.

• Want to see these strategies in action? Dive into Kai Cromwell's complete YouTube SEO guide and explore step-by-step video resources for eCommerce SEO, keyword research, and more. For a deeper dive into the agency's process, you can also access the complete documentation, which includes templates and step-by-step instructions.

Looking to sharpen your skills further? Book a strategy call through the New Seas SEO website.

Conclusion

Reviving old and underperforming blog posts isn't just about padding your content archive—it's one of the fastest moves to boost search visibility, draw more visitors, and build authority in your niche. With a clear system for identifying weak posts, a robust 36-point on-page checklist, and the power of real search data, you can transform forgotten content into SEO leaders. Make content updates a habit, track performance, and focus on what truly drives results for your audience and your goals.

If you have questions or need help tailoring this process to your website, join the conversation on Twitter with Kai Cromwell or reach out through the comments on YouTube. Consistent content updates aren't just maintenance—they're your secret weapon for growing web traffic and beating your competitors.