I recently had the pleasure of working with Red+White Marketing Agency, and I couldn't be more impressed with their services! From the outset, their team demonstrated exceptional professionalism and creativity. They took the time to understand my business needs and crafted a tailored marketing strategy that truly resonated with my target audience. The communication throughout the process was outstanding, they kept me informed at every stage and were always receptive to feedback. Their innovative approach to digital marketing helped elevate my brand's online presence significantly. I noticed an increase in engagement and leads almost immediately after implementing their strategies. What I appreciated most was their dedication to results. Red+White Marketing Agency not only delivered on their promises but exceeded my expectations. If you're looking for a marketing agency that combines passion, expertise, and a personal touch, I highly recommend Red+White. They are a powerhouse in the marketing world, and I look forward to continuing our partnership!
How often to update old blog posts? 2 real signals
Intro
Somewhere on your site is a blog post from two years ago that used to bring in enquiries and now brings in nothing. You know it’s there. You’ve been meaning to do something about it.
So you go looking for how often you should update old blog posts, and the advice contradicts itself inside the first three results. Every three to six months. Once a week. Whenever it feels stale.
Nobody agrees because the question is slightly wrong. There is no interval. A pricing page can go out of date in a month, and a well-built explainer can sit untouched for three years and still be the best answer on the internet.
What you need is a way to tell those two apart.
Key takeaways
- Don’t work off a calendar. Review your posts roughly twice a year, then update only the ones showing a real signal.
- Search Console tells you which ones. Falling position, or steady impressions with falling clicks, are the two signals worth acting on.
- A post that never earned impressions was never ranking. Refreshing it usually changes nothing, because ranking was never the problem.
- Changing the publish date is not an update. Google uses dates to describe a page, not to reward it.
- Keep the URL. The history attached to that address is part of why the page ranks at all.
- Some decay is technical, not editorial. A page can be fine and still be quietly held back by how the site is built.
How often should you update old blog posts?
Set a review twice a year, then update only the posts your data flags. For most small business sites that’s an hour of looking and three or four posts actually changed. Pricing and platform topics need checking more often. Evergreen explainers often need nothing.
A calendar fails because it treats every post as equally likely to rot, and they aren’t close.
Think about what’s actually on your blog. An article about what a service costs in South Africa ages the moment your prices or the exchange rate move. A post about a Google Ads feature ages the moment Google changes it. A post explaining how a process works, written properly, can be right for years.
Refresh on a schedule and you spread the same effort across all three. You’ll rewrite the durable ones and still be late on the ones that broke.
So the twice-a-year rhythm isn’t the work. It’s the reminder to go and look, and the looking takes far less time than people expect.
How do you tell which old posts need updating?
Open Google Search Console, go to the Performance report, and compare the last three months against the same three months a year before. Switch to the Pages tab. You are looking for two specific patterns, and ignoring everything else.
Position slipping
A page that ranked in the top few results a year ago and now sits further down has lost ground to something. Usually a competitor published something better, or the search itself changed shape.
This is the strongest signal you’ll get, because the page was good enough to rank once. The topic works. The page just isn’t the best answer any more.
Impressions holding, clicks falling
This one gets missed constantly. Same number of people seeing your page in results, fewer of them clicking.
That gap is a mismatch. Either your title and description no longer match what people want from that phrase, or something above you is answering the question before they need to click. Often that something is Google’s AI summary at the top of the page. Ahrefs found searches showing an AI Overview had noticeably lower click-through to the top organic result.
You can’t out-rank an AI summary by writing more words. You can be the page it quotes, which is a different job, covered in how to get cited in AI search.
The pattern that isn’t a signal
A post with almost no impressions at all, across both periods.
This trips people up, because the post feels like it’s failing and refreshing it feels like the fix. Zero impressions means the page was never competing for anything, so nothing decayed. Rewriting it is a fresh attempt at ranking rather than a refresh, and worth treating as one: is this topic even worth a page?
On a site with twenty or thirty posts, that whole check is one screen and about an hour. You’re not auditing. You’re looking for two shapes.
What should you actually change when you update a post?
Fix the reason it lost, not the date. Read the page as if you searched the query yourself and landed on it cold. Where does it fail to answer? Then correct the facts and prices, cover the sub-questions it skips, replace dead links, and add what you’ve learned since.
The temptation is the easy visible stuff. New date, a few extra paragraphs, a stock image, republish.
Google names that habit directly. Its guidance on creating helpful content lists “changing the date of pages to make them seem fresh when the content has not substantially changed” as a warning sign of writing for search engines instead of people. It’s equally blunt about bulk-refreshing a site to look current: “No, it won’t.”
So if the content underneath is the same, expect the result to be too.
What actually changes the result:
- Facts, numbers and prices. Anything that was true in 2024 and isn’t now. This is the most common real problem and the easiest to fix.
- The questions you didn’t answer. Look at what people also ask on that search now. A post loses to a competitor that covered two things you left out.
- The intro. If the first paragraph doesn’t answer the question, both readers and AI summaries skip past you. Answer it in the first fifty words, then explain.
- Internal links. Point the updated post at your newer relevant pages, and point one or two existing pages at it. An orphaned post is harder for Google to value.
- Dead links and old screenshots. A broken link and a screenshot of an interface that no longer exists both quietly tell a reader the page is abandoned.
- The title and description. Especially if the problem was clicks rather than rankings, because that’s the part people are choosing between.
One thing not to change: the URL. Keep it exactly as it is. The links and history attached to that address are part of why the page ranks, and a new URL starts from zero. The only exception is merging two posts into one, where the weaker one gets redirected to the stronger.
What if the post looks fine and still lost rankings?
Then the problem may not be the words. Pages lose ground for structural reasons that never show up when you read them, and rewriting won’t touch those.
This is the part most refresh advice leaves out. On Handles Inc, an online door hardware retailer we run Google Ads and SEO for, Search Console flagged a canonical tag problem across hundreds of pages.
In plain terms, Google was seeing several versions of the same page and wasn’t sure which one to treat as the real one.
That matters because consolidating duplicates is how Google merges the signals it holds for each version, links included, into a single page. Split the versions and you split the credit. None of those pages were badly written. They were held back by how the site told Google to read them.
You’d never find that by rereading a blog post, because it isn’t a content problem.
So before you rewrite anything, check the boring things. Is the page indexed at all? Search Console’s URL Inspection tool answers that in seconds. Is it slow on a phone, which is how most South African traffic arrives? Did a site redesign change its URL and lose the redirect? Any one of those explains a drop that has nothing to do with the writing.
When is it better to delete a post than update it?
Delete or merge when the page has no realistic path to ranking and nothing worth salvaging. Zero impressions over a year, a topic you no longer sell, or one of four thin posts all chasing the same search. Fewer strong pages beat a large archive of weak ones.
Four posts circling the same topic aren’t four chances to rank. They’re four pages splitting the same signals. Merging them into one thorough page, with the others redirected to it, usually beats all four.
One caveat on deleting in bulk. Google’s guidance is that stripping out a lot of old content mainly to make a site look fresh doesn’t help rankings, so prune because a page has no purpose, not as a tactic in itself. Its own quality self-assessment questions are a fair test: would anyone bookmark this page, or cite it?
One caution: check before you delete. A post with no traffic might still have a link pointing at it from somewhere useful, and deleting it throws that away. When you’re unsure, redirect instead. It costs nothing.
How red&white handles this for SEO clients
Content maintenance is part of how we run SEO, not a separate project we sell you later.
Our SEO work runs on a monthly cycle. Content gets planned at the start of the month, drafted and sent for the client’s markup mid-month, revised, then published near month end and reported on. That review step matters more than it sounds. On one retainer client’s post, the draft went through three rounds of client markup in a single week before it went live, because they knew their market better than any research could tell us.
That habit is the whole point. A page someone actually interrogated before it went live decays slower than one that was published and forgotten, and when it does need work, you already know what it was trying to do.
We run our own site the same way. When we fix something technical here, we book the re-check two weeks out before calling it done, because a fix nobody verifies isn’t finished.
If your blog has posts that used to work and don’t any more, that’s a better starting point than it feels like. It means something there ranked once. Our SEO service starts by finding those, before writing anything new.
Does any of this still matter with AI search?
Yes, and arguably more than before. AI answer engines have to choose a source to quote, and they lean on pages that are specific, current and clearly written. A post with outdated numbers gives an engine nothing safe to lift.
When Google’s AI Overview or ChatGPT answers a question by summarising sources, it’s making a small judgement about which pages to trust. Concrete, dated, specific claims tend to survive that. Vague and years-old ones don’t.
So the same update that helps a human reader helps here too. Correct the numbers, answer the question in the first paragraph, be specific about what you’ve actually seen. We compared the two surfaces properly in SEO versus AI search.
For South African businesses there’s an opening in this. Local competition in most sectors publishes and forgets. A modest blog where the posts are actually kept true will out-perform a bigger archive nobody has looked at since it went up.
The bottom line
Stop asking how often to update your old blog posts. Ask which ones are telling you they need it.
Twice a year, open Search Console, compare a year on a year, and look for two things: pages losing position, and pages holding impressions while losing clicks. Fix those properly, leave the rest, and check that a drop isn’t technical before you rewrite a word.
That’s less work than a refresh schedule and it produces more, because the effort lands where something is actually broken.
If you’d rather someone else watched that for you, SEO with us includes it. And if you’re weighing up where to start at all, how long SEO takes to work sets realistic expectations first, or just tell us where you are and we’ll be straight about what’s worth doing.
Questions.
How often should you update old blog posts for SEO?
There is no fixed interval that works. Review your published posts about twice a year, then update only the ones showing a real signal: rankings slipping, impressions rising while clicks fall, or facts and prices that have gone out of date. Most posts on a small site need nothing in a given cycle.
How do you know which blog posts need updating?
Google Search Console tells you. Compare the last three months against the same period a year earlier, per page. A page losing position, or holding impressions while losing clicks, is worth a look. A page that never got impressions was never a ranking page, so refreshing it rarely changes anything.
Does updating old blog posts actually improve rankings?
It can, when the update fixes a real reason the page was losing. Changing the date alone does nothing. Google has said it uses dates to describe a page, not to reward it. What moves the needle is genuinely better coverage of what the searcher wanted.
Should you change the URL when you update a blog post?
No. Keep the existing URL. The links and history pointing at that address are part of why it ranks, and a new URL starts from nothing. Update the content in place, and only redirect if you are merging two posts into one.
Is it better to update an old post or write a new one?
Update the old one when it already earns impressions for the query you want. Write a new one when the topic is genuinely different. Two posts chasing the same search split your own signals and usually leaves both weaker than one strong page.
What our clients say.
5.0I have worked with a few agencies before, but none come close to the great service, communication and results we have had while using Red+White! They have managed our Google Ads account, running P-Max, Search and Dynamic Search ads - and helped us achieve a great return on investment by reaching targets for our e-commerce store! Thank you Darren and Jean for your clear communication and undying dedication to detail while handling our account!
Working with Red + White Agency has been a game-changer for our brand. Their strategic approach and creative insight have significantly boosted our brand awareness and elevated how we connect with our audience. From day one, they demonstrated a deep understanding of our goals and delivered solutions that not only resonated with our audience but also improved the overall user experience across our platforms. Their team is proactive, responsive, and incredibly easy to work with, always going the extra mile to ensure we're ahead of the curve. We've seen measurable improvements in engagement and customer satisfaction since partnering with them. If you're looking for a team that truly understands how to grow and refine your brand, Red + White Agency is the way to go. Highly recommended!
I had the pleasure of working with RED MARKETING, and I can confidently say they are an outstanding agency. Their efficiency and creativity are truly impressive, and they maintain a remarkably high standard of attention and insight for their clients. What sets them apart is their commitment to treating each client as a unique individual, ensuring that every strategy is tailored to specific needs. They pride themselves on being at the top of their game, and it shows in their results. If you're looking to elevate your brand, I highly recommend RED MARKETING!
Wow guys! Thank you to Jean and his team for making it super easy and effective to get my website and website traffic to where it is now. With so much knowledge in the space, our SEO and Google tracking has proven itself monthly!! Can't recommend this enough for ALL business 👏 Many thanks from IVgo Cape Town!
I Wanted to take a moment to share my thoughts on working with Darren, Jean, and their incredible team. From the get-go, these guys have been nothing short of amazing. It’s not just their skills with Google Ads that’s impressive – it’s their attitude and approach that really stand out. Working with Darren and Jean feels like teaming up with friends who genuinely care about your success. They're super easy to work with, always warm, and bring a positive vibe that makes even the toughest of tasks seem doable. They're not just in it for the paycheck – it’s clear they're here to help us succeed, and that’s exactly what they’ve done. It’s been a great journey with them, and I can’t recommend these guys enough. If you're looking for a team that's skilled, dedicated, and truly values your success, look no further. Cheers to Darren, Jean, and the team for being awesome at what they do!
As a team of creatives, having RED & WHITE to pass our clients on to has been a massive help for our team. They offer the necessary advertising services that our team do not have the capabilities , or specialist understanding to offer. Transparent and trustworthy are the best way I could describe what to expect if you decide to work with their team. It also goes without saying they know what they are doing in the advertising space but you can ask them anything you like to bring your own peace of mind, as I mentioned earlier, they are very transparent with their capabilities and what you can expect from them.
We couldn't be happier with the results our SEO agency Red + White have delivered! Their expertise, dedication, and strategic approach have significantly improved our website's rankings and online visibility. Thanks to their efforts, we've seen a noticeable increase in traffic and conversions. Highly recommend their services!
We are incredibly grateful to Jean and the team for elevating Royal Paving's, landscaping services. Thanks to their support, we've experienced significant growth in our business. Highly recommend their expertise!
We moved over to red and white and experienced immediate increases in leads. They are a pleasure to deal with.
Amazing service from red+white Digitally Creative, great communication from Jean and team, we appreciate you working late and making sure we are always on top of the game, great customer service. I would advise anyone to use their services without any hesitation. Their prices are very competitive.
Working with, red+white Agency has been the best ever move for my business. We are always at the top of any Google search, and they are amazing at problem-solving: their service is top-notch! Thanks, Jean and team!
Knowledgeable and efficient 👌 We trust Red + White with all our collaborations!
Strategic, attention to detail, hands on expertise. Great service! Highly recommend Red+White.
Fantastic service! Highly recommend red+white Agency for any digital marketing needs!
Excellent service!! Great creativity and brilliant communication. Thanks Jean & team!!
Awesome service
I recently had the pleasure of working with Red+White Marketing Agency, and I couldn't be more impressed with their services! From the outset, their team demonstrated exceptional professionalism and creativity. They took the time to understand my business needs and crafted a tailored marketing strategy that truly resonated with my target audience. The communication throughout the process was outstanding, they kept me informed at every stage and were always receptive to feedback. Their innovative approach to digital marketing helped elevate my brand's online presence significantly. I noticed an increase in engagement and leads almost immediately after implementing their strategies. What I appreciated most was their dedication to results. Red+White Marketing Agency not only delivered on their promises but exceeded my expectations. If you're looking for a marketing agency that combines passion, expertise, and a personal touch, I highly recommend Red+White. They are a powerhouse in the marketing world, and I look forward to continuing our partnership!
I have worked with a few agencies before, but none come close to the great service, communication and results we have had while using Red+White! They have managed our Google Ads account, running P-Max, Search and Dynamic Search ads - and helped us achieve a great return on investment by reaching targets for our e-commerce store! Thank you Darren and Jean for your clear communication and undying dedication to detail while handling our account!
Working with Red + White Agency has been a game-changer for our brand. Their strategic approach and creative insight have significantly boosted our brand awareness and elevated how we connect with our audience. From day one, they demonstrated a deep understanding of our goals and delivered solutions that not only resonated with our audience but also improved the overall user experience across our platforms. Their team is proactive, responsive, and incredibly easy to work with, always going the extra mile to ensure we're ahead of the curve. We've seen measurable improvements in engagement and customer satisfaction since partnering with them. If you're looking for a team that truly understands how to grow and refine your brand, Red + White Agency is the way to go. Highly recommended!
I had the pleasure of working with RED MARKETING, and I can confidently say they are an outstanding agency. Their efficiency and creativity are truly impressive, and they maintain a remarkably high standard of attention and insight for their clients. What sets them apart is their commitment to treating each client as a unique individual, ensuring that every strategy is tailored to specific needs. They pride themselves on being at the top of their game, and it shows in their results. If you're looking to elevate your brand, I highly recommend RED MARKETING!
Wow guys! Thank you to Jean and his team for making it super easy and effective to get my website and website traffic to where it is now. With so much knowledge in the space, our SEO and Google tracking has proven itself monthly!! Can't recommend this enough for ALL business 👏 Many thanks from IVgo Cape Town!
I Wanted to take a moment to share my thoughts on working with Darren, Jean, and their incredible team. From the get-go, these guys have been nothing short of amazing. It’s not just their skills with Google Ads that’s impressive – it’s their attitude and approach that really stand out. Working with Darren and Jean feels like teaming up with friends who genuinely care about your success. They're super easy to work with, always warm, and bring a positive vibe that makes even the toughest of tasks seem doable. They're not just in it for the paycheck – it’s clear they're here to help us succeed, and that’s exactly what they’ve done. It’s been a great journey with them, and I can’t recommend these guys enough. If you're looking for a team that's skilled, dedicated, and truly values your success, look no further. Cheers to Darren, Jean, and the team for being awesome at what they do!
As a team of creatives, having RED & WHITE to pass our clients on to has been a massive help for our team. They offer the necessary advertising services that our team do not have the capabilities , or specialist understanding to offer. Transparent and trustworthy are the best way I could describe what to expect if you decide to work with their team. It also goes without saying they know what they are doing in the advertising space but you can ask them anything you like to bring your own peace of mind, as I mentioned earlier, they are very transparent with their capabilities and what you can expect from them.
We couldn't be happier with the results our SEO agency Red + White have delivered! Their expertise, dedication, and strategic approach have significantly improved our website's rankings and online visibility. Thanks to their efforts, we've seen a noticeable increase in traffic and conversions. Highly recommend their services!
We are incredibly grateful to Jean and the team for elevating Royal Paving's, landscaping services. Thanks to their support, we've experienced significant growth in our business. Highly recommend their expertise!
We moved over to red and white and experienced immediate increases in leads. They are a pleasure to deal with.
Amazing service from red+white Digitally Creative, great communication from Jean and team, we appreciate you working late and making sure we are always on top of the game, great customer service. I would advise anyone to use their services without any hesitation. Their prices are very competitive.
Working with, red+white Agency has been the best ever move for my business. We are always at the top of any Google search, and they are amazing at problem-solving: their service is top-notch! Thanks, Jean and team!
Knowledgeable and efficient 👌 We trust Red + White with all our collaborations!
Strategic, attention to detail, hands on expertise. Great service! Highly recommend Red+White.
Fantastic service! Highly recommend red+white Agency for any digital marketing needs!
Excellent service!! Great creativity and brilliant communication. Thanks Jean & team!!
Awesome service
See also.
AI AI search citations but no sales? The real reason.
AI search citations but no sales? The real reason.
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SEO What is schema markup? 5 straight answers for 2026
What is schema markup? 5 straight answers for 2026
What schema markup really does, what it doesn't, and why the AI search stats you've been quoted are probably made up. A plain guide for business owners.
Google Ads Google Ads cost per lead increasing? The 5 real causes
Google Ads cost per lead increasing? The 5 real causes
Cost per lead climbing while nothing changed on your end? The 5 real causes in 2026, including Google's August bidding change, and how to fix each one.