Marc van Leeuwen
Premium Member
- Joined
- May 29, 2016
- Messages
- 1,181
- Points
- 63
I have a set of posts that ranked well three or four years ago and have been sliding ever since. The obvious move is to update them, but half the time the update changes nothing, and I am fairly sure I have also damaged pages that were doing fine by rewriting too much of them.
What seems to actually matter is whether the query changed or only the page went stale. If people are now asking a different question using the same words, an update is really a rewrite, and the old URL is carrying signals for something nobody searches for anymore. A new page aimed at the current intent has worked better for me in that situation.
If the query is unchanged and the page is just out of date, updating usually works, and small edits work better than a rewrite. Changing the headline and the structure at the same time seems to reset something you would rather keep.
The other thing I try to rule out first is whether the drop is about the page at all. More than once the page was fine and a competitor had simply published something better, which is not a problem any amount of editing fixes.
How do other people call this one? Anything specific you check before deciding, or is it mostly feel by now?
What seems to actually matter is whether the query changed or only the page went stale. If people are now asking a different question using the same words, an update is really a rewrite, and the old URL is carrying signals for something nobody searches for anymore. A new page aimed at the current intent has worked better for me in that situation.
If the query is unchanged and the page is just out of date, updating usually works, and small edits work better than a rewrite. Changing the headline and the structure at the same time seems to reset something you would rather keep.
The other thing I try to rule out first is whether the drop is about the page at all. More than once the page was fine and a competitor had simply published something better, which is not a problem any amount of editing fixes.
How do other people call this one? Anything specific you check before deciding, or is it mostly feel by now?
