Do you have a blog? Is it a really really old one that you’ve never updated? Are there posts on there that are now out-of-date or no longer represent your approach or offerings? You’re not alone! I’m here to show you how to update old blog posts so you don’t lose great content – and traffic.

I have a new client whose site has a blog with over 75 older blog posts. They came to me with the big question of what to do with this old content. After all, if we’re doing a site redesign and platform change, there is added cost in bringing over those posts into the new platform. They found themselves asking…

• Is it worth it to transfer all of those posts to the new site? 
• Should they simply let go of that old content – delete the posts and start fresh?
• What if we just delete everything older than 2020?

I get the temptation to start fresh. After all, when you’re launching a new website you don’t want to bring in dated “dead weight” instead of focusing on your new online vibe.

What to do when you have lots of old blog content:

Hot tip #1: Always look at how content is serving you before you delete it. You might just be surprised by how much traffic is arriving at your site through those older posts.

Using data from Google Analytics and Google Search Console you can find out how:

• Old content is ranking on Google (look for the posts that are in the top 2-3 pages of search results) 
• Had links from other websites
• Generated visits to your site within the past 6-12 months
• Received a good # of impressions on Google even if people didn’t click on the link to visit your site. (Note: What you feel to be a “good #” will vary according to how much traffic your site gets)

By keeping posts that meet these criteria, you are ensuring that you’re not accidentally losing traffic to your site. Now even if a blog post doesn’t meet any of the above criteria, you might still decide to keep it. The final factors I would consider are:

• Does this post feel like it supports my business goals?
• Does this post communicate an important message about my business to potential clients?

How to delete old blog content safely

Hot tip #2: IF you do delete old content, make sure you create a URL 301 redirect so you don’t end up with a broken link in search results.

Any time you delete a page or post, you are creating possible broken links – both in search results, and within your site if another page or post happens to be linked to that content. And Google does NOT like broken links!  

So….make sure that you create redirects to a page or post that DOES work!

How to create redirects on WordPress > Use the Redirection Plugin

How to create redirects on Squarespace > Use the URL Mapping feature

How to create redirects on WIX > Set up 301 Redirects

Repurpose blog content instead of deleting it

Hot tip #3: Instead of deleting old blog content, consider updating it!

Once upon a time, you put a good amount of time and effort into creating that old content. What if instead of deleting it, you give it some new care & attention and transform it into something even better?!  

We put SO much effort into writing fresh new content when sitting right there on our site is older content just waiting to be renewed.  Imagine you have an older post currently ranking on page 2 or 3 of search results that could be tweaked and improved and then rank on page one!

When considering what to tweak, try the following to catch Google’s attention:

• Expand content by another 500+ words. Perhaps you can add a list of hot tips, or more local references.
• Add “Updated for 2025” to your popular blog post titles after a refresh. 
• Add an author profile to your blog posts to build your authority (see my blog post on 10 ways to improve your blog for tips on how to do this).
• Make sure you aren’t missing out on related posts. Scan your content to look for opportunities to link to other posts in your blog – and service pages.
• Add relevant images and be sure to name the images with your goal keyword and use alt text related to your keyword.
• Check for outdated statistics, studies, or product recommendations, and replace them with the most current, credible data.  Remember to include current affiliate links for products!
• Test posts for broken links to be sure your user experience is the best it can be. My website audit package can include this service, or try this free broken link checker tool.
• Improve readability by breaking longer paragraphs into shorter ones, and shortening any run-on sentences.

Your Fresh Copy will Keep Google Happy

Google likes it when content is fresh and new. It LIKES seeing you tinkering with your content & making updates. When a site is updated it essentially tells Google that you are an active, engaged professional. When a site is static and doesn’t change for a full year (or 2,3,4, or 5 years!) Google stops paying attention. After all, Google’s goal is to show the most current, up to date, relevant content to its users.

Let’s make sure that is YOU!