Refresh Vs New Content

Refresh vs New Content

Overview

Given a page and its performance data, decide the best content action: refresh (update existing), consolidate (merge pages), prune (remove or redirect), or create new. Uses traffic trends, SERP competitiveness, content quality, and business value.

Inputs

• Page URL and current performance data (GSC/GA4)
• Content quality assessment (depth, freshness, accuracy)
• SERP competitive analysis for the page's primary query
• Business value of the topic

Workflow

1. Assess the page's current content quality:

• Outdated information or examples
• Thin content compared to top SERP results
• Missing entities or sections
• Poor user engagement signals (bounce rate, time on page)

1. Assess traffic potential:

• Total search demand for the primary query
• Authority feasibility (can this site rank?)
• Seasonality or trend direction

1. Decision matrix:

• Refresh: page has good bones, query is stable or growing, authority exists
• Consolidate: page is thin, overlaps with another stronger page on the site
• Prune: query demand declining, page has no unique value, better to redirect authority
• Create new: new query opportunity, site has no existing coverage, authority is feasible

1. For refresh: pass to content-refresh-brief for the detailed brief.
2. For create new: pass to seo-content-brief.
3. For consolidate/prune: recommend the target URL or redirect destination.

Output

Content action recommendation with rationale, expected impact, and handoff to the relevant skill.

Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

• Author: marketingskills
• Source: marketingskills/seo
• License: MIT
• Homepage: https://marketingskills.net

Install and usage instructions live in the source repository linked above.