Content refresh that wins back lost rankings.

What our content refresh services include

A content refresh is the careful rebuild of an existing page based on what Google shows today. It is not changing the publish date or adding two paragraphs. We compare the latest period with last year in Google Search Console, rank every page by clicks lost, and separate slow decline (content decay) from a sudden drop after a Google update or a technical problem, because the two need a different fix.

For each page worth saving we study today's top 10, compare the subtopics they cover with yours and write a new brief. A senior writer rewrites the page, we rebuild the internal links around the pages that matter most today and update the structured data. We record per page whether it gets a refresh, a republish with a new date, or a rewrite on a new address with a redirect.

Why companies choose LASEO to refresh their content

Call it a content refresh or content optimization: we change the content, not just the date. Google compares the publish date with how much the page actually changed, so we only change the date when the rewrite is substantial. And we tell you honestly when a page cannot be saved: if what searchers want has changed, you need a new piece, not a refresh of the old one.

LASEO does exactly one thing: SEO. Brands like Philips, Bang & Olufsen and MADAQ trust us with their organic growth, and 98% of our clients stay. A refresh often pays off faster than new content, because the page already has a history with Google. When a page has to go, we redirect it to a stronger related page so its backlinks keep working.

Content refresh for AI search

More and more buyers ask ChatGPT, Perplexity or Google's AI Overviews before they click on anything. An outdated page with vague answers gives AI tools little to quote. In every refresh we put a direct answer right below each question heading, update the facts and give the page a structure AI tools can read and quote.

With AI SEO we also get your brand mentioned in the places AI draws its answers from. We test the questions your buyers ask and track how often AI tools mention your brand, next to your Google rankings.

Content refresh, explained without the myths

A content refresh is the careful rebuild of an existing page based on what Google shows today. It is not changing the publish date. It is not adding two paragraphs. It is not a quick pass by a junior editor. Done properly it is the content investment with the highest return on most websites, because you build on backlinks and authority you already have instead of starting from zero.

Slow decline vs sudden traffic drop

Decay is gradual: a page slips from position 4 to 18 over 18 months as competitors update their content. A traffic drop is sudden: a Google update or a technical problem. We diagnose the two differently. A slow decline calls for a refresh. A sudden drop usually needs a different fix.

Refresh vs republish vs rewrite

Refresh: same web address, edits and additions. Republish: same web address, a substantial rewrite that justifies a new publish date. Rewrite: same topic on a new web address, with the old address redirected to it. The right choice depends on how much the page actually changes. We document the decision for every page.

When to refresh vs delete

Refresh if the page currently ranks in position 5-30, has been losing traffic steadily, and the topic still matters commercially. Delete it (or redirect it to a stronger related page) if it ranks at position 50 or worse, has no backlinks worth keeping, and the topic no longer fits what you offer.

Changing only the date, and why Google notices

Google compares the publish date on a page with how much the content actually changed since its last visit. Pages that change the date without changing the text get flagged, and over time the boost for fresh content stops applying. Changing the date is only worth doing when the rewrite is substantial enough to justify it.

Checking what today's top pages cover

We use a content tool or our own text analysis to compare the subtopics your page covers with the current top 10. The list of gaps goes into the brief, and the writer covers each one in the rewrite, naturally and in context rather than by stuffing in keywords.

Fixing the links on old posts

Old posts often link to pages that have since been deleted or redirected, and they rarely get links from posts published later. For every refreshed page we check the links going in and out, and rebuild them around the pages that matter most today.