Refresh vs. rewrite

What it is: a refresh keeps an article’s URL and core structure but updates facts, expands thin sections, adds an FAQ, and strengthens internal links. A rewrite replaces it wholesale.

Why it matters: an article that already ranks (even on page 2) has earned authority and links — refreshing preserves that equity, while a rewrite risks resetting it. Refresh when the page ranks but underperforms; rewrite only when the content is outdated beyond repair or targets the wrong intent.

Goal: improve performance without throwing away ranking equity you’ve already built.