# Refresh Old Content to Gain Rankings: A 90-Day Ecommerce Strategy

# Boost Your Ecommerce Rankings with Refreshed Content

Discover how refreshing old content can be a game-changer for ecommerce brands looking to boost their online presence and climb the search engine rankings. With our comprehensive 90-day strategy, you’ll gain topical authority and attract more organic traffic to your site. provide a step-by-step guide on how to refresh old content effectively, leveraging actionable templates and expert insights to help you outrank your competitors.

Introduction to Refreshing Old Content

As an ecommerce brand, it’s essential to stay on top of your content game to maintain competitiveness in search engines. However, a significant number of websites, including those in the ecommerce space, struggle with outdated and stagnant content. Outdated content can lead to lower rankings, reduced engagement, and decreased conversions.

According to Google’s algorithm updates, fresh and high-quality content is crucial for maintaining topical authority and ranking well on search engines. In this template pack guide, we’ll show you how to refresh old content in 90 days to boost your ecommerce rankings.

Firstly, let’s identify areas of your website where outdated content can be updated:

* Product pages: Review and update product descriptions, images, and videos to make sure they’re accurate, detailed, and showcase the product from different angles.

* Blog posts: Browse through your archives and choose articles that are still relevant but may require some updates. Update the content to reflect current trends, industry insights, or new product releases.

* Category pages: Ensure category pages accurately describe products and provide clear links to related products or subcategories.

Next, we’ll explore how to create a refresh strategy for your old content, including identifying areas of improvement, updating content types, and repurposing existing content.

Identifying Outdated Content Opportunities

As an ecommerce brand, it’s essential to identify outdated content that can be refreshed to boost rankings. Start by reviewing your website’s existing content, focusing on pages with the following characteristics:

* Pages with low traffic or engagement metrics

* Articles written more than 2-3 years ago

* Product descriptions and category pages that haven’t been updated since launch

Use tools like Ahrefs, SEMrush, or Google Search Console to analyze your website’s performance and identify areas in need of refresh. Look for pages with:

* Low domain rating (DR) scores, indicating outdated content

* Low keyword difficulty scores, suggesting underutilized keywords

* High bounce rates or slow loading speeds, pointing to outdated or thin content

For example, take a closer look at your website’s product page for “Summer Fashion Essentials.” If the last update was 3 years ago, and it’s not optimized for current trends, seasonal demands, or popular keywords, it’s time to refresh. Consider updating the description, images, and meta tags to reflect modern fashion styles and appealing to customers.

Identify outdated content in your:

* Blog section: Review posts with low engagement metrics or published more than 2-3 years ago

* Product pages: Update category descriptions, images, and meta titles to ensure they accurately represent current offerings

* About Us page: Refresh employee bios, company history, and mission statements to maintain a professional online presence

Once you’ve identified outdated content opportunities, move on to the next step: assessing keyword gaps and opportunities.

Research and Analysis: Understanding Your Ecommerce Niche

As ecommerce brands look to refresh old content and gain rankings, it’s essential to start with a thorough research and analysis phase. This step will help you understand your niche, identify gaps in your content strategy, and determine which topics need the most attention.

1. Identify Relevant Keywords

Begin by conducting keyword research using tools like Google Keyword Planner, Ahrefs, or SEMrush. Analyze search volume, competition, and relevance to identify top keywords for your ecommerce niche. Focus on long-tail keywords with lower competition and higher conversion rates.

For example, let’s say you’re an outdoor apparel brand selling hiking gear. You might research keywords like “hiking boots for women” or “waterproof backpacks.” These long-tail keywords have lower competition and are more specific to your niche, making them easier to rank for.

2. Analyze Your Competitors

Take a closer look at your competitors’ content strategy by analyzing their:

* Keyword usage: Identify gaps in their keyword research and see where you can outrank them.

* Content type: Look at the types of content they’re creating (e.g., blog posts, videos, infographics) and see if there are opportunities to create more content that addresses specific pain points for your target audience.

For instance, let’s say you analyze a competitor’s website and notice that their “How to Choose the Right Hiking Boots” page has 20% lower search volume compared to a non-existent similar page on another site. This could be an opportunity for you to create a high-quality, informative piece of content that addresses this gap.

3. Determine Your Content Pillars

With your research and analysis complete, it’s time to determine your content pillars. These are the core topics that drive the most engagement and traffic for your ecommerce brand. Identify these pillars by analyzing:

* Bounce rates: Which pages on your site have the highest bounce rates? These may indicate areas where you need to improve your content.

* Average session duration: Which pages keep visitors engaged for longer periods of time? This could be a sign that you’re creating high-quality, relevant content. See The Optimal Blog Posting Frequency for a related tactic.

For example, let’s say you analyze your website’s performance and find that your “Sustainability” page has the highest bounce rate. This could indicate an opportunity to create more content around sustainability in the outdoor apparel industry.

4. Prioritize Your Content Refresh

Now that you have a solid understanding of your niche, competitors, and content pillars, prioritize your content refresh based on:

* Keyword research: Identify areas where you need to improve your keyword strategy.

* Competitor gaps: Fill in gaps in your competitor’s content strategy by creating more high-quality, informative pieces.

* Content pillar analysis: Focus on the topics that drive the most engagement and traffic for your ecommerce brand.

By following these steps, you’ll be well on your way to refreshing old content and gaining rankings in just 90 days.

Content Refresh Strategy: Updating Tone, Style, and Format

As part of the 90-day strategy to refresh old content and gain rankings, it’s essential to update the tone, style, and format of your existing content. This will help you attract new visitors while also improving the user experience for returning customers.

Update Your Tone

Updating your tone is a crucial step in refreshing old content. Over time, your brand’s voice may have become stale or outgrown its original purpose. Take a close look at your current content and ask yourself:

* Are my writers using industry-specific jargon or technical terms that are no longer relevant?

* Am I using a too formal or condescending tone that alienates customers?

* Are there any outdated references or allusions that need to be updated?

To update your tone, consider the following actions:

* Conduct a brand voice audit: Use tools like Sprout Social or Brand24 to analyze your existing content and identify areas where you can improve your tone.

* Review industry reports and benchmarks: Stay up-to-date on industry trends and best practices to ensure your content reflects current knowledge.

* Revise old blog posts with new introductions: Take a fresh approach by rewriting the introduction of each post, focusing on clear and concise language that resonates with modern readers.

Refresh Your Style

Refreshing your style is another critical aspect of updating old content. As your brand grows and evolves, so should your visual identity. Consider the following:

* Update outdated images and graphics: Ensure all visuals are high-quality, relevant, and accurately represent your products or services.

* Revamp your formatting and layout: Use clean and intuitive layouts that make it easy for visitors to scan and engage with your content.

* Add multimedia elements: Incorporate videos, podcasts, or infographics to enhance the user experience and provide valuable additional insights.

Streamline Your Format

The format of your old content may have become outdated or cluttered over time. Consider simplifying your structure and format to improve readability:

* Standardize headings and subheadings: Use a consistent heading structure that makes it easy for visitors to navigate your content.

* Break up long blocks of text: Use shorter paragraphs, bullet points, or numbered lists to make complex information more digestible.

* Integrate social proof: Incorporate customer testimonials, ratings, or reviews to add credibility and social validation to your content.

By updating the tone, style, and format of your old content, you’ll be well on your way to refreshing your existing content and setting yourself up for success in the 90-day strategy.

Repurposing Existing Assets for Maximum Impact

Repurposing existing assets is a crucial step in refreshing old content to gain rankings. By breathing new life into your existing materials, you can maximize the impact of your content and reduce the overall production time and cost associated with creating entirely new content from scratch.

For ecommerce brands, this means getting creative with the content you already have on hand. Here are some actionable tips for repurposing existing assets:

* **Turn blog posts into social media content**: Break down longer-form blog posts into shorter, bite-sized chunks that can be shared on social media platforms like Instagram, Facebook, and Twitter. Use eye-catching visuals and incorporate relevant hashtags to increase engagement.

* **Use videos to bring products to life**: Create product demos or unboxing videos to showcase your products in a more engaging way. You can also use video to provide additional context or insights into your products, such as how they work or what makes them unique.

* **Repurpose old product descriptions as landing page copy**: Take existing product descriptions and update them for landing pages on your website. This will help improve the user experience of your website and encourage visitors to make a purchase.

For example, let’s say you have an ecommerce brand with a popular blog post about “The Ultimate Guide to Summer Fashion.” You can repurpose this content by breaking it down into shorter social media posts or turning it into a video series showcasing different summer fashion trends.

By repurposing existing assets, you can create new and exciting content that resonates with your audience without having to start from scratch. This will not only save time and resources but also help establish your brand as a thought leader in the ecommerce industry.

**Example Use Cases:**

* Turn a blog post into Instagram Reels

* Create a video series showcasing summer fashion trends

* Repurpose old product descriptions for landing pages on your website See Optimizing Click Through Rates with for a related tactic.

Distribution and Promotion: Getting the Word Out

Now that you’ve refreshed your old content, it’s time to get the word out. The distribution and promotion phase is crucial in getting your updated content seen by a wider audience, and ultimately driving more traffic to your site.

Social Media Amplification

Social media is an excellent platform to amplify your content. Share your refreshed content on all relevant social media channels, including Facebook, Twitter, Instagram, LinkedIn, and Pinterest. Use eye-catching visuals and compelling captions to grab users’ attention.

* Pin new content to the top of your most popular blog posts to ensure visibility

* Utilize relevant hashtags to increase discoverability

* Collaborate with influencers in your niche to expand your reach

Email Marketing

Your email list is an excellent resource for promoting your refreshed content. Send a newsletter to your subscribers showcasing the updated content, along with a clear call-to-action (CTA) to encourage them to read it.

* Craft a compelling subject line that highlights the benefits of the fresh content

* Use your email marketing automation tools to personalize the experience for each subscriber

* Include a CTA in the body of the email that encourages subscribers to engage with the new content

Guest Blogging and Link Building

Guest blogging is an excellent way to build relationships with other businesses and experts in your niche, while also acquiring high-quality backlinks. Write guest posts that complement your refreshed content, or create pieces that answer specific questions related to it.

* Research topics relevant to your refreshed content and craft a compelling pitch

* Use your blog’s authority to attract high-quality links from reputable sources

* Optimize your guest posts with target keywords and meta descriptions

Content Aggregators and News Sites

Content aggregators like Medium or Flipboard, as well as news sites that cover topics relevant to your niche, can be excellent platforms for promoting your refreshed content.

* Research top publications in your niche and create pieces that resonate with their audience

* Use social media to promote your content on these platforms

* Participate in online communities related to the topic to build your authority

Paid Advertising

Paid advertising is a viable option to reach users actively searching for topics like yours. Consider running targeted ads on Google Ads, Facebook Ads, or other relevant platforms.

* Craft compelling ad copy that highlights the benefits of your refreshed content

* Optimize your ad targeting to reach specific demographics and interests

* Monitor your ad performance closely to refine your strategy

Tracking Progress and Measuring Success

As you refresh your old content, it’s essential to track progress and measure success to ensure that your efforts are paying off. Here are some key metrics to focus on:

1. Keyword Rankings

Monitor your keyword rankings in Google Search Console or SEMrush to see if the refreshed content is improving your visibility. Focus on tracking the top 10 keywords related to your product or service.

For example, let’s say you’re an outdoor gear brand that sells camping equipment. Your target keywords are “best camping tent” and “camping gear for beginners”. If your keyword rankings improve by 20 positions in Google Search Console within a month of content refresh, it’s a good sign that the update is working.

2. Organic Traffic

Use tools like Google Analytics to track organic traffic and see if your refreshed content is driving more visitors to your website. Look for increases in page views, bounce rate, and average session duration.

For instance, if you’ve refreshed your product description page for a popular camping tent, you might expect an increase of 20% in organic traffic within the first month. This can lead to more sales and revenue for your ecommerce brand.

3. Social Media Engagement

Monitor social media engagement metrics such as likes, shares, comments, and saves to see if your refreshed content is resonating with your audience.

For example, if you’ve refreshed your Instagram bio to highlight a new product launch, you might expect an increase of 50% in engagement rate within the first week. This can help drive more traffic to your website and boost sales.

4. Conversion Rate Optimization (CRO)

Use tools like Hotjar or Crazy Egg to analyze user behavior on your website and see if your refreshed content is improving conversion rates. Look for improvements in click-through rates, add-to-cart rates, or purchase rates.

For instance, if you’ve refreshed your product page layout to make it more mobile-friendly, you might expect an increase of 15% in conversion rate within the first month. This can lead to more sales and revenue for your ecommerce brand.

By tracking these metrics, you’ll be able to see the impact of your content refresh on your ecommerce business and make data-driven decisions to optimize your strategy further.

Part 8: Leveraging User-Generated Content for Refreshed Ecommerce Content

In the pursuit of topical authority and improved rankings, leveraging user-generated content (UGC) can be a game-changer. By incorporating UGC into refreshed ecommerce content, you not only increase engagement but also tap into the credibility and trustworthiness that comes with real-life testimonials.

Identifying High-Quality User-Generated Content

For effective incorporation of UGC, it’s crucial to identify high-quality sources within your ecosystem. This may include:

* **Customer reviews**: A treasure trove of authentic feedback on products, features, and overall shopping experiences.

* **Social media posts**: Real-life stories, tips, and recommendations shared by satisfied customers. See Improve Click Through Rate with for a related tactic.

* **Blogging communities**: User-generated content in the form of guest posts or comments that showcase expertise.

Effective Strategies for Using UGC

When repurposing UGC into refreshed ecommerce content, keep the following strategies in mind:

* **Use snippets**: Include carefully curated quotes or excerpts from user-generated content to enhance credibility and context.

* **Highlight stories behind content**: Sharing the story behind a particular review or post can add depth and humanize your brand’s narrative.

* **Visual integration**: Incorporate images, videos, or other multimedia elements to bring UGC to life.

Example: Transforming Customer Reviews into Social Proof

To illustrate this concept, let’s consider an example where a fashion brand refreshes its product pages by incorporating a selection of high-quality customer reviews:

1. Identify key phrases and words from the top-rated reviews.

2. Use these phrases in a rewritten summary or meta description to attract potential customers.

3. Incorporate images, videos, or testimonials into the page design.

By leveraging user-generated content effectively, ecommerce brands can breathe new life into their existing content and strengthen their topical authority, all within the scope of this 90-day strategy.

Part 9: Leveraging Customer Reviews to Refresh Old Content

Customer reviews can be a treasure trove for refreshing old content and gaining rankings. Ecommerce brands often overlook this valuable source of social proof to boost their online presence. By leveraging customer reviews to refresh old content, ecommerce brands can create topical authority pieces that showcase their expertise in specific niches.

Step 1: Identify Relevant Customer Reviews

Start by identifying relevant customer reviews on platforms like Trustpilot, Sitejabber, or Resellerrating. Focus on products or categories that are already generating buzz and have a high volume of reviews. This could include popular skincare products, trendy fashion items, or sought-after home decor pieces.

Step 2: Analyze Review Patterns

Analyze the review patterns to identify common pain points, preferences, or concerns associated with specific products or categories. Look for themes, trends, or red flags that can be addressed in a fresh content piece. Use tools like Ahrefs or SEMrush to analyze review data and gain insights into customer behavior.

Step 3: Create Long-Form Content

Create long-form content pieces (1,000+ words) that address the common pain points, preferences, or concerns identified in step 2. This could be a product guide, a buyer’s guide, or an in-depth review of a specific niche. Use customer reviews to support your points and provide valuable insights for customers.

Step 4: Optimize for SEO

Optimize your long-form content piece with relevant keywords, meta descriptions, and headings. Use tools like Google Keyword Planner or Ahrefs to identify top keywords and phrases associated with the product or category. Make sure to include a clear call-to-action (CTA) and internal linking to other relevant content pieces.

Step 5: Promote and Engage

Promote your long-form content piece through social media, email newsletters, and influencer partnerships. Encourage customers to share their own experiences with the product or category on social media, using a branded hashtag. Respond to customer reviews and engage with readers by providing answers, supporting arguments, and showcasing expertise.

Example: Refreshing Old Content with Customer Reviews

Example of a refreshed old content piece:

**Product Guide: Best Skincare Products for Acne**

In this comprehensive guide, we analyzed over 100 customer reviews from Trustpilot to identify the best skincare products for acne. From retinol creams to salicylic acid masks, we provided an in-depth review of popular products and categories.

[Meta Description]

Discover the top skincare products for acne, backed by real customer reviews and expert analysis.

[Keyword Research]

Top keywords: acne treatment, skincare products, retinol cream, salicylic acid mask

[Tactical Details]

* Use a clear CTA to encourage customers to try recommended products

* Include internal linking to other relevant content pieces (e.g., “Check out our latest blog post on acne prevention”)

* Promote the guide through social media and email newsletters

Final Takeaway

By implementing the 90-day refresh strategy outlined in this article, ecommerce brands can significantly boost their search rankings and establish themselves as topical authorities. Recap:

* Conduct thorough keyword research to identify low-hanging fruits for refresh.

* Refresh and optimize content while ensuring high-quality standards remain intact.

* Monitor progress using relevant tools and adjust the approach as necessary.

Action Checklists:

• Refresh existing product pages within 3 months.

• Develop a fresh blog article every week on trending topics related to products or niche-specific news.

• Create new videos, podcasts, guides, or infographics that cater to user preferences and search intent. See Creating a WordPress Content Calendar for a related tactic.

By following this comprehensive template pack, ecommerce brands can successfully refresh old content, gain rankings, and build long-lasting topical authority in 90 days.

Internal SEO Links

• The Optimal Blog Posting Frequency — The Optimal Blog Posting Frequency for SaaS Teams: A Case-Study Guide to Boosting Conversions Without Hiring a Large Team
• Optimizing Click Through Rates with — Optimizing Click-Through Rates with Semantic SEO and Topic Clusters in WordPress
• Improve Click Through Rate with — Improve Click-Through Rate with Better Meta Titles: A Checklist for Local Businesses
• Creating a WordPress Content Calendar — Creating a WordPress Content Calendar for Affiliate Blogs: A Step-by-Step Playbook for Beginners
• Recover and Thrive Best Internal — Recover and Thrive: Best Internal Linking Strategy for Small Blogs

This article was assisted by AI and reviewed for publishing workflow testing.