Refreshing Old Content: Should You Rewrite, Merge, or Redirect?

So, you’ve got some old content sitting on your site. It’s not doing much, traffic’s dropped off, and you’re wondering: should I update it, merge it, or just hit delete?

Let’s not panic-delete anything just yet.

In most cases, you’ve already got some SEO flow there. You just need to figure out whether it’s worth saving — and how.

When to Update Existing Content

Option 1: Refresh it. This is your go-to move when the content’s still relevant, still pulling in a bit of traffic, and just needs a glow-up.

If it’s ranking okay but the bounce rate’s creeping up? That’s usually a sign it needs a refresh, maybe better examples, clearer structure, updated stats, or even a better headline.

And always start with your high-traffic pages. A few quick improvements on your best performers can go a long way.

When to Merge Multiple Pages

Option 2: Merge It: If you’ve three average blog posts all saying the same thing? Merge them.

Instead of letting them fight each other for the same keyword, roll them into one valuable guide. You’ll boost rankings, reduce confusion, and make it way easier for readers to find what they actually need.

Look out for keyword cannibalisation too. If you’re targeting the same phrase across multiple pages, you’re watering everything down. One strong page usually beats five weak ones.

When to Redirect Content

Option 3: Redirect It. Sometimes content just isn’t worth saving -  like if you’re no longer offering that product, or the page is about a tool that doesn’t even exist anymore.

In that case, set up a 301 redirect to a more relevant page. It keeps the link equity and avoids dead ends for users.

And please… no redirect chains. One clean jump is all you need, don’t send visitors through a maze.