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   • Outdated information or examples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)
2. Assess traffic potential:
   • Total search demand for the primary query
   • Authority feasibility (can this site rank?)
   • Seasonality or trend direction
3. 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
4. For refresh: pass to content-refresh-brief for the detailed brief.
5. For create new: pass to seo-content-brief.
6. For consolidate/prune: recommend the target URL or redirect destination.

Output

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