Existing Asset Optimisation Checklist

Overview

Ensures your best existing pages are refreshed and reinforced before you spend on new content.

When to use this

Run when traffic or citations to a proven page are decaying, or during a quarterly refresh cycle.

Identify decaying assets

• List pages whose clicks, impressions or citations have fallen quarter on quarter.
• Confirm each candidate still targets a live, valuable query before investing.
• Check the published or last-updated date against the freshness expectation for the query.
• Prioritise pages that sit on page one or in AI answers where small gains compound.

Refresh the content

• Update every statistic, price, screenshot and year reference to the current position.
• Rewrite the opening to answer the primary query directly and concisely.
• Add the sub-questions and comparisons buyers now ask that the page omits.
• Prune outdated sections rather than leaving contradictory guidance in place.

Reinforce and republish

• Add internal links from newer, related pages to pass fresh authority.
• Resubmit the URL for indexing and confirm the update is reflected in the cache.
• Log the refresh date and re-measure performance after 30 days.