Publishing new content is important, but keeping old content fresh is just as valuable. Whether you use Ghost or WordPress, your website is a living system that benefits from regular maintenance. A content update routine helps you stay relevant, improve search visibility, and build trust with your readers.
1. Content Ages Faster Than You Think
Even evergreen posts can lose accuracy over time. A tool you mentioned last year might have changed, or a statistic could be outdated. Search engines and readers both notice when a post feels stale.
Set a reminder every few months to review your top-performing pages. Update references, refresh links, and confirm that your recommendations still make sense. A small update can keep an article ranking and performing for years.
2. Visuals Need Maintenance Too
Images and media often get overlooked. Check that screenshots, featured images, and embedded videos still display correctly. If you use Ghost, update your image formats to WebP for faster load times. If you are on WordPress, make sure your media library is optimized with compression tools.
Modern visuals help your site feel alive and professional, even when the core message remains the same.
3. Refresh Your Internal Links
As your site grows, new posts may be a better fit for older topics. Linking to newer articles improves both user experience and SEO.
Review your existing content and add relevant internal links where they make sense. Both Ghost and WordPress make this process easy with built-in editors that let you search and link without leaving the page.
4. Review Metadata and Excerpts
Metadata often gets written once and forgotten. Check your titles, descriptions, and excerpts for clarity and accuracy. You may find better ways to summarize or highlight your post now that you know how it performs.
This small step can increase click-through rates from search results or newsletters, especially when using Ghost’s built-in SEO fields or WordPress plugins like Yoast or Rank Math.
5. Track and Measure Improvements
After you update content, monitor its impact. Look for changes in traffic, engagement, or conversion. Ghost integrates directly with analytics tools like Plausible, and WordPress can connect to Google Analytics or other trackers.
Use data to refine your process. Over time, you will discover which updates produce the biggest gains.
A website that grows without maintenance will eventually slow down or lose its edge. Regular content updates keep your site accurate, fast, and trustworthy.
Whether you publish in Ghost or WordPress, think of your content like a garden. New posts are the plants, and updates are the pruning that keeps everything healthy.