Old posts, sorted.
Content refresh and consolidation for the pages you already have: rewritten where they're worth saving, merged where two say the same thing, retired where nobody needs them. Every change written down.
$1,350 for 5 pages · ½ slot a page in a Cadence plan
Book an editorial reviewBuy a refresh pack, $1,350A post that ranked in 2022 and has slid since is often cheaper to fix than a new post is to write. It already has links and a history. But the refresh has to change something real. Google's own checklist asks whether you're "changing the date of pages to make them seem fresh when the content has not substantially changed." So we rewrite up to about half the page, check every source and fix the links. Only then does it get a new date.
Five verdicts, and when each one applies
| Verdict | When | What we do |
|---|---|---|
| Keep | It still gets impressions, it's still accurate, and nothing else on the site competes with it. | Leave it alone, and note it in the log so nobody touches it by accident. |
| Refresh | It performed once, or should, and the facts or the search intent have moved on. | Rewrite up to about half, update sources and links, new title and meta if needed, an honest new date. |
| Merge | Two or three posts answer the same question and split the clicks between them. | Combine them into the strongest URL, redirect the others to it, repoint every internal link. |
| Redirect | It has no reason to exist on its own, but it has links or visits worth keeping. | 301 it to the closest relevant page. Never to the home page by default. |
| Retire | No impressions in 16 months, no links worth keeping, nothing to merge it into. | Remove it, let it return a 404 or 410, and take it out of the sitemap. |
The decay audit makes these calls URL by URL. A refresh pack carries them out.
A change log, as you'd get it
| URL | Date | Verdict | What changed |
|---|---|---|---|
| /blog/water-heater-sizing-guide/ | Mar 4 | Refresh | Rewrote the sizing section for heat-pump units, about 40% of the text. Replaced two dead sources. Added an FAQ from support questions. Date updated. |
| /blog/tankless-pros-cons/ → /blog/tankless-vs-tank/ | Mar 6 | Merge | Combined into one post. 301 from the old URL. 11 internal links repointed. |
| /blog/2019-holiday-hours/ | Mar 6 | Retire | Removed, returns 410. Out of the sitemap. |
| /services/water-heater-repair/ | Mar 7 | Links only | Three new links in from refreshed posts. No copy changes, so the date stays as it was. |
Sample, no client data. A made-up plumbing company.
What's included
- Up to about half of each page rewritten
- Every source checked, dead ones replaced
- Internal links updated, in and out
- A new title and meta description
- An FAQ block where the page needs one
- Redirect maps for anything merged
- A change-log entry with before-and-after notes
Not included
- Deciding which pages to refresh across the whole site: the Content Decay Audit
- Pages longer than 2,500 words, which we quote separately
- Rewrites from scratch. Those count as a new article, 1 slot.
- Site-wide link restructuring: Content architecture
Who owns the rewrites and the log?
The change log is the part people forget to ask about. It stays in your shared drive, so whoever edits the page next knows what happened and why. The rewritten text becomes yours when the pack is paid for.
Price
$1,350 for a pack of 5 pages, up to 2,500 words each
In a plan, a refresh is ½ slot and a merge is 1. Without a plan, Refresh upkeep is $1,350/mo for 6 refreshes a month plus decay watch on up to 300 URLs, on a 3-month term.
Full pricing and slot rulesHow to buy it
In a Cadence plan
On the desk, no call needed
Refresh upkeep, $1,350/mo: invoiced monthly, not sold on the desk.
Questions people ask
$1,350 for five pages: what does each page get?
$1,350 for five pages, so $270 a page. Each one gets up to about half its text rewritten, sources checked, links fixed, a new title and meta, an FAQ where it helps, and a change-log entry. In a Cadence plan a refresh is half a slot.
How long from kickoff to refreshed pages going live?
10 business days for a pack of five, counted from the day we have CMS access and your list of URLs.
Who owns the refreshed content and the change log?
Stop a pack halfway and the pages we've already refreshed stay as they are, log entries included. We refund the price minus our time at $125 an hour. The log is a plain spreadsheet, so another agency or your own editor can carry on from the last line.
What can't a refresh pack fix?
If you don't know which five pages to pick, the Content Decay Audit ranks your top 20 candidates by clicks lost. If dozens of posts are fighting over one topic, the fix is structural, and that's Content architecture. If a page needs replacing outright, it's a new article.
Do we pick the five URLs, or do you?
Either. Send the five URLs along with editor access to your CMS, or add Search Console viewer access and we'll choose them. No passwords.
Two hundred old posts and no idea where to begin?
The free scanner shows how stale your sitemap looks. The review call is where we'd tell you which pages we'd touch first.