Uploaded April 2025 | Updated September 2026, 3 weeks ago
New content won’t always raise your SEO ranking, because it’s not yet trusted by Google. Know what IS trusted by Google?
Your domain authority and existing URLs. Take advantage of your authority and trust with this SEO tip from Orbit Media’s CMO and co-founder, Andy Crestodina.
**Transcript**
Hi, this is Andy from Orbit Media.
I wanna share with you a tip that took me a very long time to learn: rather than writing something new, consider going back and updating older posts instead. That URL may already have page authority—may already have links to it.
This is a big SEO advantage to update older content. In the end, you realize you don't really need a thousand articles. You need a hundred really great articles. And by updating old URLs, you kind of have an advantage because these things are already very focused on the topic, the internal linkings in place, and Google believes that to be a credible page.
So with that in mind, when making new URLs, make sure that they're easily repurposed for later. Which means don't put numbers in your URLs. That article, you've got about 12 tips for container gardening? Don't put the 12 in the URL. Just put tips-container-gardening as the URL.
That way, when you go back to repurpose it later—two years from now when you rewrite it and it's like 15 tips, it'll be much easier to repurpose that URL. URLs should have no numbers and should have no formats. So that's a really insightful and important thing.
The world is not waiting for another medium quality post. Go back and enhance and improve and add depth and detail in visuals and collaborative quotes to an existing URL. Treat it as if it was new. Publish it like it was new. Send an email for it. Put it in heavy social rotation. Link to it from your homepage.
Because in the end it's really all about quality. And you'll get better performance faster by taking a thing that already exists and making it even better than just writing an endless stream of new stuff.
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New content won’t always raise your SEO ranking, because it’s not yet trusted by Google. Know what IS trusted by Google?
Your domain authority and existing URLs. Take advantage of your authority and trust with this SEO tip from Orbit Media’s CMO and co-founder, Andy Crestodina.
**Transcript**
Hi, this is Andy from Orbit Media.
I wanna share with you a tip that took me a very long time to learn: rather than writing something new, consider going back and updating older posts instead. That URL may already have page authority—may already have links to it.
This is a big SEO advantage to update older content. In the end, you realize you don't really need a thousand articles. You need a hundred really great articles. And by updating old URLs, you kind of have an advantage because these things are already very focused on the topic, the internal linkings in place, and Google believes that to be a credible page.
So with that in mind, when making new URLs, make sure that they're easily repurposed for later. Which means don't put numbers in your URLs. That article, you've got about 12 tips for container gardening? Don't put the 12 in the URL. Just put tips-container-gardening as the URL.
That way, when you go back to repurpose it later—two years from now when you rewrite it and it's like 15 tips, it'll be much easier to repurpose that URL. URLs should have no numbers and should have no formats. So that's a really insightful and important thing.
The world is not waiting for another medium quality post. Go back and enhance and improve and add depth and detail in visuals and collaborative quotes to an existing URL. Treat it as if it was new. Publish it like it was new. Send an email for it. Put it in heavy social rotation. Link to it from your homepage.
Because in the end it's really all about quality. And you'll get better performance faster by taking a thing that already exists and making it even better than just writing an endless stream of new stuff.
-----------------------------------------------------------------------------------------------------
FREE RESOURCES:
MarketingProfs Today: mprofs.com/thegotonewsletter
Online Events: mprofs.com/onlineevents2024
FOLLOW US!
LinkedIn - linkedin.com/company/marketing-profs
Instagram - instagram.com/marketingprofs
Facebook - facebook.com/marketingprofs
Twitter - twitter.com/marketingprofs
TikTok - tiktok.com/@marketingprofs
Threads - threads.net/@marketingprofs
BlueSky: https://bsky.app/profile/marketingprofs.bsky.social
