Content & Search · Ongoing
Restoring rankings, not re-commissioning.
An ageing content library was quietly losing ground in search. We restored it — for a fraction of the cost of starting over.
The platform had invested heavily in content years earlier and was watching it slip — rankings eroding, traffic following. The instinct was to rewrite from scratch, an option the budget couldn’t justify and the calendar couldn’t absorb.
What we did
We ran a structured refresh programme instead. An audit identified the high-potential pieces worth saving; those were restructured, updated and re-signalled to search engines, with every claim fact-checked. The same senior editors who would have written new pieces did the refresh, to the same standard — at a fraction of the cost of original commissioning.
It became an ongoing programme rather than a one-off rescue.
The result
Priority pieces recovered their standing, traffic followed, and the platform got a repeatable, far cheaper way to keep a large library healthy — treating content as an asset to maintain rather than a cost to keep re-incurring.
The cheapest content is the content you already paid for.