Most content doesn't fail at launch. It drifts.

A page you published 18 months ago was accurate then. The tools it mentioned may have changed. The recommendations might be outdated. The competing pages have been updated three times since. And Google can tell the difference between a page that was optimized once and a page that's actively maintained.

The monthly content update task is about catching that drift before it costs you rankings.

Start in Google Search Console. Go to Performance → Pages and sort by impressions. Find pages that used to rank well but have been losing ground over the past 3-6 months. These are your update candidates. Click into each one and check the Queries tab. What keywords are people using to find this page? Are those terms actually covered in your content, or just implied?

Common reasons content needs updating: the data or statistics you cited are now outdated; a tool or platform you referenced has changed; a competitor published a more comprehensive version of the same topic; the search intent shifted and people now want something different from what you wrote.

When you update, don't just add a paragraph at the bottom. Restructure if needed. Update the intro to reflect current context. Replace outdated screenshots. Add a section covering angles you missed the first time. Add a "Last updated" note so readers know the content is current.

In Webflow, the CMS editor makes content updates straightforward. But the SEO settings on the page — title tag, meta description — often get left untouched. Review those too. If you've added new content targeting a different angle than the original, the meta title might need updating to match.

One practical rule: any page getting more than 100 impressions per month in GSC and dropping in position is worth a content review. Start with your highest-impression pages. Work through them systematically, one per month.

Use the free keyword research tool to check whether the queries you're now targeting have enough volume to justify the update effort.