Direct answer
A refresh should resolve a current reader need, correct evidence, improve structure or consolidate ownership; a date change alone is not a refresh.
Practical steps
- Select pages by task and evidence.
- Document the old state.
- Make focused material changes.
- Review sources and links.
- Measure comparable outcomes.
Common mistakes
- Fake freshness.
- Adding filler.
- Changing multiple intent owners without mapping.
Limitations
- Seasonality confounds before/after comparisons.
- Some declines reflect changed demand.
Primary sources
- Creating helpful, reliable, people-first content — Google Search Central; 2025-12-10; 2026-08-14.
- Spam policies for Google web search — Google Search Central; 2026-05-15; 2026-08-14.