<b>Stop bumping the date and calling it a refresh</b>

<b>Stop bumping the date and calling it a refresh</b>
Watched a client update 40 posts last quarter. All they did was change the publish date in the CMS and re-ping the sitemap. Zero movement. Google's not dumb — it diffs the actual HTML.

What actually moved the needle on the rerun:
— Rewrote the intro and first H2 (the part that answers intent fastest)
— Swapped 2-3 dead stats for 2025 numbers
— Added one section that matched a new question in the 'People also ask'

Real content delta or it doesn't count. Go diff your last 'refresh'. Report back.

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