In this blog update, I’ll share a clear example of how a webpage’s positions in Google Search Results changed after several content updates.
The Impact of Content Updates on Rankings
Looking at the Ahrefs screenshot (Image 1), we can see search data for a form ds-82 page. The circled section shows:
4.0K monthly search volume
Search result ranking for the target keyword
The top ranking result is a .gov domain (ds82.pdf)
CPC of $0.35 and CPS of 1.17
Mobile and desktop traffic data
Previously, the average positions in Google Search Console were around 70. After implementing content updates, the positions improved significantly to 35-40. On some days, the page even reached positions 20-22!
Competitive Analysis
As shown in the Hipa.ai screenshot (Image 2), we can see the timeline of content changes and position history. The circled section highlights the recent improvement in rankings after content expansion.
The site is competing with American .gov websites, which makes reaching the top positions quite challenging. However, even appearing on the first or second page delivers good traffic, as there are thousands of monthly searches for these keywords.
Content Strategy Execution
The Hipa.ai dashboard shows:
13 ideas proposed
9 changes generated
6 published updates
Recent content pieces focusing on Form 1095-A topics
Published content includes practical tips and detailed explanations
This case study demonstrates how strategic content updates researched, updated, and published by Hipa.ai can significantly improve search rankings even in highly competitive niches.
We wanted to share a case study about how regular updates to existing content helped us improve rankings and generate more leads in a competitive niche. This is for resources.instafill.ai, a Docusaurus site that helps people in the U.S. fill out tax and legal forms.
The niche is crowded with established competitors, but focusing on existing content instead of creating new pages made a big difference for us.
The Process
We updated 4-5 articles in November 2024, rolling out changes in 3-4 batches. The updates were generated using Hipa.ai, which suggested ways to improve the content.
At first, we applied the changes manually since we didn’t yet have GitHub integration. Now that GitHub is integrated, updates can be scheduled and applied automatically. We still review all suggestions to make sure they align with our goals.
The site is built on Docusaurus, and Hipa.ai fully supports both Docusaurus and Markdown-based workflows. This made it easy to apply updates with the rich text formatting native to Docusaurus.
Time Investment
The process took about 1.5-2 hours total, mostly spent reviewing suggestions and implementing changes manually.
Hipa.ai uses OpenAI’s o1 model, one of the most advanced models available, to analyze content and suggest targeted updates. This helped focus our efforts on actionable improvements rather than generic tweaks.
With GitHub integration now in place, we expect to save ~80% of this time in future updates.
The Results
Here’s what we saw after updating just these 4 pages:
Before updates: 5-10 leads/day
After updates: 20-30 leads/day
The increase came from:
New keywords: The suggestions helped us target additional search terms.
Improved rankings: Existing keywords moved up the SERPs.
Better visibility: The site appeared more often in search results, which also improved credibility.
Here’s a key detail: none of the updated articles saw a decline in any keyword rankings. Every keyword either improved or remained stable, which was critical for maintaining overall performance.
Below is the Ahrefs screenshot showing the improved and new keywords:
Why Regular Updates Worked
Updating existing content worked well because Google seems to favor regularly refreshed pages. We noticed that rankings for the updated articles improved almost immediately.
On the flip side, new content can take longer to gain traction. Google appears to wait before fully indexing and ranking new pages, likely to assess quality. This makes updating existing pages a faster and more reliable strategy.
About the Site
The site we’re referring to is Instafill.ai Resources. It was registered in 2023 and has an Ahrefs DR of 26. While it’s relatively new, regular updates allowed us to:
Pick up dozens of new keywords on existing pages.
Boost existing keyword rankings.
Triple daily leads from just a small batch of updated articles.
Maintain stability: not a single keyword declined or lost positions during this update process.
It’s built on Docusaurus, which, combined with Hipa.ai’s support for Markdown, made the process of updating and formatting articles smooth and efficient.
We’re now planning to update more articles to see if this approach works at scale.
Have you tried regularly updating older content? If you’re interested in growing your site’s traffic, we thought you might find Hipa.ai helpful. Give it a try and let us know what you think. We’d love to hear your thoughts!
