How do you handle outdated positive content that no longer represents the company?

Outdated positive content is a quieter problem than negative content but it accumulates over years and dilutes the picture. A leadership page listing an executive who left in 2019. An annual report that ranks high but reflects a defunct business strategy. A press release from a product line that was discontinued. An old award announcement that crowds out more recent recognition. The response runs through three channels. Where the brand controls the asset (owned property), refresh, redirect, or unpublish as appropriate. Where the asset lives on a third-party property with an editorial relationship (Forbes profiles, association pages, industry directories), request updates through the normal channel. Where the asset is third-party and uneditable, build fresh content that ranks above it. The cleanup matters because outdated content also feeds AI engines, which then describe the brand as it was rather than as it is.