Not All Content is Equal: Ask An SEO for Guidance on Dealing with Numerous Unutilized Pages
Determining which content to retain, revise, or discard is a crucial decision, as content serves as the foundation of a website and plays a vital role in generating traffic, fostering engagement, and driving conversions.
Contrary to what some SEO professionals may suggest, simply increasing the volume of content does not always yield better results. It is essential to recognize that not all content carries equal weight, and outdated, irrelevant, or underperforming content can impede a website’s overall success.
Initiate a Content Audit for Effective Content Cleanup
The initial phase in streamlining your website’s content involves carrying out a comprehensive content audit.
This entails thoroughly examining your site’s content and evaluating its performance, relevance, and quality.
Utilizing metrics such as traffic, bounce rate, and engagement, you can pinpoint which pages are excelling and which ones are falling short.
Once you have identified underperforming pages, it is crucial to prioritize them based on their significance to your website.
Pages that fail to drive traffic or conversions may require higher priority compared to pages that have subpar performance but still contribute to your site’s overarching objectives.
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Distinguishing Evergreen and Time-Sensitive Content
Furthermore, it is crucial to differentiate between evergreen and time-sensitive content.
Evergreen content can be periodically updated or repurposed, whereas time-sensitive content may require removal.
Once you have prioritized your content, you can determine the appropriate course of action for each page.
For pages that remain relevant but underperforming, updating them with fresh information might enhance their performance.
On the other hand, outdated or irrelevant pages are best removed entirely.
When removing content, implementing 301 redirects to relevant pages is important to preserve any backlinks associated with the old page. This ensures that the value of those backlinks is not lost.
Monitor Your Progress
It is crucial to monitor your search engine rankings once you have completed your content cleanup to ensure that the changes do not have a negative impact on your SEO.
However, it is not just rankings that should be considered.
Content optimization initiatives can affect various aspects, including traffic, conversions, navigation, and other elements that influence your overall search engine optimization efforts.
Keep a close eye on Google Analytics. If you notice a decline in traffic, it may be necessary to re-evaluate certain changes.
Nevertheless, it is important not to hastily react.
Before discarding your optimization efforts, ensure that the changes you made are indeed the cause of the drop, and confirm that these changes are stable within the search engine’s index.
Remember that it may take some time for your rankings to stabilize after a content cleanup, so exercising patience and monitoring your website’s performance over time is crucial.
For further optimization of your content cleanup, consider utilizing Google Search Console to identify pages with high impressions but low click-through rates. These pages may benefit from content updates or optimization to improve their performance.
Moreover, consolidating pages that cover similar topics into one comprehensive page can enhance the user experience and help prevent keyword cannibalization.
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