If you’re a business that has been around for any length of time then you probably have quite a library of blog posts on your website. Some good, some not so good.
During the 90’s and early 2000’s, we as blogger’s, used a different strategy of quantity over quality. Blogs were also written with keyword stuffing so search engines would find them, even if it jeopardized the content of the article. As algorithms change and search engines update you have to wonder are those old blog posts helping or hindering your web presence and searchability.
There are a couple of scenarios we must first look at to figure out if it’s good to keep those outdated posts or if we should remove them.
Analytics of Old Blog Posts
Before deleting any posts you need to look at the analytics for your website, specifically at each blog post. Analyze the number of views your post is receiving and if there are any back links to the post. If people are actively reading your material you won’t want to remove it altogether. This would create broken links which can be frustrating to readers.
Now that you know which posts receive the most visitors and which are hearing crickets we can move on with a strategy for each of these.
Receiving Good Traffic
If you have a blog post that is older but is still receiving great traffic you shouldn’t delete it. Take a look at the post and see if the message still accurately describes your business. If something is outdated, update the post and/or add links to pages with current information. Because these posts are being found by viewers you won’t want to change the keywords or URL, keep those the same but update the content itself.
Is the information in your blog post still relevant to your business or to the current time. Some posts are written specific to certain scenarios and events that may have been resolved and no longer relevant to readers. If a blog post is no longer relevant but receives a little traffic you have two options: you could do a full overhaul of the post content or do a 301 redirect to something relevant.
When you rewrite the content for a specific post be careful to keep the keywords and URL the same. Write the new content for the keywords that people were searching for previously to ensure that people can still find you.
If the content is not relevant to your business anymore, and you can’t spin it into something that would work, set up a 301 redirect. This way you won’t lose out on the traffic received from search engines or other articles. The redirect will bring readers to a page you actually want them to read.
No Traffic & Outdated Content
I typically don’t delete too many articles but sometimes it’s a good idea. Once you analyze your blog posts and find that you have posts that are receiving little to no traffic, the content is very outdated and there are no backlinks then it won’t hurt to delete those pages.
Having more pages doesn’t necessarily make your website better in the eyes of Google. Having good, strong content that your viewers want to read and interact with is much better.
Google is constantly crawling the millions of webpages on the web and they will see these changes that you are making. Depending on the size of your website and blog it may take longer for Google to crawl the entire site. Your score will fluctuate based on Google’s findings and hopefully your website will begin to rank higher and bring in more of the readers that you’re targeting.
Interested in learning more about maintaining your own blog content or would you like help with the routine maintenance or creation? Contact me, I would love to learn more about your business and help to take it to the next level.