WHY SHOULD YOU CARE ABOUT OLD CONTENT?
The content you’ve put on your site that needs to be updated is a missed opportunity. Google prefers fresh content, therefore, content that isn’t recently updated isn’t likely to be onto or remain in the SERPs. This means that you need to get organic traffic to these pages.
Additional factors should be considered when evaluating older content on your site.
Low Quality; Duplicate Content
When you’ve added content to your website for a long time, there’s an excellent possibility that the content you’ve created needs to meet the current standards. The process takes time and effort to make quality content, and it’s not just the fact that our knowledge of how Google evaluates quality constantly changes. This means that some of your earlier blog posts or landing pages might need to be of better quality in the current world of technology.
Another possibility could be duplicate content. If you’ve published on the same subject repeatedly, there’s a lot of overlap between the articles you’ve posted, and Google might view certain portions of your content as duplicates. Initially, you published articles or portions of pages precisely on your website from other websites.
Both of these may be problems If Google has discovered that your site has poor standards or redundant content, which could affect the overall performance of your website.
There’s a lot of debate about crawl budgets and the amount of pages Googlebot crawls on a website at any time. Google has confirmed that most sites don’t need to think about this. But it’s important to remember that Google cannot crawl your entire site in most instances. What is that saying about your overall site if it’s crawling old pages but not your more recent, more relevant pages? It’s impossible to tell the answer, but if you’re thinking about the entire area, remember that some of that older content may take up precious crawl space.
Google’s concept of E-A.T., which refers to competence, authority, and trustworthiness, is a crucial element in how it evaluates websites and their content. This is true even for content written in the past because the early days of writing content may not reflect your current knowledge of authority, trustworthiness, or expertise. Do you wish for a human to judge your website based on old content? It’s essential to think critically about what content from the past suggests about your company and brand.
Impressions or Clicks for Irrelevant Terms
Getting traffic is indeed good. However, it could be better when users visit an article unrelated to the content. It happens when a webpage is tagged with a unique name or uses a word that users want. The traffic generated by those keywords will likely be ineffective since people expect something else besides the effect it will have on bounce rates.
CONDUCTING A CONTENT AUDIT
Okay, now you know why you should be thinking about the content previously posted on your website. Now what? The first step is to analyze your website’s content thoroughly. It can be as detailed as you’d like your review to be. For instance, you could create a spreadsheet containing every blog post page, page, and landing page. Then, you can document titles, CTAs, and buyer personas, the date it was published, and the date the last time they were reviewed.
Your audit should gather all the information you will require to take the next step to evaluate the content’s quality.
ASSESSING THE VALUE OF OLD CONTENT
When you’ve compiled the list of your content, it’s time to make conclusions regarding the content. Your evaluation will be specific to your audience, brand, or product. However, there are some guidelines that you can begin with. A few things to think about include:
- If the topic is relevant
- The intended audience can be the same
- If the piece is a representation of your brand effectively
- If it’s optimized to be search-friendly, it will rank higher.
- What kind of traffic was received about what keywords, and how has that changed throughout the content
It is essential to determine the meaning of “high quality” versus “low quality” in your mind, but bear in mind the way Google examines it (see our discussion of E-A-T earlier). After you’ve completed your evaluations and made your decisions, you’ll need to figure out what you’re going is going on with the content.
OPTIONS FOR OLD CONTENT
Then, you can use your assessment and audit to determine the best solution for your outdated content. You have four choices:
- Please give it a fresh face and revise any obsolete content.
- Completely write it up by combining two or more similar articles.
- Remove the content.
Here’s a quick overview of the best way to tackle each one of these choices.