Online Marketing Blog

How To Manage Old And Outdated Content?

Google, last month announced that it is rolling Panda 4.2 out in the next few months. It is first refresh in about 10 months of now-notorious algorithm update that is partially accountable for “content is king” key mantra that has swept the whole search industry.

That is great news for anybody who was hit by the update last September and thus has worked to cure their low-quality contents; your hard work must be rewarded since your website slips back in its organic positions. However, with each update, it certainly puts a few webmasters in tailspin thinking that they will be on losing side of the things.

Is Your Website Panda-Proof?

Spammy, low-quality and keyword-stuffed content isn’t the only reason, content strategists and webmasters get little antsy around the Panda updates.

Even though you know that you have good contents, it can make you pause to question all the contents on your website: What did I ignore? What will Google discover on my website? And while you must be evaluating your website’s content frequently, I know I am not alone in just admitting it does not happen always. Guilty.

One among the popular issues you find out during content audit is the “dead” content. It is outdated or old content which at one point used to useful to your users, but might not be useful any more.

It happens too much that you focus a lot on creating new contents that you forget regarding the content you produced a year ago. And it quickly happens; articles or blog posts get moved off home page, links stop coming, tweets stop going. So what will you do with the dead content?

Do Not Delete— Optimize It

New contents are necessary, however it takes more time to generate something new than what it does to just update and optimize anything old. The old content is still ranking well probably, but it is outdated and new information is presented, technology has changed, or there is a better method to achieve the same tasks.

There are some things to remember when you are re-optimizing dead contents:

  1. Do Not Create New URL. Many people would create a completely new page to substitute the outdated contents to get many more pages added onto the index. This works, but it is suggested to update the current content to keep the authority at one place. This URL ranks very well due to a reason. You also eradicate competing with yourself just by keeping all the updates at one URL.
  2. Optimize Call To Action. As you are updating your contents to become better for all your users and do better in search engine, ensure to think about what you want the people to perform after they have read your blog posts. Do you’ve any new offer? Is there any newly applies email database that users can now sign up for? Is there any new service or product to promote? Here the key is to understand how to turn the passive reader in an active member of your lead funnel.
  3. Update Your Keywords Research. If you optimize, consider new keywords you could include to capture the new traffic. The method people search changes daily, so it is probable that they’re looking new keywords but wishing for the same information.


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