Some content seems to have aged badly or no longer corresponds to your positioning? When to throw out and when to recycle? Some tips.
Each content on your site has been the result of thought and a certain amount of effort. There is therefore no question of letting them get dusty in a cupboard, you have to persist in exposing them to light. They must therefore both continue to please the reader and generate traffic all by corresponding to the evolution of your quality standards and your positioning
How to improve existing content?
First of all, you have to choose which content to focus on as a priority. It’s time to pull out the magnifying glass and take a look at your stats. You can choose articles that represent potential in terms of traffic or because the theme is at the heart of the debate or the seasonality is favorable. The chestnut trees, these eternal ritornellos, are sometimes great occasions to recycler existing content. To freshen up this promising content, you can:
- Rewrite them in a more qualitative way, while respecting the editorial charter defined
- Optimize them from an SEO point of view: with new keywords that perform better, for example
- Enrich them by digging deeper into the subject or bringing it to light in a complementary format, such as video, an infographic, a tutorial, a white paper …
- Consolidate them : Two medium quality short articles can be merged into a much better longer article. It can also prevent keyword cannibalization.
So refreshed, all you have to do is share them to give them a second life. So it is not always necessary to start from scratch when looking for a new idea of content to publish!
“Content pruning” or the (delicate) art of removing content
If sorting allows reuse, it also sometimes involves throwing away. The above steps will not be enough to save content that is too obsolete or is no longer in line with the positioning of the brand and its target. In these cases, it is better to have the courage to say goodbye to them.
Indeed, keeping articles on subjects that are no longer covered can be counterproductive because the readers they attract will not find their account. This scrambles the message, which may impact the conversion. In addition, the time spent by search engines to scan the site is limited. So let’s not waste the precious time of Google robots on non-strategic pages.
The method of ” pruning content ”Or“ content pruning ”assumes that removing non-performing content can maximize overall SEO. In fact, criteria such as user experience, quality of content or site authority impact SEO.
Obviously, this is a technique to be handled with care and there are many elements to take into account before opting for the removal of content: traffic, conversion, bounce rate, backlinks … Thus, you always need a little time back and ROI analysis to be able to truly pronounce. You can also choose to deindex the page so that it no longer exists in the eyes of Google and, if you delete it, you can plan a redirection to similar, higher quality content.
“To choose is to give up”, “the best is the enemy of the good”. If, like us, you know these proverbs, you will understand that it is better to have less content, but quality.