How can our intelligent hacks bring your dead website pages to life with enormous SEO gains?

Posted on Dec 31, 2019 By Krunal Soni

Is your old content pulling down the complete “authority” of your website? Yes, it can, it does. To save your website from the hazards, you have a crucial decision to make and get your dead pages to life at once. 

Well, the right decisions throughout the entire process of SEO can get you great rewards in terms of traffic, organic search visibility (rankings, featured snippets, etc.), links, conversions, and engagement.

Like we have always described in the previous blogs related to SEO, Google has strived to organize the world’s information and make it universally available and useful. Well, it has not changed and will continue to be in 2020 too! But, since a lot of businesses have agreed to the thought ‘content is King’, they have published a lot of pages out of which some are already dead. 

So, this year, we recommend you to go for a new mission- reviving the old content to make it optimized, useful and relevant which means bring your dead website pages to life.

Here is what you can do to bring your dead content to life. Rethink your Content Marketing strategy:

If we take Google spokespeople’s words seriously, your old content will affect your overall performance. Also, if you try to remove the content it will prove as a dangerous SEO strategy. 

So, what can you actually do to get more organic traffic and pageviews and save your website from the unwanted downfall?

Here is the process that can really help you out in this situation:

Audit the Content

The rule is, to begin with, auditing and assessing your content.

There are ordinarily three types of content:

  • A piece of content that supports you.
  • Content that does utterly nothing.
  • Content that can damage your website.

We recommend figuring out which type all of our content fits in. You need to organize your content in such a way that the chaos is avoided. 

The initial step in the process is to crawl your content.

Some alternatives that you can use to crawl your content are:

  • Screamingfrog
  • DeepCrawl
  • Oncrawl
  • Sitebulb
  • Botify

 Pick whichever crawler works for you. After you complete the crawling process, you need to know about the following factors:

  • Title: Is the title optimized? Does it involve a reader interest?
  • URL: Is it SEO friendly? Is it necessary to change it?
  • Publication date: Is it still active or out of date?
  • The number of reads: If the content has more reads, it can be considered connected with your audience properly. 
  • Word count: The content with low word count does not necessarily mean that it is a low-quality content but it could potentially symbolise quality issues.
  • The number of links: You need to check how many inbound and internal links do you have for a piece of content?
  • Trust Flow and Citation Flow: This is an important metrics for quality score and link building. 

Assess the quality of your content

It is necessary for you to analyze the quality of the content you already have on the website. The quality of content is described in the following ways:

  • Precise
  • Mobile-Friendly
  • Solution-oriented
  • Informative
  • Fresh
  • Can be shared
  • Encouraging
  • Legible
  • Visual
  • Engaging
  • Educational

Whereas, the low-quality content can be defined as the content which:

  • Has no target audience.
  • Has no purpose.
  • Is not optimized.
  • Is useless.

Now, there are some factors which Google uses to define the quality content. They are:

  • Useful and informative.
  • More relevant and useful than other sites.
  • Trustworthy.
  • High quality.
  • Engaging.

Google’s search quality rating guidelines include E-A-T which means:

  • Expertise
  • Authority 
  • Trust

Considering the above terms and factors, you need to decide whether the content up on your website is low-quality and whether it needs to be revamped or not. 

However, instead of removing the low-quality content, we suggest you improve it. Improving the content can help to increase the ranking but deleting it can cause a loss of ranking. So, we do not recommend removing any content from the website. 

Here are some key metrics to define the quality of your content:

  • Pageviews
  • Organic traffic
  • Links
  • Conversions
  • Engagement

Eventually, there is a cluster of variables that influence the progress of your content so use your best judgment whenever you are assessing your content.

Decide what do you want to do with existing content

The ultimate step of this process is creating data-driven judgments about whether you should upgrade, rewrite, or condense or remove or deindex old content from search engines.

There are five possibilities for your content:

  • No Changes Needed
  • Content Revamp
  • Website Content Rewrite
  • Content Consolidation
  • Content Deletion / Deindexing

The 5th and last scenario is an extreme case scenario where you remove or deindex the content. This should be done only if:

  • It’s “lacking content”.
  • It’s poorly written, off-topic, affiliated, stolen, plagiarized.
  • It has no memorable significance.
  • It does not have many pageviews.
  • There is less or no traffic, links, shares, conversions, or engagement.

So, whether you should or should not remove the content depends on your answers to all the 4 points. If your answer to any of these questions goes yes, then removing your content might not be a really good idea.  But if the content really is not worth keeping, then it is better to delete it. 

The year 2020 is a year of opportunities. All you need to do is plan a great content strategy, get your old content revamped- that is bring your dead website pages to life and get quality content on your website. We can help you out to revive your old pages and get a better SEO ranking. 

Walk down to our office to discuss your tailored content strategy to boost your page views and website traffic today!

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