What to do with old and outdated content - Profit Hunter

What to do with old and outdated content - Profit Hunter

New content on the site is important, but you shouldn’t discard the old one: it can be just as useful, even if the information is outdated.

With each update, the Panda algorithm presents new surprises to webmasters, and content is usually the culprit. That is why it is necessary to constantly work on it.

Every time the algorithms are updated, more and more new sites that publish low-quality, spammed and irrelevant texts get into their favor. Perhaps they are still “living” on your website from the times when re-optimization in today's understanding seemed to be the norm.

Even if quality content is now published on the site, you should ask yourself: "What am I missing? What can search engines find ugly on my site?" And, although this assessment needs to be done regularly, few people worry about the old content of their Internet resource. Very sorry.

One of the most common problems of internal auditing is “dead” content (old and / or outdated), which was once useful to users, but is no longer relevant at the moment.

Depending on the amount of content, it may in one degree or another slow down your site, forcing search engines to index these less useful pages instead of focusing on more significant parts of the site.

This is common: you concentrate on creating new materials so much that you forget that you already created a year ago or more. Posts or articles quickly creep down and hide from the main page, social signals and links cease to appear. So what to do with this dead weight?

Delete cannot be optimized

Fresh publications are required, but they take much more time than updating and optimizing old content. Those abandoned posts can still be ranked well, but they are outdated: technologies have changed, new information has appeared, contradicting or exceeding the old value.

What to do with old and outdated content - Profit Hunter

Here are a few things you should know when updating and optimizing old pages.

  • Do not create new url. Many make completely new pages to replace outdated ones and put more new pages into the index. This also works, but it is preferable to update content on existing pages in order to maintain their credibility. They are ranked in the search, and sometimes not bad, so why delete them? When all the updates belong to the same URL, it becomes more competitive. Search engines "see" that a permanent job is going on over the site and appreciate it.
  • Go over the keywords again. When updating the content, see if the text is not too spammed with keywords, and whether it is worthwhile to diversify it with new requests. Methods that people use to search for information change daily, so maybe they ask the search engine new questions, but want to get the same information as a year ago.
  • Improve your call to action. After “repairing” your articles that have become better for people and search engines, think about what users want after reading your texts (or any other content). Can you offer them something new? Perhaps it will be a subscription to a fresh free video course or something else. The challenge is to turn the passive reader into an active subscriber / client.
  • Start promoting old pages again. Since the content has become more relevant, useful and friendly for PS, work on creating new links in social networks and notify your subscribers about it. Connect the page with new, trendy posts that are suitable for topics. You can even put a link to it on the main one.

Okay, still, something needs to be removed.

Most of the pages can be optimized and updated, but there is content that simply has no place in this world, for example:

  • old products / services that are no longer
  • profiles of former employees;
  • similar or duplicate pages.

A few tips for removing old content

301 Redirect. In most cases, the 301 redirect is the best way to remove the old page. Let cards of old goods be redirected to cards of new products similar to them.

Alerts in old posts. If you have too many old pages, then using a redirect for each of them is inappropriate. This greatly loads the server and slows down the site. In some cases, you can simply add an alert and relevant links to other pages of the site for users who have come from the search to the old page. For example, you can write:

"The case outlined earlier in this article has already died, but you can read more fresh and interesting cases on this topic here (link)."

What to do with old and outdated content - Profit Hunter

The same can be done with online store products that are not yet available: do not delete the page, since this product may appear again, in addition however, it still receives traffic from the search. Instead of deleting, indicate on the outdated page about more "fresh" receipts of similar products.

Having done all this, you will see that the old content still works for you, but do not forget about new publications. A healthy approach is needed to optimize outdated pages and create new ones.

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