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on the site is important, but you shouldn’t discard the old one: it can be just as useful, even if the information is outdated.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One of the most common problems of internal auditing is “dead” content (old and / or outdated), which was once useful to users, but is no longer relevant at the moment.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?
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 Those abandoned posts can still be ranked well, but they are outdated: technologies have changed, new information has appeared, contradicting or exceeding the old value.
Here are a few things you should know when updating and optimizing old pages.
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:
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)."
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.