Want to renovate your existing website or the content needs a new look and feel? It’s not difficult to remove outdated site content. Repurposing content might be a difficult chore for some organizations, especially if they don’t have an internal content development department.  

You can easily delete or redirect it. However, what if an old blog post keeps bringing you website traffic? Do you still want to remove it? Well, it’s not an easy decision being costly in terms of potential leads, sales, and strengthening the bottom line if you don’t consider a few key metrics before removing any content from your website.  

Deleting or redirecting the website content may make sense from a business perspective, but not a good idea from an SEO approach. Better not to retire a piece of content just because it contains not so useful facts and data. Upgrade the information; add the most recent and accurate information relevant to the present-day site user because you don’t want a prospect questioning your value and get turned off.

Rebuilding and republishing your website content could be the solution. Well, the reality is that there is no fixed rule and some marketers believe that fresh content is the key to be rewarded by Google at top searches. They think Google only likes websites with new and updated pages, and therefore they often question how old content can meet Google’s constant call for quality. It means there is no place for your merit-lacking and inaccurate website content in the search pages.

To be honest, content marketers should understand that it’s all relative. When published, your content was insightful, engaging, and timely to make an incredible first impression – and, converting visitors via call, demo request, signup form, or more.  

Now, the primary aim should be the protection of your website traffic associated with your old content – that could be a blog article, case study, or a white paper to name a few.

Size up your situation to consider the right actions:   

Do not delete or redirect the website content without taking appropriate actions for projecting the online traffic and business the site users bring your way.  

Here you go;

  • Google Rank Analysis:
    Content evaluation is the key to decide the deletion and redirection of the content. Determine which content ranks well in the search, and does it contain some highly competitive and beneficial phrases.

    Develop a comfort level with how much search engine visibility you can digest to lose all those competitive terms if you expunge old content. So, it all depends on your personal preferences related to your SEO efforts and how well your website content is ranked in search.
  • Website Traffic Review:
    Next is to review the traffic statistics your website has achieved so far. Does your old content still get a comparable number of visitors and that also from your geographic targets? Have you ever experienced some unusual factor(s) affecting your site’s traffic; for instance, the pandemic impact on the traffic.

    Trace the user behavior to natural search and if you have depleted visitors from a specific location, it’s worth exploring more. Also, analyze whether the content you have redirected to the new version is getting more traffic than the originals did. Sometimes the case is reversed. So, make sure the redirected content should not affect your search results and potential traffic in the long term.
  • Assess The Assumptions:
    How to know your older content is no more useful for your business? How to determine whether or not this old content still contributes to your bottom line? Check if website conversions from organic search are increasing or decreasing? Do not assume, but monitor the site’s bounce rate, sessions and conversions.

    A page’s performance is the key, referring to your conversion goals for old pages you have set up earlier in Google Analytics. For this, see which page URLs are doing the best job. Evaluate what’s acceptable for you to achieve the goals.
  • Check Website’s Health:
    To make a well-informed decision about removing the old content, you need to collect considerable information about website pages performance and search queries. Track the clock and conversion data over time for older website content and find out any new trend. For this, review the Google Search Console and see if clicks fall sharply at any point or whether they are increasing over time.

From an SEO perspective, you need to check your site’s health in terms of clicks, keywords and the time users spend on different URLs.

Let’s cut to the chase, you better address the outdated content properly and take appropriate measures to freshen it as original with current facts and statistics. You can keep the URL of your old blog article and add an editor’s note at the top to point the website users to the new article for the same topic. Keep the old content with substantial traffic and remove everything that’s of no worth for your business growth and scalability.   

So, in a nutshell, it’s all about how well your website content is performing and what impact it will have on your business objectives when replaced with new, fresh content.   For all the technical and analytical support for managing your website content and updating it to the new modern norms, hire our dedicated SEO resources. ArhamSoft (Pvt) Ltd., as IT Outsourcing Company, provides custom solutions to meet your business needs.