Cut the crap.
Many moons ago, Nat wrote a blog on clearing down outdated content. The aim here is to cut any BS, reduce down diluted posts, enrich your core pages and create articles that marry Google’s E-A-T principle.
Each time a web page is visited, a carbon output is generated.
Case in point.
As an agency, we no longer offer social media. Consistently over the last years, our most visited web page (after home) was a blog post on the value per user on social media. While this post was useful to literally thousands of people, over time it became irrelevant to our business, we decided to no longer update it with recent stats which diminished its value, but not ranking. Bottom line, we didn’t convert a single customer from it. So this week we deleted the post.
Website traffic will go down, but we aren’t about the vanity – we’re un-confusing our messaging and reducing noise which will improve user experience and attract a more relevant audience over time.
As you are culling there are some things to consider which you can read in our “Considered Web Content, Digital Footprint & Your Rankings” blog. Don’t get us wrong, content is important. It just needs to be considered, rich and relevant. Read more on the importance of blogging here.
We all have web pages that need to be there but, in the grand scheme of things, are not rich in content.
These could be blog categories, policy pages, sales funnel landing pages and more. The fact is that they are often thin on the ground when it comes to content, and so we recommend adding a no-index to these pages to save search engines energy crawling a less than favourable page.
Similarly, if there is NO content on them, add a no-follow as well. While they can be seen by the user on the front end and used to navigate around, they do not deserve the energy it takes to be crawled, indexed, poorly ranked and possibly discovered.