Could old content be dragging down the overall “authority” of your website? We think so.
You have an important decision to make: should you improve your old content or remove it?
Learn how getting rid of bad content can bring you great rewards in this presentation.
For the last 18+ months, Search Engine Journal has been focused on improving and removing old content. And now SEJ Executive Editor Danny Goodwin is ready to share our impressive results with you.
11. #SEJThinktank
@MrDannyGoodwin
Your mission: Give Google only
your best content and make it
optimized, useful, and relevant.
It’s 2019. Our mission can’t stay the same. It’s time
we all start thinking about content in a new way.
20. #SEJThinktank
@MrDannyGoodwin
8 Most Important Elements to Know
Majestic’s quality
score & link
equity
Title URL Author Pub. Date
# Reads Word Count # Links
Trust Flow
Citation Flow
Inbound &
internal links
Might indicate
quality issues
Many = great!
Few = bad
Optimized?
Reader benefit?
SEO friendly?
Need to change?
Who wrote it?
Expert/authority?
Is it still fresh or
out of date?
25. #SEJThinktank
@MrDannyGoodwin
E-A-T Simplified
Expertise: Your unique skills, information, or knowledge.
Authority: Other people know about and recognize your
skills or knowledge.
Trust: People believe what you think, say, or do and feel
secure buying from or endorsing you.
26. #SEJThinktank
@MrDannyGoodwin
Google on Low-Quality Content
• Inadequate E-A-T
• Main content quality is low
• Unsatisfying amount of main
content
• Exaggerated / shocking title
• Ads or supporting content distracts
from main content
• Unsatisfying amount of info about
website or content creator
• Mildly negative reputation of
website or content creator
40. #SEJThinktank
@MrDannyGoodwin
Fate #1
• All information is accurate,
or has historic value
• Consistently gets good
traffic and engagement
• Has attracted many quality
links and social shares
• Ranks in Position 1-3
• Generates conversions
Lorraine R. Hero
42. #SEJThinktank
@MrDannyGoodwin
Fate #2
• Gets consistent traffic
(or used to)
• Has earned some valuable
links / shares
• Ranks on Page 1 of Google
• Few / no conversions
• Below average engagement
Carolyn S. Possessed
45. #SEJThinktank
@MrDannyGoodwin
Content Rewrite
• Topic is useful, relevant, or helpful
– just not as written
• Starting content from scratch
• Updating information so it is
accurate
• 301 redirecting old to new post on
new (optimized) URL
47. #SEJThinktank
@MrDannyGoodwin
301s & PageRank
• Google can forward PageRank through 301 redirects
• Not all 301 redirects pass 100% PageRank
• A 301 redirect will pass 100% PageRank only if the
new page closely matches the topic of the old page
48. #SEJThinktank
@MrDannyGoodwin
Fate #4
• Multiple articles on one topic
• One piece gets some traffic;
others get little or none
• Not attracting any new links
or shares
• Not ranking on Page 1 OR
• Wrong page ranks
• 2 pages competing on
same SERP
Annabelle T. Dollfrumhel
51. #SEJThinktank
@MrDannyGoodwin
Consolidate Content
• Creating one awesome piece of
content
• Starting from scratch, but you can
reuse any useful existing content
• Making it better than your competitors
• 301 redirecting to new (optimized) URL
52. #SEJThinktank
@MrDannyGoodwin
Fate #5
• “Thin content”
• Poorly written / off-topic /
syndicated / stolen /
plagiarized
• No historic significance
• Very low # of pageviews
• Few or no traffic, links,
shares, conversions, or
engagement
Valek T. Defiler
56. #SEJThinktank
@MrDannyGoodwin
Has This Ever Gone Wrong? Yes.
• Ranking in Top 3 for
“paypal alternatives”
• Avg. ~11K pageviews per
month (2017)
• Dropped to Avg. ~6K PVs
per month (April 2018) after
Broad Core Algo Update
57. #SEJThinktank
@MrDannyGoodwin
Has This Ever Gone Wrong? Yes.
• Ranks in Position 4 for
“paypal alternatives”
• Avg. ~3K pageviews per
month (2019)
• Why? Headline? / URL
change? Something else?
59. #SEJThinktank
@MrDannyGoodwin
This Goes More RIGHT Than Wrong!
• 8 of top 10 pages with the highest pageviews in 2018
were rewrites
• Posts typically increase traffic by 2x, 5x, even 10x+
• Featured Snippets can be passed from old to new
content