If you have a large website, you will have to regularly perform a content audit and adjust the promotion strategy based on its results. But even without an audit, you can notice old content on the site that has lost relevance. In this article, you will learn what content is most often unnecessary and what to do with it.
- Why do you need to do something with old content
- What to do with outdated content
- Specific examples of old content: what to do in a given situation
- 1. Events held
- 2. Legacy Products
- 3. New product or company names
- 4. Completed promotions
- 5. Closed vacancies
- 6. Registration page for an event that has already passed
- 7. Seasonal products and goods that are temporarily out of stock.
- 8. Duplicate content
- 9. Reviews on non-existent products
- 10. Landing pages for guest post readers
- In the information age ...
What is old content
Everything is simple here. For example, imagine the landing page that you used for the New Year sale. March is outside the window, so the discount to customers in Santa Claus and Snow Maiden costumes has lost relevance. Or imagine an online phone store that successfully sold the great Nokia 1100 model. Unfortunately, this phone is no longer available. A page on the site remained.
Old can be considered content that no longer meets the needs of the audience. Separate attention deserve information materials. For example, the article on basic types of micromarking includes, among other things, Google Authorship. As you know, Google no longer supports authorship. However, this does not mean that the article has completely lost its relevance, as a page of a non-existent product on the website of the online store.
Why do you need to do something with old content
Here are just a few reasons:
- Caring about the interests of the user. Think about what visitors of the site will say about you, if by the request “how to promote websites” they will find recommendations on including keywords with a density of 3.1415%, buying links on exchanges, automatic registration in catalogs, etc.
- Thoughts on business performance. If you offer customers an outdated range of products at unprofitable prices, you are unlikely to get a deal.
- Traffic conversion. Search engines send a certain number of visitors per day to your website. If some of these visitors get to irrelevant pages, the overall effectiveness of the site will fall.
- Improve user experience. You must accustom the audience to the fact that your site always has only high-quality, verified and relevant information.
What to do with outdated content
You can choose from four options with old posts:
- Leave content and page as it is. This option is suitable when it comes to informational materials, some of which are outdated. For example, if you wrote the guide "How to choose a bike" in 2012, it most likely remains relevant. It is possible that more modern equipment appeared on the market, some manufacturers stopped working, and the prices of bikes increased. But the general selection algorithm remains relevant, so the article receives a lot of traffic, reposts and inbound links. Why change something?
- Use redirect 301. This is the best option if, for example, we are talking about a product page that is no longer for sale. When a user is looking for a very old Nokia phone model, redirect it to a similar model page, to a Nokia category phone page, or to an article on choosing phones. In no case do not redirect the user to the main, people and search engines do not like it.
- Delete page. This is an extreme measure that only very lazy site owners use. Imagine that you have a landing page that you used during the Christmas sale. You say it can be safely removed? Wait, the conditions of the sale were so interesting that 56 users put links to this landing page in their blogs. Wouldn't it be better to use the 301 redirect and redirect traffic to the landing page of the current promotion?
- Update content. Imagine that you wrote the guide "How to choose a laptop" in 2009. The overall selection algorithm remains relevant. But the technical characteristics of laptops since then have seriously changed. Publish on the website two manuals for choosing laptops does not make sense. Therefore, update the existing material: rewrite it with the technical features of modern laptops.
Specific examples of old content: what to do in a given situation
The above is why it is necessary to pay attention to old content and what to do with it. Below you will find 10 specific examples of irrelevant information and learn how to solve this problem.
1. Events held
You probably conduct trainings, webinars, announce industry conferences. If you do this regularly, think about the event page during the planning phase.
First, use a universal URL, for example, vash-site.ru/seminar. Make sure that the URL does not contain the year of the event, for example, vash-site.ru/seminar-2015. In this case, in 2016, you simply update the page of the seminar, rather than create a new one.
Secondly, create a small report on the past event on the existing page. In the future, the page will be published announcements of future events and archives held. The URL will receive incoming links and increase the credibility of the site as a whole.
If you had a one-time event, use the 301 redirect. Redirect traffic to the pages most relevant to the subject of the event. You can also replace the announcement of the event on the report and leave the page without redirects. If you did a webinar, post it.
2. Legacy Products
Every product ever becomes obsolete. What to do to the owner of an online store with a page of outdated goods? In most cases, you need to configure a 301 redirect to the page that best meets the user's needs. If the product is hopelessly outdated and you cannot adequately redirect traffic, write what happened. For example, say that tickets for zeppelins are no longer sold, as now people are flying on airplanes.
3. New product or company names
Once Goldstar turned into LG, and the insurance company ALICO into MetLife. What to do with the pages of the site dedicated to companies or products that have changed the name? In most cases, it is enough to update the text on the page. Do not forget to mention in the notes that the company or product used to be called in the old way.
If the old name is saved in the URL, create a new page. Redirect traffic to it from the old one using redirect 301.
4. Completed promotions
There is no need to puzzle. Redirect traffic to the page of the current promotion. If you do not hold promotions, send users to a page describing standard terms of service.
5. Closed vacancies
The best medicine is prevention. Create one page "Jobs" on the site and publish relevant data on it. If you have created a separate page for a vacancy and have already found an employee, just write that the vacancy is closed. Do not delete the page, it may be useful to you.
6. Registration page for an event that has already passed
Imagine that you were conducting a free seminar in which 100 people could take part. Landing with the registration form must have received a lot of links, so do not delete it. Update the data: write that the registration is over, and who did not have time, he himself is to blame.
7. Seasonal products and goods that are temporarily out of stock.
Do not touch the page. Just write that swimsuits will be available as soon as the depth of the snowdrifts decreases by 30 cm, and hot cakes will be available as soon as they are baked.
8. Duplicate content
If you run a corporate or personal blog for a long time, then sooner or later you will be surprised to notice that you are repeating topics of publications. What if you wrote and published two posts on the same topic?
It's okay if you considered the issue from a new angle. But sometimes it happens that articles appear on the site, telling the same thing in different words. Such materials are not needed by users. So combine the two pages. Leave the more popular, and with the less popular make the redirect 301. Add the content of the remaining article with blocks from the material from which the redirect comes.
9. Reviews on non-existent products
This is another case where prevention is better than drugs. You need one page where you will collect all the reviews. In this case, the opinion of customers about a non-existent product is lost in the archives of the page and does not hurt anyone. And if you have a separate page with feedback on a product that you no longer sell, choose one of the following actions:
- Leave a positive review. Make a note that you no longer sell the product.
- Remove negative feedback. Sometimes it is useful to make a row.
10. Landing pages for guest post readers
Sometimes webmasters create separate landing pages to take traffic from sites on which they publish guest posts. For example, if you publish a guest post on Forbes, you can create a page with appeals to dear readers of this resource.
Such pages may lose relevance. For example, the site on which you published material may go offline. In this case, you can delete the landing page. If the page has managed to get a lot of incoming links, redirect 301 to relevant content.
In the information age ...
... the data quickly lose relevance. This does not mean that you need to delete all outdated pages. Try to update or reuse content. If this fails, set up redirects. Delete pages only as a last resort.