Be cautious what content you cut from the site

I recently caused a client to relaunch their website, so that as part of the process, the client chose to cull much of its content in an effort to possess a leaner site.

Using a lot of content on your site could make content management seem overwhelming, therefore it’ s understandable an organization may choose to cut down on the quantity of content to make the effort a lot more manageable overall.

Nevertheless , be careful what you cut! All too often within organizations, the various stakeholders for the website work in disparate groups or even numerous agencies, which can have a negative impact on planning and communication. Sometimes seo is seen as an afterthought, while it ought to be an integrated strategy throughout the website upgrade and life cycle.

In the case of this client, against the recommendations, they accidentally cut out entire pages of content that rated well for highly trafficked keywords and key phrases. This led to significant traffic failures — nearly 40 percent associated with organic traffic year over season — because the client chose to reduce pages from the site that were extremely trafficked pages from organic search.

Avoid cutting important content material

An ounce associated with prevention is worth a pound associated with cure, and that saying holds true intended for search engine optimization (SEO) as well. It’ h much better to follow the best option at the beginning instead of trying to clean up what could figure to big mistakes later.

Before you cut any content from the website, first see how that content performs on driving traffic overall to your website. In Google Analytics, you can use the particular Channels report, choose Organic Search and appear at Landing Page to see which particular pages get the most traffic from search engines. That’ s likely to be content you’ re going to want to keep, even though you need to redirect it to a brand new uniform resource locator (URL). When the content is outdated, consider upgrading it with new details.

Even though you do end up cutting content, make sure to 301 redirect that page for an appropriate page so that site visitors (and the search engines) can easily locate the closest alternative.

[ Read the full article on Search Engine Land .]

Opinions portrayed in this article are those of the guest writer and not necessarily Marketing Land. Staff members authors are listed here .

About The Author

Jesse Miller is the President and TOP DOG of Advertising Mojo . She regularly weblogs on a variety of search engine marketing topics, usually focusing on technical solutions. You can find the girl on Twitter @janetdmiller .

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