Danny Goodwin — How & Why You Must Improve or Remove Your Old Content
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These slides were presented during the SEMrush webinar "How & Why You Must Improve or Remove Your Old Content". To access video and siides, visit https://www.semrush.com/webinars/how-and-why-you-must-improve-or-remove-your-old-content/
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Danny Goodwin — How & Why You Must Improve or Remove Your Old Content
- 4. #SEMrushwebinar @MrDannyGoodwin The Capitol relies on millions of Creators to fuel it with content.
- 5. #SEMrushwebinar @MrDannyGoodwin But The Capitol has become greedier over the years.
- 6. #SEMrushwebinar @MrDannyGoodwin The Capitol continues to steal more real estate…
- 7. #SEMrushwebinar @MrDannyGoodwin The Capitol is giving less and less clicks to all the districts that give it life.
- 8. #SEMrushwebinar @MrDannyGoodwin There have been numerous attempted rebellions over the years.
- 9. #SEMrushwebinar @MrDannyGoodwin The Capitol has unleashed multiple punishments upon the districts.
- 10. #SEMrushwebinar @MrDannyGoodwin Yet the districts continue to feed the Capitol. They need to survive.
- 11. #SEMrushwebinar @MrDannyGoodwin Content is starving. Creators are fighting for survival. Visits Customers Revenue
- 12. #SEMrushwebinar @MrDannyGoodwin One district that once was struggling now is thriving.
- 14. #SEMrushwebinar @MrDannyGoodwin District SEJ is defying the almighty Capitol.
- 16. #SEMrushwebinar @MrDannyGoodwin District SEJ revenue is also soaring
- 17. #SEMrushwebinar @MrDannyGoodwin Weak content has become Warrior Content
- 18. #SEMrushwebinar @MrDannyGoodwin SEJ July 2015 - June 2017 SEJ July 2017 – August 2019 910,000 960,000 2+ Million 890,000
- 19. #SEMrushwebinar @MrDannyGoodwin Pageviews YoY: 71+ percent Organic traffic YoY: 74+ percent
- 20. #SEMrushwebinar @MrDannyGoodwin SEO Is Dead? How is District SEJ doing it?
- 22. #SEMrushwebinar @MrDannyGoodwin Stop being a victim of The Capitol. Become a victor!
- 23. #SEMrushwebinar @MrDannyGoodwin CONTENT HUNGER GAMES Why & How You Must Improve or Remove Your Old Content Presented by: Danny Goodwin Executive Editor
- 25. #SEMrushwebinar @MrDannyGoodwin Why Improve Your Old Content?
- 26. #SEMrushwebinar @MrDannyGoodwin The Capitol Knows About… – Google: How Search Works, November 2016
- 27. #SEMrushwebinar @MrDannyGoodwin But NOT ALL CONTENT Is Indexed – Google: How Search Works, 2019
- 28. #SEMrushwebinar @MrDannyGoodwin Your mission: Give The Capitol 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.
- 30. #SEMrushwebinar @MrDannyGoodwin Why Remove Your Old Content?
- 32. #SEMrushwebinar @MrDannyGoodwin How Google Defined Quality Content https://support.google.com/webmasters/answer/6001093?hl=en
- 34. #SEMrushwebinar @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.
- 36. #SEMrushwebinar @MrDannyGoodwin Google’s Gary on Removing Content
- 37. #SEMrushwebinar @MrDannyGoodwin Google’s Gary on Removing Content
- 38. #SEMrushwebinar @MrDannyGoodwin Google’s Gary on Removing Content
- 39. #SEMrushwebinar @MrDannyGoodwin Google’s Gary on Removing Content http://www.thesempost.com/low-quality-removal-google-rankings-boost/
- 40. #SEMrushwebinar @MrDannyGoodwin Google’s JohnMu on Removing Content
- 42. #SEMrushwebinar @MrDannyGoodwin Googler Advised Removing Content https://searchenginewatch.com/sew/news/2049894/google-panda-update-tip-remove-low-quality-content
- 43. #SEMrushwebinar @MrDannyGoodwin How to Make Your Old Content Catch FIRE
- 44. #SEMrushwebinar @MrDannyGoodwin Research > Create > Promote > Measure > Improve* The Content Creation Process *or Remove
- 45. #SEMrushwebinar @MrDannyGoodwin Content Audit: Crawl Your Content
- 46. #SEMrushwebinar @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?
- 47. #SEMrushwebinar @MrDannyGoodwin How I Define Quality Content ✓ Accurate ✓ Mobile-Friendly ✓ Answers Questions ✓ Informative ✓ Original ✓ Shareable ✓ Solves Problems ✓ Inspiring ✓ Readable ✓ Visual ✓ Entertaining ✓ Educational
- 48. #SEMrushwebinar @MrDannyGoodwin Metrics to Help Define “Quality” Pageviews Organic traffic Links Conversions Engagement
- 49. #SEMrushwebinar @MrDannyGoodwin Use Your Best Judgment “May your aim be as true as your heart is pure."
- 50. #SEMrushwebinar @MrDannyGoodwin When to Set Your Old Content on Fire! “Destroying things is much easier than making them.”
- 51. #SEMrushwebinar @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
- 52. #SEMrushwebinar @MrDannyGoodwin Low-Quality Content Is Doomed! No Target Audience No Goal / Purpose Unsuccessful Not Optimized
- 53. #SEMrushwebinar @MrDannyGoodwin Let the Content Hunger Games begin!
- 54. #SEMrushwebinar @MrDannyGoodwin No Changes Update Rewrite Consolidate Delete There are 5 possible fates for your content
- 55. #SEMrushwebinar @MrDannyGoodwin Content Tribute District 13 • 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
- 56. #SEMrushwebinar @MrDannyGoodwin No changes needed! Don’t screw up a good thing. Congrats! You’ve found a CONTENT MOCKINGJAY!
- 57. #SEMrushwebinar @MrDannyGoodwin Content Tribute District #4 • Gets consistent traffic (or used to) • Has earned some valuable links / shares • Ranks on Page 1 of Google • Few / no conversions • Below average engagement
- 58. #SEMrushwebinar @MrDannyGoodwin Content Update / Refresh • Update information so it is accurate • Make it better than your SERP competitor(s) • Keep it on the same URL (whenever possible)
- 59. #SEMrushwebinar @MrDannyGoodwin Content Refresh Previous: • Written late 2016 • 22K reads • Ranking 1/2 • ~2K pageviews per month • Great link equity
- 61. #SEMrushwebinar @MrDannyGoodwin Tribute District #5 • Currently gets little or no traffic • No longer attracts new links / shares • Doesn’t rank on Page 1 • Is it indexed? • No conversions
- 62. #SEMrushwebinar @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
- 64. #SEMrushwebinar @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
- 65. #SEMrushwebinar @MrDannyGoodwin Content Rewrite Original: • Written 2008 • 50K reads • No longer ranking • ~50 pageviews per month • Good link equity
- 67. #SEMrushwebinar @MrDannyGoodwin Content Tribute District #5 • 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
- 68. #SEMrushwebinar @MrDannyGoodwin Consolidate Content • Create one awesome piece of content • Start from scratch, but reuse any useful existing content • Make it better than your competitors • 301 redirect to new (optimized) URL
- 69. #SEMrushwebinar @MrDannyGoodwin JohnMu on Combining Content https://www.searchenginejournal.com/combining-web-pages/276633/
- 70. #SEMrushwebinar @MrDannyGoodwin Keyword: “Content Audit” 6 Articles competing with each other
- 71. #SEMrushwebinar @MrDannyGoodwin Consolidation Original: • 6 posts, 2012-17 • ~2K reads • None on Page 1 • ~20 pageviews per month • Some link equity
- 73. #SEMrushwebinar @MrDannyGoodwin Content Tribute District #9 • “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
- 75. #SEMrushwebinar @MrDannyGoodwin KILL IT WITH FIRE! Delete / Deindex
- 77. #SEMrushwebinar @MrDannyGoodwin Is Removing Content Dangerous? 5,000+ posts DEINDEXED DELETED 1,000+ posts
- 78. #SEMrushwebinar @MrDannyGoodwin Is Removing Content Dangerous? Is it getting any traffic? Does it have any link equity? Is it ranking on Page 1? Will anybody miss it if it’s gone? YES NO
- 79. #SEMrushwebinar @MrDannyGoodwin Why Join the Content Revolution? • 7 of SEJ’s top 10 pages with the highest pageviews in 2019 (so far) are rewrites • Posts typically increase traffic by 2x, 5x, even 10x+ • Featured Snippets can be passed from old to new content
- 80. #SEMrushwebinar @MrDannyGoodwin Featured Snippet Original: • Written 2014 • 35K reads • Position 1 / Page 1 • ~800 pageviews per month • Good link equity
- 81. #SEMrushwebinar @MrDannyGoodwin Featured Snippet changed 1 day after new post published + 301 redirect of old post to new
- 82. #SEMrushwebinar @MrDannyGoodwin Your Mission • Help Your Content Catch Fire • Strategize. Optimize. Measure. Improve. • Be useful. Be relevant.
- 83. #SEMrushwebinar @MrDannyGoodwin Improve content if you can Rewrite Combine Update
- 84. #SEMrushwebinar @MrDannyGoodwin Remove content if you can’t Deindex Delete from website