Should You Boost Underperforming Pages During an SEO Campaign?
It is not uncommon for certain pages that were once a major source of traffic to fall silent as time goes on. After all, we don’t listen to Christmas songs throughout the entire year, do we? With this said, there is an on-going debate within the SEO community as to whether there is any benefit in boosting pages that are underperforming in order to try and insight further interest and interactions. Read on as we share our opinion on the matter…
It is important that every page on your website provides some kind of value to the user’s browsing experience and allows the search engine to come to a conclusion about the way that it will influence the ranking position of a website in the SERPs. With this said, when content and pages are no longer showing in the top 10 results, are generating less traffic and aren’t getting as many interactions, it may be time to admit that you’ve got a problem on your hands.
Now, the worst thing you can do is go through a website and completely remove the pages from existence because this means that all of the factors that Google uses to determine a website’s rank in the SERPs will be gone, however you can choose to boost them. Take an old piece of content from several years ago that may not be relevant anymore for example – it is quite easy to change up a few aspects to make it more engaging to your current audience. Keep things small and simple such as adding power words or keywords into the title or Meta description and implement user friendly features throughout the page.
The number one thing to keep in mind is ethicality when making any changes to existing pages on your website as going too far and changing the entire essence of a piece of content can negatively affect its ranking in the SERPs. If you want to replace a piece of content entirely, you should consider implementing a URL redirect to the new content so that the search engine is aware of the changes and can follow these links itself when indexing.
Internet marketing is an industry that is always changing, but that doesn’t mean you should make big changes to existing content without an aim in mind as this may have negative repercussions and cause the search engine to see you as unreliable. To find out how you can optimise unperforming pages within SEO, get in contact with a member of the SEO Enterprise team and discuss your options with us today!