Should You Clean Up Content on Your Website?
The creation of content in SEO is a never-ending necessity, however many technicians are surprised to discover that content also needs to be maintained too. After all, the search engine may change its algorithms or the information may become outdated and this can have a negative effect on the ranking of a website in the SERPs. With this said, cleaning up content should be carried out extremely carefully as every single page on a website is integral to the relationship that is has with Google. Read on to find out more…
Many businesses tend to use their blog in order to advertise products or make announcements, however these forms of content have very little benefit to an SEO campaign. Since they no longer provide any value, particularly when they are old and outdated, it can be more effective to tell the search engine to ‘forget’ about them by deleting them in a very specific manner. After all, content should never be removed from a website in the literal way because it can have valuable links and its disappearance may affect the site in the SERPs.
Instead, a website can be cleaned by creating a ‘301 redirect’ from the old post to a new and updated one. This URL will still hold is value because this type of redirection tells the search engine and user that a more relevant and high-quality version of the content exists on a different page. It works automatically which also contributes to the experience that the user has on a website.
Alternatively, any content that is removed from a website that cannot be redirected should always be recognised by Google. Webmasters can do this by serving a ‘410 Deleted’ status to the search engine. This tells anybody who tries to view it that it has been intentionally deleted. With this said, it should be carried out sparingly as removing too many pages can also remove valuable backlinks.
Removing content from a website should be carried out methodically by a licenced SEO technician who knows what they are doing. After all, content pruning, the process of auditing existing content to find out what needs removing, updating or redirecting, is not for the fainthearted. To find out more information about our content process, get in contact with the best SEO company on the market and speak to a member of the SEO Enterprise team today!