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Danny Goodwin — How & 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

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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/

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

  1. 1. #SEMrushwebinar @MrDannyGoodwin
  2. 2. #SEMrushwebinar @MrDannyGoodwin
  3. 3. #SEMrushwebinar @MrDannyGoodwin
  4. 4. #SEMrushwebinar @MrDannyGoodwin The Capitol relies on millions of Creators to fuel it with content.
  5. 5. #SEMrushwebinar @MrDannyGoodwin But The Capitol has become greedier over the years.
  6. 6. #SEMrushwebinar @MrDannyGoodwin The Capitol continues to steal more real estate…
  7. 7. #SEMrushwebinar @MrDannyGoodwin The Capitol is giving less and less clicks to all the districts that give it life.
  8. 8. #SEMrushwebinar @MrDannyGoodwin There have been numerous attempted rebellions over the years.
  9. 9. #SEMrushwebinar @MrDannyGoodwin The Capitol has unleashed multiple punishments upon the districts.
  10. 10. #SEMrushwebinar @MrDannyGoodwin Yet the districts continue to feed the Capitol. They need to survive.
  11. 11. #SEMrushwebinar @MrDannyGoodwin Content is starving. Creators are fighting for survival. Visits Customers Revenue
  12. 12. #SEMrushwebinar @MrDannyGoodwin One district that once was struggling now is thriving.
  13. 13. #SEMrushwebinar @MrDannyGoodwin DISTRICT
  14. 14. #SEMrushwebinar @MrDannyGoodwin District SEJ is defying the almighty Capitol.
  15. 15. #SEMrushwebinar @MrDannyGoodwin
  16. 16. #SEMrushwebinar @MrDannyGoodwin District SEJ revenue is also soaring
  17. 17. #SEMrushwebinar @MrDannyGoodwin Weak content has become Warrior Content
  18. 18. #SEMrushwebinar @MrDannyGoodwin SEJ July 2015 - June 2017 SEJ July 2017 – August 2019 910,000 960,000 2+ Million 890,000
  19. 19. #SEMrushwebinar @MrDannyGoodwin Pageviews YoY: 71+ percent Organic traffic YoY: 74+ percent
  20. 20. #SEMrushwebinar @MrDannyGoodwin SEO Is Dead? How is District SEJ doing it?
  21. 21. #SEMrushwebinar @MrDannyGoodwin Welcome to THE CONTENT HUNGER GAMES!
  22. 22. #SEMrushwebinar @MrDannyGoodwin Stop being a victim of The Capitol. Become a victor!
  23. 23. #SEMrushwebinar @MrDannyGoodwin CONTENT HUNGER GAMES
 Why & How You Must
 Improve or Remove 
 Your Old Content Presented by: Danny Goodwin
 Executive Editor
  24. 24. #SEMrushwebinar @MrDannyGoodwin
  25. 25. #SEMrushwebinar @MrDannyGoodwin Why Improve Your Old Content?
  26. 26. #SEMrushwebinar @MrDannyGoodwin The Capitol Knows About… – Google: How Search Works, November 2016
  27. 27. #SEMrushwebinar @MrDannyGoodwin But NOT ALL CONTENT Is Indexed – Google: How Search Works, 2019
  28. 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.
  29. 29. #SEMrushwebinar @MrDannyGoodwin
  30. 30. #SEMrushwebinar @MrDannyGoodwin Why Remove Your Old Content?
  31. 31. #SEMrushwebinar @MrDannyGoodwin Quality
  32. 32. #SEMrushwebinar @MrDannyGoodwin How Google Defined Quality Content https://support.google.com/webmasters/answer/6001093?hl=en
  33. 33. #SEMrushwebinar @MrDannyGoodwin You are what you E-A-T
  34. 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.
  35. 35. #SEMrushwebinar @MrDannyGoodwin What Does Google Say?
  36. 36. #SEMrushwebinar @MrDannyGoodwin Google’s Gary on Removing Content
  37. 37. #SEMrushwebinar @MrDannyGoodwin Google’s Gary on Removing Content
  38. 38. #SEMrushwebinar @MrDannyGoodwin Google’s Gary on Removing Content
  39. 39. #SEMrushwebinar @MrDannyGoodwin Google’s Gary on Removing Content http://www.thesempost.com/low-quality-removal-google-rankings-boost/
  40. 40. #SEMrushwebinar @MrDannyGoodwin Google’s JohnMu on Removing Content
  41. 41. #SEMrushwebinar @MrDannyGoodwin But … 2011 https://searchenginewatch.com/sew/news/2049894/google-panda-update-tip-remove-low-quality-content
  42. 42. #SEMrushwebinar @MrDannyGoodwin Googler Advised Removing Content https://searchenginewatch.com/sew/news/2049894/google-panda-update-tip-remove-low-quality-content
  43. 43. #SEMrushwebinar @MrDannyGoodwin How to Make Your Old Content Catch FIRE
  44. 44. #SEMrushwebinar @MrDannyGoodwin Research > Create > Promote > Measure > Improve* The Content Creation Process *or Remove
  45. 45. #SEMrushwebinar @MrDannyGoodwin Content Audit: Crawl Your Content
  46. 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. 47. #SEMrushwebinar @MrDannyGoodwin How I Define Quality Content ✓ Accurate ✓ Mobile-Friendly ✓ Answers Questions ✓ Informative ✓ Original ✓ Shareable ✓ Solves Problems ✓ Inspiring ✓ Readable ✓ Visual ✓ Entertaining ✓ Educational
  48. 48. #SEMrushwebinar @MrDannyGoodwin Metrics to Help Define “Quality” Pageviews Organic traffic Links Conversions Engagement
  49. 49. #SEMrushwebinar @MrDannyGoodwin Use Your Best Judgment “May your aim be as true as your heart is pure."
  50. 50. #SEMrushwebinar @MrDannyGoodwin When to Set Your Old Content on Fire! “Destroying things is much easier than making them.”
  51. 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. 52. #SEMrushwebinar @MrDannyGoodwin Low-Quality Content Is Doomed! No Target Audience No Goal / Purpose Unsuccessful Not Optimized
  53. 53. #SEMrushwebinar @MrDannyGoodwin Let the Content Hunger Games begin!
  54. 54. #SEMrushwebinar @MrDannyGoodwin No Changes Update Rewrite Consolidate Delete There are 5 possible fates for your content
  55. 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. 56. #SEMrushwebinar @MrDannyGoodwin No changes needed! Don’t screw up a good thing. Congrats! You’ve found a CONTENT MOCKINGJAY!
  57. 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. 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. 59. #SEMrushwebinar @MrDannyGoodwin Content Refresh Previous: • Written late 2016 • 22K reads • Ranking 1/2 • ~2K pageviews per month • Great link equity
  60. 60. #SEMrushwebinar @MrDannyGoodwin Before After 2x Improvement!
  61. 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. 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
  63. 63. #SEMrushwebinar @MrDannyGoodwin
  64. 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. 65. #SEMrushwebinar @MrDannyGoodwin Content Rewrite Original: • Written 2008 • 50K reads • No longer ranking • ~50 pageviews per month • Good link equity
  66. 66. #SEMrushwebinar @MrDannyGoodwin Before After 80x Improvement!
  67. 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. 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. 69. #SEMrushwebinar @MrDannyGoodwin JohnMu on Combining Content https://www.searchenginejournal.com/combining-web-pages/276633/
  70. 70. #SEMrushwebinar @MrDannyGoodwin Keyword: “Content Audit” 6 Articles competing with each other
  71. 71. #SEMrushwebinar @MrDannyGoodwin Consolidation Original: • 6 posts, 2012-17 • ~2K reads • None on Page 1 • ~20 pageviews per month • Some link equity
  72. 72. #SEMrushwebinar @MrDannyGoodwin Before After 10x Improvement!
  73. 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
  74. 74. #SEMrushwebinar @MrDannyGoodwin
  75. 75. #SEMrushwebinar @MrDannyGoodwin KILL IT WITH FIRE! Delete / Deindex
  76. 76. #SEMrushwebinar @MrDannyGoodwin 404 vs. 410? https://www.searchenginejournal.com/google-404-status/254429/
  77. 77. #SEMrushwebinar @MrDannyGoodwin Is Removing Content Dangerous? 5,000+ posts DEINDEXED DELETED 1,000+ posts
  78. 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. 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. 80. #SEMrushwebinar @MrDannyGoodwin Featured Snippet Original: • Written 2014 • 35K reads • Position 1 / Page 1 • ~800 pageviews per month • Good link equity
  81. 81. #SEMrushwebinar @MrDannyGoodwin Featured Snippet changed 1 day after new post published + 301 redirect of old post to new
  82. 82. #SEMrushwebinar @MrDannyGoodwin Your Mission • Help Your Content Catch Fire • Strategize. Optimize. Measure. Improve. • Be useful. Be relevant.
  83. 83. #SEMrushwebinar @MrDannyGoodwin Improve content if you can Rewrite Combine Update
  84. 84. #SEMrushwebinar @MrDannyGoodwin Remove content if you can’t Deindex Delete from website
  85. 85. #SEMrushwebinar @MrDannyGoodwin
  86. 86. #SEMrushwebinar @MrDannyGoodwin Danny Goodwin
 Executive Editor THANK YOU!

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