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#SEMrushwebinar
@MrDannyGoodwin
#SEMrushwebinar
@MrDannyGoodwin
#SEMrushwebinar
@MrDannyGoodwin
#SEMrushwebinar
@MrDannyGoodwin
The Capitol relies on millions of Creators to fuel it with content.
#SEMrushwebinar
@MrDannyGoodwin
But The Capitol has become greedier over the years.
#SEMrushwebinar
@MrDannyGoodwin
The Capitol continues to steal more real estate…
#SEMrushwebinar
@MrDannyGoodwin
The Capitol is
giving less and
less clicks to all
the districts that
give it life.
#SEMrushwebinar
@MrDannyGoodwin
There have been numerous attempted rebellions over the years.
#SEMrushwebinar
@MrDannyGoodwin
The Capitol has unleashed multiple punishments upon the districts.
#SEMrushwebinar
@MrDannyGoodwin
Yet the districts continue to feed the Capitol. They need to survive.
#SEMrushwebinar
@MrDannyGoodwin
Content is starving. Creators are fighting for survival.
Visits
Customers
Revenue
#SEMrushwebinar
@MrDannyGoodwin
One district that once was struggling now is thriving.
#SEMrushwebinar
@MrDannyGoodwin
DISTRICT
#SEMrushwebinar
@MrDannyGoodwin
District SEJ is defying the almighty Capitol.
#SEMrushwebinar
@MrDannyGoodwin
#SEMrushwebinar
@MrDannyGoodwin
District SEJ revenue
is also soaring
#SEMrushwebinar
@MrDannyGoodwin
Weak content has become Warrior Content
#SEMrushwebinar
@MrDannyGoodwin
SEJ July 2015 - June 2017
SEJ July 2017 – August 2019
910,000
960,000
2+ Million
890,000
#SEMrushwebinar
@MrDannyGoodwin
Pageviews YoY: 71+ percent
Organic traffic YoY: 74+ percent
#SEMrushwebinar
@MrDannyGoodwin
SEO Is Dead?
How is District SEJ doing it?
#SEMrushwebinar
@MrDannyGoodwin
Welcome to
THE
CONTENT
HUNGER
GAMES!
#SEMrushwebinar
@MrDannyGoodwin
Stop being a victim of The Capitol. Become a victor!
#SEMrushwebinar
@MrDannyGoodwin
CONTENT HUNGER GAMES

Why & How You Must

Improve or Remove 

Your Old Content
Presented by:
Danny Goodwin

Executive Editor
#SEMrushwebinar
@MrDannyGoodwin
#SEMrushwebinar
@MrDannyGoodwin
Why Improve Your Old Content?
#SEMrushwebinar
@MrDannyGoodwin
The Capitol Knows About…
– Google: How Search Works, November 2016
#SEMrushwebinar
@MrDannyGoodwin
But NOT ALL CONTENT Is Indexed
– Google: How Search Works, 2019
#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.
#SEMrushwebinar
@MrDannyGoodwin
#SEMrushwebinar
@MrDannyGoodwin
Why Remove Your Old Content?
#SEMrushwebinar
@MrDannyGoodwin
Quality
#SEMrushwebinar
@MrDannyGoodwin
How Google Defined Quality Content
https://support.google.com/webmasters/answer/6001093?hl=en
#SEMrushwebinar
@MrDannyGoodwin
You are
what you
E-A-T
#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.
#SEMrushwebinar
@MrDannyGoodwin
What Does Google Say?
#SEMrushwebinar
@MrDannyGoodwin
Google’s Gary on Removing Content
#SEMrushwebinar
@MrDannyGoodwin
Google’s Gary on Removing Content
#SEMrushwebinar
@MrDannyGoodwin
Google’s Gary on Removing Content
#SEMrushwebinar
@MrDannyGoodwin
Google’s Gary on Removing Content
http://www.thesempost.com/low-quality-removal-google-rankings-boost/
#SEMrushwebinar
@MrDannyGoodwin
Google’s JohnMu on Removing Content
#SEMrushwebinar
@MrDannyGoodwin
But … 2011
https://searchenginewatch.com/sew/news/2049894/google-panda-update-tip-remove-low-quality-content
#SEMrushwebinar
@MrDannyGoodwin
Googler Advised Removing Content
https://searchenginewatch.com/sew/news/2049894/google-panda-update-tip-remove-low-quality-content
#SEMrushwebinar
@MrDannyGoodwin
How to Make Your Old Content Catch FIRE
#SEMrushwebinar
@MrDannyGoodwin
Research > Create > Promote > Measure > Improve*
The Content Creation Process
*or Remove
#SEMrushwebinar
@MrDannyGoodwin
Content Audit: Crawl Your Content
#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?
#SEMrushwebinar
@MrDannyGoodwin
How I Define Quality Content
✓ Accurate
✓ Mobile-Friendly
✓ Answers Questions
✓ Informative
✓ Original
✓ Shareable
✓ Solves Problems
✓ Inspiring
✓ Readable
✓ Visual
✓ Entertaining
✓ Educational
#SEMrushwebinar
@MrDannyGoodwin
Metrics to Help Define “Quality”
Pageviews Organic traffic Links Conversions Engagement
#SEMrushwebinar
@MrDannyGoodwin
Use Your Best Judgment
“May your aim be as true
as your heart is pure."
#SEMrushwebinar
@MrDannyGoodwin
When to Set Your Old Content on Fire!
“Destroying things is much
easier than making them.”
#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
#SEMrushwebinar
@MrDannyGoodwin
Low-Quality Content Is Doomed!
No Target Audience
No Goal / Purpose Unsuccessful
Not Optimized
#SEMrushwebinar
@MrDannyGoodwin
Let the Content Hunger Games begin!
#SEMrushwebinar
@MrDannyGoodwin
No Changes Update Rewrite Consolidate Delete
There are 5 possible fates for your content
#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
#SEMrushwebinar
@MrDannyGoodwin
No changes needed! Don’t screw up a good thing.
Congrats! You’ve found a CONTENT MOCKINGJAY!
#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
#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)
#SEMrushwebinar
@MrDannyGoodwin
Content Refresh
Previous:
• Written late 2016
• 22K reads
• Ranking 1/2
• ~2K pageviews per
month
• Great link equity
#SEMrushwebinar
@MrDannyGoodwin
Before
After 2x Improvement!
#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
#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
#SEMrushwebinar
@MrDannyGoodwin
#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
#SEMrushwebinar
@MrDannyGoodwin
Content Rewrite
Original:
• Written 2008
• 50K reads
• No longer ranking
• ~50 pageviews per
month
• Good link equity
#SEMrushwebinar
@MrDannyGoodwin
Before
After
80x Improvement!
#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
#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
#SEMrushwebinar
@MrDannyGoodwin
JohnMu on Combining Content
https://www.searchenginejournal.com/combining-web-pages/276633/
#SEMrushwebinar
@MrDannyGoodwin
Keyword:
“Content Audit”
6 Articles
competing with
each other
#SEMrushwebinar
@MrDannyGoodwin
Consolidation
Original:
• 6 posts, 2012-17
• ~2K reads
• None on Page 1
• ~20 pageviews per
month
• Some link equity
#SEMrushwebinar
@MrDannyGoodwin
Before
After 10x Improvement!
#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
#SEMrushwebinar
@MrDannyGoodwin
#SEMrushwebinar
@MrDannyGoodwin
KILL IT WITH FIRE! Delete / Deindex
#SEMrushwebinar
@MrDannyGoodwin
404 vs. 410?
https://www.searchenginejournal.com/google-404-status/254429/
#SEMrushwebinar
@MrDannyGoodwin
Is Removing Content Dangerous?
5,000+ posts
DEINDEXED DELETED
1,000+ posts
#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
#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
#SEMrushwebinar
@MrDannyGoodwin
Featured Snippet
Original:
• Written 2014
• 35K reads
• Position 1 / Page 1
• ~800 pageviews per
month
• Good link equity
#SEMrushwebinar
@MrDannyGoodwin
Featured Snippet changed 1 day after new post
published + 301 redirect of old post to new
#SEMrushwebinar
@MrDannyGoodwin
Your Mission
• Help Your Content Catch Fire
• Strategize. Optimize. Measure. Improve.
• Be useful. Be relevant.
#SEMrushwebinar
@MrDannyGoodwin
Improve content if you can
Rewrite Combine Update
#SEMrushwebinar
@MrDannyGoodwin
Remove content if you can’t
Deindex Delete from website
#SEMrushwebinar
@MrDannyGoodwin
#SEMrushwebinar
@MrDannyGoodwin
Danny Goodwin

Executive Editor
THANK YOU!

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