A website content overhaul is always a good exercise. A challenging one, but rewarding.
Had a client recently with 221 blogs. Yeah… a ton.
If it was a national brand, that would be small. But its a local business targeting a single location.
Content does decay
What generally happens is that content decays over time. So you’ll see the stats drop off dramatically if the page is not refreshed once a year. When looking at both Google Analytics or Google Search Console traffic, you’ll see the impressions and clicks die off. And that’s a sign your blog are decaying and nearly extinct (from a visibility perspective anyway)
Pruning your content
Pruning is a fascinating term that’s become more popular in the marketing world. “Prune your content”, “prune keywords in Google ads”, etc.
It is a good exercise to “prune” your content. It’s core to your content marketing plan.
So the exercise would be to pull a list of all the Blog URLs and their stats.
- Pages that are unimportant or have no views in 12 months, get axed. We mark as “Cull“, and 301 to the most relevant blog.
- Pages that were important and have recently dropped rankings, mark as “Upgrade“.
- And then “Merge” – means if we find a few blogs are targeting the same keywords and cannibalising.
So in summary, we review blogs and mark them as “Cull” / “Merge” / “Upgrade”
I go through it from a stats perspective first, and then the client looks at it from their end as to what’s important to keep / remove.
My warning to you and your client is, if they are thinking ‘Let’s delete 150 blogs’. That is a really bad idea, without any proper analysis and planning.
Usually this is a big project, likely take a few weeks.
Content Overhaul and Blog Strategy Framework starts at $4,500.
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Here is a Content Pruning Workbook from iPullRank
