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What You Should Do With Old Content That’s Not Getting Traffic

It can be pretty disheartening when your old content begins to lack traffic, but you don’t have to remove it in order for your content piece to start generating a lot of clicks. Whilst it’s still important to create new content for your website, there are ways to boost old pieces of content – without removing them from your website.

 

As the experts in digital, we’re well versed in the marketing world and have helped hundreds of businesses hit the ground running when it comes to boosting their online visibility. Content plays a big part in your marketing strategy, and our experts can help to guide you through the do’s and don’ts when building the awareness of your website. For more information, get in touch with the team on 0800 088 6000, today.

 

Table Of Contents

  • Why Is My Content Not Getting Traffic?
  • Should I Delete Poor Performing Content?
  • Upgrade Your Content!
  • A/B Test
  • Conduct Keyword Research
  • Analyse The Backlinks
  • Refer To The Comments
  • Compare Your Content Against The Competition
  • What Is Your Evergreen Score?
  • Finding A Solution
  • Repurpose Your Content More

Why Is My Content Not Getting Traffic?

Producing content is no longer enough to drive traffic to your website – and it’s one of the top challenges for business. There are a number of reasons why your content is not getting traffic, not least because of your website’s UX. After all, if your site lacks user-friendliness, no one will want to visit it! But, should you remove poor performing content from your website or upcycle it?

Should I Delete Poor Performing Content?

It’s easy to get into the mindset of thinking that because your content isn’t performing as well as you had hoped, the best thing to do is to remove it. There are a lot of reasons why people opt to do so including:

  • Prompting Google prioritise the best pages: If you have a number of content pieces on the same topic, you want the most up-to-date version to appear in the SERPs. Removing the pieces that don’t provide the best value will help Google to rank the right ones.
  • Optimizing your internal website search: When people search for a particular topic on your site, does the content you want to appear do so? In some cases, your internal search may deliver the incorrect content.
  • Improving your domain authority: If your best content is indexed by Google, then you may have a better chance of ranking for your keywords compared to if you have a lot of low-quality content covering the same content.
  • Adapting your content strategy: If your business has readjusted its focus, you may not want people to find content that is now considered to no longer be on-brand.

But, is deleting your content the right thing to do? Whilst these points are all good reasons to begin a content audit on your website, there are a number of more effective ways to enhance the value of your existing content. Here’s how!

Upgrade Your Content!

Even if you have hundreds of pieces of content on your site that no longer attract the levels of traffic you want, they may have other factors going for them. Content with backlinks or social shares are still valuable, helping to generate positive brand signals. In some cases, deleting that content may trigger your rankings to drop.

If old content is no longer drawing in the traffic, we recommend upgrading it (or in some cases repurposing it) instead of removing it from your website. By doing so, you won’t risk losing link equity or your position in the SERPs. There are a couple of things you can do to get your content to generate the traffic you want it to such as:

A/B Test

Upgrading your existing content doesn’t necessarily mean you have to start from scratch. Conducting a simple A/B text can help you to determine whether your content piece will increase the traffic to your website. Before you begin testing different title tags, it’s important to make sure that your content is up to date. Afterall, you don’t want an outdated piece of content to start ranking all of a sudden! By doing so, you’ll be able to bring old content pieces back to life without putting hours of work into it. Why not give it a go?

Conduct Keyword Research

SEMrush is a great tool when it comes to identifying which keywords old content pieces are ranking for – if at all. If your content piece is no longer ranking for any keywords, you should try to identify which keywords it was trying to rank for instead. In some cases, your content piece may no longer be ranking because those keywords are now outdated or because it took a significant hit from one of Google’s algorithm changes.

Once you have identified why your existing content isn’t driving the traffic it once did to your website, reconsider the keywords it should now be ranking for, taking all of the above into consideration. You should then optimise the content piece to hit the new keywords.

Analyse The Backlinks 

Regardless of how old they may be, pages with backlinks should be redirected or at the very least updated. Alternatively, through identifying the highest-ranking pages on your site, you can determine where to insert internal links to your upgraded pages. Over time, these pages will begin to rank better.

Refer To The Comments

When it comes to upgrading your content, it’s important to refer to the comments and any positive or negative feedback that you may have attracted. This will help you to identify parts of the piece people liked and parts that could benefit from additional detail to enhance its value.

If the existing comments are no longer relevant or have been resolved, consider removing them or responding to the person who left the comment to notify them that is has been updated to encourage them to re-visit your piece.

Compare Your Content Against The Competition

Getting to grips with your competition is important for a number of reasons. The most important reason, however, is because it can help you to identify where your content

What Is Your Evergreen Score?

Understanding your contents evergreen score is key to its lasting success, enabling you to identify how much engagement a specific piece of content generates once it’s published. Essentially, the more social shares and backlinks a piece of content has, the higher its evergreen score!

By taking a closer look at your content pieces evergreen scores, you can determine a more effective solution to upgrading your older content pieces. Making sure they are evergreen means that you won’t have to spend as long updating them whilst still ensuring they continue to generate high amounts of traffic to your website.

Finding A Solution

Sometimes, conducting a compete audit of all of the content on your website can be a time-consuming process but you don’t necessarily have to tackle it within the same day. Instead, you should consider prioritising the pages that are already ranking for your target keywords as these are of most valuable to your business.

To ensure that content pieces that aren’t ranking for any of your target keywords don’t hinder the overall success of your site, there are a couple of things you can do to ensure they remain hidden for the time being. This includes redirecting links and temporarily noindexing your pages.

Redirects  

Setting up 301 redirects from the pages you no longer want people to see to the new content will help to ensure visitors are redirected to the pieces of content you want them to read. 

Noindex  

You may have a page that you don’t want to appear in the Google SERPs. If this is the case, you don’t necessarily need to remove it in order to ensure that it remains private. Instead, you can “noindex” the page. Through noindexing the page, you can ensure that backlinks from other websites remain valid.

Repurpose Your Content More

In some cases, you won’t even need to refresh your existing content and instead repurpose it. Repurposing content allows you to capture opportunities that you may have missed when it was initially posted while building on previous success without reposting completely. There are numerous ways you can repurpose a piece of content from hosting a webinar, to turning raw data into informative case studies that because a valuable asset to your website.

The subject of repurposing your existing content is so broad that we made an entirely separate guide on repurposing your content in a way that will benefit your business. Read it here!

For more information, get in touch with a member of our expert content marketing team on 0800 088 6000, today.

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