By Steve Smith
In a post to the Content Marketing Institute blog, Manick Bhan recommends practicing the 3-Rs of waste management – Reduce, Reuse, Recycle – to manage your search-focused content. His thoughts on the subject reinforce my own on the subject, and echo my incessant pleas to clients who are “behind the curve” in content optimization. Here’s a streamlined version of Manick’s recommendations:
Think of this as spring cleaning for your website. You’ll likely spend the most time on the reduced portion of the model. This stage involves content pruning – trimming away blogs, landing pages, and other pages that aren’t earning the organic traffic they were created to attract. You can do one of two typical ways:
- Remove the page from the site or
- No index the page, so Google’s web crawlers won’t even look at it.
Eliminate any duplicate content as it could prompt Google to penalize your site. A site content audit tool can make quick work of identifying these pages.
You can reuse the content that earned a three on the inventory scorecard so it can shine once again. Take a closer look at your metrics to determine the best reoptimization approach.
Look for pages that had steady traffic but saw a slow or sharp drop in performance. These decaying pages often have great content that can be reused for improved performance – reoptimized using the same URL.
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Now, look for pages that are stagnant or underperform and never did well in search ranking results. You can recycle this content on better-performing pages targeting semantically related keywords.
This is where the magic happens – where you repurpose the content through merging or more creative alternatives. Here are some options:
Merge pages. When two pages compete for the same keyword in search results, cannibalization occurs and Google gets confused. Your preferred page for searchers to find is ranked lower and essentially hidden. To fix this with the reuse approach, merge the less popular page’s content with the better-performing one.
Use it in other content types. For example, content on a page about gift ideas that performed well during the holidays, but no longer gets traffic can be set aside for next year’s holiday email campaign. Or you could repurpose it into a blog about birthday gifts.
Repurpose as a guest blog post: If the content is a blog article, it could be an excellent candidate for another website. That holiday gift article, for example, could be a good guest post on a shopping blog.
Read the full post: Content Marketing Institute
About Consonant Custom Media
Consonant Custom Media provides content marketing and storytelling for hospitals, health systems, nonprofits, foundations and others who want to make more meaningful connections with their communities of interest. We create original content that is truly consonant, or in harmony, with our clients' brand values and drives profitable consumer action.Clients use our original content strategically, to reach specific objectives in perception management, physician relations, service line development, sales and donor development.