- 1. What is Content Pruning?
- 2. Why is Content Pruning Important for SEO?
- 3. Why You Should Care About Pruning Your Content?
- 4. What is The Process of Content Pruning?
- 5. What are The Best Practices of Content Pruning?
- 6. How to Maximise Your Content Pruning Efforts?
- 7. What Are The Strategies for Content Pruning?
- 8. What Are The Results of Content Pruning?
- 9. How Markethinkers Can Help You With Content Pruning?
What is Content Pruning?
Just because content or website features are relevant and important to use today does not mean that they will still remain relevant tomorrow. The world of websites, SEO and content are extremely fast-paced, with new features and types of content becoming more and more relevant every single day. To ensure that you are using the relevant, informative and correct information and content on your website, it is important that you regularly thin out and change the content on your website as it becomes irrelevant. This process is referred to as content pruning and it should be done regularly across your website to ensure that the content on it is relevant and up to date with practices that are considered to be effective. As the world of SEO changes and adapts, it is important that brands and businesses ensure that they are revamping their content on a regular basis.
So why is this so important? Google has implemented a number of algorithm changes that are specifically designed to not only ensure that their users are receiving high-quality content that is relevant to their search but also content that is relevant to the time. While there are many websites with information that will not go out of date, making small changes on a regular basis will ensure that search engines are aware that you are keeping your page up to date, and will make changes as information becomes relevant or irrelevant. Content pruning is an extremely important process, and website owners and content creators should ensure that they are doing everything they can to keep the content on their website relevant.
Why is Content Pruning Important for SEO?
With Google and other search engines constantly changing and updating algorithms to better the experience that their users have, it is important to keep up with the updates. One of Google’s most recent updates has been that they are looking to not only ensure that their users are receiving high-quality content that is relevant to their search but also content that is relevant to the time. Websites have many different pages, some of which may be receiving a lot of traffic due to the fact that they are relevant to users, but others may have irrelevant and out of date content that does not receive as much traffic.
As with pruning any tree, ultimately you are breaking off the dead weight of stems that are no longer growing healthy leaves, you need to do the same with your website. out of date and irrelevant pages can be bringing down the overall quality of your website and with this comes a worsening SEO score. If search engines find that a number of your pages are not getting hits and users visiting the page, they will determine that the information and content that you are providing is not relevant. This can actually impact how well your other pages rank leading to a lower SEO score. Content pruning and SEO are
Why You Should Care About Pruning Your Content?
Pruning content is vital for any website and as the above information describes, it can really help to improve SEO and rankings on search engine results pages. The following are just a few reasons why pruning is an important part of a website’s structure.
Improved Link Authority
Along with ensuring that your content is relevant, content pruning can also help to keep links relevant. As your content changes and adapts, you may find that certain links are no longer active or are simply no longer relative to the information you have on your website. Having spammy and irrelevant links can actually be harmful to the overall health and SEO of a page and ensuring that the link authority of the links on your pages remains high, content pruning can help weed out the unnecessary and harmful links without having to do a full backlink audit.
Better User Experience
Users that are looking through your content on your website want to be sure that they are receiving relevant information. If they come across data that is old and out of date, they are immediately unsure of your website and are not likely to trust you as a brand or business. To avoid embarrassing instances of users accessing information that is no longer relevant, it is important that you are aware of the information on your website and update it as soon as it is out of date or no longer relevant.
Optimised Crawl Budget
When it comes to content optimization, your crawl budget is something that should be taken into consideration. Crawling refers to when search engine bots go over your web pages and rank certain features, this will impact your SEO and where you rank on search engine results pages. When content pruning, search engines more frequently crawl your website, registering updates as they go through your website. This optimised crawl budget ensures that changes that are made are registered quickly and that you can measure whether or not the content pruning is helping to improve your SEO.
Better Overall Quality
With better content comes a better overall quality of a webpage. Low-quality content can really impact the overall health and the amount of site visits your page receives. The quality of your webpage and the visits it receives is all reliant on the type of content that you put forward. By ensuring that the content you have on your page is up to date and relevant, you are improving the quality and overall site visits. The quality of a webpage is extremely important and it can impact your SEO in big ways!
What is The Process of Content Pruning?
As with anything on a website, one can simply not just go in guns blazing and expect good results. You need to carefully prepare and think about your content pruning strategy and ensure that the actions that you take are based on results rather than your own interpretation. Using metrics and data will help you to find the best content pruning strategy! The following is the process that should be followed when content pruning.
Gather The Data
The first step to consider when content pruning is that you should know how well the content is actually doing. through gathering specific metrics and creating a plan for what specific metrics are most important to you, you will be able to analyse the content that could be improved. Ensuring that you are using metrics and gathering data that can help you to see whether or not your content is effective is an important part of content pruning. The metrics supply you with all of the information you need to make a thought out and precise decision about what content may need to be changed or even cut altogether. Looking at how much traffic a page is getting, the bounce rate and a number of other different elements can help ensure that your content is as effective and as relevant as possible!
Build a Criteria List
It is more than likely that not everything on a page will need to be cut. There will be some information and content that is still worth keeping, and in order to save both time and money, it is important that you create a criteria list to show what should stay and what should go. Through creating benchmarks and specific metrics that certain content should be reaching or should have reached, you can see what content you have is relevant and what may need to be changed or removed from a page.
Decide an Action
Once you have filtered through each of the metrics and decided on the criteria by which certain content should be compared, you will need to decide on the best course of action to take. Each individual page and piece of content should have been analysed in the previous two steps, allowing for you to make decisions around whether the content should remain the same, be updated or even removed entirely.
What are The Best Practices of Content Pruning?
Success Is a Joint Effort
When it comes to creating a content strategy, it is always important to remember that the final product is always going to have been a team effort. As you go through the content on your website, your entire team should be involved in the editorial process as it can also highlight what is working and what to avoid. This may ensure that future content is more durable and long-lasting, with certain elements that are proven not to work avoided in the future content.
Involve Everyone Early
Involving your entire content marketing team from the beginning to help ensure that you are not only getting rid of or changing content but that the entire team is learning as they go along. Knowing what kind of content works and what does not from the early stages can ensure that future information is written to remain relevant for as long as possible.
Be Proactive About Content Decay
In order to ensure that you are not having to do an entire revamp when content pruning, it is important that information is regularly checked, updated and removed. If you avoid doing this, it may lead to a ton of content having to be removed or changed over an entire website. this can be extremely time consuming and impact the user experience
Content Pruning Isn’t The First Resort
For smaller brands and businesses, that may not have much content on their website, content pruning should not be an option that you consider. Instead, you should be focusing on creating good and high-quality content from the get-go! Investing in good content will help to ensure that your readers or customers keep coming back for more information, ensuring that you are building awareness around your brand and not wasting any time or resources. Smaller brands do not have the budget nor the time to consider content pruning especially is a website is small and the removal of just one page could greatly impact the amount of content that your webpage has.
How to Maximise Your Content Pruning Efforts?
Audit Older Content
By ensuring that older content is continuously audited, your content pruning efforts can remain effective. Auditing older content can help to weed out any issues that may form as information gets older. Having content that is irrelevant or even wrong can be detrimental to your SEO and the overall health and effectiveness of the website. Auditing older content can help to ensure that your content pruning efforts are maximised!
Refresh and Reuse Content When Applicable
Just because the content is out of date does not mean that it cannot be saved. Creating entirely new content can often be extremely time consuming and also very expensive, so why not reuse and edit the content if you can? Certain content will need just a few adjustments and additions to make it more relevant, and thankfully, search engine algorithms pick up on when content is edited. This means that you do not need to go and rewrite and recreate an entire page, all you need to do is edit it! This can do wonders for your SEO and end up saving you both time and money.
Delete Decaying Pieces
While some content may be able to be salvaged, there will be a few things that cannot. By going and deleting older and decaying pieces of information and pages that are not relevant to who you are as a brand, you can be sure that you are maximising your content pruning efforts! By using a thin content checker, you can easily help to determine what content is in need of some help and what does not.
What Are The Strategies for Content Pruning?
Striking distance refers to the strategy of targeting content that is ranked within “striking distance” of the first page of the search engine results pages. Usually, this means pages two and three of the search results. The idea is that if a piece of content is already close to page one for a specific search term, adding that term strategically throughout the content can push it even closer to or onto page one. Optimising content for striking distance keywords is a great way to optimise content for other SEO.
Content Decay Analysis
Analysing content that is receiving less and less traffic, particularly over a 12 month period, may need to be evaluated. A content decay analysis does this and ensures that the content that you have on your website is information that is still relevant and bringing in traffic! While a striking distance strategy works on specific keywords, a content decay analysis looks at the best pages to focus on, particularly the content that is not doing so well.
What Are The Results of Content Pruning?
So now that you have gone and seen that all of your content has been pruned, you will want to be analysing the result and seeing how this form of content analysis will impact the quality of your website. The benefits of content pruning are sure to help increase your rankings and search visibility, improving the overall health and effectiveness of the web page itself!
Web Traffic and Visibility
As your content becomes more and more relative and is something that is needed by many more people, your web traffic and visibility will increase! If the content you have on your website is about things that are regularly searched and needed, the number of hits that you get and the amount of traffic that is streamed to your website will increase, along with your rankings on search engine results pages!
How Markethinkers Can Help You With Content Pruning?
Markethinkers is a professional SEO consulting and SEO copywriting agency that specialises in the development of different content, specifically when it comes to website content! One of the biggest things to consider when content pruning is that you have to understand the different metrics and measurements used to determine whether or not your content is effective. Understanding and sorting through this information and deciding which metrics to use to analyse your content can be difficult, particularly if you are not an expert in SEO analysis. This is where we come, as an SEO consulting agency, we can manage and help you to decide which content will need to be changed, which needs to be deleted and which is still effective. Along with this, we can also help you to create new and relative content that will help to improve your SEO and rankings on search engine results pages. If content pruning is something that you feel your brand or business needs, do not hesitate to contact us!