8 Issues to Verify Earlier than You “Optimize” or Delete Previous Content material

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All content material has a shelf life, even the best-performing, high-quality components. Frequent auditing and updating of your content material library can make sure you get the very best doable ROI over time. Whenever you do, you may typically should determine whether or not to optimize or take away previous content material.

However what precisely do you want to bear in mind throughout the course of? If correct steps usually are not taken, the outcomes of your content material will be unintentionally affected: metrics like site visitors and backlinks can endure even seemingly small modifications.

Within the sections that comply with, we’ll cowl the best way to know when to optimize and when to take away previous content material, plus 4 essential issues to examine in both case.

quick meals takeaway

  • It is best to all the time do a content material audit earlier than you begin eradicating or optimizing previous content material.
  • Content material that did not get views or site visitors can nearly all the time be eliminated.
  • All the time examine web page metrics (Google Analytics might help) and you should definitely deal with any gaps that content material modifications could go away.
  • Instruments like website positioning Spider from Screaming Frog might help you accumulate backlink info and guarantee you do not lose backlinks once you take away or optimize previous content material.
  • CTAs generate leads and drive conversions on the web site. All the time examine and replace CTAs together with some other content material modifications.

Optimize or Eradicate? This is the best way to determine

audit your content material

Earlier than you optimize or take away previous content material, it is a good suggestion to examine how a lot you even have. Google Analytics is a good instrument for doing this, however there’s a draw back to utilizing it for this objective: it will not present you pages that have not gotten site visitors or views.

Because of this, I like to recommend a two-step strategy to auditing your web site. Begin with a web page crawler like Screaming Frog to carry out a complete content material audit in your total web site. Then mix them together with your Google Analytics information to rank every web page utilizing website positioning efficiency KPIs like site visitors, web page views, time spent on web page, conversions, and extra.

You probably have a Screaming Frog license (about $200 per yr), you’ll be able to combine it straight with Google Analytics for absolutely clear web site analytics.

Take away the worst performing content material

Whereas no rule is exempt from exceptions, this one is fairly shut. Content material that has been out for a while, however has failed to achieve site visitors or views, is clearly not offering worth to your viewers. As an alternative, it may make it more durable for Google to crawl your web site and discover an important pages to rank within the SERP.

After you audit your web site, first search for pages which have gotten little or no outcomes. When you discover it unusual {that a} sure web page would not work, examine if there are any technical points (resembling a tag with no index) that may be stopping visibility. In any other case, take away this content material so it not drags your web site down.

Assess relevance

Then evaluation the remainder of your content material to evaluate its relevance. On this context, I take relevance to imply two issues: the content material nonetheless precisely displays your model, and it gives worth to your viewers (or has the potential to take action with some TLC).

For instance, a weblog submit a couple of discontinued product can be irrelevant and needs to be eliminated. A present product weblog article that ranks excessive however accommodates outdated info continues to be related and simply must be up to date to be correct.

Be accountable

Whether or not you determine to optimize or take away a chunk of content material, you need to achieve this fastidiously in order that the modifications you make don’t negatively have an effect on your web site. Within the subsequent two sections, we’ll cowl how one can responsibly take away or optimize by following particular steps beforehand.

4 issues to examine earlier than deleting previous content material

Web page Metrics

Earlier than you make a last resolution about eradicating previous content material, take a look at your assumptions to ensure it actually would not contribute to your content material technique anymore. Use Google Analytics to examine web page metrics like site visitors, time spent on web page, customer demographics, and extra to dig deeper into how your viewers is partaking with content material.

Even in the event you determine to take away such content material, you need to use the knowledge you uncover to fill in any potential gaps with new content material. For instance, if this content material is not related however bought views from a selected goal demographic, you’ll be able to create new content material to interact that very same viewers section and/or create a redirect that takes them to a brand new web page.


Verify if the content material you intend to take away ranks excessive within the SERPs. Contemplate whether or not you are prepared to surrender the visibility it’s possible you’ll lose in the event you take away it. In some circumstances, it is probably not an issue to lose your rating place if it’s a product, service or question that’s not related to your model.

In circumstances the place you continue to have to rank for these key phrase phrases, it’s possible you’ll need to think about different choices, resembling retargeting or content material optimization.

Some manufacturers select to easily embody a discover on the prime of content material that’s not updated and embody a hyperlink to the up to date content material. This manner, you do not lose your rating place, however you’ll be able to nonetheless get your viewers the place they must be in your web site.


Hyperlink constructing is an extended sport course of that requires numerous techniques to win over time. Dropping backlinks to eliminated content material can severely harm your total site visitors in the event you do not take steps upfront to forestall it. Particularly in circumstances the place you are eradicating a big quantity of content material (resembling throughout an audit or web site redesign), it is vital to think about the potential lack of site visitors from damaged backlinks.

Checking your backlinks is simple utilizing on-line instruments like Ahref’s free backlink checker. All you must do is enter your area title, and Ahref will present you an inventory of backlinks garnered out of your total web site.

Ahref's free backlink checker allows you to find all the backlinks earned from your site.

Picture Supply: Ahrefs

As soon as you have recognized backlinks from pages that you can doubtlessly take away, you’ll be able to take steps to keep away from breaking them. As talked about, a redirect is an possibility. However in the event you plan to take away your complete web page, it is a good suggestion to contact the linking web site and ask them to replace the URL; They’re going to be blissful to do this too, as a result of it helps them keep away from damaged hyperlinks on their very own. place.


Final however not least, think about the aim of the content material earlier than eradicating it. Do you continue to want to satisfy that objective? If that’s the case, is there different content material in your web site that can do the job? Watch out to not go away gaps within the worth you present to your viewers by eradicating previous content material with out correct consideration.

4 Issues to Verify Earlier than Optimizing Previous Content material

Web page Metrics

Similar to you must examine web page metrics earlier than eradicating previous content material, the identical goes for optimizing content material in new methods. For instance: You might need to examine the search quantity you are getting on your content material’s goal key phrases earlier than including or altering key phrases in an up to date model.

Additionally think about the methods through which the present model of your content material is performing properly. For instance, is there a lead magnet in your web page that’s changing at a excessive charge? If that’s the case, you most likely need to maintain it there to maintain producing leads.

Backside line: Verify what’s working earlier than optimizing so you do not by accident take away a high-performing contributor out of your content material technique.


Additionally it is essential to concentrate to backlinks throughout optimization. In case you are combining content material or redirecting it elsewhere, you must be sure to maintain your backlinks updated to keep up the site visitors they generate. Comply with the identical steps under to be taught what to do earlier than eradicating content material, together with checking your backlink profile and contacting referring websites to replace URLs.

Potential to reuse

Are there methods to reuse your content material in different methods than simply updating the textual content content material? For instance, you’ll be able to flip well-liked weblog posts into extra shareable infographics (like we did with our good weblog submit article). Alternatively, you’ll be able to recap webinar occasions into weblog posts or flip a written information right into a how-to video.

Repurposing content material to incorporate new sorts and channels breathes new life into content material that wants an replace, serving to you seize new audiences and enhance site visitors.


What position does your content material play within the purchaser’s journey? Are you directing readers to a particular web page, web site, or motion? All the time evaluation your CTAs and decide if they need to keep the identical or in the event that they want an replace.

CTAs are one of the vital learn components of your content material – ​​90% of the readers who learn your headline additionally learn your CTAs, so not optimizing them generally is a big missed alternative.

What’s the level?

Eradicating and optimizing previous content material is a positive technique to make your web site extra crawlable for serps and enhance the general ROI you get out of your content material. However the course of shouldn’t be rushed.

Utilizing the information outlined above, you will be positive to not break one thing that works or unintentionally undo the outcomes of your earlier exhausting work (like rankings and backlinks). That mentioned, some lack of site visitors, rankings, or backlinks is inevitable once you delete and alter content material over time.

The secret’s to be intentional in every part you do. So long as you might have a plan to proceed creating high-value content material, you’ll be able to minimize out what’s not related and nonetheless be seen to the viewers that issues: your potential clients.

To you

To get probably the most out of your content material advertising technique, you must submit constant, frequent, high-quality content material. Advertising Insider Group’s crew of writers and website positioning specialists can carry you optimized, post-ready content material each week for a yr (or extra).

Take a look at our website positioning weblog writing service or schedule a fast session to be taught extra.

I hope the article roughly 8 Issues to Verify Earlier than You “Optimize” or Delete Previous Content material provides perspicacity to you and is beneficial for tally to your data

8 Things to Check Before You “Optimize” or Delete Old Content