Publish more, always publish.
This is good advice if you are just starting and can ensure top quality.
In reality, content can be a burden and a waste of money.
I will show you some cases and how to prevent them ๐งต
This is good advice if you are just starting and can ensure top quality.
In reality, content can be a burden and a waste of money.
I will show you some cases and how to prevent them ๐งต
If you are dealing with aged websites, the first thing you have to do is check the content.
I did the mistake of doing research first, don't.
Focus on what's already there.
Then, you may consider writing more.
I did the mistake of doing research first, don't.
Focus on what's already there.
Then, you may consider writing more.
It makes 0 sense to add content if your foundations are weak.
Recall, Google doesn't like needless and thin content. (There are exceptions)
The sooner you prune, the better in some cases.
I will explain when and why you should prune.
Recall, Google doesn't like needless and thin content. (There are exceptions)
The sooner you prune, the better in some cases.
I will explain when and why you should prune.
Pruning is helpful when the content:
- doesn't meet user expectations
- is unrelated to the website
- doesn't serve any business purpose
If it doesn't rank, you may want to keep it if it's used for other channels.
Don't prune because it doesn't rank.
- doesn't meet user expectations
- is unrelated to the website
- doesn't serve any business purpose
If it doesn't rank, you may want to keep it if it's used for other channels.
Don't prune because it doesn't rank.
Pruning or gardening your content has costs.
A business needs time and resources, but that's not always possible.
Bad content can drag down the overall performance of your website.
Hire good writers, think long term.
A business needs time and resources, but that's not always possible.
Bad content can drag down the overall performance of your website.
Hire good writers, think long term.
Making good content means it's easy to update and possibly, scale.
Never forget that you should update it at some time, even when ranking first.
This makes the process even more difficult.
Maintenance has a cost!
Never forget that you should update it at some time, even when ranking first.
This makes the process even more difficult.
Maintenance has a cost!
The other common and wicked mistake is pruning necessary content.
Always check if you get traffic from other channels.
Google isn't the only source in the world.
You can risk deleting some key pages in the funnel!
Always check if you get traffic from other channels.
Google isn't the only source in the world.
You can risk deleting some key pages in the funnel!
Content is a long-term asset.
You either make it super good or get bad results.
Future-proof assets require money and expertise.
Maintenance is another part of the equation too, as decay is around the corner.
You either make it super good or get bad results.
Future-proof assets require money and expertise.
Maintenance is another part of the equation too, as decay is around the corner.
As with everything in nature, content decays too.
It starts to get less and less so you have to update when needed.
I will post my analytical solution to this problem once I finish 1 project.
Content decay can be prevented and spotted timely.
It starts to get less and less so you have to update when needed.
I will post my analytical solution to this problem once I finish 1 project.
Content decay can be prevented and spotted timely.
The issue with legacy content is that it costs money and reputation.
Writing generic content can harm your website and it's especially problematic for B2B.
Other than increasing ""cannibalization"", you may fail at catching the user intent.
Writing generic content can harm your website and it's especially problematic for B2B.
Other than increasing ""cannibalization"", you may fail at catching the user intent.
Niche/content websites have similar issues.
Focus on one topic first and then, if needed, expand.
If you have 1000 articles, you'll need more resources to keep those rankings.
Are you sure you want to publish more?
Well, it depends on the case!
Focus on one topic first and then, if needed, expand.
If you have 1000 articles, you'll need more resources to keep those rankings.
Are you sure you want to publish more?
Well, it depends on the case!
Enterprise websites may end up with more content after mergers & acquisitions.
This doesn't mean you have to prune it!
Those websites follow different rules and needs, please consider them.
This doesn't mean you have to prune it!
Those websites follow different rules and needs, please consider them.
In such cases, Analytics is the answer.
Gut feeling and simply looking at your Excel sheet can't solve some problems.
Imagine updating 500 articles based on feelings...
No thanks, I don't want to do that.
Gut feeling and simply looking at your Excel sheet can't solve some problems.
Imagine updating 500 articles based on feelings...
No thanks, I don't want to do that.
Find subsets and get your priorities straight.
I'd go by:
- money pages + traffic
- supporting pages that increase topical authority
- others
I'd go by:
- money pages + traffic
- supporting pages that increase topical authority
- others
ChatGPT can speed up some processes but don't complain if you get penalized.
And don't complain if you get shitty conversion rates, you already knew.
AI is a good tool in the right hands, not your panacea.
And don't complain if you get shitty conversion rates, you already knew.
AI is a good tool in the right hands, not your panacea.
In all those cases, a good content audit is necessary.
I do much more than your average boring audit.
That's why I try to spread the word, because we need more quality in the industry.
I do much more than your average boring audit.
That's why I try to spread the word, because we need more quality in the industry.
Follow me for threads, tips, and case studies (coming soon) about SEO, content, and Python/data.
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