The issue of content deletion has gained fresh prominence following Google’s recent tweets and comments. Professionals engaged in the digital landscape are now engaging in a spirited discourse, as exemplified by the lively exchange on #SEOChat. The discussion centers on the age-old conundrum: should low-traffic, older content be deleted, or are there alternative strategies that hold promise for maintaining a website’s health and relevance? Join us as we delve into the intricacies of this debate, exploring the insights shared by seasoned experts on content management, SEO strategies, and the delicate balance between content evolution and creation.
What are your thoughts on deleting content from a website, in light of Google’s multiple tweets / comments on it last week?
A1: With “legacy” SEO workaround or loopholes over the years, you may have either duplicate or very similar content. Solution: Consolidate content into a single, higher-powered page. Set “other” page canonical URLs to the new page & consider implementing 301s to unify.
travis
A1: Focus on user experience. Does the older content still provide value? I’m in favor of leaving it up as long as is doesn’t mislead users and it’s clearly dated. You shouldn’t erase the past entirely.
Sweepsify
A1: There is no point in deleting content. It’s better to edit the content.
In the eCommerce business, we have adopted this strategy is that if the product is Out of Stock for over 2yrs, don’t delete it. Update it with a similar product.
Megan Newman
Should you delete your old, low-traffic content even though Google says not to? Are there situations where it makes sense, and where it doesn’t?
A2: If the content is a poor/detrimental) reflection of the brand, redirect its traffic. Deletion seems like a drastic, even lazy measure. Do you toss old pasta in the cupboard, just because? Or do you add it to a more nutritious casserole that makes the most of it?
travis
A2: Makes sense in cases where people will likely never post content as frequently about that topic again (e.g. older electronics, past community events) It doesn’t make sense if the content could create business risk (e.g. outdated health info, recalled products)
Sweepsify
A2: Yes, but low traffic isn’t the only measure. If the page also has few/no backlinks, then yes, delete. If it has low traffic but a good number of valuable backlinks, keep because that can give the site a boost overall.
Michelle Lowery
What specific metrics and thresholds do you use to evaluate whether old content is still worth keeping on your website?
A3: From last week, these are 7 metrics I leverage to measure SEO at any level. Esp. if content doesn’t ladder up to these 3 Revenue-Oriented KPIs, it’s grounds for repurposing/redirecting.
travis
A3: thresholds depend on the site. Metrics stay the same:
Andrew Prince
- CONVERSION DATA (leads, sales). For the love of God, don’t delete converting pages.
- GSC data (clicks, imps). Don’t kill if getting interest.
- Link data (domains, total links). Consider internal links instead.
A3: Time on Page: Content that keeps users engaged for a significant duration suggests its usefulness. High time on page could be a positive indicator. Comments and Shares: Content with comments, shares, and social engagement demonstrates audience interest.
Megan Newman
In light of our last question, how do you evaluate whether to delete vs update poorly performing content?
A4: Volume of poor content may be the rate-limiting decision factor. If there’s potential to improve the content, and the time/energy investment *can* back out, then do the hard work. If it’s a lost cause (would have to be significant IMO), cut bait and move on.
travis
A4: The amount of time that has passed since the page received significant engagement. If it’s been years, I think it’s safe to consolidate it or remove and redirect. It not being indexed at all or on page 100 is a good sign it’s time
Sweepsify
A4: Some Qs to consider:
Andrew Prince
- Is there interest in it now? Impressions and search volume can be indicators.
- Is it seasonal or data-driven? If so, update with current info.
- Is it irrelevant to the site’s niche/expertise? Consider killing since it isn’t helping E-E-A-T.
Have you ever repurposed content that you deleted, rather than just deleting it and never using it again? What were the results?
A5: Can’t recall putting this into practice. In theory, it’s six of one, half a dozen of the other. If content is that valuable, don’t discard forever. I still advocate for consolidating content + new canonical URLs + 301s from old, disparate pages to the new “hub.”
travis
A5: Yes. When I do a content audit, I consider the topics of the pages. If there are multiple underperforming pages of the same topic, I consolidate (Frankenstein really) content onto one URL and redirect the other URLs to it. This works very well.
Andrew Prince
A5: I’m sure I have, but don’t have any stats off the top of my head. Deleting a page from the site doesn’t necessarily mean deleting the content itself. I’m all for keeping what’s usable and not duplicating effort!
Michelle Lowery
How do you balance improving the quality of your existing content (so hopefully you never have to consider deleting it)?
A6: This is where bringing in a seasoned content strategist (+ copywriter) pays dividends. These folks will be the best experts to determine which will take more time and/or deliver the best finished product. With their input, stronger business decisions can be made.
travis
A6: I recommend going through existing content first to raise site quality. It doesn’t make sense to put new content on a poor website. Cleaning up content also helps with knowing which content is evergreen vs. cyclical for when you plan future content updates.
Andrew Prince
A6: Continuously monitor user feedback, engagement metrics, and traffic patterns for both existing and new content. Use analytics to guide your decision-making process and adjust your strategy as needed.
Megan Newman\
The dialogue sparked by Google’s recent statements has illuminated the multifaceted considerations surrounding this matter. As highlighted by the #SEOChat discussion, content deletion isn’t the sole path to optimization. Rather, the conversation underscores the significance of a nuanced approach that involves repurposing, consolidation, and redirection.
The decision to retain or remove content hinges on an array of metrics, from user engagement to backlinks and conversions. Ultimately, the shared insights emphasize the importance of a holistic content strategy that takes into account user experience and SEO principles. By striking a balance between enhancing existing content and generating fresh material, digital marketers can effectively navigate the dynamic landscape and deliver value to their audiences.
Jeremy’s Take: Pruning Is Part of Building Brick by Brick
Deleting content scares people, but it’s just maintenance on a compounding asset. SEO works like a flywheel — you build brick by brick, and part of building is removing the bricks that drag the structure down. A leaner, higher-quality site spins the flywheel faster than a bloated one.
Build things brick by brick. It doesn’t happen overnight, but hopefully you see that compounding results and it takes a lot of time, but then hopefully it just works like a flywheel and it just works and works and works and gets faster and better and easier.
Drew Dorenfest, Unscripted SEO Podcast
Prune to compound. Drew Dorenfest on the SEO flywheel in his Unscripted SEO episode.
Know what to cut before you cut it.
Our Quality Rater Guidelines-optimized content review tells you which pages to keep, merge, or delete — so pruning lifts the whole site instead of risking it.