Old Content Massacre – Optimize Your Old Content To Improve Your ROI

Content should be all about the money and old content just isn’t making the cut. This morning at Pubcon Florida 2019, Julie Ewald and Danny Goodwin discuss how you can use an SEO-focused content strategy to increase your ROI.


Julie Ewald uses the sales funnel model when she talks about how to implement a more focused strategy in content creation that could lead to better results at a lower cost. The funnel is divided into four stages: awareness → interest → decision → action.


It’s important to understand the type of content to create for each of these stages. The top of the funnel (awareness) should have more general information whereas the bottom of the funnel (action) will be more in-depth and product-based.  Thus, the keywords you use for the top of your funnel will probably differ from the keywords you use at the bottom. Now more than ever, queries in major search engines are more complex as people search for specific answers to their questions. By using the sales funnel model to influence the structure of your website so that it’s more organized, your content will be more relevant and accessible.


Your call to action may also need a bit of optimizing. While slapping on the common “contact us” blurb is easy, it is not always beneficial. Julie Ewald suggests using other calls to action, especially at the top of the sales funnel when visitors to your site are simply not ready to buy. The call to action might be a lateral move for the users like more information related to the same topic or a more detailed account about the topic they just read.


Goodwin goes one step further and discusses what to do with old content and what he calls a “content massacre.” As your site grows in content, you should take the time to audit old content using a tool like Screaming Frog, which gives you insight into what a search spider would see from an SEO perspective when it crawls your website.


Once you audit your content, it is time to make some decisions. The best-case scenario: your content rocks! In this case, the saying “if it isn’t broke, don’t fix it” applies. It’s not always a best-case scenario, though; sometimes you have content that is okay but not great. Don’t worry, your content just needs to be refreshed and optimized so that it turns into a great piece of content. The next step is the rewrite. A rewrite will feature almost completely new content. It is important to try and keep this content on the same URL or use a 301 redirect, which basically redirects one URL to another. Your link authority should transfer as long as the new content’s topic matches the old content’s topic.


The last step is to consolidate content. If you have multiple pages all competing for the same spot on SERP or multiple pages about the same topic with only one or two ranking well, Goodwin suggests making a change. Essentially you want to make one stellar piece of content based on these multiple pieces of mediocre content and then 301 redirect each of these pages to the new post.


When all is said and done, track the results of these changes. Goodwin says that even though you can optimize old content and 301 redirect old content to new content, it might not be enough to improve traffic to your site and engagement from consumers, but it can also vastly improve all of the above. It’s important to stay relevant. At our Fort Lauderdale digital marketing company, we can help you optimize your content and manage the necessary redirects to make the most of your marketing budget and improve your ROI.