Is Your Website Old and Stinky?
Isn’t about time you freshened it up a bit?
As your site grow by adding new content many of those old pages that you published years ago still remain.
And chances are that many of those pages are old and stinky.
And keeping these pages on your site is a problem as it can cause your website to rank lower in the search engines and it may keep your prospective customers from every coming back.
Google’s algorithm is no longer page specific.
This means that Google crawls much deeper into your site and ranks it based upon the context and the freshness of your content.
If Google determines that your site has irrelevant stinky old content your may end up on page 100 of Google’s index.
However, if Google determines that the content on your site is fresh and relevant you will get a boost and perhaps even take over that coveted first place position.
But more important than Google are your customers.
Think about the last time you searched for an answer to a particular problem or concern and you ended up on some page that was dated and didn’t solve your problem.
Didn’t you feel frustrated?
Evaluate Your Current Assets
A content inventory can be a very time consuming process, but it will provides you with a complete snapshot your site.
By including information from Google Analytics you can see what pages are working and what pages need some help.
You can keep track of SEO concerns, identifying pages with incomplete or incorrect meta data.
And as you update this document you will have a much easier time keeping all the pages of your website up-to-date and save you a ton of time!
Here are a few suggestions on how you can develop your own site audit.
First use a Google Documents Spread Sheet.
This allows you to log in anytime and anyplace and the data is updated in real time.
Next format your spreadsheet by first listing the URL of the page, the type of page it is, the title of the page and perhaps even add a column to include the meta description of the page.
When you have completed this, your next step will be compiling a report in your Google Analytics which will listing each page of your website.
Then create the applicable columns in your spread sheet and plug in the data such as page views, average time on page, your bounce rate and if this page generated any income for you.
It is also a good idea to include a brief summary of what each page is all about, the date when the page was first created, a date of when it should be revisited, the number of backlinks to the page and who is responsible for updating the content of the page.
As you piece your site audit all-together some questions that you want to ask yourself are:
- Is the content on this page relevant, timely and useful to my customers?
- Does it meet the goals of my organization or company?
- Does it add value?
If you have answered yes to all these questions put a check mark on your spreadsheet.
If you answer no to any of these questions you may want to consider updating those pages or perhaps even killing it off.
As a caution, if you do decide to kill it do a 301 redirect and redirect that page to another page on your site.
By doing this you will also redirect any links that you may have going to that page to the new page.
Also if by chance a customer has that page bookmarked, you will be directing them to the new page with fresher content.
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Webinar Replay How to Increase Conversions and Traffic to Your Website
October 16th, 2014
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