Let’s Talk About Old Content And Redirect Chains

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While browsing some concerns submitted to SEJ after a recent webinar, two of them stuck out to me as associated and comparable.

That implies you’re in for a reward, gentile reader, because today’s a special 2-for-1 version of Ask an SEO.

Here are the questions:

Ines asked: What do you finish with old websites that have hundreds of URLs with really little traffic to most of them. Do you get rid of the bad material first? Just how much should I remove at a time? Exists a rule? Should I take internal links into account?

Christina asked: Is it better to redirect old content to brand-new material if that causes a redirect chain? Or should I just delete that content?

Let’s Talk About Old Content

There’s a lot to unpack here, so let’s dive into it.

I’ll get my animal peeve out of the way initially: Hopefully, you have dates on this old material, so that the readers who do come across it understand that it’s old and outdated.

There are a number of techniques you can take here, and a great deal of it depends on your keyword research study and data.

The first concern I ‘d ask myself for any piece of content is: Is this helpful? Or is it harmful (out of date, bad guidance, no longer pertinent, and so on)?

If it’s damaging or no longer pertinent, like an article on how to grow your Google+ following, you can just proceed and erase it. There’s absolutely nothing appropriate to redirect it to.

If it works, you’re left with a couple of options:

  • Re-write it or integrate it with other material to see if you can get more traffic to it.
  • If you already have more updated or more relevant content, proceed and 301 reroute it to that content.
  • If it no longer uses to your site or company, proceed and delete it.

A lot of SEO pros will inform you that if it utilized to be an incredibly popular piece with great deals of external links you ought to 301 it to maintain those links.

I’ll inform you to either figure out why it’s no longer super popular and update it or keep it up for historical purposes. It’s fantastic just how much of the “old” web no longer exists.

The secret here is to figure out why the material isn’t popular.

As soon as you do that you can follow the below recommendations:

– Does it fix a user requirement however is simply poor quality? Re-write it.
– Is it no longer relevant/useful? Delete it.
– Exists more recent or better content in other places? Redirect it.
– Should I protect it for historic factors? Or is there simply little volume for that now, however I’m still getting traffic? Leave it alone.

OK, Now Let’s Talk About Redirects

Reroute chains get a lot of criticism in SEO.

There utilized to be a ton of dispute about whether they pass PageRank, just how much PageRank they pass, just how much decays, the number of Google will follow, and so on.

For 99.9999925% of people, none of that matters.

If these are things we need to stress over, they’re so very little that they don’t have much of an impact. The truth is Google will follow redirects and will pass some “value” through them.

There’s no unfavorable effect or charge from having redirect chains but aim for not more than 5 hops as Google may drop from following the redirects.

Sure, they aren’t perfect. They will include a few milliseconds of load time for your page, and they might not send out 100% of the PageRank worth through to the destination, however all that is very little and, truthfully, over-thinking SEO.

When deciding if you need to redirect or erase material, utilize the rubric above.

And as a best practice, if you have rerouted chains, bring them to a minimal by upgrading redirects to point straight to the final location.

For example, if you have A-> B-> C (one redirect chain), develop A-> C and B-> C (2 redirects) instead.

Hope this helps.

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