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What Should You Do With Old Content? Part 3 of 3

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PART ONEPART TWOPART THREE

Making the Right Choice – Part 3 of 3

In the two previous parts to this three-part series, we discussed the issues facing us as we evaluate potential outdated content, and we investigated options to handle that content. In part 3, we discuss how to pick the right right options.

Matching Option to Scenario(s)

By now, you should have answers to important questions like, “How much effort is this worth?“, “what are my SEO needs”, and “what are my UX issues”?

You can now use the table below, which shows the impact of your options for handling old content on labor costs, SEO, and UX.

Old-content-options

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What Should You Do With Old Content? Part 2 of 3

blog-old-content-part2

PART ONEPART TWOPART THREE

Options for Dealing with Old Content

This post is part of series on how to handle old and outdated content. Part 1 focused on your internal resources and the reasons you may want to update old content. Part 2 focuses on the 6 types of potential options you have for how to update old content, and Part 3 will help you make the right decisions.

As you identify problem pages, whether they’re outdated, incorrect, or no longer relevant, you can also start thinking about the best way to fix these pages. (more…)

What Should You Do With Old Content? Part 1 of 3

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PART ONEPART TWOPART THREE
Answer: It depends. But don’t ignore it. 

Don’t ignore your old and potentially outdated content. You don’t yet know if it could be a huge burden or a huge opportunity for your site. Your old pages might also be where the majority of your audience lands; in October 2014, for example, about 2/3rds of traffic to our blog was to articles published prior to 2014.

Many folks take the “set it and forget it” approach to content (and to blogs in particular), spending a ton of time creating it, yet never revisiting it. This is a shame – there are potentially huge returns to investing time in revisiting-and-revising the old stuff. (I can personally attest to said returns, as we’ve seen plenty of success addressing old content for our clients). So do something.

You should carefully consider several options to handling old content. In this series, I’ll lay out those options and suggest a framework for choosing the most appropriate method for dealing with it. Part 1 begins with considerations.

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The ABCs of Content – 26 Ways to Always Be Creating

typesetter image - the abcs of content

In the lexicon of modern marketing, “content marketing” has become a rather popular phrase to bandy about. And it seems like everyone wants to sell you their foolproof recipe for success.

Today, I’m playing that game. My ridiculous line of buzzword-edition Marketing Magnetic Poetry is, “High ROI content marketing is a product of efficiency, synergy, and multi-tasking.” And my “secret sauce” to content creation is:

Always Be Creating content.

This is no secret to true master bloggers and content marketers; they’re 24/7 creators. I don’t include myself in such company, but the better I get at it, the better the return I see on time spent.

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SEO Tips When Switching Servers

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Any time you make a significant change related to your website, whether that’s content or the underlying architecture, you should check to see if your changes have impacted the SEO best practices you’ve already put into place.

A few weeks ago, a client unexpectedly informed me that they migrated their web server to a different platform. As I scrambled to see if there were any SEO issues (there were), I realized how little was written on this topic, so I began asking questions and taking notes.

Disclaimer: I’m no expert on servers and web hosting.* However, I am one of the world’s most prolific practitioners of freaking out about things that could hurt a site’s search engine rankings.

Below are a few big takeaways regarding how server software can impact SEO and how to ensure your server switch is smooth with SEO. (more…)

Use Excel to Analyze Keywords That Rank for Multiple Pages

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Here’s a quick tutorial on how to use Excel to analyze the keywords that have more than one of your site’s pages ranking in Google organic search results.

Your site may have plenty of keywords that have more than one landing page ranking for a variety of reasons. For example, when someone googles “Google Analytics Training”, there are many different LunaMetrics pages that might display, based largely on where the user is located.

Let’s look at how we can break these out and analyze them further. (more…)

How to Use Google Webmaster Tools for SEO

Note: The article contains updates to previous articles “3 Ways to Use Google Webmaster Tools for SEO” and “3 More SEO Tricks in Google Webmaster Tools,” both of which have been redirected to this article. 

Google Webmaster Tools ― which I shall henceforth egregiously call “GWT” (apologies in advance) ― is a sweet suite of Google SEO tools that provides data and configuration control for your site in Google. If you’re doing any SEO and you don’t find value in GWT, you either use a paid tool that uses GWT data or you have a great opportunity to expand your toolkit.

There’s a ton you can do with GWT, but it can take a while to learn how to get great return on the time you spend with it. To that end, I’ve tried my best to assemble a meaty, practical collection of key insights on the reports I’ve found most useful (including lots of coverage on the Search Queries feature). (more…)

Getting Your SEO Priorities Straight with the Keyword Equation

billions and billions of web pages

There are a lot of web pages out there competing for the #1 rank for a lot of keywords. Good SEO is all about picking your battles. You have limited resources, and seemingly unlimited competition, so you need to decide where best to target your SEO efforts and then go hard.

That’s why we use a system called The Keyword Equation to determine a keyword’s value relative to another with a figure called the Keyword Value Index.

(Yes, there’s math involved. No, it won’t hurt you.)

Keyword Value simplified equation

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SEO Measurement Mistakes, Part 4: Links

Link Measurement

This is part 4 of a series examining mistakes with SEO metrics.

  • In part 1 of this series, we discussed 5 huge mistakes regarding top-level SEO KPIs.
  • In part 2, we looked at 10 common mistakes made when analyzing SEO metrics in Google Analytics.
  • In part 3, we looked at 10 critical errors in analyzing and monitoring crawling and indexation metrics.

Today, we’ll do 10 of the most common mistakes in link metrics. (more…)

My 15 Favorite Free SEO Tools

I’ve said it before, but I love me a good free tool. Below is a list of my fifteen favorite freebies for doing SEO. While there’s a ton of tools out there, this article means to highlight the essentials.  It’s nice to have a huge arsenal, but it can be more powerful to wield a few powerful weapons expertly.
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