For brands that have been creating content for a significant period of time, a time comes when their pre-existing content starts to overlap with the newer and more relevant content. This happens because content marketing agencies often seal the idea of ‘the more content you generate, the better off you will be’. This is such an obvious and inevitable problem that marketers do not even bother to look at it. However, if left unchecked, this will make a mess out of your content marketing strategy. Such mismanagement may create a situation where numerous pieces of content will compete with each other for the same search intent.
Therefore, instead of competing with your competitors, your content will compete with each other for similar keywords. This also happens because Google algorithms show no more than two results from the same domain for a given query. And the only way to resolve or avoid such an issue is content consolidation.
Here’s how you can consolidate your content and boost SEO rankings.
Identify and Remove/Change Content that is Not Adding Value
Content that is thin in nature also has the potential to waste your crawl budget, and also doesn’t perform that well in the long run. In addition, such content also doesn’t get indexed for long. Leading marketers across the world have started to realise such a problem. Expert marketers advise to either remove or change/optimise such content for better results. Marketers can use Google Search Console and Google Analytics to identify redundant content that is eating up your keywords unnecessarily and not proving any value.
Combine/Merge Content that is Either Similar or Serves the Same Purpose
In their buying journey, visitors often have multiple questions in their mind and to resolve those, they click/visit different pages for additional information. Such questions are related to the stage of their buyer’s journey and these questions vary as users progress in their journey.
For instance, if someone has just begun to think about buying a new car, they’ll probably want to learn about an overview of the general features of the vehicle such as fuel economy, safety ratings, special features, etc. However, their questions change as they make up their mind about which model to buy. And when they’re completely ready to buy the car of a particular company and model, they get into more specific details to finalise their purchase and ensure that they are making the right choice.
Brands can identify such patterns in user behaviour and consolidate content. Instead of having numerous articles that scatter the information on the same matter/questions, businesses should consolidate such information according to the buying stage in which a user currently is. This will significantly reduce redundancy in content which will in turn, stop the content to compete with each other. Such a change in approach will also improve the overall user experience as it will centralise the information on your website and users can find everything at one place.
Remove Obsolete Content
As mentioned in the first point, marketers have to use Google Search Console and Google Analytics to identify the content that is failing to help you reach your business goals. Let’s look at a scenario in which –
Marketers can clearly see a lot of impressions but not many clicks; sometimes not even half of the impressions. It’s a classic case where they need to change something about the content and in most cases completely remove it. Similarly, if you see so many clicks in your analytics but no further interactions, then this also means that you might have to change or remove the content. This is because the whole point of bringing traffic to your content is to encourage conversions and traffic that cannot bring further engagement and conversions is not worth it.
Identifying and updating old and obsolete content should be an integral component of any marketing strategy. Sadly, not many marketers put their thoughts into it as they are busy bringing traffic and increasing the ranking of their websites. This leaves businesses wondering why they are not getting the desired results from their campaigns. Well, the reason behind such a problem is quite clear and implementing different types of content consolidation methods is possibly the best solution. In any case, things are changing now and as Google algorithms are evolving, marketers also are adopting new methods to tackle such issues.
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