Old Content: What to Do With Them to Improve Your Site’s Authority

By | March 22, 2020

Old content




Maintaining your site’s authority is the single most important investment you could ever make. Your site’s authority tells Google the quality of content in it. Web users in turn find it as a haven for high quality and relevant articles. This invariably leads to a higher search ranking and increased site visibility and traffic
It is a well known fact in the internet marketing circles that “content is King”. The quality of content on your site or blog will determine how Google ranks and delivers it in its SERP.

Quality can mean different things to different people, but to Google it means having lots of optimized, relevant and well organized content on your site. This also means that visitors who are directed from Google search find your content relevant and engaging.

So what is to be done with published content that fails to meet this standard? My guess is that you may have a significant amount of posts that add little or no value to the overall authority of your site.
This post highlights the various options open to you for revamping the old content on your site.

What do you mean by High Quality Content?

  • Adopting a New Approach towards Content Creation
  • Organize Your Content According to These Categories
  • Quality or not-so-Quality Content!
  • Decide What to do With Low Quality Content
  • Conclusion

What do you mean by High Quality Content?

High quality content refers to blog posts, articles, videos, images or other content types that deliver relevant information to its audience.
When an internet user performs a search on Google, the intention is to get an accurate answer to a question, or solution to a problem. High quality content delivers exactly that – the right answer and/or solution.
Google search covers the average 50% of a site’s new visitors. This makes the internet search giant the single biggest traffic generating source. Google refers users with the expectation that your content will deliver the needed information. Google expects your site’s content to be high quality.

If you’ve never given consideration to the quality of content published on your site, now is the time to change your old ways.

Adopting a New Approach towards Content Creation

An effective content marketing strategy isn’t all about having so much content as having quality content. Your focus has to be first on quality before quantity.
To help streamline the process of optimizing your site’s content, here is a simple 3-step guide to producing high quality content on your site.

1. Organize the Content of Your Site Based on the Outlined Categories

At this initial stage, you are required to take an audit of the content on your site. For sites with a couple of pages, a manual audit might be appropriate.
However, sites with hundreds or thousands of articles would opt for a crawler. Some available crawlers include DeepCrawl, Oncrawl and Botify.
The objective is to place all articles into one of the 3 categories below:

  • Content that makes positive impact on your site.
  • Content that makes no difference on your site; they neither improve your site nor hurt your site’s ranking.
  • Content that reduces the reputation of your site.

When evaluating the impact of the content on your site, here are some parameters that will help you arrive at an objective conclusion.

  • Original content – Is the content unique to the idea it communicates, or in the way it is communicated?
  • What is the quality and quantity of inbound and outbound links on the content?
  • What is the total number of reads since the publish date?
  • Is the information contained in the posts still relevant today?
  • Are there any broken links on the content?

2. Quality or not-so-Quality Content?

This next phase is to distribute your site’s contents based on their appraised quality. It is important that you maintain objectivity at this stage in order to achieve desired results.
Quality content is relevant to both readers and search engines. Quality content is also unique and original in content, communication style or manner of delivery.

They are socially shareable and fully engaging, compelling, informative and educative. Quality content also full of data or research based, maintains a structured flow of communication and is rich with relevant keywords.
After this, you can now proceed to the next and final stage.

3. Decide what to do With Low-Quality Content

Having first categorized your site’s content according to how they impact your site, and their level of quality, you are left with 3 possible outcomes for your content which are – make no changes, make updates, or remove content totally.

I. Make no Changes – For content that adds positive impact on your site, and qualify as good quality content, you may not need to effect any changes on the particular content.

II. Make Updates – These are actions taken on content that add no positive impact on your site or reduce the reputation of your site. Also they fall short of being qualified as high quality content. There may be need to effect changes in areas where necessary.
You may need to change the title or rewrite the content to update the information on the content. With the right updates, this content will turn out quite nicely.

III. Remove Content from Your Site – This action is appropriate for content that is harmful to your website and has been certified as low quality.
This option should be taken as a last resort and only if the first 2 options are inappropriate. Even though the goal is to have your site filled with high quality content, it is important you do not compromise quality for quantity.


Outdated, low-quality content hurts your site more than you can imagine. It adds little or no weight to your Google search ranking. Discourage visitors from staying longer on your site, and reduce whatever authority you may have attained in your chosen niche.

The good news is that there’s something that can be done about old content. You’ll have to first adopt a new approach towards content creation favoring high quality content pieces instead.
Secondly, organize your content based on the impact they have on your site. Do they add, reduce or make no positive impact on your site’s authority?

Next is to filter content according to their quality, which brings us to the final step where you decide whether to improve or remove the old content.
Want to learn how to come up with great content almost on an everyday basis? I explained this process a bit more in most blog posts I recently published. Basically, you need a platform like Wealthy Affiliate to learn content optimization to the core. Read my WA review

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