As you continue to produce new content, older articles, and pages can easily become a breeding ground for outdated information. The impact of this isn’t just aesthetic; it can have tangible ramifications on your site’s SEO and user engagement.

But the big question is, how can you manage old content without jeopardizing your SEO rankings?

In this guide, we’ll provide you with a comprehensive, detailed road map for managing outdated content that meets both SEO and user experience requirements.

The Non-Negotiable Need for Timely Content Management

It’s easy to assume that once content is published, it can be forgotten. However, this couldn’t be further from the truth. The outdated content on your website can create a ripple effect, starting with your users and going all the way to Google’s algorithms.

For instance, let’s say a user lands on a 2015 guide about “Best SEO Practices.”

The first red flag?

Outdated practices that no longer hold true. The user will quickly realize this, increasing your site’s bounce rate as they exit to find more current information. High bounce rates are a red flag to Google that your site may not be providing quality content, which can subsequently lower your rankings and domain authority.

The issue becomes even more critical for larger websites hosting thousands of pages. Google has a finite “crawl budget” for each site, indicating the number of pages it will crawl and index.

If Google’s bots are wasting time on outdated pages, then new, valuable content may not get indexed, severely impacting your SEO metrics and your site’s visibility on search engine results pages (SERPs).

Identifying the Culprits: How to Spot Outdated Content

The first step in managing outdated content is knowing what to look for. While it might be tempting to comb through each page individually, this approach is both inefficient and impractical, especially for large websites.

Instead, use reliable analytics tools such as Google Analytics, Google Search Console, or trusted SEO platforms like Semrush or Ahrefs.

Look for the following signs that a page may be outdated:

  • High bounce rates: This suggests users are not finding what they’re looking for.
  • Lack of backlinks: Indicates the page is not considered valuable or authoritative.
  • Minimal traffic over the last 6-12 months: Another sign that users are not finding the page useful.
  • Low Click-Through Rates (CTR): Indicates poor visibility in SERPs and low user interest.
  • Poor positions in SERP: This often results from outdated SEO practices or content.

After identifying potential outdated pages, compile this information into a spreadsheet. This step may sound basic, but it’s crucial for prioritizing your cleanup efforts and tracking changes over time.

A Three-Pronged Approach to Managing Outdated Content

Once you’ve identified which pages need attention, you typically have three options: Update, Redirect, or Delete. Each has its pros and cons, and the choice you make will depend on various factors like the current value of the page, its potential value, and its relevance to your website’s overall content strategy.

1. The Art of Revitalizing Old Pages

Often, pages that are somewhat outdated still contain nuggets of valuable information. These are prime candidates for updating content. But updating isn’t just about slapping on a few new sentences and calling it a day. It’s about a holistic reevaluation of the content.

  • Add new data or statistics: Users and search engines both appreciate content backed by recent research or data.
  • Update imagery or add multimedia elements: Visual aids like updated screenshots, infographics, or videos can enrich the user experience.
  • Revise headings and subheadings: Make sure they align with current SEO best practices and accurately represent the content.

For example, if you have a blog post titled “SEO Trends of 2018,” it could be revamped to reflect the current year’s trends, preserving the SEO value of any existing backlinks while making the content relevant again.

2. The Strategic Use of Redirects

There are scenarios where content is so outdated that an update won’t suffice, but the page has valuable backlinks or SEO equity that you don’t want to lose. In such cases, a 301 (permanent) or 308 (permanent, retaining method and body) redirect can come in handy.

Let’s say you have two articles: “Guide to iOS 12 Features” and a more recent “Guide to iOS 15 Features.” The iOS 12 guide has significant backlinks but is outdated. A 301 redirect could channel the SEO equity from the old article to the new, more relevant one, preserving your hard-earned SEO value.

3. When to Remove Pages Entirely

Some pages offer no value to users or search engines and have zero potential for revitalization. In these instances, deletion may be the best option. However, don’t just hit the delete button and forget about it. Employ a 410 (Gone) status code to signal to search engines that the page removal is intentional, aiding in faster de-indexing.

Let’s say you have an old promotional page for a 2019 Black Friday sale. It’s 2023, and the page holds no value. Use a 410 status code to remove it and inform search engines that it’s intentionally gone for good.

Conclusion

Updating your site isn’t just about adding new content; it’s about maintaining what you already have. By doing so, you offer your readers quality, current information, while signaling to search engines that your site is well-maintained and reliable.

You won’t just preserve your existing SEO ranking; you’ll strengthen it. So, as you plan your content strategy for the next quarter or year, don’t forget to include time for a content audit and update. Your site’s performance may depend on it.