Let’s Talk About Old Content And Redirect Chains

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While looking through some questions submitted to SEJ after a current webinar, two of them stood out to me as associated and similar.

That indicates you’re in for a reward, gentile reader, due to the fact that today’s a special 2-for-1 version of Ask an SEO.

Here are the concerns:

Ines asked: What do you finish with old sites that have numerous URLs with very little traffic to the majority of them. Do you remove the bad content first? How much should I remove at a time? Is there a rule? Should I take internal links into account?

Christina asked: Is it much better to reroute old content to brand-new content if that leads to a redirect chain? Or should I just erase that material?

Let’s Discuss Old Content

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

I’ll get my pet peeve out of the method initially: Hopefully, you have dates on this old content, so that the readers who do stumble upon it know that it’s old and outdated.

There are a couple of approaches you can take here, and a lot of it depends on your keyword research and information.

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 Or is it damaging (out of date, bad recommendations, no longer pertinent, and so on)?

If it’s damaging or no longer appropriate, like a blog post on how to grow your Google+ following, you can just proceed and erase it. There’s nothing pertinent to reroute it to.

If it’s useful, you’re entrusted a couple of alternatives:

  • Re-write it or integrate it with other content to see if you can get more traffic to it.
  • If you already have more updated or more relevant material, go on and 301 reroute it to that content.
  • If it no longer uses to your website or service, go ahead and erase it.

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

I’ll inform you to either find out why it’s no longer very popular and update it or keep it up for historic functions. It’s incredible just how much of the “old” web no longer exists.

The secret here is to find out why the content isn’t popular.

When you do that you can follow the below suggestions:

– Does it fix a user requirement but is simply bad quality? Re-write it.
– Is it no longer relevant/useful? Delete it.
– Exists more recent or better material elsewhere? Reroute it.
– Should I preserve it for historic factors? Or exists simply little volume for that now, but I’m still getting traffic? Leave it alone.

OK, Now Let’s Talk About Redirects

Reroute chains get a great deal of criticism in SEO.

There used to be a ton of argument about whether or not 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 require to worry about, they’re so minimal that they do not have much of an impact. The reality is Google will follow redirects and will pass some “worth” through them.

There’s no negative result or penalty from having redirect chains but go for not more than five hops as Google may drop from following the redirects.

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

When choosing if you should reroute or erase material, use the rubric above.

And as a finest practice, if you have redirect chains, bring them to a minimal by upgrading redirects to point directly to the final location.

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

Hope this helps.

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