Let’s Discuss Old Content And Redirect Chains

Posted by

While looking through some concerns submitted to SEJ after a recent webinar, two of them stood out to me as related and comparable.

That implies you remain in for a treat, gentile reader, due to the fact that today’s an unique 2-for-1 variation of Ask an SEO.

Here are the concerns:

Ines asked: What do you do with old sites that have numerous URLs with very little traffic to most of them. Do you get rid of the bad material initially? How much should I remove at a time? Exists a guideline? Should I take internal links into account?

Christina asked: Is it much better to reroute old content to new content if that results in a redirect chain? Or should I simply delete that content?

Let’s Speak about Old Material

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

I’ll get my pet peeve out of the way first: Hopefully, you have dates on this old content, so that the readers who do come across it understand that it’s old and outdated.

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

The first question I ‘d ask myself for any piece of content is: Is this useful? Or is it damaging (out of date, bad advice, no longer appropriate, etc)?

If it’s harmful or no longer relevant, like a blog post on how to grow your Google+ following, you can simply proceed and delete it. There’s nothing relevant to reroute it to.

If it works, you’re left with a few choices:

  • Re-write it or combine it with other content to see if you can get more traffic to it.
  • If you currently have more updated or more pertinent content, go ahead and 301 redirect it to that material.
  • If it no longer uses to your site or organization, go ahead and erase it.

A lot of SEO pros will inform you that if it utilized to be an extremely popular piece with lots of external links you should 301 it to maintain those links.

I’ll tell you to either find out why it’s no longer extremely popular and upgrade it or keep it up for historical purposes. It’s remarkable just how much of the “old” internet no longer exists.

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

Once you do that you can follow the below recommendations:

– Does it solve a user requirement however is just bad quality? Re-write it.
– Is it no longer relevant/useful? Erase it.
– Exists more recent or better content in other places? Reroute it.
– Should I maintain it for historic reasons? Or is there simply little volume for that now, however I’m still getting traffic? Leave it alone.

OK, Now Let’s Talk About Redirects

Redirect chains get a great deal of criticism in SEO.

There utilized to be a lots of argument about whether or not they pass PageRank, how much PageRank they pass, how much decays, the number of Google will follow, etc.

For 99.9999925% of people, none of that matters.

If these are things we need to fret about, they’re so minimal that they don’t have much of a result. The fact is Google will follow redirects and will pass some “value” through them.

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

Sure, they aren’t perfect. They will add a few milliseconds of load time for your page, and they may not send out 100% of the PageRank value through to the location, however all that is minimal and, truthfully, over-thinking SEO.

When deciding if you should reroute or erase material, utilize the rubric above.

And as a best practice, if you have actually rerouted chains, bring them to a minimal by updating redirects to point straight to the last location.

For instance, if you have A-> B-> C (one redirect chain), produce A-> C and B-> C (two redirects) rather.

Hope this helps.

Have a concern about SEO? Submit through this form.

More resources:

Featured Image: ANDRANIK HAKOBYAN/Best SMM Panel