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Why Consolidating Your Blog is Worth the Time

Link-Assistant.Com | Posted in category Blogging Search Engine Optimization

guest post by  Nick Stamoulis

I've been writing my own SEO blog, The Search Engine Optimization Journal, for over 5 years.

With at least two posts (and sometimes 5 or more) going live every week for the past 5 years, I've built up a lot of content. Some of is it great, some of it not so much; but all of it has a little SEO value.

Even if individual posts weren't doing particularly well in the search engines or had zero links or social signals, all those posts contributed to the overall trust factor and SEO value of the blog.

A few months ago I decided I wanted to better leverage the blog and started the very time consuming process of editing, deleting, redirecting and updating those old posts.

Why would I spend countless hours redirecting 4 year old blog posts on a page by page basis? Here are 3 reasons why:

1. Good content is (almost) always good content.

Provided it is still relevant, well-written and educational content is still valuable for your target audience, no matter if you published it yesterday, last few or two years ago.

SEO has undergone a lot of changes in the past 5 years, but there is still a lot of fundamental information that remains unchanged. I want to give those old blog posts another chance to shine, and hopefully attract a few more readers, links and social shares along the way.

By re-optimizing old content I am giving those blog posts another chance at life, which in turn helps further fuel my content marketing and social media efforts.

Let's say I tweaked an old post from 2 years ago and shared it on my company's social accounts. Even if someone in my social network read that post 2 years ago, the odds of them remembering it word for word are pretty slim.

Like I said, as long as it's still relevant information there is no reason you can't promote good content time and time again!

2. Irrelevant content might hurt your reputation.

As mentioned, SEO has changed a lot in the last 5 years, but if you are new to SEO you might not realize exactly how much.

I don't want to have content circulating on my blog with my name and my brand attached to it that is outdated or worse, flat out wrong.

During my blog re-optimization process I found posts that talked about the value of search engines like and how to optimize for AOL Search. Those two search engines aren't even around anymore!

I don't want a potential client finding those posts and questioning my credibility as an SEO expert. What if they think I'm behind the times? It's not a chance I am willing to take.

The same concept applies to topics like article spinning, link exchanges or any other form of link building that used to work but is now classified as black hat by the search engines.

As a strictly white hat SEO provider I don't want to give anyone pause to question my strategies or recommendations. What worked then doesn't work anymore, so why bother leaving up content that proclaims its value?

3. Redirecting old content consolidates links.

When it came time to delete an old post (anything that was beyond tweaking or just useless information) I scoured my blog to find the most relevant blog post that I could redirect to.

By redirecting to a different blog post, as opposed to the homepage, I preserved the user experience of any inbound links, ensuring that visitors would still find the information (or as close to it as I could get) they were looking for. It might take even more time, but I feel like anyone consolidating their blog needs to do this.

My 301 redirects also passed any SEO value of those old posts to the remaining ones on my blog, bumping up their own trust value in the eyes of the search engines. Suddenly 5 links to that old post are now permanently passed to another, better written post that really deserves them. This helped those posts do better in the SERPs.

These are just three reasons why it's worth consolidating your blog. Not only are you clearing out the clutter and ensuring that only the best information is staying (helping build your authority and educate your audience), you're also making each individual post more valuable from an SEO perspective.

You've spent countless hours (in my case years) writing, promoting, sharing and tweaking that content, there is no need to let it go stagnant!

Photo credit: fotosipsak via iStockphoto

About the Author

Nick Stamoulis is the President of Brick Marketing, a white hat SEO services firm based in Boston, Massachusetts. With over 12 years of industry experience, Nick Stamoulis shares his SEO knowledge by writing for the Brick Marketing Blog, publishing the Brick Marketing SEO Newsletter and organizing all day SEO workshops in various US cities.

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