Improving Content Marketing Strategy Through Consolidation To Drive SEO Results

Is your website not ranking on search engines? Well, it could be because of poor SEO! Have you ever thought that your old content could be dragging your website’s authority down?

Or perhaps, it is just a result of too many irrelevant pages on your website. We cannot stress enough that you should structure your content marketing strategy to have fewer but more detailed pages on your website.

Now the question arises, what could be done in this situation? Well, you must have heard of the saying, “Content is King”. Did you know publishing more content doesn’t necessarily mean more traffic? It means you just need to build high quality and relatable content if you want your website to rank on Google or different search engines.

Content = Traffic = Revenue

SEO and content go hand in hand. As your website visitors resonate with your content, you will get more website traffic that grows your business through a stronger search engine ranking and a stronger brand. However, for this, you need to develop a comprehensive content marketing strategy. In fact, recent studies show that pages with more than 2000 words tend to rank much better than pages with shorter word lengths.

Instead of writing short blogs, your content marketing strategy should focus on creating thorough and in-depth articles to rank better. If you want your blog to stand out amongst 440 million other blogs, you need to do some work.

How do you start improving your content marketing strategy through consolidation?

Here, in this article, we have rendered a few helpful tips to help you strengthen your content that improves your website ranking within SERPs:

• Audit Your Website’s Content

We cannot emphasize enough on the importance of auditing your website’s content even if we use the most righteous words and phrases.

From blog posts and social media posts to webpages and auditing, these forms of content help to keep track of your content and help to analyze the target audience and impact created.

Additionally, while you audit underperforming content, you also come across weak points that need attention. The process of fetching higher conversion rates begins with auditing and evaluating your website content.

Auditing helps in categorizing the content into three buckets:

Bucket A- Categorization of content that is helpful and resourceful for your audience and yourself.

Bucket B- Categorization on content that is useless and should be removed from your website.

Bucket C- Categorization of content that may achieve results after improvement.

Content in bucket C is of utmost concern.

While performing your audit, consider the following:

1. Content Title: It should be optimized and benefit the reader.
2. URL: Check whether it is SEO friendly. If not, you might need to change it
3. Author: It is generally important to see who wrote the content. Try mentioning an expert/authority in the field.
4. Publication date: This checkpoint helps you to identify if your content is fresh or outdated.
5. Amount of page impressions: Analyze the number of people who have been on your page to determine how relevant the content has been with your target audience.
6. Word count: Too many words can overwhelm your readers, while too little information will not satiate them. Having content too shallow can even make them leave your webpage, and will not rank as well within search engines. Therefore, your article length should vary depending on the industry you are from. More competitive industries should consider writing more than 2000 words per article. Meanwhile, other industries such as the trades can often get away with

 

• Deindexing Pages That Don’t Bring Organic Traffic 

Apart from making improvements or updates, removing or deindexing some of the obsolete content from your website is a crucial step. Old content has the potential to drag down the overall “authority” and the impact of your webpage.

Either improve it or remove it, the choice is yours.

You may begin by creating a list of what types of content would be great to include in your website. The step is to filter out webpages that are not viewed by your target audience or attract no organic traffic. These are the weakest pages in your arsenal that perform poorly on SEO and user engagement scale.

We strongly urge to purge these pages or rework them to create a masterpiece that will reward you with:

• Traffic
• Search visibility
• Higher rankings
• Increased conversion rates
• Improved engagement.

 

• Monitor Your Keywords 

A content consolidation strategy can never be fruitful without this basic yet vital step of monitoring and reassigning target keywords.

It helps to prevent “CANNIBALIZATION,” wherein your own webpages’ keywords split the domain authority of other pages. It is imperative to get rid of or rework “cannibal webpages,” which can also boost inbound traffic.

As you aim to consolidate content, make sure you pay attention to assessing and assigning unique target keywords for each page. If you don’t target the right keywords, it is impossible to achieve high rankings.

If your post or page targets a useful keyword with decent organic traffic potential and is related to your business goals, you should update that page instead of redirecting it to somewhere else. Not only will this boost the post to be in the SERP, but it will also bring more organic traffic to your website. Try to find other pages on your website that have that specific keyword and insert a link into that page that leads to the page you are improving to further improve your search engine rankings.

Furthermore, make sure every page on your website is optimized for the right keyword with low to medium competition and high search volume. It is always a great idea to analyze your competitor’s keywords and plan your strategy accordingly. Tools such as SEMrush and Ahrefs might be quite helpful for you in this situation.

• Improve Your Content

Your website’s wall is the heart of a content consolidation strategy.

Apparently, content consolidation is all about improving content. There are immense attributes to quality-rich content.

A high-quality piece of blog content is everything has the following attributes:

• Accurate, user-friendly, and informative
• Answers questions and solves problems
• Original, inspiring and entertaining
• Shareable, readable and educational
• Has a goal or purpose

However, quality-enriched content should not be the following:

• Without any target audience.
• Non-optimized.
• 100% unsuccessful.

 

• Combining Multiple Pages into One

We also want to highlight another part of content consolidation strategy, merging different but relatable pages into a single long-form post

Some companies followed “three blog posts a week” as a principal strategy for content creation.

They aimed at creating smaller and quick content on topics that might interest their customers and it cost them the chance to establish greater authority within search engines.

They focused on quantity and not quality by creating hundreds of articles on the same subject, though considering different angels.

This isn’t fruitful in ranking or bringing organic traffic, and even if it does, it is not of a significant amount. Hence it is advisable to combine all those tiny scripts and articles into one long-form post that is an authoritative piece to improve your ranking.

• Redirecting Previous Articles to The New One

We understand that improving, updating, or removing webpages requires extensive work. A better plan of action is to create new posts and resources, decide a URL, and redirect other existing articles to the new ones.

With redirection, you drive traffic to your new web pages and value the other formerly exiting webpages.

Hence combining great new content and the redirect value from pervious articles will help the resource rank well.

• Continuously Measure Your Results

At a cursory glance, content consolidation for search engine optimization is time-consuming that can get easier with a systematic approach.

It is important to measure results by reviewing the results of each individual webpage, and only then necessary changes can be done to improve it or remove it.

You may use any suitable toolkit to measure the performance or report the results, for example, Google Analytics and Google Search Console are good tools. You may want to consider a marketing automation solution to monitor the behavior of each individual target audience member. This data can then help streamline the productivity of your sales team as they are focusing their efforts on the contacts that matter the most.

Additionally, this should be done on a regular basis to ensure the freshness of the content that lives on your website. We recommend evaluating each piece of content once every six months to maximize results.

Conclusion

More pages on your website are not always better as you should not just create similar short posts. Instead, focus on fully presenting information relevant to each search query on one page. Invest your time to audit your website’s content, monitor your pages, and determine which ones are performing best and which one needs modification.

In total, if you want to generate revenue and acquire leads, you will need to invest in both SEO and content marketing with a digital marketing agency like Prime Marketing Experts. Along with endowing you with the best and high-quality content, we will help you consolidate, remove, or improve your content from your site.