Let’s start with some basics. When we talk about a search ranking, we’re referring to where your site shows up on the result pages when people use Google, Bing, or any other search engine to find info related to your business [1]. So, it governs your visibility in the online world. It’s actually super important to keep improving your search ranking to increase your website traffic and let people discover your fantastic health and wellness services!
Old, outdated content and broken links are like kryptonite to your search ranking, but don’t worry! We are here to give you actionable, pragmatic advice to turn things around and supercharge your ranking.
Wrangling Those Old, Dated Webpages
So what do we mean by old, dated webpages? Any content that’s outdated, irrelevant, or not optimized for the modern web is considered old [2]. This could be anything from former services you no longer offer, to blog posts with old information.
Not only do these bring down the user experience – imagine excitedly clicking on a link only to find that dreaded “page not found” message – but they also do a number on your SEO performance. Poor user experience equals poor search ranking [3]. So, refreshing and archiving outdated content is a move you should definitely make!
Perks of Cleaning Up Old Content
Cleaning up old content does wonders for your website, particularly when it comes to the all-important strategy of boosting search ranking. But that’s not all! It also sways other aspects in your favor, bringing you some hefty bonuses! Let’s break down the benefits:
- Increased Page Speed: Lighter pages typically load faster. By tidying up old, bulky content, you’ll get rid of things that are slowing your website down and users will be able to access your content quicker. Fast loading pages mean a better user experience and even better SEO scores.[4]
- Improved User Experience and Engagement: When you phase out old content, you make it easier for users to find the current, relevant information they’re seeking. Result? Enhance satisfaction and engagement with your website! A positive user experience often leads to longer site visits, increased likelihood of return visits, and a higher conversion rate. This user pleasure will be noticed by search engines which will gradually push your site up the rankings list!
- Decreased Bounce Rate: Cleaning up old content reduces the chances of users landing on outdated or nonrelevant pages and promptly exiting, contributing to a reduced ‘bounce rate’, another factor which search engines take into consideration when deciding where to rank your website.[5]
- Boosted Search Ranking: By making your site more user-friendly, relevant, and fast, you’re singing the tune that search engines love to hear! Fondness from search engines means better visibility and a higher position on search result pages.
- Directing Focus: Pruning old content also helps to emphasize your most essential pages. Users (and search engines!) can easily identify what is most important on your site.[6]
Now that you know the wonders of a regular clean-up, are you ready to roll up those sleeves and dive in? You’ll be surprised at the swift changes!
Hunting Down Broken Links
Broken links make for broken dreams – especially if your dream is a high search ranking! Broken links are links that lead nowhere or to nonexistent pages [7]. Not only do they frustrate your visitors, but broken links can also damage your rankings by preventing search engines from indexing the page.
Don’t fret, though! Detecting and fixing these 404 culprits is simple enough with tools such this link checker from Ahrefs. Either update the link to point to the correct page or delete the link completely from the page. And once they’re fixed, you’re well on your way towards a happier audience and delighted search engines!
You now have the power to drastically improve your search ranking! Quick tips – keep your content fresh, regularly audit your website and whenever possible, get rid of those irritating 404s.
Regular check-ups and clean-ups may seem like a lot of work, but they’re absolutely worth it for the increased visibility and traffic! If tackling all this on your own seems a bit daunting, don’t hesitate to reach out to us at Tracy Mak Studio! Shoot us an email or sign up for the C3 Website Review & Roadmap to identify parts of your website and online presence that need a little polish!
