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. Focus your content marketing strategy on creating 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? To rank your website on Google and other search engines, focus on creating high-quality, relatable content.

Content Drives Traffic, Which Leads To Revenue

SEO and content go hand in hand. Engaging content increases website traffic, improving search engine rankings and strengthening your 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?

This article offers helpful tips to enhance your content and improve your website's ranking in search engine results.

Audit Your Website’s Content

It's crucial to audit your website's content, even if you choose the right words.

Blog posts, social media updates, and webpages are useful for tracking content and analyzing the target audience and its impact.

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 of content that is useless and should be removed from your website.

Bucket C - This category encompasses content that has the potential to yield results following enhancements.

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 page impressions to understand visitor engagement with your content and its relevance to your audience.

6. Word count: Too many words can overwhelm your readers, while too little information will not satisfy 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 

It's important to remove or de-index outdated content from your website, along with making updates and improvements. 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 the SEO and user engagement scale.

We strongly urge you 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 effectively prevents "CANNIBALIZATION," where your web pages compete for the same keywords, weakening each other's domain authority. It is imperative to get rid of or rework “cannibal webpages,” which can also boost inbound traffic.

When consolidating content, ensure you assess and assign unique target keywords for each page. If you don’t target the right keywords, it is impossible to achieve high rankings.

Update posts or pages that target valuable keywords with good traffic potential and align with your business goals instead of redirecting them. Not only will this boost the post to be in the SERP, but it will also bring more organic traffic to your website. Link relevant pages from your website that contain specific keywords to improve your search engine rankings.

Ensure each page on your website targets 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 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 want to emphasize our content consolidation strategy, which involves merging related pages into a single long post.

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

They created short, engaging content for their customers, but this hindered their search engine rankings.

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

This isn’t effective for improving rankings or generating organic traffic, and if it does, the results are not substantial. It's best to combine your short scripts and articles into a comprehensive long-form post to boost your ranking.

Installing Redirects From Previous Articles to New Ones

We understand that improving, updating, or removing webpages requires extensive work. A better approach is to create new posts and resources, select a URL, and redirect existing articles to them.

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 previous articles will help the resource rank well.

Continuously Measure Your Results

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

It’s essential to assess the performance of each webpage to identify necessary improvements or removals.

You can use tools like Google Analytics and Google Search Console to measure performance and report results. You may want to consider a marketing automation solution to monitor the behavior of each individual target audience member. This data helps boost your sales team's productivity by directing their efforts towards the most important contacts.

This should be done regularly to keep your website's content fresh. 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. Audit your website's content to identify top-performing pages and those that need improvement.

Invest in SEO and content marketing through a digital agency like Prime Marketing Experts to boost revenue and gain leads. We will provide high-quality content and assist you in consolidating, removing, or improving your existing content.