People often wonder why they should bother with an MSP blog if the old posts will be buried beneath the new ones. Old blog posts have the potential to generate new traffic, yet they must be addressed at some point. Your blog will eventually reach the point at which there are so many posts that it only makes sense to scale back a bit. Blog pruning has the potential to enhance crawl efficiency, meaning Google will note it is no longer necessary to invest as much time sorting through your online content. Furthermore, optimizing blog content makes it easier for customers to discover your online footprint.
Start with Inventory
The first step to cleaning up your MSP blog is to take inventory. Find out exactly what you have in terms of blog content. Obtain a full list of URLs either through Google Analytics, database exporting, Webmaster Tools or another tool. Once inventory is taken, it is time to assess. Consider whether the blog content is truly beneficial for online visitors. High-quality blog content is informative, insightful and solves problems. If you think the old blog content will not hold your audience’s interest, there is no sense keeping it.
Consider Whether the Old Blogs are Causing Problems
Certain online content is problematic for various reasons. Some blog posts have duplicate content. Maybe there is duplicate targeting. Regardless of the issue, there is no sense keeping plagiarized text or overly-similar text on your blog. Separate blog content worth keeping from that to be discarded. You can have the undesired content “301 redirected” to your blog’s homepage or another blog post.
The old blog posts worth keeping should be updated, expanded or promoted. Consider adding new relevant content to these posts to enhance their SEO. Even a strategic update to reflect industry happenings, tech improvements or something else of relevance can prove helpful if it is performed with SEO in mind.
Above all, the blog content you keep should be beneficial to your organization. If the content is not producing traffic, organic rankings, backlinks or any other sort of meaningful value that facilitates conversions, get rid of it. Never lose sight of the fact that content has been, currently is and likely always will be king. If your content is not truly reflective of your company’s merit and brand, clients will think less of your business.
Pay Attention After Making Changes
Now that your MSP blog is properly pruned and you are maximizing the value of your online content, take some time to evaluate the impact of the changes. Consider using Google Analytics to monitor organic sessions as this is one of the best metrics for online success. It will also help to track organic rankings to determine if a certain piece is garnering more attention than others. Give Google a couple of months to work out the rankings/relevancy of your modified content and you will gradually notice results.