SEO isn't a one-time fix – it's an ongoing journey. Over the years, I've spent countless hours fine-tuning websites, adjusting content, and ensuring every page serves a purpose. In a recent project, I took a major step in cleaning up one of my websites by deleting over 400 pages. The results were remarkable: within just two months, the website's traffic skyrocketed from 10,000 visitors per month to 40,000. This experience reinforced something I've always known – SEO is a never-ending game. It's about sculpting the old and the new, revisiting pages, adding, subtracting, and constantly refining.
One of the most crucial steps I've taken in my SEO strategy is regularly revisiting the entire URL structure and ensuring that every page on the site serves a clear purpose. Over the years, I've found that creating more content isn't enough. Focusing on quality, relevance, and the user experience is essential. When I think about content, I don't just think about the topic – I think about how to present it in a way that adds value. This has been a core principle of SEO for the last decade, and it remains just as relevant today.
Pruning Content and Consolidating Pages
Take, for example, a recent project in the wedding niche. I had around 10 blogs focused on the same keyword: "How to choose a wedding dress." While creating multiple articles on the topic seemed like a good idea, it spread the content too thin. Instead of having multiple articles all trying to rank for the same keyword, I consolidated the information into one comprehensive, well-researched guide. This approach not only improved the quality of the content but also gave it a better chance of ranking higher.
I carefully researched the topic, pulling information from high-performing sources across platforms like Reddit, Quora, YouTube, and TikTok. By focusing on creating a single, authoritative piece of content, I ensured that the guide answered every possible question about choosing a wedding dress. This approach, where I combine the best information from various sources into one well-crafted guide, has proven far more effective than multiple shorter blogs on the same topic.
Content Research and Optimized Structure
Over the years, I've learned that content structure is just as important as the content itself. I didn't just focus on the text for the wedding dress guide. I paid attention to the technical aspects: keyword density, title structure, and formatting. I reviewed the top-performing pages to see how often certain keywords appeared, whether they used numbered lists or tables, and how they structured their content. This research helped me optimize the content to ensure it would be more competitive on Google.
Additionally, I've started placing a bigger emphasis on setting a unique tone of voice for the content. AI tools like Grammarly and Hemingway are helpful but often make the writing sound sterile and impersonal. So, I decided to take a different approach. Instead of relying solely on these tools, I interviewed the business owner to understand their personality and tone. By injecting personal quirks – including a few dad jokes or referencing their love for fishing – I created a unique writing style that stands out from the usual AI-generated content.
Focusing on Expertise, Authoritativeness, and Trustworthiness (E-E-A-T)
As content quality becomes more important in Google's ranking algorithms, I've focused on creating content that adheres to E-E-A-T – Expertise, Authoritativeness, and Trustworthiness principles. Google's guidelines have clarified that these factors play a huge role in determining how content is ranked. That's why I'm always mindful of ensuring that the content I create is high-quality, authoritative, and trustworthy.
When I write or rewrite content, I ensure that it's backed by expertise and solid research. For the wedding dress guide, I didn't just focus on ranking for keywords; I ensured the content was comprehensive, well-researched, and provided real value to the reader. This level of expertise separates good content from great content, and it's crucial for standing out in today's competitive SEO landscape.
Tailoring Content for Local SEO
When I work with local businesses, one key strategy I employ is tailoring content to the local audience. For instance, if the business is in Melbourne or Sydney, I'll incorporate local events, weather patterns, and regional trends into the content. This not only helps make the content more relevant but also boosts its chances of ranking for local searches.
For example, I'm writing a blog for a plumber in Melbourne. In that case, I include references to local sports events or mention something popular in the local community, like the AFL (Australian Football League). This local flair resonates with the audience and helps the content stand out in Google's local search results.
The Importance of Content Audits and Pruning
Another essential part of my SEO strategy is conducting regular content audits. Every month, I crawl the website to identify pages performing well and needing improvement. These audits allow me to spot technical issues, see how content is performing in terms of clicks and user engagement, and identify outdated pages that need to be pruned.
Pruning is vital to maintaining a healthy website. If I come across old content that no longer serves a purpose—like a blog on wedding dress trends from 2018 – I'll either update it, merge it with more current content, or delete it altogether. The goal is to ensure that every page on the site is relevant, up-to-date, and provides real value to users.
The Power of Backlinks and Author Reputation
No SEO strategy is complete without a solid backlink plan. Backlinks remain one of the most powerful ranking factors in Google's algorithm. When building backlinks, I focus on internal and external links that strengthen the authority of the content. This helps ensure that my pages rank well and gain traffic over time.
Additionally, I ensure that the content is backed by credible authors with a strong online presence. Google considers the author's reputation, so if the writer has a recognized name in the industry, the content will carry more weight.
Conclusion
SEO is an ongoing process, and there's no shortcut to success. Regular content audits, pruning outdated pages, and focusing on creating high-quality, authoritative content are key strategies I rely on to maintain and improve website performance. By taking a comprehensive approach to content cleanup, optimizing for technical elements and user experience, and infusing personality and expertise into the writing, I've seen significant improvements in traffic and rankings. The secret to SEO success is not just about creating content – it's about constantly refining, improving, and ensuring it stands out in an increasingly crowded digital landscape.
