How Pruning Online Content Boosted Website Revenue
Challenge
Most eCommerce stores focus on improving their content and expanding on it to improve their SEO. As you know, this often requires significant time and resources. It’s counterintuitive, but you can increase the traffic brought in by your existing content without adding new content or improving existing content. This can be done by deindexing low-performing blog posts — as we did during a content audit for Home Science Tools.
Solution
We performed a content audit of this section of the site and handed off our recommendations of pages to prune in early August of 2018. This was followed by pruning roughly 200 pages, or about 10% of total pages from the blog’s subdomain — starting with the worst quality offenders. These pruned pages had little or no organic traffic, total traffic, conversions, and links pointing to them. These metric factors are the basic criteria for what constitutes an underperforming page.
Results
104% increase in organic traffic 102% increase in transactions 64% increase in strategic content revenue
Inflow
Inflow is an award-winning digital marketing agency based in Tampa, FL. Our team of SEO, PPC, paid social, and CRO experts helps retailers and brands grow across digital marketing channels. Unlike other agencies, Inflow doesn't have account managers. Instead, clients work directly with industry veterans with decades of experience in their...
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