Consolidate content to make information easily accessible to consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 11, 2020, 1:59 AM UTC

Continuing to host outdated content on a site could drive up bounce rates on the site.

This article makes a case for consolidating content to help consumers find information easily. It also helps detect underperforming content that could be gotten rid of.

To consolidate content, use Google Search Console and Analytics to identify pieces that are cannibalising keywords or using up crawl budget without providing any value. Content that is serving a similar purpose or answering similar questions could be consolidated.

This could minimise competition over the same keyword sets and improve user experience by centralising information. In some cases, updating existing content might be easier rather creating fresh content. This fresh content can then be displayed more prominently on the site.

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[6 minute read]