How content consolidation can help boost your rankings

Content consolidation is the process of combining multiple SEO pages, articles, and blog posts to create a single piece of content. Content is consolidated to provide a single authoritative resource on a subject.

How Consolidating Content Benefits SEO

Consolidating content can increase the chances of getting a page to rank well in search results. Consolidating content is one of the most effective ways to boost your link building efforts as other sites will only have one version of your content to point back to.

Consolidating content will make it easier for your target audience to find your content. It gives you opportunities to identify and get rid of underperforming content.

If you have multiple content pieces competing for targeting keywords with the same intent, they will compete for the same real estate. Consolidating pages improves your chances of getting ranked for the primary keyword without competing with yourself in the SERPs.

Remember having fewer pages with high-quality content is much better than having several pages covering the same topic.

Even Google Consolidates Content

Google itself has adopted this tactic. It consolidated six individual websites into Google Retail. Immediately after the move, Google saw a 64 percent increase in the website’s organic traffic. It’s CTA increased by two times.

Content Consolidation Opportunities

Thin Content

Google may perceive pages that are light on content as not providing enough value to users. Structure these pages. If you have help center pages, consolidate information to create value for your users.

Duplicate Content

Google usually does not penalize sites over duplicate content, however, if you have multiple URLs that host the same content, Google and other search engines may not be able to index and evaluate your pages. To improve user experience, identify and address duplicate content issues.

Though there are several tools that can help identify duplicate content, many content marketing agencies in Toronto and elsewhere prefer conducting a manual search to develop a better understanding of the nature of the problem. Pages with similar meta data in Google’s index may be duplicates.

Content That Does not get any Traffic

Use Google Analytics and Google Search Console to identify non-performing content. Monitor your page views, bounce rate, and other engagement metrics. If you track the right metrics you should be able to identify the content pieces fit for consolidation.

Outdated or Obsolete Content

Every year content creators create content predicting trends for the following year. Not all predictions are accurate.Remove outdated content on your website or update it with new predictions. Whenever you update an article or post, remember to change the publication date.

Tips to Consolidate Your Content

Before you start a consolidation project, conduct a content audit. Though content audit is a time consuming process, it provides valuable and actionable insights. Look for duplicate pieces, incomplete or outdated pieces, and valuable pieces hidden in pop-ups.

Update or Delete Non-performing Pages

Export all content pages on your site from your CMS. Start by eliminating the pages that do not get any organic traffic or drive user engagement.  Poorly written content that covers an important topic should be rewritten.

Creating quality content is a time-consuming process. Identify and capitalize on opportunities to update existing content instead of creating new content from scratch that overlaps with what you have already published. Reposition the updated content more prominently on your site.

Improve content pages that are already bringing you traction. Add engaging visuals. Use easy to read graphs to help your readers get a clearer picture of your findings. If you are on a shoestring budget and cannot afford creating videos, add funny GIFs to your posts. Use internal links to connect your pages.

Get rid of Content that Does not Provide Value

Use Google Search Console and Analytics to identify content pieces that are cannibalizing your keywords without providing any real value to your target audience. Remove pages that aren’t being indexed anymore.

Group Similar Pages

To build more authority, create topic clusters. By creating topic clusters, you show Google that you have high-quality content (pillars) on your website. A well-developed topic cluster can improve click-through rates and lead to longer dwell time and increased rankings and traffic.

Combine Multiple Pages into a Single Long-form Post

When working on a consolidation project, reassign target keywords to prevent cannibalization(instances where you have two pages ranking for the same keyword). Assign every page a unique target keyword. Eliminating keyword cannibalization will boost your SEO.

When combining several pages, save the URL with the most traffic or domain authority. Copy and paste your content into one document. You can work in your website’s backend or use an external word processor such as Google Docs or Word.

Once you copy and paste the old content into a doc, review it. Update statistics and best practices. Rewrite intros and conclusions. Remove links to (old) related posts. After editing the article, review it once again. Make necessary changes to ensure it flows together.

Periodically Measure Your Results

Reviewing performance is necessary due to two reasons

  • You will be able to identify and weed out or update your lowest performing pages
  • You will be able to identify changes you need to make to boost your content reach and engagement

Revisit posts and articles every six months. Make changes, as required.

Diziexperts is a leading content marketing agency in Toronto. We are a team of go-getters. We are committed to helping our clients capitalize on digital marketing trends. To discuss your project with a digital marketing expert, call 1-905-448-2900.


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