Latest / Negocios Locales / #176 Borrar contenido para mejorar posiciones en buscadores

Transcript

#176 Borrar contenido para mejorar posiciones en buscadores · Negocios Locales

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Local business. Episode one hundred and seventy- six, very good morning and
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welcome one more week to local business. Today 16th of May of two thousand
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twenty- four. This podcast is a weekly space where we look for local
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businesses to get more customers and more business thanks to the improvement of your positioning
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and visibility on the Internet. For those of you who don' t know
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me. My name is Laura Alfonso I am a local wish consultant specializing in
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business with physical establishments. I welcome you to this program. A space where
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every week we talk about your date of wolbuses, profile, your website,
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user search intentions, digital analytics reviews. On the side, you do it
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or artificial intelligence with the goal that your local business will have more visibility on
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the Internet thanks to the improvement of your positioning. Searchers already subscribe to the
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local business podcast in your regular player or from my website, Laura Alfonso com
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Where you will also find all the notes of this episode and in addition,
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you have the possibility to subscribe to the local business neus letar that comes out
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every week. Where I tell you the news of interest for your business that
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doesn' t give me time to address in this episode and this week,
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what we' re going to talk about, because this week I want to
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focus on a very important aspect. Why delete content on our website. Interested,
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not interested. There are times when we become very fond of our content
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and more than help us. It' s hurting us. Sometimes we don
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' t have to shake our pulse when it comes to deleting content, because
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that' s what we' re going to talk about today. And before
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you start, remind yourself that Laura Alfonso com Barras has two courses of local
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seo, one related to the management and online reputation of your business, where
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I explain to you how you have to manage the reviews, how you have
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to do to get them, how to identify bad practices of the competition,
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how to do if suddenly you disappear reviews, if suddenly you have an injection
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of negative reviews, what you do and suddenly you go to another place that
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turns out you already have your file and need to transfer reviews. Well,
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then, we talked about all that in that course, but we also have
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the course of getting more customers positioning your local business and where, over several
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lessons and about six hours, I explain the local seo from the base so
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you know what are the positioning factors and how you should work it to improve
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the visibility of your business and with that get more customers. Because I always
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tell you when he next door gets more customers than you, without having your
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experience or a better product, it just means he' s doing something you
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' re missing. And in this course I explain to you what, because
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we also analyze the competitors, and all of it in a simple way,
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without technicalities and without needing to spend on very expensive tools, because we do
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everything with very powerful tools and acostecero. Why is it not about making more
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and spending more money, but about doing better? And now we do start
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with the theme of the week. We delete content or we do not delete
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contempproning or pruning content is the debugging process by which we remove or improve obsolete
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or low- performance content on our website to improve its visibility and search engine
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positions and that debugging content how it can be carried out. We have three
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ways. On the one hand, we can improve the existing content thanks to
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optimizations of it. We can consolidate contents, especially when there are cannibalizations and
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where it is often necessary to make redirections and also sometimes we have to delete
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content of low quality, which is not susceptible to improvement or optimization. And
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you have to do it without fear, without shaking your hand, because when
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a content is of low quality, that is affecting the visibility of our website.
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That' s why it' s merciless. What are the benefits of
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content debugging? On the one hand, an improvement in search engine positioning.
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By removing irrelevant or low- quality content, our main faginas can gain more
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visibility and improve your position in search results. Another second benefit is the improvement
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of user experience. Providing more up- to- date and relevant content improves
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user perception and experience, increasing the likelihood that the user will come back and
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also convert. The third benefit is the increase in organic traffic. By consolidating
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cannibalized duplicate content, we increase traffic to the most important, irrelevant pages,
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and that' s what makes us have more visibility and, therefore, more
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visits to our website. Fourth benefit more efficient use of Google' s tracking
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budget. Google tracks a limited number of pages on our site. By deleting
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unnecessary content, we ensure that Google focuses on the most important pages. How
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we carry out this content debugging process. What I do is to make some
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indicators that are key to me. On the one hand, I identify the
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kibus, for which I am positioning guaranteeing that they are business. I'
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m not interested in bringing traffic. To bring, I must have quality visits
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and I tell you the case of a nutritionist specialized in diets for certain gastric
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problems, since irritable color, gastritis, sofaguetis and all this type of diseases.
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His transactional pages were very well worked and he had an editorial calendar.
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Okay. What happens that when I have already decided to fly her alone in
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the end, because she is left without content, she does not know what
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to talk about and then she starts to do what I call creation of content
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by inspiration and says to see because I can speak to the best of the
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lion' s tooth, because if you make infusions of dandelion, because in
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the end the patient relaxes and that, as many times, it spends ri
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is produced by an autoimmune inflammatory theme because people have a lot of stress,
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because I can talk about how the dandelion tooth is interesting to make infusions Think
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well you are a nutritionist, you really think that positioning the dandelion is going
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to bring you business, because that was not just what was happening to her.
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I was seeing his traffic increase because he was positioning well to leave the
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lion, but at business level zero. The lion tark is a person who
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is perhaps more herbs, more spiritual, but the person he was already looking
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for was sick people, with gastric problems and in the end was not guiding
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the content well. Therefore, for me a key indicator is to identify the
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kivos for which I position and ensure that they are business. Then, what
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I also analyze is the potential volume of the monthly searches that these ky wars
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have. The larger ones are more interesting. Then I see the month impressions
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and their evolution. That is, on the one hand, I know that
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the search volume potential of those that you had is 100 and I see that
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my impressions are five, because what growth potential I have ninety- five,
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because that is why it is important to analyze the potential volume of searches and
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the impressions that I really have to see what the growth potential is. Then,
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I also see the trend of ctr i e, the click rate of
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the times that shows me how many times people are eclicating. And then what
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he did is also the middle position. This will go into more detail because
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these indicators are important, because from what I told you, I am not
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interested in bringing traffic, to bring I must have quality visits. I have
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given you the example of the nutritionist, but I cannot also give you the
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example of a labor lawyer, who did what he did was generate content of
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very good quality. Speaking of the Kilis agreement, they are the people who
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clean up on the topic of hotels good, because the article was very good,
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but who was coming to read that article was precisely this target, the
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Kellys, and he was interested in being hired by the human resources manager of
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a hotel, because he was the one who was interested in their services.
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Well, how do you do a contract, how do you make a finiquito?
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How many are the rights, since at the level of holidays, etcetera,
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etcetera. So, he did a very good content, but he was
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misoriented and, in addition to low- quality traffic, what he managed was
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to saturate his phone with calls from an audience they couldn' t help.
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So, here, what had to be done was to refocus the content and
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orient it to that hotel human resources manager. We keep talking because these indicators
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are important. Another reason I' ve given you before. In the end,
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if I have a small percentage of impressions on the potential monthly search volume
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of those Wards key, it means that I have significant growth potential. But
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I can also have a problem, and it' s that Google isn'
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t seeing me for those kibos and that' s why I didn' t
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show up and here, in the case of the kells I just told you
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what was going on. That' s just that Google wasn' t looking
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at me relevant and why. Because the Kels agreement was focused on a geographical
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area and suddenly it was also positioning for the Kellis agreement in Andalusia, in
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the Balearic Islands, in Navarre, in the Canary Islands and in the end
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the content was, let' s say, very aimed at a location.
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So yes, I was positioning for all those kibs, but Google, in
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the end, didn' t give me an impression because I knew it wasn
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' t the best answer to the user. So that' s also important
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to analyze. I have growth potential, or there' s really no chance
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of growing because Google isn' t seeing me. And finally, another reason
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why these indicators are important. It' s the ct theme And if I
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have a low click rate with respect to impressions, that is, the number
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of times that Google and Maxime are showing me, when I have a high
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volume of keywork and also well positioned, that means that I have to optimize
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the copies to finish convincing the user and to click already once it is on
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my website. I' m going to convince you with all my content and
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with all my details to finish contacting me. What happens if all these indicators
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do not evolve properly? My usual tendency is to delete content and maximum.
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We are on a large website where there is no time or resources to optimize
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an important volume of ur les and although it may sound radical, the fact
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of hearing we delete content and make good clean. You can really get some
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very good results. And here I can tell you a real case that,
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besides, I' ve had as the outcome recently and I certainly had a
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bad time. We had a website where there was a very important volume of
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content and in the end, that volume of important content was located on the
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blog. The blog had about two thousand eight hundred Uberrles and about two hundred
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Ubrles were services transaction. What happened, because those two thousand eight hundred wrls
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were not throwing well, the indicators were not good and in the end,
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taking into account all these values, we made some groupings of those URLs and
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decided that eighty percent of the content had to be deleted. Imagine you the
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client said how I' m going to erase that with because that content has
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a history. It' s been worked by a lot of in- house
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employees, etcetera. But we also told ourselves we didn' t have to
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take mistakes before launching the web, because the web was launched last year and
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all that content came from a migration of a previous website. This content had
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been analyzed, it had already been seen that it did not work and had
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been said not to migrate it. But in the end the client, by
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deference to all the people, to all those authors who had worked, decided
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to migrate. Well, in the end the web was launched, started to
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go up and as soon as there was Google' s helfull contenent, which
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is the abdate that values the quality of the zasca content, there was an
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impressive drop and the truth is that the web did not throw away and was
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a new creation website. The client had spent a lot of money and saw
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that the web couldn' t bring him business. In the end, with
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these indicators they were identified as I tell you what URLs we had to stay
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and what were the dark ones we had to eliminate. It was hard for
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her to make a lot of decisions and, above all, I felt quite
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pressured, because the client wanted me to assure her 100%. By deleting
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that content, we will achieve the expected results and can never secure things 100
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%. There are so many variables that how can I tell you yes and
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then, if not, I make what face I answer. Okay. In
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the end, it was decided to delete. Eighty percent of the content was
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erased and the results the following month were dropped. Imagine my face at first,
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when everyone is looking forward to seeing if it is already impacting that action
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and you have to tell them it is falling. But, well, there
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was the justification that it was falling, because it coincided with the theme of
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vacation, a seasonal holiday business. People were less alert, and it'
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s logical that there' s that traffic crash. But the next month we
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re- analyze the traffic and it turns out that the fall was even greater.
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Imagine that if that website brought about 150 forms a month, because that
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month two I got very nervous. I started to analyze and I didn'
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t understand anything, because if I saw the impressions and the evolution of the
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average position was growing, I mean, but if I have more visibility,
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if that shows that I' m growing and the average position has improved by
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eleven points. How is it possible that traffic goes down. We had implemented
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the model and I say well, because maybe with the subject of cookies,
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I am bringing less traffic. People don' t accept them. But in
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the end, I talked to the tech team and what was going on.
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Well, because this client had three hundred sixty- three hundred sixty analytics installed,
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which allows you to use Universal Analytics, which is Google' s previous
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measurement system, was until the summer of this year, but it turns out
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that Google Analytics, the universal is already stopping capturing data and then, if
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we really looked at the part of GEA four, which is the new measurement
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system. We found that the web was growing and had tripled traffic in those
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two months. So uff a relief breathe, but I tell you they shook
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me. Let' s go with the legs and everything that could shake him
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was shaking me. And why. I' ll tell you this. I
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tell you this simply to exemplify that it was a difficult decision. Eighty percent
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of the content was removed from the blog and in the end, because yes,
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visibility has fallen, we have fallen to the level of qbol, but
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they were that there were, they didn' t bring business and in the
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end we are growing and improving the average position in that if they bring us
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business and we have managed to triple the content, so don' t be
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afraid to eliminate if you have to eliminate it. Sometimes we have to make
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decisions and we may not like them, but if in the end the result
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is good, then it will have been worth it and all these indicators that
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we analyze how I carry them and implement them in the cleansing and cleaning process.
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Well, what I do is I differentiate between transactional and informational pages on
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the blog. The first pages I analyze are those of service because of their
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transactional character and the importance they have to generate business in the client. Here
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it is key to analyze that we are positioning for which there were relevant and
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that there are no other URLs that compete with the service URLs for those same
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kwos. If so, we have to consolidate the content into one in a
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single url which is precisely transactional. This happened to me with a business that
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was a tax advisor. The tax advisor who is interested in it, see
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right now that we are dealing with the issue of income disclosure. What he
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was interested in was picking up clients to make that statement. What' s
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going on that had the service page that was ear- oriented. I make
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you the income statement, but then I have an information page to the blog
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where I explained how to make the income statement. In the end it was
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clear that they were cannibalizing each other, and of course the blog, where
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it explained how one could make their own income statement. I was playing him
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against, which is what we did a reorientation and optimization of the content and
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what we said was hey. What are the main mistakes you can make when
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making the income declaration. All we do is get scared and then say.
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And that' s why, if you don' t want to be lords,
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hire me the declaration service. Of course, on transactional pages, apart
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from the optimization and debugging of content, it is very important to review the
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internal link to ensure that I am transmitting strength and authority to these sections.
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Now I am not going to stop at this part because it is not the
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theme of today' s episode, but I do not give you the brushstroke,
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because it is important that you do not overlook it and after the work
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in the transactional part, we move to the informational part, that of the
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blog. Here we group the content in claster according to the business activity lines
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and then we make groups at ranking level. I had already advanced you before
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this we would approach it a little bit more. Well, we' re
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already at the moment where I explain to you why it' s important for
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me to make groupings at ranking level. That' s about ranking- level
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clusters, well, I mean, that' s good. How many of
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you in Group One, that is, are in Google' s top three.
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How many that you have in group two, that are positioned between position
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four and six. How many in group three, which are position seven and
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ten when in group four, which is Google' s second page of position
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eleven and twenty. And so continuously until I' m doing the different clusters
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here, apart from analyzing the previous indicators. I like working with a ratio
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that helps me prioritize my work and that deals with keyward potential. And this
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ratio consists of dividing the volume of potential searches of each group at ranking level
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between the number of key wars and so I can identify where I have the
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most growth potential and prioritize, that is, if group three, which are
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those that you had, which are between position seven and ten, turns out
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that on average every keyward brings me a hundred, and those that I have
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in group four, which are Google' s second page, has me on
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average every keyward a traffic volume of six hundred, because I' m going
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to be interested in putting the focus on group four. Why, because,
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besides, they are very interesting because if I bring that skywars to the first
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page of Google, what I do is, on the one hand, to
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increase the impressions, I improve the average position and the logical thing is to
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take me more clicks. That' s why I find it very interesting to
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do these groups and analyze the potential of the kiwars, because in that way
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I prioritize very well and I put the focus on the one who will bring
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me a quick business to the client and what I can do to improve the
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content of the blog and bring those kewars to first positions, because I first
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identify which ur they jump for the qwals, which have the most potential for
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their volume of business interest. If there is more than one url, because
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I am already clear that there is canebalization, so I have no choice but
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to decide which url is left and the other if it has indicators at seo
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level that interest me, for example, traffic impressions I redirect them to the
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main one in order not to confuse Google and dilute the force. If it
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has no value, I directly delete it and if there are no more cannibalizations.
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What I do is that URLs that I' m going to work for
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their business potential, I optimize them to ensure what they respond to the user
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' s intent to search. There, what I do is analyze the serp
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i e Google' s results page and what are the different formats there are.
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More images are premium, more videos are premium, more text is premium,
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and based on that, I also optimize the content. I analyze the
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related kubo at semantic level, Analizo to the competitors. And I also like
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to analyze advertising because it gives me good copic ideas which are the ads that
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are working best, which are well positioned. That' s what I'
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m telling you, it gives me very good ideas. And every time you
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have to carry out this content debugging process, well, it depends on whether
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there is a well- worked and time- established editorial calendar. I do
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not understand the editorial diarios of a month. That doesn' t make any
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sense, for at least a year, where you' re clear what content
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you' re going to create and what search intention you' re attacking.
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That way, you make sure that you are attacking different search intentions and that
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cannibalizations will not occur if there is not a well- worked editorial calendar,
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because it will have to be done cleaner more frequently and also depends on the
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frequency with which you write. If you write an article a year, you
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' ll tell me what you' re gonna do. Almost the opposite.
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More than cleaning, what you have to do is write. Then, also,
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what we have to do is identify whether the web is very large or
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not. If the web is very large and is very prolific generation of content,
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at least, I would review the content every three months. But if
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it' s a tiny website, maybe we can space that job every six
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months. So, as you see, the work of the seo is a
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continuum of actions. It' s not just about getting a list of key
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wars to prioritize them if you prioritize them sometimes and start writing. We must
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be measuring results and establishing improvement and corrective actions and, as I said,
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do not hesitate to optimize and delete content if necessary. So nothing. You
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' ve got homework there. I have already told you what is the process
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that I carry out and I hope it will be useful to you and that
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you can implement it to your website. So, we' re done.
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I hope it has been of interest to you and, as always, many
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thanks to everyone for your five- star reviews and reviews on Apple Podcast and
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Spotify, and remember that you can also hear me on other platforms as Google
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Podcast does not make music and Bob Pocketcast, etc. And I' m
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always asking you, but I' m really asking you, because it'
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s very helpful that you subscribe to the business podcast. We use it if
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really interesting, because that' s what it does to give signals to podcast
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algorithms that this program is interesting and that way they give me visibility. And,
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if I get more visibility, it makes all that work I' m
25:15
doing sustainable over time. And now we only have to close, but only
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until next week where we will hear again and where, then, where the
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local business is going to be here. Happy week.