In this article, we have highlighted the main SEO problems which can lose all SEO efforts. One problem in frequent Algorithm Change from Google. The second problem is the quality of content which website owners generally posted. Sharing these points in details as below:
Frequent Algorithm Changes
Last few years we have seemed several frequent algorithm changes from Google, which hurts many online websites. This can cause traffic declined as well as drop-in growth. It’s painful for every high-ranking website to get a sudden drop in traffic as well as revenue.
Quality of website content
In most cases, 99% of content published in websites is mixed quality content (duplicate or poor content writing). Some of magazine forum-based websites create a large piece of content but they also admitted low quality. Now questions are how could we deal with “clean the cruft”.
Now as per our previous experience we have two solutions for above-mentioned problem:
Merge and Purge Theory
In this method our goal is to consolidated poor “children” URLs into stronger “master” URLs to utilize some of the good amount of content which is Google crawler ignoring. Basically, we need to take the original post and comments from a “child” URL and merging them into the “parent” URL and unpublished the “child” URL and remove from sitemap and add a 303 redirect to the “parent” page.
Content Optimisation Theory
Target of this theory is to take the top landing pages that already existed into the most viewed and make sure that they were both optimized for SEO and higher quality content. It means we should have a dedicated team that had some baseline industry or vertical knowledge. Now looked up top #100 URLs over the previous 90 days (by organic landing page traffic) and list down main four action points of what we believed would boost organic traffic as below:
Increasing content Length with subtitles: Longer content with adding relevant H2 and H3 subtitles will provide user more detailed and organised information.
Changing the H1 Title: It will be good if can change the title to matched with more high value searched keywords.
Adding a relevant image or graphics: This will help break up large content area and enrich the article.
Adding a relevant Video: It will be great help if can add an interactive and relevant video into the web page. This will help increase page spend time and enrich the content around the relevant subject.
What we achieve:
Increasing the content length and adding / changing relevant subtitle headings (eg H2, H3 and H4) to help organise the content gives an average increase in organic traffic of 13% to 14%.
Improving the H1 Titles of the URLs yield a 8% to 9% increase on average traffic.
Including a interactive video increases the organic traffic by 3% to 4% on average, while using an graphics / image up increases it by 4% to 5% on average.
Conclusion, the boost in organic traffic if we continue to make these four changes is 32% to 35% on average. Overall half of the gain (~17%-18%) comes from changes requires minimum investment of time. However, we recommend to concentrate on top 20 landing pages first.