Boosting Strategic Content Revenue by 64% through Content Pruning: A Case Study
Technology Category
- Cybersecurity & Privacy - Identity & Authentication Management
Applicable Industries
- Education
- Retail
Applicable Functions
- Quality Assurance
- Sales & Marketing
Use Cases
- Traffic Monitoring
- Transportation Simulation
Services
- Testing & Certification
About The Customer
The customer in this case study is HomeScienceTools.com, an online store that provides educational scientific products. The store had a blog called 'Learning Center,' which was hosted on its own subdomain. The blog had a significant number of pages, some of which were underperforming in terms of organic traffic, total pageviews, conversions, and backlinks. The challenge for HomeScienceTools.com was to improve the SEO performance of its site by pruning these underperforming pages. The store was open to the idea of content pruning and was willing to implement the recommendations provided after a full content audit of the 'Learning Center' section of their site.
The Challenge
The primary challenge faced by most eCommerce stores is improving and expanding their content to enhance their SEO performance. This process often requires significant time and resources. However, the case study focuses on an alternative approach to increase organic traffic without adding new content or improving existing content. The solution lies in deindexing low-performing blog posts through a process known as content pruning. This SEO tactic requires less work than adding new content and can significantly boost organic traffic and revenue. The case study highlights the experience of HomeScienceTools.com, an online store that provides educational scientific products. The store's blog, 'Learning Center,' was hosted on its own subdomain, which had its own SEO impacts. The challenge was to improve the site's SEO performance by pruning underperforming pages.
The Solution
The solution was to perform a full content audit of the 'Learning Center' section of HomeScienceTools.com's site. The audit identified underperforming pages, which were then pruned. These were pages with little or no organic traffic, total pageviews, conversions, and backlinks. The team pruned roughly 200 pages, about 10% of the total blog pages, starting with the worst quality offenders. The process of content pruning works because of its impact on link equity distribution. If a page doesn't bring value through total traffic, conversions, or links pointing to it, then it's dragging down the potential benefits provided by high pages that do carry their own weight. Pruning the low-performing content can be seen as a business decision to stop the flow of resources to a part of the business that doesn't bring value. A content audit and subsequent pruning help to optimize this link equity distribution and improve SEO performance.
Operational Impact
Quantitative Benefit
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