Writing more blogs and service pages sounds like a logical plan for reaching audiences and improving search visibility. But a website content strategy that delivers long-term results should start with what’s truly needed before publishing anything new. Of course, new posts and pages will eventually be necessary, but quick results often come from improving, consolidating or better supporting what already exists. Here’s why creating new content should not always be the first stage of a content strategy.
Why a Website Content Strategy Starts With Existing Pages
While many mature websites have a large collection of published pages that are often aimed at the right topics, if the content is thin, repetitive or disconnected from the rest of the site, it will always fall short. Your impulse might be to create additional content, stat! However, building out more content without resolving these foundational weaknesses is more likely to compound the problem than to fix it.
The above reflects the same conditions that our team at Rocks Digital Marketing found on a food allergy doctor’s website. The site, built by a previous company, had issues including thin content on service pages and near-identical internal linking to the same 12 pages, regardless of the service or allergy being discussed. When Rocks Digital took on this SEO client, we first completed a manual audit, added strong content to three sections, cut down the internal linking, and made each page’s “Explore More” area relevant to its subject. Tree nut allergy pages, for example, now link to topically relevant tree nut blogs and service pages. With this foundation in place, we could then move forward and create new service pages to further build out the topical cluster.
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