Spring Clean Your Website with the PALO 4-Point Checklist

Yay for spring! Boo for cleaning. Okay, so, spring cleaning isn’t that bad. In fact, it’s a great opportunity to assess your home altogether. You get to determine which rooms need some TLC and from there, decide what’s old and irrelevant that can be tossed away or donated to make way for new and exciting things.

The same approach can be applied to your website (and you thought spring cleaning was just reserved for collecting spare change under your couch cushions). If you haven’t polished your site in a while, you could quickly be losing quality and credibility in the eyes of visitors and powerful search engines. Sites with outdated content result in fewer visitors and lower conversion rates compared to those updated regularly with fresh content.

It begins with a content audit.

This detailed analysis provides insights into the content that’s helping and hurting your site. When done effectively, it gives a clear direction to the opportunities that lie ahead with refreshing and updating website copy. Once you’ve identified the problem areas, continue with these four easy website spring cleaning tips:

Tip #1: Modify old blog posts; don’t duplicate.

Revisiting old blog posts might be the last thing on your to-do list. However, thanks to the help of search engines, a person can stumble across an old post at any given moment and provide them with information that is no longer accurate. We recommend picking two or three top performing blog posts to update with relevant and relatable information.

To-do: Rather than publishing an additional article on your blog – which could result in a ding from search engines for duplicate content – modify the original post. Be sure to update any best practices and processes that can provide added value for the reader.

Tip #2: Replace outdated statistics.

Let’s face it; data is the foundation that drives the purpose and reasoning behind what we create. If left untouched and collecting dust, the extensive research you or your team put so much effort into, can become stale and outdated.

To-do: Examine content for outdated statistics and update with relevant, timelier ones to build credibility and gain consumer trust.

Tip #3: Check and replace broken links.

Is content a road to nowhere? Broken links can negatively impact your website and turn precious visitors away.

To-do: Review all internal and external links and update with relevant, credible sources for a direct path to other supporting information.

Tip #4: Re-direct repetitive content.

After conducting a thorough audit, you may have noticed content that is repetitive, also known as duplicate content. In essence, this is online content that appears in more than one place. It can happen without even knowing, especially for businesses that frequently blog. Similar blog topics or details may be highlighted more than once in posts and pages and can put your site at risk.

To-do: Review existing blog articles and other web pages and identify if content can be re-directed.  For instance, if you have a blog about spring cleaning your house and another one that shares the step by step process of maintaining a clean house, re-direct the outdated article to the most updated. This same process can be done for duplicate product pages, events, and past promotions.

Taking the time to update existing content can open the door to several opportunities, including a better user experience, higher conversion rates, and improved website performance. Happy spring cleaning!

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