How content consolidation can improve your SEO performance

ByMabel R. Acton

Jul 17, 2022 , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , , ,

Google’s high-quality threshold – and how it relates to indexing – has turn out to be a a lot more well-recognised and broadly talked about matter above the previous year.

Various things add to the worth proposition of an particular person website page and domain. But one key strategy that Google handles in their Good quality Rater Rules is “beneficial reason.” (I address how useful reason relates to indexing, in Why 100% indexing isn’t achievable, and why that is Okay.)

Increasingly, when web-sites suffering from performance (and rankings) declines, it’s due to the fact:

  • The SERPs have adjusted (and now present people with different price propositions).
  • The web site has unfold price all around a particular topic throughout much too quite a few URLs with the goal of ranking various URLs for multiple key terms.

When we’ve then audited, and consolidated these webpages (or webpage things), we’ve strengthened the worth proposition of the goal website page and viewed functionality strengthen, and the pages superior align with what Google is now selecting to provide on Website page 1.

Google has talked over content material consolidation, but a lot more in the context of consolidating domains or subdomains that have overlap or compete for the similar topics and conditions.

By implementing the logic of benefit proposition and beneficial function to this, we can do the exact for documents current within a single area.

What is articles consolidation?

Information consolidation is the approach of merging different items of content, this kind of as blog site posts, articles or blog posts, or landing webpages developed for Web optimization, into a solitary, cohesive article. 

This one cohesive piece has a strong worth proposition (and main content material), and supporting elements that backlink to connected articles (supporting content). 

All through this method you will also by natural means be removing (or correcting) out-of-date and incorrect material.

This ought to work in-line with your total content material approach in either producing visibility at the major of the funnel, or answering use circumstance concerns to then immediate the consumer journey toward your conversion-oriented pages.

Consolidation audits need to aim on the content material, and in my impression, preserve the page style agnostic.

For case in point, there’s no damage in shifting elements from site posts on to commercial internet pages if it will help enrich the business page’s worth proposition and rank for extra appropriate queries.

Definition of “quality”

Area 3.1 of the Quality Rater Recommendations defines a bullet checklist of the most crucial elements in determining web page good quality.

But the first bullet place in this checklist is the a person that relates carefully to beneficial objective, and this is practically “the intent of the page.”

Each individual website page has a distinct goal (e.g., to provide details or sell a product or service/company). A website page good quality rating is then applied to that site style.

As Google has been augmenting and refreshing SERPs in latest months, some seemingly changing or mixing contrasting intents (to offer benefits to cover various widespread interpretations much more than before), “beneficial purpose” has turn into much more poignant.

When we then get started conversing about a webpage getting a pertinent valuable goal, and large top quality, we enter the realms of describing webpages as acquiring:

  • Superior amounts of E-A-T.
  • Superior good quality and satisfactory ranges of major content material (defining the main helpful goal).
  • Excellent levels of pertinent, supporting written content.

By contrast, a web page can have a solid useful intent (e.g., to sell or boost a solution or services), but if it lacks the other aspects, it will wrestle. For the reason that Google ranks URLs, distributing a topic and its material (and advantageous function) above as well numerous pages dilutes likely price.

Google describes this as:

Low excellent webpages may perhaps have been supposed to serve a beneficial reason. However, Lower top quality pages do not reach their intent well because they are missing in an significant dimension, these as acquiring an unsatisfying amount of money of MC, or because the creator of the MC lacks skills for the goal of the web page. 

A prevalent condition I see this guide to (a great deal) is where Google will pick out to rank a site article, developed as supporting content material, ahead of a business site for business conditions (albeit in non-site visitors driving positions) mainly because it has a larger benefit proposition that a commercial web page, that has been unfold out more than a subfolder and many URLs.

Consolidation procedure

Several data resources can tell your consolidation attempts.

These incorporate:

  • Widespread analytics resources for pageviews, entrances and exits.
  • Google Search Console.
  • Your rank monitoring resource of selection.

With this info, you will be equipped to discover opportunity challenge locations.

Pinpointing precedence URL targets

When I have worked with customers to do this, the to start with issue is “where do we start out?”

The best response lies within Google Lookup Console.

Within just protection reviews, we want to glance for web pages that have been categorized in the excluded segment as:

  • Crawled – at present not indexed
  • Alternate web site with correct canonical tag
  • Duplicate without user-chosen canonical
  • Duplicate, Google chose distinct canonical than user
  • Gentle 404

These are all exclusion categories that show potential web site excellent problems, and that the URLs could be valid but are slipping below the top quality threshold for indexing.

Grouping web pages

As stated before in the report, taking away excellent written content segments from a web site URL and introducing them to a commercial URL (if it can make sense to do so and improves value proposition) isn’t a bad factor just before eliminating the dissected web page.

For a range of recognized websites, you may possibly determine that you have several site content articles and other areas of the website (these kinds of as aid) all competing for equivalent conditions. 

This is a very good opportunity to realign these webpages. For illustration, you could have a blog site posting focusing on some leading-of-funnel conditions, and a guidance post concentrating on particular troubles. 

Right here you can de-improve the write-up to not compete with the aid write-up as it delivers a much better value proposition and improved satisfies the intent of the assistance queries.

There is no set technique or framework to actually observe in doing this, as all internet websites and material methods are structured in different ways.

However, your core focus should really be on maintaining and improving general performance of small business metrics (e.g., prospects, profits) – even if it comes at the price tag of some pageviews.


Thoughts expressed in this write-up are people of the visitor author and not automatically Search Motor Land. Workers authors are stated right here.


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About The Creator

Dan Taylor is head of technical Search engine optimization at SALT.company, a United kingdom-based technical Search engine optimization specialist and winner of the 2022 Queens Award. Dan operates with and oversees a workforce working with providers ranging from engineering and SaaS corporations to organization e-commerce.