Content Pruning: A Strategy Worth Pursuing or a Waste of Time?

In the past week, the concept of content pruning has become a hot topic after Gizmodo reported on how CNET removed thousands of pages from its website. The action has raised questions about the efficacy of this technique and whether it’s a way to “game” Google or simply a waste of effort.

[Also read: CNET Content Pruning Project – Q3 2023]

Danny Sullivan, Google’s Search Liaison, was quick to respond to these actions, stating,

Are you deleting content from your site because you somehow believe Google doesn't like "old" content? That's not a thing! Our guidance doesn't encourage this. Older content can still be helpful, too. Learn more about creating helpful content: https://t.co/NaRQqb1SQx

— Google SearchLiaison (@searchliaison) August 8, 2023

He further elaborated,

I think news publishers especially would consider having a high tolerance toward keeping older content because history is indeed helpful. For example, from the memo: “A 1996 article about available AOL service tiers is no longer relevant or useful.” Well, it sure is useful to…

— Google SearchLiaison (@searchliaison) August 14, 2023

And,

Rather than delete historical content under and assumption “old” is not helpful or useful, it might make sense to simply link from older content to newer updates. But deleting “old” because you somehow think it makes you “fresh” — it doesn’t.

— Google SearchLiaison (@searchliaison) August 14, 2023

And more:

So, does content pruning apply to small and medium-sized businesses?

Most of our SEO clients are small to medium-sized local businesses or law firms that have been with us for over 10+ years, not publishers like CNET.  Some have been with us since we were just toddlers in the search engine optimization business. 

Does content pruning apply to them? In my opinion, to a certain degree. As websites age, they will accumulate content that needs updating or time-sensitive content that is no longer useful. 

The same thing applies to backlinks as well.

Instead of pruning as a high priority, our team focuses on upgrading first. We often find ourselves working with legal websites that may have below-par or sometimes plagiarized content, or were sold the "you need to blog every day" technique. Upgrading existing content has… https://t.co/zy0yHIDwJt

— Parichatra (@parichatra) August 14, 2023

There are many factors to consider before deciding to remove content. Some that would qualify, IMHO, below:

1. Low quality: Content that is thin, lacks substance, or doesn’t offer value to the user may be considered for removal. I mention “French Fry” pages further down. Just as excessive French fries can feel like empty calories in your diet, these pages are like empty calories for your website—adding bulk without nourishing value.
2. Outdated information: If the content contains time-sensitive information that is no longer relevant or accurate, it may be better to remove it rather than keeping it on the site. This could include things like expired promotional offers, outdated product details, or information that no longer aligns with current industry standards or best practices.
3. Duplication or redundancy: If there are multiple pieces of content covering the same topic with little variation or unique value, it might make sense to remove the duplicates and keep only the most comprehensive and valuable piece. 
4. Negative impact on brand image: Content that doesn’t reflect the current brand message, values, or standards could harm the overall perception of the brand. If updating such content is not feasible or if it no longer aligns with the brand’s direction, removal might be the best option.

While removal can be a drastic measure, it may sometimes be the appropriate action to maintain a site’s integrity.

We often encounter clients with sub-par content created by what I sometimes call “drive-by” SEO efforts. The suggestions of “blogging every day” across the board, or adding alt tags to stock photos that have nothing to do with content, etc… advice that is mainly useless, IMHO.

Particularly in the wake of Google’s Helpful Content Update, it pays (in both dollars and time) to invest in thought-leadership and well-optimized content, rather than pumping them out like McDonald’s burgers. 

Remember, good SEO isn’t a commodity. And let’s not forget another important mantra: SEO is not dead.

These sub-par content pieces target search engines, not users. With Google’s focus on people-first content, thin, low-quality content becomes futile.

What’s the right approach to content pruning?

The essential step is to look at your site with a discerning eye. Are you providing people-first content, or are you just paying your “SEO” to “blog every day” even if there’s nothing meaningful to say? It’s your brand. So, be careful. 

Here’s former Google engineer Matt Cutt, talking about thin content:

Even with advanced AI like ChatGPT, people-first content still requires a human touch. Does the content answer questions, or is it mere aesthetics? 

As I often tell clients, “Google is right: People First.” Producing content that matters to your audience is key. Deleting content instead of enhancing existing ones may make sense to some, but its impact is debatable. Perhaps someone will experiment with paring down a 10K-page website to 1,000. What would happen? The thought sounds nonsensical, but it’s an intriguing question.

Final thoughts

Content pruning is not a one-size-fits-all approach. Understand the unique needs of your audience and how your content serves them. Upgrading existing content to resonate with readers often yields better results than outright deletion.

So, before you take the pruning shears to your website, consider the advice from Google and many SEO professionals: Focus on quality, relevance, and people-first content. That’s where the real success lies.