The modern Google algorithms are very different today than they were five or six or seven years ago. The major paradigm shift came in 2011, but despite a lack of major earth-shattering updates since, the bar has been moved time and time again. What was satisfactory once is barely clearing the bar now, and what barely cleared the bar now wouldn’t pass muster today.
For those of you who own older sites, particularly any site that had content on it before 2011, you’re left with a question. Is that old content holding you back? Should you delete it?
I’ve put together something of a decision tree for you, and broken it into two categories.
Content Before 2011
Before 2011, the internet was a very different place. Google relied very heavily on keyword usage in text, and writing focused on using those keywords. If you were a pet supply business in Gary Indiana, you would want to use “pet supplies in Gary Indiana” four or five times in your article. It didn’t really matter what else the content was about; that keyword ensured that anyone looking for pet supplies in your area would see your website. From there they could visit your storefront, visit your retai…

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