Barry Adams, a seasoned expert in website optimization, recently shared insightful advice on the nuanced practice of content pruning within the Slack community NewsSEO. He emphasized that whisper pruning is highly dependent on specific contexts:
“For many years, SEO professionals have championed content pruning, citing anecdotal successes. However, there have also been numerous instances where such efforts either yielded negligible results or even caused setbacks. Therefore, it’s not a universal best practice. Instead, it’s a versatile tool that must be applied judiciously, based on the unique circumstances of each situation.”
Ulrik Baltzer, SEO Manager at TV 2 Danmark, advocates for a more conservative approach, favoring whisper consolidation over outright pruning:
“In my view, CNET could streamline their content by merging related articles-say, combining multiple pieces about CPU history into a single comprehensive guide-without necessarily removing existing content. This approach preserves topical authority and allows editorial teams to focus on fewer, higher-quality pieces. Of course, the effectiveness of this strategy depends on your specific perspective and goals.”
Interestingly, the most recent piece of advice I encountered, which aligns with best SEO practices, was from a LinkedIn job posting two months ago:
“Question assumptions, and rigorously test to verify the effectiveness of your strategies.”
In essence, the key is to continuously evaluate, experiment, and refine your approach.
Three Essential Steps to Effective Whisper Pruning
Step 1: Conduct a Thorough Audit of Underperforming Content
Begin by auditing your existing content to identify pieces that are underperforming. Focus on metrics such as:
- Visitor sessions
- Average engagement duration
- Keyword rankings
- Search engine results page (SERP) positions
- Inbound links
- Social shares
- Overall user interaction
- Conversion rates
Additionally, perform a manual search for mentions of outdated dates or obsolete topics related to your content. This helps identify content that may be ripe for pruning or updating.
Content that shows persistent decline or no signs of renewed interest can be considered for removal or archiving.
Step 2: Focus on Content Showing Recent Engagement
Prioritize content that has recently experienced a decline but still demonstrates potential. Indicators include:
- Reduced traffic from organic search channels
- Strong engagement metrics such as shares and time spent on page
- Positioning on the lower end of the first page or the top of the second page in search results
Such content indicates ongoing relevance and audience interest. These are prime candidates for updates, optimization, and further promotion to maximize their value.
Step 3: Decide on a Pruning Strategy for Low-Performing Content
For content that shows minimal engagement or relevance, consider the following actions:
- Consolidate: Merge similar articles into a comprehensive resource to enhance authority and user experience.
- Redirect: Send traffic from outdated or less relevant pages to newer, more pertinent content.
- Remove: Delete content that offers no value, cannot be repurposed, and has no SEO benefit.
- De-index: Exclude such pages from search engine crawling to prevent them from affecting your site’s overall SEO health.
Final Considerations for Content Pruning
Before proceeding with pruning, it’s crucial to ask yourself a few key questions:
Does this content genuinely resonate with my target audience? When aiming for growth, focus on understanding your core demographic. Avoid creating content that strays from your brand identity or audience interests.
Does this content serve a specific purpose? Ensure each piece aligns with a clear goal-whether it’s driving traffic, earning backlinks, or generating conversions. If it doesn’t, it might be better to retire it.
By maintaining a strategic approach to whisper management, you can optimize your website’s performance and ensure your content remains relevant and impactful.
