One of the first steps to creating adaptive content is becoming aware of the content you already have. This is why we encourage you to audit your site.
But before you dive into a full-blown comprehensive content audit, it might be possible to make your job a little easier by first dealing with all of the expired content.
What exactly is expired content?
It’s those old sales pages, obsolete product pages, and other outdated content. The pages you’ve forgotten about in your archives that desperately need some attention.
You’ll know where some of this content is off the top of your head. To properly attend to other pages, you may just have to walk through your archives.
Now, this might take an afternoon or longer, but as Sonia said in her article on content audits, there are a number of benefits to knowing what’s in your archives.
Why should you fix old, broken content?
There are a number of good reasons why you shouldn’t ignore old, broken, and neglected sections of your website.
Here are three benefits of attending to expired content:
Keeps your site light. True, the more pages on your site, the wider your reach in search engine traffic. But search engine bots will also require more bandwidth to crawl your site. As Stephanie Chang writes, “You don’t want to risk wasting your crawl allowance having bots crawl pages that are thin in unique content and value.”
Keeps your site fresh. Expired and old information communicates to search engines (and your audience)