No, you should not delete old content just because it has no traffic. Just because blog posts or web pages are old and gathering dust doesn’t necessarily mean they should be sent to the trash.
The key question to ask yourself is: is this content still relevant to your audience and your industry? Deleting old content should be a thoughtful decision, one that reflects market trends, user needs, and your site’s goals.
In this blog, we’ll break down when it’s smart to keep old content and when it’s time to hit delete. Plus, we’ll discuss how handling old content impacts your SEO.
Why you shouldn't delete old content?
You shouldn’t be too quick to delete old content, whether they’re blog posts, product pages, or even case studies. Here’s why:
- Backlinks matter
- Content lifecycles vary
- Google loves relevant, informative content
1. Backlinks matter
Backlinks are a critical part of any website’s SEO success. If your old content has acquired backlinks over time, deleting it could lead to lost link equity. These backlinks can be driving traffic and authority to your site, even if the content itself isn’t pulling in a lot of traffic.
2. Content lifecycles vary
Not all content needs to be an instant hit. Sometimes, a blog post might not get attention for months (or years!), but then something changes—maybe an algorithm update or a trend shift—and suddenly it’s relevant. By removing old content too hastily, you’re potentially cutting off future traffic opportunities.
3. Google loves relevant, informative content
Google frequently updates its algorithm. While the “freshness” of content is one ranking factor, it’s not the only one. The primary goal for Google is to provide users with helpful answers. If your content is informative and designed for your audience, it stands a chance to gain traction in the future, even if it’s currently underperforming.
Are old blog posts bad for SEO?
No, old content isn’t bad for SEO by default. In fact, longevity can work in your favor. Here’s why:
- Longevity and authority
- Quality beats freshness
1. Longevity and authority
An older page that’s well-maintained and periodically updated with fresh insights or stats can perform better than a brand-new post. Age alone isn’t a problem; neglect is. Google rewards authoritative content, and if your old posts still provide value, they can maintain or even improve their rankings.
2. Quality beats freshness
Sure, Google likes fresh content, but it doesn’t mean every old post should be tossed. The quality of the content is more important than the publish date. If your content is outdated or irrelevant, then yes, it’s time for an overhaul. But if it’s evergreen—still useful and informative—it can hold its weight, regardless of age.
When should you delete old content?
While deleting content isn’t a decision to take lightly, there are situations where it’s necessary. Let’s break those down:
1. Content is no longer relevant
Trends evolve, and what was relevant five years ago may not be today. If you have content that’s completely irrelevant to your audience or market, it might be time to say goodbye. For example, a guide to using software that no longer exists isn’t going to serve your readers.
2. Content has low quality or outdated links
If old content contains broken links or links to irrelevant sources, this can negatively affect your SEO. Consider either updating those links or removing the content if it’s beyond repair.
3. Content is poorly written
We’ve all been there. Maybe it was written years ago when your brand voice wasn’t as refined, or perhaps you rushed through it. If the writing quality doesn’t reflect your brand’s standards, and an update seems like more work than it’s worth, deletion could be a solid choice.
Is it bad to delete old content like blog posts or web pages?
It depends. If you’re strategic, deleting old content won’t hurt your SEO. In fact, in some cases, it can improve your site’s performance. But if done carelessly, you risk losing backlinks, SEO value, and even traffic.
Before hitting delete, run a content audit. Review your analytics and see what kind of traffic the page is getting, whether there are any backlinks, and if the content is still aligned with your brand’s goals. You might find that a content refresh or a rewrite is more beneficial than deletion.
When you delete a page, always use a 301 redirect to send users (and search engines) to a relevant, similar page. This ensures you don’t lose SEO equity, and users aren’t greeted with a frustrating 404 error.
What to take note of when deleting old content?
When you’re ready to delete old content, here are a few things to keep in mind:
1. Use 301 Redirects
A 301 redirect lets search engines know that a page has been permanently moved. It helps preserve SEO value and ensures visitors are directed to a relevant page. If you just delete a page without redirecting it, you risk harming your SEO by creating dead ends.
2. Repurpose when possible
Before deleting, consider whether the content could be repurposed. Maybe that old blog post would work better as an infographic, a podcast, or a video.
3. Content refresh
If deleting feels extreme, consider giving the content a refresh. Add updated statistics, rewrite sections, or incorporate a new angle. Sometimes all it takes is a little TLC to breathe new life into an old post.
Conclusion
So, should you delete old content with no traffic? Not always. Content deletion should be a strategic decision that benefits your site’s long-term goals. Old content, when relevant and informative, can still drive value. Deleting content should be reserved for pages that are outdated, irrelevant, or harmful to your brand’s image.
If you’re looking to improve your SEO strategy and wondering how to handle your older content, we at Pillars Media can help.
As an SEO agency based in Malaysia with experience working with global clients, we’re here to assist you in making data-driven decisions that will boost your website’s performance.
You Asked, We Answered
“You Asked, We Answered” is one of our content segments where we collect questions related to digital marketing, website design, leads generation, Google Ads, and more, from different platforms (Reddit, Quora, etc.), and answer them here!
We’ll be sharing a lot more on our website. If you are interested in reading more of these, let us know through our email!