How We Increased Traffic To a Single Blog By 74% Without Writing Anything New

Sometimes, when you’re creating for a new site or business you end up creating so many blogs that you have multiple blogs on similar topics. As a very common problem, we’ve incorporated a process into our services that ensures we clean up existing content while we create new content. (You can get a free SEO timeline below…)

What is Content Consolidation?

Simple, consolidating content…but on a more complex note, it’s as simple as:

1. reviewing all pages driving traffic or ranking well
2. identifying pages of similar topics that aren’t ranking or even indexed
3. identifying content on those non-ranking pages that could benefit or enhance the ranking blog
4. Taking that content, adding it naturally to the ranking blog
5. Redirecting the blog that isn’t ranking that you took the content from
6. Watch the traffic take off

As a practical example, we reviewed the content on Kidbilly’s site and found that one of the better-performing blogs with a lot of potential was a piece about fun ideas for team building dinners. Now, we also identified several other blogs around corporate dinners that weren’t ranking well.

Naturally, it makes sense for us to combine those topics as many of the other people also ask results around team building dinners were corporate-focused. So clearly Google thinks that the topic funnel of team building dinners ends up going corporate.

We identified the content worth migrating, brought it over, added some H2s and adjusted the existing content to make sure it flowed naturally into the corporate portion, then set up a redirect to ensure there were no competing topics.

That change happened in late December, and since that change, the page has increased in organic traffic by 74%, average engagement time is up 10%, and events (love GA4) are up 60%.

Content Consolidation is A Key SEO Tactic

Often times when it comes to SEO you’ll hear that it takes a lot of time, but when you’re doing good SEO work you’ll see benefits almost instantly. Remember that content creation can mean a lot of things and often times on a lot of sites you don’t even need to create anything new, you just need to combine things that are already there.

On Par Digital Marketing SEO Timeline

Keep in mind, it depends, but in general, this is the timeline and steps we like to try to stick to whenever we work on a new website.