{"id":109465,"date":"2024-03-11T18:00:00","date_gmt":"2024-03-11T18:00:00","guid":{"rendered":"https:\/\/www.authorityhacker.com\/?post_type=podcasts&#038;p=109465"},"modified":"2024-03-12T08:28:22","modified_gmt":"2024-03-12T08:28:22","slug":"4-proven-steps-to-beat-google-updates","status":"publish","type":"podcasts","link":"https:\/\/www.authorityhacker.com\/4-proven-steps-to-beat-google-updates\/","title":{"rendered":"#332 &#8211; 4 PROVEN Steps To Beat Google Updates"},"content":{"rendered":"<div class=\"gb-container gb-container-dbcfb3b5\"><div class=\"gb-inside-container\">\n\n<h4 class=\"gb-headline gb-headline-7ae8e8f6 gb-headline-text\">\ud83d\uddd2\ufe0f Overview<\/h4>\n\n\n\n<ul>\n<li>Breakdown of the content auditing process<\/li>\n\n\n\n<li>How often should I be running a content audit?<\/li>\n\n\n\n<li>When do I need to start auditing my content?<\/li>\n<\/ul>\n\n<\/div><\/div>\n\n\n<p><em>A special thanks to our sponsors for this episode, Digital PR Agency <a href=\"https:\/\/search-intelligence.co.uk\/\" target=\"_blank\" rel=\"noopener\">Search Intelligence<\/a>.<\/em><\/p>\n\n\n\n<p>Google just released a fat core update and all the rules you know about SEO are about to change again. As Google has already started de-indexing what they deem to be low quality sites, content auditing has never been more important.<\/p>\n\n\n\n<p>It&#8217;s the process that might save you from an extinction event during the next update, or could resurrect your site if you&#8217;ve already been affected. Plus, it&#8217;s the only process that&#8217;s consistently shown results for websites affected by previous large updates like Panda, medic, spam and core updates.<\/p>\n\n\n\n<p>So in this episode, we break down exactly what you need to do to curate content that will keep Google &#8211; and you &#8211; happy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Our Content Auditing Process<\/h3>\n\n\n\n<ol>\n<li>Start by gathering a comprehensive list of all indexed pages on your site using Google Search Console (GSC) and Ahrefs&#8217; Webmaster Tools. While GSC is a go-to for many, Ahrefs is invaluable &#8211; even using the free version &#8211; for its depth of data, such as linking root domains, top keywords, and organic traffic insights.<\/li>\n\n\n\n<li>Next, import this list into a Notion template crafted for content audits. This step is crucial for categorizing pages based on traffic, backlinks, and will affect what actions you need to take next.<\/li>\n\n\n\n<li>Next, it&#8217;s time to grade your content like Google would. Consider factors like keyword relevance, search intent match, ranking potential, content accuracy, mobile optimization, and conversion effectiveness. This grading system will help you see your content a bit more objectively. <\/li>\n\n\n\n<li>Now it&#8217;s time to make decisions based on your gradings. Should you keep it, update it, repurpose it, redirect it, no-index it, or delete it altogether? Decisions should be influenced by factors such as page age, ranking, backlinks, business value outside of SEO, etc. <br>Implement a task management system within Notion to efficiently execute the necessary changes for each page. It&#8217;s crucial to be quick and efficient here to translate your audit into tangible benefits.<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\">Key Points to Keep in Mind<\/h3>\n\n\n\n<ul>\n<li><strong>Mobile Optimization:<\/strong>\u00a0Google is mobile first now. Ensure your pages are optimized and formatted well for mobile screens. Avoid common pitfalls like poor table presentations and walls of text.<\/li>\n\n\n\n<li><strong>Monetization Sensitivity:<\/strong>\u00a0Be cautious of over-monetization and promoting shady companies or products. <\/li>\n\n\n\n<li><strong>Implementation Efficiency:<\/strong>\u00a0For implementing 301 redirects, consider using Cloudflare&#8217;s free mass redirect tool rather than an SEO plugin, which will slow down your site and eat into your crawl budget.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">Recommendations<\/h3>\n\n\n\n<ul>\n<li><strong>Periodic Audits:<\/strong>\u00a0Conduct content audits annually, as a form of site &#8220;spring cleaning.&#8221; This means you&#8217;ll be proactive and maintain site quality even with Google&#8217;s constantly evolving standards.<\/li>\n\n\n\n<li><strong>Realistic Benchmarking:<\/strong>\u00a0Set realistic expectations about your content&#8217;s competitiveness. Don&#8217;t hesitate to make tough decisions about repurposing or redirecting content that no longer fits or that you simply can&#8217;t rank for.<\/li>\n\n\n\n<li><strong>Conversion Focus:<\/strong>&nbsp;Traffic isn&#8217;t the end goal; focus on the conversion and revenue generation potential of your pages.<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\">When to start content audits<\/h3>\n\n\n\n<p>While newer sites might only benefit from an audit after the first couple of years, established sites should aim for an annual audit. This means there&#8217;s time for new sites to grow, and see what&#8217;s working and what&#8217;s not. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Outsourcing content audits<\/h3>\n\n\n\n<p>As a site owner or SEO, your oversight in the auditing process is vital. The third party who is running the content audit might not know which pages are valuable to your business, so while you can delegate tasks, you should definitely be reviewing the final decisions here.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Balancing Topical Authority and Quality<\/h3>\n\n\n\n<p>Quality should always come before quantity. Regular maintenance of your content ensures that your site remains authoritative and relevant within its niche. <br>Rather aim for less content that&#8217;s high quality and well-maintained, rather than more content that&#8217;s weak. It&#8217;s all about creating quality content that truly adds value. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Long-term Impact<\/h3>\n\n\n\n<p>Content audits are no quick fix but position your site for future success. In the ever-changing game of SEO, it&#8217;s critical to regularly reflect on your content strategy, make sure you&#8217;re still doing the right thing, and be proactive about making changes.<\/p>\n\n\n\n<p>By regularly running a content audit, not only do you potentially safeguard your site against future Google updates, but you also align it more closely with your audience&#8217;s needs and expectations. Remember, the goal isn&#8217;t just to climb to the top; it&#8217;s to stay there.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Transcript<\/h3>\n\n\n\n<p><em>Google just released a fat core update and all the rules you know about SEO are about to change again.<\/em><\/p>\n\n\n\n<p><em>But I&#8217;m not going to go over the update now because we&#8217;ve already done it on our news channel. If you want to check the video,<br>click on the card above or check the link in the description.<\/em><\/p>\n\n\n\n<p><em>But what we&#8217;re talking about in today&#8217;s podcast is very closely related to what&#8217;s happening now on Google. Now they&#8217;ve started literally de indexing sites that they deemed low quality. And I&#8217;m not just talking about AI sites here, a lot of non AI sites are also getting caught in the process.<\/em><\/p>\n\n\n\n<p><em>My hunch is that now, with generative AI, the web is getting a lot larger while not necessarily adding a lot<br>of new information.<\/em><\/p>\n\n\n\n<p><em>So Google has to become some kind of curator for websites and just can&#8217;t maintain an index where all the websites are part of it anymore.<\/em><\/p>\n\n\n\n<p><em>And that&#8217;s what brings us to today&#8217;s podcast topic; content auditing.<\/em><\/p>\n\n\n\n<p><em>I know it may sound boring, but that&#8217;s the process that might save you from an extinction event during the next update or resurrect your site if you&#8217;ve already been affected.<\/em><\/p>\n\n\n<div class=\"gb-container gb-container-34a41c4d\">\n\n<p><em>It&#8217;s the only process that has consistently showed results for websites affected by large updates like Panda, medic, spam and core updates, and yes, even HCU, but not the 2023 version yet at the time of recording. But I suspect we&#8217;ll see them very soon as Google rolls out the new version as we speak.<\/em><\/p>\n\n\n\n<p><em>So, for example, a friend of ours was affected by the series of core updates and HCU towards the end of 2023, like many of you, and his traffic went from around 1,600 to around 1,300, so about half. And I&#8217;m not even counting Christmas because we know traffic is always lower during that period.<\/em><\/p>\n\n<\/div>\n\n\n<p><em>On first look, his site looks really good, but as we dove into it, we found many issues which we&#8217;ll go over during this episode. Long story short,<br>we advised him to do an aggressive site audit and no index most of his content to elevate the average page quality. A few weeks later, he deindexed 90% of his site, following our advice only keeping the best pages that were actually competitive in the index.<\/em><\/p>\n\n\n\n<p><em>And what&#8217;s the result?<\/em><\/p>\n\n\n\n<p><em>Well, a few weeks later his traffic mostly recovered. He jumped up to 2 to 2.2k clicks per day, and he&#8217;s in a good spot to make a full recovery at this point.<\/em><\/p>\n\n\n\n<p><em>And we followed the exact same process on Authority Hacker preemptively towards the end of last year, and we no indexed  60% of all the pages on the site. During the next core update, our traffic jumped up 30% and jumped up 30% again this January.<\/em><\/p>\n\n\n\n<p><em>So do I think content audits are one of the cornerstone SEO activities everyone should carry on?<\/em><\/p>\n\n\n\n<p><em>Absolutely.<br>So much so that a few weeks ago we&#8217;ve shot an entire Blueprint about it for our Pro members, including premade Notion templates, tactics and automations to execute things faster and better without cutting corners, checklists and everything you can think of.<\/em><\/p>\n\n\n\n<p><em>And so far people are really loving it.<\/em><\/p>\n\n\n\n<p><em>And next week we will be offering it to every one of our listeners and email subscribers at an 80% discount on <br>authorityhacker.com\/content-audit.<\/em><\/p>\n\n\n\n<p><em>If you go on that page now, you can sign up for the waiting list and we&#8217;ll let you know when it&#8217;s available.<\/em><\/p>\n\n\n\n<p><em>But whether you buy our Blueprint or not, we&#8217;ll walk you through the whole process in today&#8217;s episode, and why more than ever this is a good time to look into this. <\/em><\/p>\n\n\n\n<p><em>Now unfortunately, this episode was recorded 4 hours before the update was announced, so you will hear us talk about how Google hasn&#8217;t released an update in a while, etc. But this changes nothing to the value of the process, and I&#8217;d argue it&#8217;s even more important now.<\/em><\/p>\n\n\n\n<p><em>Before we jump into today&#8217;s episode, I want to thank today&#8217;s sponsor, Search Intelligence, and we&#8217;ll tell you more about them a little bit later.<\/em><\/p>\n\n\n\n<p><em>For now, let&#8217;s jump in. <\/em><\/p>\n\n\n\n<p><em>Hi everyone.<\/em><\/p>\n\n\n\n<p><em>Welcome to the Authority Hacker Podcast.<\/em><\/p>\n\n\n\n<p><em>Today we&#8217;re not going to talk about a very<br>joyful topic and interesting topic,<\/em><\/p>\n\n\n\n<p><em>but definitely a topic that is of interest<br>to a lot of people that I think are<\/em><\/p>\n\n\n\n<p><em>listening to this episode and that is<br>recovering from large Google updates.<\/em><\/p>\n\n\n\n<p><em>So we&#8217;re not necessarily going<br>to target HCU specifically here.<\/em><\/p>\n\n\n\n<p><em>I mean, I&#8217;m not going to come out and say<br>we have an amazing recovery story from HCU.<\/em><\/p>\n\n\n\n<p><em>There&#8217;s not really strong recovery stories<br>from HCU, but there is good strong<\/em><\/p>\n\n\n\n<p><em>recoveries from core updates which have<br>affected a lot of people recently,<\/em><\/p>\n\n\n\n<p><em>and in general, how to deal with these<br>large updates that send your traffic down.<\/em><\/p>\n\n\n\n<p><em>So you&#8217;ve probably heard<br>it in the pre intro.<\/em><\/p>\n\n\n\n<p><em>We are releasing a new Blueprint<br>that helps you prevent and recover<\/em><\/p>\n\n\n\n<p><em>from large updates,<br>but we&#8217;re also going to give you a lot<\/em><\/p>\n\n\n\n<p><em>of that in this episode,<br>so feel free to listen to that.<\/em><\/p>\n\n\n\n<p><em>Before we jump into the exact step by step<\/em><\/p>\n\n\n\n<p><em>process, we&#8217;re actually going to have<br>to establish a lot of things on how Google<\/em><\/p>\n\n\n\n<p><em>works and why this methodology is not<br>bullshit, basically because I think<\/em><\/p>\n\n\n\n<p><em>there&#8217;s a lot of bullshit<br>around recovering sites, etc.<\/em><\/p>\n\n\n\n<p><em>And feel free to comment under the<br>episode, ask us some questions, et cetera.<\/em><\/p>\n\n\n\n<p><em>But I think it&#8217;s something a lot of people<\/em><\/p>\n\n\n\n<p><em>need to do, even if you don&#8217;t actually get<br>affected by penalties yet,<\/em><\/p>\n\n\n\n<p><em>or an algo update hasn&#8217;t affected your site<br>yet, because it&#8217;s very much a process<\/em><\/p>\n\n\n\n<p><em>that helps keep your site clean and lean<br>and remove a lot of essentially bloat<\/em><\/p>\n\n\n\n<p><em>from it that could cause issues<br>later, which is the main reason why people<\/em><\/p>\n\n\n\n<p><em>see these issues happening<br>in the first place.<\/em><\/p>\n\n\n\n<p><em>So today&#8217;s episode I have Mark, I think,<\/em><\/p>\n\n\n\n<p><em>Mark, you&#8217;re going to mostly be here<br>to challenge me and be the voice<\/em><\/p>\n\n\n\n<p><em>of the people and everything,<br>which I think is good.<\/em><\/p>\n\n\n\n<p><em>I think we need to do that because<br>it&#8217;s such a sensitive topic.<\/em><\/p>\n\n\n\n<p><em>Right.<br>People care a lot about this.<\/em><\/p>\n\n\n\n<p><em>It is.<br>And I think you brought up a good point<\/em><\/p>\n\n\n\n<p><em>earlier, that this is not just for people<br>who have been hit already,<\/em><\/p>\n\n\n\n<p><em>but it&#8217;s a good prevention<br>technique to run on an annual basis.<\/em><\/p>\n\n\n\n<p><em>And we&#8217;ve run that on Authority Hacker<\/em><\/p>\n\n\n\n<p><em>towards the end of last year and<br>it nested us some pretty good results.<\/em><\/p>\n\n\n\n<p><em>Right?<br>Yeah, that&#8217;s the thing.<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t think we&#8217;ve<br>reinvented the wheel here.<\/em><\/p>\n\n\n\n<p><em>We merely kind of like built a nice<\/em><\/p>\n\n\n\n<p><em>process that&#8217;s easy to follow with some<br>templates, et cetera, that helps you out,<\/em><\/p>\n\n\n\n<p><em>but it&#8217;s more about the framework<br>that helps you think about this and make<\/em><\/p>\n\n\n\n<p><em>the right decisions for your<br>site that I think is valuable.<\/em><\/p>\n\n\n\n<p><em>And yeah, we have some case studies,<br>we have case studies on Authority Hacker.<\/em><\/p>\n\n\n\n<p><em>We have an anonymous case study.<\/em><\/p>\n\n\n\n<p><em>I mean, the guy we helped didn&#8217;t want me<\/em><\/p>\n\n\n\n<p><em>to share his website,<br>so I&#8217;m not going to do that.<\/em><\/p>\n\n\n\n<p><em>But he did get affected by core updates,<br>lost around half of his traffic<\/em><\/p>\n\n\n\n<p><em>and recovered most of it<br>using this methodology.<\/em><\/p>\n\n\n\n<p><em>So we&#8217;ll show you some graphs<br>on the screen if you want.<\/em><\/p>\n\n\n\n<p><em>So I suggest we just get in and we get<br>started, first of all with some background<\/em><\/p>\n\n\n\n<p><em>information on how Google updates work,<br>how Google works in general,<\/em><\/p>\n\n\n\n<p><em>so we can understand the methodology<br>behind the Blueprint.<\/em><\/p>\n\n\n\n<p><em>Basically so Google has what we<br>think is two levels of algorithm.<\/em><\/p>\n\n\n\n<p><em>One is what I call the light algorithms,<\/em><\/p>\n\n\n\n<p><em>which is kind of like the day to day<br>classic SEO metrics that you&#8217;ll see,<\/em><\/p>\n\n\n\n<p><em>you know, that would be like the domain<br>authorities, the link to page,<\/em><\/p>\n\n\n\n<p><em>the keywords that are on the page,<br>the publish date,<\/em><\/p>\n\n\n\n<p><em>all the classic SEO stuff that creates the<br>fluctuation in your day to day rankings.<\/em><\/p>\n\n\n\n<p><em>These light systems work on the page<br>levels, which means that essentially you<\/em><\/p>\n\n\n\n<p><em>can have a page shooting up because<br>you&#8217;re doing the right thing.<\/em><\/p>\n\n\n\n<p><em>You have the right links,<\/em><\/p>\n\n\n\n<p><em>you have the right keyword on the page,<br>et cetera, and you can have another page<\/em><\/p>\n\n\n\n<p><em>that does things completely wrong<br>and does not rank well, right?<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s like you tend to not have massive<\/em><\/p>\n\n\n\n<p><em>traffic fluctuations day to day with these<br>kind of like light, let&#8217;s say,<\/em><\/p>\n\n\n\n<p><em>legacy algorithms inside of Google<br>that don&#8217;t cost them much resources as<\/em><\/p>\n\n\n\n<p><em>well, which is why they can&#8217;t<br>afford to run it all the time.<\/em><\/p>\n\n\n\n<p><em>Then you have the heavy<br>algorithm updates, right?<\/em><\/p>\n\n\n\n<p><em>These are like the most compute intensive<\/em><\/p>\n\n\n\n<p><em>updates where they use kind of like<br>advanced AI and it costs them a lot<\/em><\/p>\n\n\n\n<p><em>of money and it takes a lot<br>of time to roll out as well.<\/em><\/p>\n\n\n\n<p><em>Right.<br>The last core update took more than three<\/em><\/p>\n\n\n\n<p><em>weeks to roll out because potentially<br>it takes this much resources.<\/em><\/p>\n\n\n\n<p><em>These are the, tends to be the updates<\/em><\/p>\n\n\n\n<p><em>that they announce and that they<br>give names to, right?<\/em><\/p>\n\n\n\n<p><em>Yeah.<br>And the thing with these updates recently<\/em><\/p>\n\n\n\n<p><em>is that Google has been<br>releasing them as grapes.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s like you can see,<\/em><\/p>\n\n\n\n<p><em>like for example, the last round of core<br>updates, we got one every three weeks for,<\/em><\/p>\n\n\n\n<p><em>know, three months and then<br>nothing for more than six months.<\/em><\/p>\n\n\n\n<p><em>And I feel like potentially it helps<br>them create what I call a fog of war.<\/em><\/p>\n\n\n\n<p><em>Like in Age of Empires,<br>you don&#8217;t see the map<\/em><\/p>\n\n\n\n<p><em>and then as a result,<br>it helps them fight spam, basically.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s harder to reverse engineer<br>what happens, et cetera.<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t know if it&#8217;s that or if it&#8217;s<br>just they ship it when it&#8217;s ready.<\/em><\/p>\n\n\n\n<p><em>This one, it&#8217;s like,<\/em><\/p>\n\n\n\n<p><em>I can&#8217;t tell for sure,<br>but it&#8217;s pretty weird,<\/em><\/p>\n\n\n\n<p><em>the timing of a lot of these updates,<br>and they come quite close together.<\/em><\/p>\n\n\n\n<p><em>Usually.<\/em><\/p>\n\n\n\n<p><em>Maybe they&#8217;re tested together,<br>though that could be a thing as well.<\/em><\/p>\n\n\n\n<p><em>There was a lot of speculation last year<br>as well, that the updates post HCU were<\/em><\/p>\n\n\n\n<p><em>designed to fix some of the damage<br>that apparent damage HCU caused.<\/em><\/p>\n\n\n\n<p><em>Yeah, well, that&#8217;s also up for debate,<\/em><\/p>\n\n\n\n<p><em>but we actually looked at the density or<br>the frequency of updates and it was<\/em><\/p>\n\n\n\n<p><em>the most updated period, the most number<br>of days that updates were occurring<\/em><\/p>\n\n\n\n<p><em>since Google has released<br>that data forever.<\/em><\/p>\n\n\n\n<p><em>There were sometimes four or five,<\/em><\/p>\n\n\n\n<p><em>I think, updates running concurrently<br>at the same time, going over holidays like<\/em><\/p>\n\n\n\n<p><em>Black Friday, Thanksgiving, that they<br>tend to avoid typically doing updates on.<\/em><\/p>\n\n\n\n<p><em>So there&#8217;s a lot of activity.<\/em><\/p>\n\n\n\n<p><em>Yeah, but the thing with these updates is<br>that they apply a modifier on your site.<\/em><\/p>\n\n\n\n<p><em>It applies to all the pages on your site,<br>which as a result leads to either very<\/em><\/p>\n\n\n\n<p><em>large traffic increases or very large<br>traffic decreases for most people.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s like some people<br>just see nothing change.<\/em><\/p>\n\n\n\n<p><em>Basically it happens as, all right,<\/em><\/p>\n\n\n\n<p><em>so it&#8217;s one of these three cases,<br>but it&#8217;s quite rare that you get like<\/em><\/p>\n\n\n\n<p><em>a five or 10% traffic increase<br>or decrease from this.<\/em><\/p>\n\n\n\n<p><em>It tends to be quite drastic.<br>Why?<\/em><\/p>\n\n\n\n<p><em>Because it affects all the pages on your<\/em><\/p>\n\n\n\n<p><em>site, regardless of the individual<br>quality of the pages<\/em><\/p>\n\n\n\n<p><em>in this case, Google has just decided,<br>look, this site is like pretty shit.<\/em><\/p>\n\n\n\n<p><em>Just let&#8217;s tank all the pages basically.<\/em><\/p>\n\n\n\n<p><em>And so that&#8217;s kind of like the core<\/em><\/p>\n\n\n\n<p><em>difference between the light algorithm<br>updates and the heavy algorithm updates.<\/em><\/p>\n\n\n\n<p><em>The thing with these updates is they can<br>disagree with essentially the legacy<\/em><\/p>\n\n\n\n<p><em>factors, like the links,<br>the keywords on page, et cetera.<\/em><\/p>\n\n\n\n<p><em>So you can do something<br>that essentially rewards you day to day.<\/em><\/p>\n\n\n\n<p><em>So you&#8217;re like, oh, I&#8217;m publishing<\/em><\/p>\n\n\n\n<p><em>this content and Google<br>is ranking me for more and more keywords.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s working.<br>They&#8217;re liking it, et cetera,<\/em><\/p>\n\n\n\n<p><em>ie. Publishing a lot of AI<br>content, for example.<\/em><\/p>\n\n\n\n<p><em>And then a big core update comes<br>out and your traffic goes like.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s just like, tanks completely.<br>Why?<\/em><\/p>\n\n\n\n<p><em>Because this core update that is<\/em><\/p>\n\n\n\n<p><em>essentially smarter than the day to day<br>algorithm updates essentially disagrees.<\/em><\/p>\n\n\n\n<p><em>And once it looks a little bit deeper<br>in your site, et cetera,<\/em><\/p>\n\n\n\n<p><em>it thinks your site is shit,<br>and therefore it should not rank applies<\/em><\/p>\n\n\n\n<p><em>a modifier site wide,<br>your traffic tanks completely,<\/em><\/p>\n\n\n\n<p><em>which is what we see for a lot of AI<br>content generated sites. Nowadays<\/em><\/p>\n\n\n\n<p><em>there&#8217;s quite a few rankings,<br>but it&#8217;s been six months,<\/em><\/p>\n\n\n\n<p><em>there&#8217;s been no proper update as well.<\/em><\/p>\n\n\n\n<p><em>But this was also applied to a lot<br>of non AI sites, people who<\/em><\/p>\n\n\n\n<p><em>have had sites for four, five<\/em><\/p>\n\n\n\n<p><em>years or more, this affected them, right?<\/em><\/p>\n\n\n\n<p><em>And that&#8217;s really counterintuitive<br>in a way, because you&#8217;re doing something.<\/em><\/p>\n\n\n\n<p><em>And especially now we&#8217;re in a period<br>like six months, no updates, right?<\/em><\/p>\n\n\n\n<p><em>So six months where essentially these<br>light algorithm updates have been deciding<\/em><\/p>\n\n\n\n<p><em>the fate of websites, depending if they<br>have no classifier applied to them.<\/em><\/p>\n\n\n\n<p><em>Like you go up or you go down,<\/em><\/p>\n\n\n\n<p><em>and so you get no feedback from these<br>smarter algorithm updates at this point.<\/em><\/p>\n\n\n\n<p><em>And so what that spells is like<\/em><\/p>\n\n\n\n<p><em>potentially large shrinks next time<br>there&#8217;s one of these updates running<\/em><\/p>\n\n\n\n<p><em>because it&#8217;s been such a long time where<br>you got no feedback from Google on whether<\/em><\/p>\n\n\n\n<p><em>what you&#8217;re doing is<br>good or bad, basically.<\/em><\/p>\n\n\n\n<p><em>And so that makes SEO<br>very counterintuitive.<\/em><\/p>\n\n\n\n<p><em>You&#8217;ll have people posting Twitter<br>screenshots of GSC of the last three<\/em><\/p>\n\n\n\n<p><em>months or something and be like, oh,<br>look, my tactic is working, et cetera.<\/em><\/p>\n\n\n\n<p><em>The reality is they&#8217;re probably doomed<\/em><\/p>\n\n\n\n<p><em>in the next big core update or<br>spam update or something like that.<\/em><\/p>\n\n\n\n<p><em>But because the classifier hasn&#8217;t been<br>applied and the dumb algorithms are not<\/em><\/p>\n\n\n\n<p><em>smart enough to catch that, yes,<br>they are winning now, but long term,<\/em><\/p>\n\n\n\n<p><em>they&#8217;ll pretty much be<br>messed up, basically.<\/em><\/p>\n\n\n\n<p><em>And that&#8217;s kind of like the difference<\/em><\/p>\n\n\n\n<p><em>between short term SEO and long term SEO<br>is like, if you want to do long term SEO,<\/em><\/p>\n\n\n\n<p><em>you need to survive not<br>one of these updates.<\/em><\/p>\n\n\n\n<p><em>You need to survive,<br>like 25 of these updates.<\/em><\/p>\n\n\n\n<p><em>Right.<br>And so you essentially need to play quite<\/em><\/p>\n\n\n\n<p><em>safe compared to the people who just want<br>to play the day to day algorithms and can<\/em><\/p>\n\n\n\n<p><em>take more risk because<br>they&#8217;re just not very smart<\/em><\/p>\n\n\n\n<p><em>basically. I would push back<br>on that and say they&#8217;re not very smart.<\/em><\/p>\n\n\n\n<p><em>I&#8217;m talking about the algorithms, not &#8211;<\/em><\/p>\n\n\n\n<p><em>Okay, fair enough.<\/em><\/p>\n\n\n\n<p><em>That short term approach,<br>like the rank and tank model, as you said.<\/em><\/p>\n\n\n\n<p><em>Yeah, there&#8217;s a lot of short<br>term profit to be made.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not illegal as well.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s completely legal,<br>like publishing content.<\/em><\/p>\n\n\n\n<p><em>You&#8217;re allowed to publish<br>content on the Internet.<\/em><\/p>\n\n\n\n<p><em>If Google decides to rank<br>it is their problem.<\/em><\/p>\n\n\n\n<p><em>Yeah, exactly.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s their editorial decision to rank it.<\/em><\/p>\n\n\n\n<p><em>The problem is the algorithms doing that.<br>They&#8217;re pretty old right now.<\/em><\/p>\n\n\n\n<p><em>They&#8217;re pretty figured out.<\/em><\/p>\n\n\n\n<p><em>And therefore,<\/em><\/p>\n\n\n\n<p><em>it doesn&#8217;t mean that because you win, you<br>will win the next core update, basically.<\/em><\/p>\n\n\n\n<p><em>Right.<\/em><\/p>\n\n\n\n<p><em>So now we&#8217;ve established<br>that it&#8217;s pretty basic.<\/em><\/p>\n\n\n\n<p><em>A lot of people probably<br>know that already.<\/em><\/p>\n\n\n\n<p><em>Let&#8217;s talk about these site wide updates.<br>How do they work?<\/em><\/p>\n\n\n\n<p><em>Right.<\/em><\/p>\n\n\n\n<p><em>Most likely what they do is they take<br>a sample of pages on your site,<\/em><\/p>\n\n\n\n<p><em>they run it against<br>some kind of AI system that essentially<\/em><\/p>\n\n\n\n<p><em>decides, is this a good<br>page or is this a bad page?<\/em><\/p>\n\n\n\n<p><em>That is probably quite different<br>from the day to day algorithms.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s more machine learning, et cetera.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s going to be based, for example,<br>on what the quality raters say.<\/em><\/p>\n\n\n\n<p><em>So for example, quality raters,<br>for six months, they will be visiting<\/em><\/p>\n\n\n\n<p><em>sites on the Internet and they&#8217;ll say,<br>oh, this site is very helpful.<\/em><\/p>\n\n\n\n<p><em>This site is not very helpful, et cetera.<\/em><\/p>\n\n\n\n<p><em>They feed that data to machine learning.<\/em><\/p>\n\n\n\n<p><em>And these algorithms, they&#8217;re like, oh,<br>look, there&#8217;s a bunch of common factors<\/em><\/p>\n\n\n\n<p><em>between all these sites that have been<br>deemed helpful,<\/em><\/p>\n\n\n\n<p><em>and it might not be the factors that<br>the quality raters have deemed helpful.<\/em><\/p>\n\n\n\n<p><em>So the quality rater,<br>they read their quality rater guidelines,<\/em><\/p>\n\n\n\n<p><em>and they get told about EEAT,<br>they get told about, you can understand<\/em><\/p>\n\n\n\n<p><em>who is the author,<br>who is behind this, et cetera.<\/em><\/p>\n\n\n\n<p><em>But the algorithm might not<br>understand the website the same way.<\/em><\/p>\n\n\n\n<p><em>It just knows it&#8217;s a helpful website.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s going to look at random<br>factors that are common.<\/em><\/p>\n\n\n\n<p><em>So I listed some random examples that the<br>algorithm could be using, for example.<\/em><\/p>\n\n\n\n<p><em>So I don&#8217;t know if you know,<\/em><\/p>\n\n\n\n<p><em>but if you&#8217;re a tech nerd like me,<br>you know fonts on your website,<\/em><\/p>\n\n\n\n<p><em>the size can be determined<br>in different ways, right?<\/em><\/p>\n\n\n\n<p><em>You can determine the size in pixels,<br>which is kind of like the legacy way.<\/em><\/p>\n\n\n\n<p><em>So you say 18 pixel, nine pixel,<br>very much like Microsoft Word.<\/em><\/p>\n\n\n\n<p><em>Most people build their site that way.<\/em><\/p>\n\n\n\n<p><em>The problem with that is<br>it&#8217;s not very accessible.<\/em><\/p>\n\n\n\n<p><em>If I have poor vision and I increase<br>the base font size on my browser,<\/em><\/p>\n\n\n\n<p><em>and I can&#8217;t read very well.<\/em><\/p>\n\n\n\n<p><em>So the modern way of building websites is<\/em><\/p>\n\n\n\n<p><em>to use kind of like relative<br>values called EM and REM, right?<\/em><\/p>\n\n\n\n<p><em>And these allow you to scale the font<\/em><\/p>\n\n\n\n<p><em>based on the base font<br>size of your browser.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s like 1.2<\/em><\/p>\n\n\n\n<p><em>REM instead of like, if my base<br>font size is 16, it&#8217;s like 16 times 1.2.<\/em><\/p>\n\n\n\n<p><em>If my base font size is 20,<br>it&#8217;s 20 times 1.2.<\/em><\/p>\n\n\n\n<p><em>Makes my site accessible<br>to people with poor vision, right?<\/em><\/p>\n\n\n\n<p><em>It&#8217;s very likely that sites deemed that&#8217;s helpful,<\/em><\/p>\n\n\n\n<p><em>large sites like Forbes, et cetera.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s very likely that these sites have<\/em><\/p>\n\n\n\n<p><em>implemented these accessibility features,<br>like the font size, for example.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s very likely that the machine<br>learning could be like, oh, look,<\/em><\/p>\n\n\n\n<p><em>all these sites deemed helpful are using<br>REM for font size instead of using pixels,<\/em><\/p>\n\n\n\n<p><em>like most of these niche sites that are<br>using it the legacy way,<\/em><\/p>\n\n\n\n<p><em>and didn&#8217;t really learn about these<br>new ways of making sites accessible.<\/em><\/p>\n\n\n\n<p><em>And so while the quality rater has<br>identified EEAT, the machine learning has<\/em><\/p>\n\n\n\n<p><em>identified REM as a font size factor<br>to actually decide that, oh,<\/em><\/p>\n\n\n\n<p><em>this is a helpful site, right,<br>while looking at the same site.<\/em><\/p>\n\n\n\n<p><em>Another thing might be the cookie consent<\/em><\/p>\n\n\n\n<p><em>thing that actually Cyrus&#8217; study showed<br>recently was a positive ranking factor<\/em><\/p>\n\n\n\n<p><em>in the recent HCU right? Sites that had<br>a cookie consent in the EU tended to not do<\/em><\/p>\n\n\n\n<p><em>as bad after the HCU as<br>sites that did not have one.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s probably something that the machine<\/em><\/p>\n\n\n\n<p><em>learning has picked up on that the quality<br>raters didn&#8217;t deem as helpful,<\/em><\/p>\n\n\n\n<p><em>but the sites that are helpful tend<br>to have a cookie consent box, for example.<\/em><\/p>\n\n\n\n<p><em>Right.<br>To play Devil&#8217;s advocate on that one,<\/em><\/p>\n\n\n\n<p><em>that feels like it&#8217;s very much like<br>a correlation causation question.<\/em><\/p>\n\n\n\n<p><em>Yeah, but that&#8217;s exactly<br>how machine learnings work.<\/em><\/p>\n\n\n\n<p><em>The better quality sites that care about<br>their content, that care about everything<\/em><\/p>\n\n\n\n<p><em>else, they do the things<br>that they&#8217;re supposed to do legally.<\/em><\/p>\n\n\n\n<p><em>Yeah, makes sense.<\/em><\/p>\n\n\n\n<p><em>And so as a result,<br>Google is actually rewarding the REM font<\/em><\/p>\n\n\n\n<p><em>size or whatever because it correlates<br>very highly with good EEAT, for example.<\/em><\/p>\n\n\n\n<p><em>And talking about EEAT,<\/em><\/p>\n\n\n\n<p><em>a lot of sites now have these<br>kind of like content reviewers.<\/em><\/p>\n\n\n\n<p><em>So they don&#8217;t just show the author,<br>they show the reviewer.<\/em><\/p>\n\n\n\n<p><em>My belief is that initially this<br>was not a ranking factor, right.<\/em><\/p>\n\n\n\n<p><em>That all this stuff, it was very hard<br>for Google to determine how legit this is.<\/em><\/p>\n\n\n\n<p><em>However, if you go on large quality sites<\/em><\/p>\n\n\n\n<p><em>like Healthline, like Forbes,<br>whatever, they all have it now.<\/em><\/p>\n\n\n\n<p><em>They have an author,<br>they have a reviewer, right?<\/em><\/p>\n\n\n\n<p><em>So now there&#8217;s a correlation between sites<br>that are winning the SERPs and the sites<\/em><\/p>\n\n\n\n<p><em>that have a reviewer<br>on their content, right?<\/em><\/p>\n\n\n\n<p><em>And therefore, it&#8217;s not because Google is<\/em><\/p>\n\n\n\n<p><em>verifying on having some crazy algorithm<br>thing or whatever, it&#8217;s just the fact that<\/em><\/p>\n\n\n\n<p><em>Google associates now having a reviewer<br>with your content, with a quality site.<\/em><\/p>\n\n\n\n<p><em>Therefore EEAT becomes a factor.<\/em><\/p>\n\n\n\n<p><em>But it becomes a factor because<br>of Google&#8217;s PR effort to push EEAT and big<\/em><\/p>\n\n\n\n<p><em>sites adopting it and correlating<br>with essentially being good sites rather<\/em><\/p>\n\n\n\n<p><em>than Google coming up with some<br>super fancy way of evaluating EEAT.<\/em><\/p>\n\n\n\n<p><em>So EEAT is almost like a self-fulfilling prophecy, you<\/em><\/p>\n\n\n\n<p><em>know? I&#8217;ve seen that mentioned before.<\/em><\/p>\n\n\n\n<p><em>We talked about this in various<br>niches, like the VPN niche is<\/em><\/p>\n\n\n\n<p><em>a great example of this, that there&#8217;s maybe<br>a couple dozen popular VPN companies<\/em><\/p>\n\n\n\n<p><em>and like ExpressVPN, Nord or<br>the two that are, I guess, promoted a lot.<\/em><\/p>\n\n\n\n<p><em>Surfshark as well, is a big one.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s kind of like if you don&#8217;t mention<\/em><\/p>\n\n\n\n<p><em>those big ones in any of your articles,<br>you&#8217;re missing some of the &#8211;<\/em><\/p>\n\n\n\n<p><em>Yeah, exactly.<br>So yeah, it&#8217;s interesting. But you see.<\/em><\/p>\n\n\n\n<p><em>How EEAT can go from essentially a wish<\/em><\/p>\n\n\n\n<p><em>from Google that people buy into, edit<br>their sites, and now quality raters flag<\/em><\/p>\n\n\n\n<p><em>these sites that have<br>this stuff as helpful.<\/em><\/p>\n\n\n\n<p><em>Therefore the machine learning knows how<\/em><\/p>\n\n\n\n<p><em>to recognise EEAT through<br>correlation, right?<\/em><\/p>\n\n\n\n<p><em>In my opinion, this is<br>very much how this works.<\/em><\/p>\n\n\n\n<p><em>And that kind of reconciliates the people<br>who are like,<\/em><\/p>\n\n\n\n<p><em>how does this work technically and how<br>does Google verify your claims?<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t think they do.<\/em><\/p>\n\n\n\n<p><em>But potentially the badges on your page<br>and all that stuff, et cetera,<\/em><\/p>\n\n\n\n<p><em>that is visible correlates<br>with being a high quality site.<\/em><\/p>\n\n\n\n<p><em>And I&#8217;m not sure saying it&#8217;s going to fix<\/em><\/p>\n\n\n\n<p><em>all your problems,<br>but it&#8217;s one of the things that might be<\/em><\/p>\n\n\n\n<p><em>associated with you being a higher<br>quality site during these core updates.<\/em><\/p>\n\n\n\n<p><em>Similarly with user metrics,<br>like user engagement metrics, right?<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like, for example,<br>a site that has been deemed helpful might<\/em><\/p>\n\n\n\n<p><em>have a time between the person clicks<br>on the result and the person comes back<\/em><\/p>\n\n\n\n<p><em>to the SERP of 2 minutes<br>and 30 seconds, right?<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like we know that.<\/em><\/p>\n\n\n\n<p><em>And then Google can benchmark that time<\/em><\/p>\n\n\n\n<p><em>of your site against that time on the site<br>that they know is helpful because a human<\/em><\/p>\n\n\n\n<p><em>reviewed it and then they<br>see how far off you are.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s like for many reasons, people<br>could be spending less time on your site.<\/em><\/p>\n\n\n\n<p><em>One of the main reason I think is most<\/em><\/p>\n\n\n\n<p><em>people&#8217;s site look absolute trash<br>on mobile, for example,<\/em><\/p>\n\n\n\n<p><em>whereas lab sites look very good on mobile<br>and most traffic is mobile these days.<\/em><\/p>\n\n\n\n<p><em>And if you essentially have lower time<br>on page because your site is a poor<\/em><\/p>\n\n\n\n<p><em>experience on mobile,<br>even if your content is great,<\/em><\/p>\n\n\n\n<p><em>a lot of people be like,<br>oh, but my content is great.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s better than these<br>big sites, et cetera.<\/em><\/p>\n\n\n\n<p><em>People are potentially staying less<\/em><\/p>\n\n\n\n<p><em>on your site and therefore you&#8217;re deemed<br>unhelpful, even if your content<\/em><\/p>\n\n\n\n<p><em>and the words you have on your page<br>and the photos and everything are great.<\/em><\/p>\n\n\n\n<p><em>Same with over monetization, right?<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like it could fuck you over.<br>If there&#8217;s ads everywhere,<\/em><\/p>\n\n\n\n<p><em>people click back too early,<br>that essentially messes your site.<\/em><\/p>\n\n\n\n<p><em>So think about this as like Google taking<br>the benchmark that is set by quality<\/em><\/p>\n\n\n\n<p><em>raters and then putting your site against<br>them for many, many metrics and then<\/em><\/p>\n\n\n\n<p><em>deciding how close you are to them to<br>determine if you&#8217;re a helpful site or not.<\/em><\/p>\n\n\n\n<p><em>Now, I don&#8217;t think Google looks<br>at all the pages on your site.<\/em><\/p>\n\n\n\n<p><em>I think that would be very expensive.<\/em><\/p>\n\n\n\n<p><em>They probably look at the pages they send<\/em><\/p>\n\n\n\n<p><em>the most traffic to, which essentially<br>is what affects them the most, right?<\/em><\/p>\n\n\n\n<p><em>They take their visitors,<br>they send it to your website.<\/em><\/p>\n\n\n\n<p><em>They want this to be a good experience.<\/em><\/p>\n\n\n\n<p><em>So most likely.<\/em><\/p>\n\n\n\n<p><em>And that&#8217;s kind of the good<br>thing with the audit, right?<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like if you kind of like<br>do you can 80\/20 it if you want.<\/em><\/p>\n\n\n\n<p><em>You can kind of review<br>your top pages and fix them.<\/em><\/p>\n\n\n\n<p><em>And it probably is a lot more<br>helpful than doing everything.<\/em><\/p>\n\n\n\n<p><em>There&#8217;s kind of diminishing returns as you<br>do that, which is nice because doing<\/em><\/p>\n\n\n\n<p><em>an audit is pretty heavy<br>and time consuming, actually.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s a grind for sure.<br>Yeah.<\/em><\/p>\n\n\n\n<p><em>So you can 80\/20 it basically.<\/em><\/p>\n\n\n\n<p><em>But basically that&#8217;s the idea.<\/em><\/p>\n\n\n\n<p><em>Google uses something<br>like a quality score.<\/em><\/p>\n\n\n\n<p><em>So quality score is actually<br>something borrowed from AdWords.<\/em><\/p>\n\n\n\n<p><em>So I don&#8217;t know if you know,<br>but when you do AdWords,<\/em><\/p>\n\n\n\n<p><em>when you do Google Ads,<br>Google actually assigns a score between<\/em><\/p>\n\n\n\n<p><em>one and ten to your landing page,<br>matching with your keywords.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s trying to decide<br>how closely you are matched.<\/em><\/p>\n\n\n\n<p><em>And the better you match, the lower<br>your CPC, so you pay less for your ads.<\/em><\/p>\n\n\n\n<p><em>And if you do, it&#8217;s done this<br>for decades, for a long time.<\/em><\/p>\n\n\n\n<p><em>This isn&#8217;t a new thing.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s what we kind of like borrowed<br>from Google, the quality score idea.<\/em><\/p>\n\n\n\n<p><em>And so our whole auditing system<br>essentially<\/em><\/p>\n\n\n\n<p><em>revolves around assigning a quality score,<br>assigning an average quality score target.<\/em><\/p>\n\n\n\n<p><em>So I usually tell people like,<\/em><\/p>\n\n\n\n<p><em>you want all the index pages on your site<br>to be at least a seven out of ten<\/em><\/p>\n\n\n\n<p><em>and we have a whole scoring<br>system for that, et cetera.<\/em><\/p>\n\n\n\n<p><em>And then anything that&#8217;s below a seven out<br>of ten, you&#8217;re going to have to do<\/em><\/p>\n\n\n\n<p><em>something about it, basically, because<br>that&#8217;s what&#8217;s bringing your average down.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s kind of the reason for all this explainer.<\/em><\/p>\n\n\n\n<p><em>Yeah, go ahead.<br>One thing that&#8217;s really important here,<\/em><\/p>\n\n\n\n<p><em>because most people I speak to are like,<br>oh yeah, I have great content.<\/em><\/p>\n\n\n\n<p><em>And there&#8217;s a couple of things.<\/em><\/p>\n\n\n\n<p><em>Often people don&#8217;t realise<br>how their content is,<\/em><\/p>\n\n\n\n<p><em>maybe there&#8217;s a gap between what they have<br>and what&#8217;s currently ranking at the top<\/em><\/p>\n\n\n\n<p><em>of the SERP, or even if when you created<br>that content, it was really good.<\/em><\/p>\n\n\n\n<p><em>Best in the world.<\/em><\/p>\n\n\n\n<p><em>SERPs change very quickly,<br>especially in competitive spaces.<\/em><\/p>\n\n\n\n<p><em>People are updating their articles,<br>creating new content.<\/em><\/p>\n\n\n\n<p><em>The search intent itself changes.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s why you really need to go<br>through this regularly,<\/em><\/p>\n\n\n\n<p><em>at least once a year,<br>to kind of reevaluate things,<\/em><\/p>\n\n\n\n<p><em>because it&#8217;s very easy to create<br>a process to create content,<\/em><\/p>\n\n\n\n<p><em>much harder to create process<br>to constantly evaluate and analyse it.<\/em><\/p>\n\n\n\n<p><em>There&#8217;s actually more to that as well.<br>There&#8217;s also like,<\/em><\/p>\n\n\n\n<p><em>from an SEO perspective,<br>let&#8217;s work with Google for a second.<\/em><\/p>\n\n\n\n<p><em>There&#8217;s also kind of like strategic<\/em><\/p>\n\n\n\n<p><em>decisions that probably made sense<br>at the time when you made them.<\/em><\/p>\n\n\n\n<p><em>So trying to rank for a keyword, for<br>example, and now you have a bunch of DR<\/em><\/p>\n\n\n\n<p><em>It doesn&#8217;t make sense anymore.<\/em><\/p>\n\n\n\n<p><em>And quite often a lot of your link profile<\/em><\/p>\n\n\n\n<p><em>is pointed at places where<br>you have no chance of ranking.<\/em><\/p>\n\n\n\n<p><em>So these audits, and we&#8217;ll talk about link<\/em><\/p>\n\n\n\n<p><em>profile redeployment<br>is a big thing as well.<\/em><\/p>\n\n\n\n<p><em>And I think it&#8217;s a big<br>thing in terms of recovery.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not just recovering your rankings,<\/em><\/p>\n\n\n\n<p><em>it&#8217;s kind of re optimising<br>your assets as well.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s a big, big deal.<\/em><\/p>\n\n\n\n<p><em>And that has helped us a lot.<\/em><\/p>\n\n\n\n<p><em>I might give an example later on,<br>some of the stuff we&#8217;ve done around that.<\/em><\/p>\n\n\n\n<p><em>But doing this exercise basically helps<\/em><\/p>\n\n\n\n<p><em>you also redeploy things in a smarter way<br>towards keywords you actually have<\/em><\/p>\n\n\n\n<p><em>a chance to rank for,<br>especially after large updates, right?<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like when Reddit<br>ranks for everything.<\/em><\/p>\n\n\n\n<p><em>I&#8217;m telling you, there&#8217;s many keywords<br>on your site you&#8217;re targeting.<\/em><\/p>\n\n\n\n<p><em>You can&#8217;t rank, you can&#8217;t anymore.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s a bit of a painful realisation.<br>You&#8217;re like, oh,<\/em><\/p>\n\n\n\n<p><em>I could easily rank for this before,<br>but now I can&#8217;t. I think for Authority<\/em><\/p>\n\n\n\n<p><em>Hacker we had like best keyword tool.<\/em><\/p>\n\n\n\n<p><em>We were number one for best keyword<br>tool for a long time right? Now,<\/em><\/p>\n\n\n\n<p><em>good luck.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like DR 95 sites ranking<br>for it, we can&#8217;t rank for it.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s unfortunate, but just,<br>it&#8217;s not possible.<\/em><\/p>\n\n\n\n<p><em>And so we&#8217;ve redeployed,<\/em><\/p>\n\n\n\n<p><em>we had 100 plus linking root domains<br>to that best keyword tool page or something<\/em><\/p>\n\n\n\n<p><em>earned through actually<br>making a good review.<\/em><\/p>\n\n\n\n<p><em>And we redeployed them to a page<br>that can actually rank.<\/em><\/p>\n\n\n\n<p><em>I can&#8217;t remember which page.<\/em><\/p>\n\n\n\n<p><em>I think it&#8217;s pointed to the topical<br>authority page now or something like this,<\/em><\/p>\n\n\n\n<p><em>like something that&#8217;s like semi<br>related that we can actually rank for.<\/em><\/p>\n\n\n\n<p><em>And so we kind of keep doing that dance<\/em><\/p>\n\n\n\n<p><em>with other sites when we can&#8217;t beat them,<br>we just dodge them instead of trying to &#8211;<\/em><\/p>\n\n\n\n<p><em>This is a really interesting point as<br>well, because we&#8217;re not just making SEO<\/em><\/p>\n\n\n\n<p><em>decisions here, but we&#8217;re<br>making business decisions here.<\/em><\/p>\n\n\n\n<p><em>Because ultimately traffic,<br>we always say it&#8217;s a vanity metric.<\/em><\/p>\n\n\n\n<p><em>It doesn&#8217;t matter how much traffic you<\/em><\/p>\n\n\n\n<p><em>have, it&#8217;s how much money<br>you generate from that.<\/em><\/p>\n\n\n\n<p><em>So if you&#8217;re able to redirect some of this<br>link juice to pages,<\/em><\/p>\n\n\n\n<p><em>which can bring you leads or sales or<br>whatever it is you&#8217;re going for, then<\/em><\/p>\n\n\n\n<p><em>it&#8217;s a much better thing to do than having<br>these links go to a page that has no<\/em><\/p>\n\n\n\n<p><em>chance of even being<br>anywhere close to page one.<\/em><\/p>\n\n\n\n<p><em>I suggest we jump into the audit process<br>because now we&#8217;re kind of like chipping<\/em><\/p>\n\n\n\n<p><em>at it, but we are actually<br>not getting into it.<\/em><\/p>\n\n\n\n<p><em>So we just spent,<br>I&#8217;m looking at my timer here.<\/em><\/p>\n\n\n\n<p><em>We talked for 20 something<br>minutes about how Google works.<\/em><\/p>\n\n\n\n<p><em>Now the question is like,<br>how do I solve this update?<\/em><\/p>\n\n\n\n<p><em>That&#8217;s why I click on the podcast.<br>What are you talking about?<\/em><\/p>\n\n\n\n<p><em>Let&#8217;s talk about this right now and we&#8217;re<br>going to talk about the whole process.<\/em><\/p>\n\n\n\n<p><em>And for those of you who want to see us do<br>it, who want the templates, et cetera,<\/em><\/p>\n\n\n\n<p><em>are that&#8217;s when you might be<br>interested in a blueprint.<\/em><\/p>\n\n\n\n<p><em>Otherwise we&#8217;ll give you a bunch of info<br>here and you can try it yourself.<\/em><\/p>\n\n\n\n<p><em>But basically,<\/em><\/p>\n\n\n\n<p><em>if Google is going to sample pages on your<br>site and give them a quality score,<\/em><\/p>\n\n\n\n<p><em>we&#8217;re going to do the same<br>with our auditing process, right?<\/em><\/p>\n\n\n\n<p><em>We&#8217;re going to go through essentially all<\/em><\/p>\n\n\n\n<p><em>the indexed pages on our website and it&#8217;s<br>very precise index not all the pages.<\/em><\/p>\n\n\n\n<p><em>So if you have no index stuff,<br>it doesn&#8217;t matter.<\/em><\/p>\n\n\n\n<p><em>And no indexing stuff works, as we<br>could see from the anonymous case study.<\/em><\/p>\n\n\n\n<p><em>That I showed actually he no indexed 90%<\/em><\/p>\n\n\n\n<p><em>of the pages on the site and his<br>traffic went up, actually.<\/em><\/p>\n\n\n\n<p><em>So no index is going to be an option<br>and your role is going to be going through<\/em><\/p>\n\n\n\n<p><em>your pages that essentially are low<br>quality score and either delete them.<\/em><\/p>\n\n\n\n<p><em>So if they have no traffic and no links,<\/em><\/p>\n\n\n\n<p><em>we tend to delete them because<br>they add very little value.<\/em><\/p>\n\n\n\n<p><em>Unless you maybe have a realistic<br>shot at ranking for the keyword.<\/em><\/p>\n\n\n\n<p><em>But that&#8217;s where you reevaluate<br>your keywords, redirect them.<\/em><\/p>\n\n\n\n<p><em>So if a page has no traffic but links,<br>you&#8217;re much better off redirecting<\/em><\/p>\n\n\n\n<p><em>that page to a page that has<br>a shot at actually getting traffic.<\/em><\/p>\n\n\n\n<p><em>You can update the page.<\/em><\/p>\n\n\n\n<p><em>So essentially if the page is valuable<\/em><\/p>\n\n\n\n<p><em>for your business, it can help<br>you make sales, et cetera.<\/em><\/p>\n\n\n\n<p><em>And some of the content is salvageable.<\/em><\/p>\n\n\n\n<p><em>Then we do a content update,<\/em><\/p>\n\n\n\n<p><em>which is essentially you keep the core<br>of the content and you just fix it.<\/em><\/p>\n\n\n\n<p><em>You patch it up basically.<\/em><\/p>\n\n\n\n<p><em>Or you can rewrite everything.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s when nothing&#8217;s salvageable<\/em><\/p>\n\n\n\n<p><em>but the page is valuable to you,<br>or you can no index pages.<\/em><\/p>\n\n\n\n<p><em>So we do that when the page is valuable<\/em><\/p>\n\n\n\n<p><em>to the user, but we don&#8217;t think<br>that&#8217;s what Google is looking for.<\/em><\/p>\n\n\n\n<p><em>So for example, an example is like a lot<\/em><\/p>\n\n\n\n<p><em>of people like republishing their<br>newsletter on their site, right?<\/em><\/p>\n\n\n\n<p><em>It&#8217;s cool and everything,<\/em><\/p>\n\n\n\n<p><em>but the truth is it tends to not be<br>deemed as a high quality page by Google.<\/em><\/p>\n\n\n\n<p><em>While Google says right for human,<br>they&#8217;re full of shit in my opinion.<\/em><\/p>\n\n\n\n<p><em>And the truth is these kind of like dumb<\/em><\/p>\n\n\n\n<p><em>algorithms very much rule<br>the core of how Google works.<\/em><\/p>\n\n\n\n<p><em>And they want like an article that&#8217;s<\/em><\/p>\n\n\n\n<p><em>structured the way it&#8217;s<br>supposed to be structured.<\/em><\/p>\n\n\n\n<p><em>Etc.<br>Yeah.<\/em><\/p>\n\n\n\n<p><em>You&#8217;re not really rewarded for posting<br>content for humans at this point.<\/em><\/p>\n\n\n\n<p><em>I hope they fix that at some point, but at<br>this point I would no index it, actually.<\/em><\/p>\n\n\n\n<p><em>Or you can repurpose stuff.<\/em><\/p>\n\n\n\n<p><em>And I&#8217;ll give you an example recently<br>on stuff that I&#8217;ve repurposed.<\/em><\/p>\n\n\n\n<p><em>Repurposing is basically content that<br>might not be good enough for your domain.<\/em><\/p>\n\n\n\n<p><em>Let&#8217;s say you&#8217;re like DR<\/em><\/p>\n\n\n\n<p><em>trying to rank for a keyword.<\/em><\/p>\n\n\n\n<p><em>So either the keyword is too difficult or<\/em><\/p>\n\n\n\n<p><em>the content is not good enough for your<br>quality threshold,<\/em><\/p>\n\n\n\n<p><em>then you might be better off using this as<br>a guest post or potentially using this as<\/em><\/p>\n\n\n\n<p><em>parasite SEO, as I&#8217;ve<br>talked about in a second.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s essentially the process<br>of auditing, like the very wide process.<\/em><\/p>\n\n\n\n<p><em>I&#8217;m going to talk to specifics<br>in a second. For Authority Hacker,<\/em><\/p>\n\n\n\n<p><em>yeah, we removed 100 blog posts<br>that we either deleted or redirected.<\/em><\/p>\n\n\n\n<p><em>We even removed an entire category.<\/em><\/p>\n\n\n\n<p><em>You know, we had the funnels category,<\/em><\/p>\n\n\n\n<p><em>and this is gone from the site now,<br>mostly because we found that 90%<\/em><\/p>\n\n\n\n<p><em>of the content in that category<br>was not on the standards we wanted.<\/em><\/p>\n\n\n\n<p><em>And so we&#8217;ve deleted, I think,<br>like 40 or 50 articles from this category.<\/em><\/p>\n\n\n\n<p><em>The writer was probably one<br>of our worst writers, to be honest.<\/em><\/p>\n\n\n\n<p><em>And we were making money,<br>that&#8217;s the thing.<\/em><\/p>\n\n\n\n<p><em>We kind of gave up on some affiliate<\/em><\/p>\n\n\n\n<p><em>commissions on ActiveCampaign and so on,<br>but we felt that it could be the cause<\/em><\/p>\n\n\n\n<p><em>for the site dropping<br>in an update in the future.<\/em><\/p>\n\n\n\n<p><em>So we decided to not take that risk.<\/em><\/p>\n\n\n\n<p><em>It was worth it.<\/em><\/p>\n\n\n\n<p><em>We no indexed 300 podcast pages as well.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s kind of a difficult one because<\/em><\/p>\n\n\n\n<p><em>several people want to find<br>a podcast on Google.<\/em><\/p>\n\n\n\n<p><em>But Google doesn&#8217;t like our podcast pages<\/em><\/p>\n\n\n\n<p><em>because podcast show notes<br>tend to be very thin.<\/em><\/p>\n\n\n\n<p><em>There&#8217;s low value on them.<\/em><\/p>\n\n\n\n<p><em>And so therefore, it kind of like brings<br>your average quality score down, right?<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like if you took an average page<br>on Authority Hacker with the podcast pages,<\/em><\/p>\n\n\n\n<p><em>probably the median page<br>is a podcast page, right?<\/em><\/p>\n\n\n\n<p><em>So it means you cut halfway through the<br>page count, you land on a podcast page.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not a great page.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not reflective of the content<br>we put on the blog elsewhere.<\/em><\/p>\n\n\n\n<p><em>So we didn&#8217;t want this to bring<br>down the average quality.<\/em><\/p>\n\n\n\n<p><em>Bam.<br>No, indexed everything.<\/em><\/p>\n\n\n\n<p><em>And if you put Authority Hacker in Ahrefs,<\/em><\/p>\n\n\n\n<p><em>you&#8217;ll see the number of index pages<br>dropped quite a lot when we did this.<\/em><\/p>\n\n\n\n<p><em>We&#8217;re still in the process of updating<\/em><\/p>\n\n\n\n<p><em>and rewriting dozens of pages,<br>following this process as well.<\/em><\/p>\n\n\n\n<p><em>And we&#8217;re testing repurposing.<\/em><\/p>\n\n\n\n<p><em>So I&#8217;ll give you<br>an example of repurposing.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s a funny one.<\/em><\/p>\n\n\n\n<p><em>So in our funnel section, actually,<\/em><\/p>\n\n\n\n<p><em>that we deleted, we had an article<br>on ThriveCart review, right?<\/em><\/p>\n\n\n\n<p><em>So ThriveCart is<br>the shopping cart we&#8217;re using.<\/em><\/p>\n\n\n\n<p><em>Some days we love it,<br>some days we hate it.<\/em><\/p>\n\n\n\n<p><em>Let&#8217;s just say that.<\/em><\/p>\n\n\n\n<p><em>Still pretty decent if you&#8217;re getting<\/em><\/p>\n\n\n\n<p><em>started, because there&#8217;s no<br>subscription, which is nice.<\/em><\/p>\n\n\n\n<p><em>But the point is, the review was outdated.<\/em><\/p>\n\n\n\n<p><em>It was four or five years old.<\/em><\/p>\n\n\n\n<p><em>And when we did the audit process,<\/em><\/p>\n\n\n\n<p><em>one of the points is like,<br>is the content up to date?<\/em><\/p>\n\n\n\n<p><em>And in this case, it was clearly no,<\/em><\/p>\n\n\n\n<p><em>we were missing lots of new features,<br>it wasn&#8217;t very good, et cetera.<\/em><\/p>\n\n\n\n<p><em>So we unpublished it.<\/em><\/p>\n\n\n\n<p><em>But ThriveCart, we&#8217;ve made<br>money from this review, right?<\/em><\/p>\n\n\n\n<p><em>I checked I think there was over 20<\/em><\/p>\n\n\n\n<p><em>grand of commissions<br>on the affiliate dashboard.<\/em><\/p>\n\n\n\n<p><em>Right.<\/em><\/p>\n\n\n\n<p><em>I was like, that kind of sucks to kind<br>of give up on these commissions,<\/em><\/p>\n\n\n\n<p><em>but we just don&#8217;t have the resources<br>to redo that review properly.<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t think we have a writer<\/em><\/p>\n\n\n\n<p><em>that specialises enough in shopping<br>carts to do justice to that review.<\/em><\/p>\n\n\n\n<p><em>So we removed it from our site<br>to essentially increase our quality score.<\/em><\/p>\n\n\n\n<p><em>But I recently republished it on LinkedIn,<\/em><\/p>\n\n\n\n<p><em>which is basically<br>a completely unmoderated DR<\/em><\/p>\n\n\n\n<p><em>want, including your affiliate link CTAs, anything.<\/em><\/p>\n\n\n\n<p><em>Three days later,<\/em><\/p>\n\n\n\n<p><em>that review is now ranking higher<br>than it ever did on Authority Hacker<\/em><\/p>\n\n\n\n<p><em>com.<\/em><\/p>\n\n\n\n<p><em>And we can reap the benefits<\/em><\/p>\n\n\n\n<p><em>of essentially the trickling commissions<br>from the ThriveCart review that we had<\/em><\/p>\n\n\n\n<p><em>without damaging the average<br>quality score of the site.<\/em><\/p>\n\n\n\n<p><em>We do lose a little bit on email<\/em><\/p>\n\n\n\n<p><em>subscribers and retargeting<br>data, et cetera.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not perfect, but that&#8217;s what<br>I&#8217;m talking about with repurposing.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s where you can be a little sneaky.<\/em><\/p>\n\n\n\n<p><em>I mean, Google&#8217;s being sneaky with us.<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t feel bad for repurposing,<br>essentially.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not a sneaky review.<\/em><\/p>\n\n\n\n<p><em>When the user lands on the review is<br>the same experience we had on Authority<\/em><\/p>\n\n\n\n<p><em>Hacker, except it&#8217;s<br>on LinkedIn, basically.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s an example of repurposing here.<\/em><\/p>\n\n\n\n<p><em>Is that something you recommend doing<\/em><\/p>\n\n\n\n<p><em>for most people,<br>or is that mostly just a fun experiment?<\/em><\/p>\n\n\n\n<p><em>It&#8217;s a good question,<br>but the thing is, it works super well.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s too easy.<br>Like three days later we were ranking.<\/em><\/p>\n\n\n\n<p><em>I outrank DR 75 plus sites that have had<br>a more updated review for years.<\/em><\/p>\n\n\n\n<p><em>Just putting it on LinkedIn right now,<br>and I mean, I don&#8217;t feel if it will still<\/em><\/p>\n\n\n\n<p><em>rank when we release this podcast,<br>but right now it&#8217;s ranking for everything.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s like potentially, potentially,<br>but I don&#8217;t think it&#8217;s going to last.<\/em><\/p>\n\n\n\n<p><em>I think LinkedIn is either going to put<\/em><\/p>\n\n\n\n<p><em>some kind of moderation system in place,<br>or Google is going to not reward them as<\/em><\/p>\n\n\n\n<p><em>much because it&#8217;s a short<br>term game, basically.<\/em><\/p>\n\n\n\n<p><em>But again, if LinkedIn stops ranking,<\/em><\/p>\n\n\n\n<p><em>I can take it off LinkedIn<br>and put it somewhere else,<\/em><\/p>\n\n\n\n<p><em>basically. The idea of repurposing is<\/em><\/p>\n\n\n\n<p><em>like, I have a piece of content,<br>what do I do with this?<\/em><\/p>\n\n\n\n<p><em>It could be a guest post,<\/em><\/p>\n\n\n\n<p><em>could be posted on another domain,<br>whatever serves my business goals, really.<\/em><\/p>\n\n\n\n<p><em>And my kind of code of ethics is like,<\/em><\/p>\n\n\n\n<p><em>as long as I&#8217;m not cheating the user, the<br>reader of the article, I&#8217;m okay with it.<\/em><\/p>\n\n\n\n<p><em>Basically, if I&#8217;m not selling some shitty<br>product, if the advice is the same,<\/em><\/p>\n\n\n\n<p><em>that I would give an Authority Hacker,<br>et cetera, I&#8217;m kind of okay with it.<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t think it&#8217;s detrimental to the<br>Internet and to the users, and it&#8217;s fine.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s like kind of like white<br>hat parasite SEO you&#8217;d call it.<\/em><\/p>\n\n\n\n<p><em>But I mean, play with the current<br>set of rules, right?<\/em><\/p>\n\n\n\n<p><em>Anyway, let&#8217;s go back to the audit<\/em><\/p>\n\n\n\n<p><em>process, because that is<br>just one of the things.<\/em><\/p>\n\n\n\n<p><em>So how do you actually do this?<\/em><\/p>\n\n\n\n<p><em>How do you actually do this<br>audit thing, et cetera?<\/em><\/p>\n\n\n\n<p><em>Well, the first thing you need to do is<\/em><\/p>\n\n\n\n<p><em>collect a list of all<br>your index pages, right?<\/em><\/p>\n\n\n\n<p><em>So there&#8217;s multiple ways to do that.<\/em><\/p>\n\n\n\n<p><em>A lot of people will recommend GSC,<\/em><\/p>\n\n\n\n<p><em>but I actually prefer using<br>the free version of Ahrefs.<\/em><\/p>\n\n\n\n<p><em>Free version.<br>Please don&#8217;t<\/em><\/p>\n\n\n\n<p><em>negative comment us.<\/em><\/p>\n\n\n\n<p><em>No credits necessary.<\/em><\/p>\n\n\n\n<p><em>No credits.<br>Why?<\/em><\/p>\n\n\n\n<p><em>Because there&#8217;s actually a lot of very<\/em><\/p>\n\n\n\n<p><em>useful metrics in<br>Webmasters Tools from Ahrefs.<\/em><\/p>\n\n\n\n<p><em>I think, it&#8217;s the free plan, basically.<\/em><\/p>\n\n\n\n<p><em>And so it allows you to not only just get<\/em><\/p>\n\n\n\n<p><em>your index pages, but you can get their<br>linking root domains,<\/em><\/p>\n\n\n\n<p><em>you can get their top keyword,<br>and you can get their organic traffic.<\/em><\/p>\n\n\n\n<p><em>You can get some of that in GSC,<br>but you&#8217;re missing the link data,<\/em><\/p>\n\n\n\n<p><em>particularly. Now if you<br>want to be more precise,<\/em><\/p>\n\n\n\n<p><em>you can take both data,<\/em><\/p>\n\n\n\n<p><em>the GSC data and the Ahrefs data and just<br>do a quick vlookup on the URL level<\/em><\/p>\n\n\n\n<p><em>to bring the GSC data for the clicks,<br>while you can use the linking root<\/em><\/p>\n\n\n\n<p><em>domains, et cetera, from Ahrefs<br>and have more precise data, basically.<\/em><\/p>\n\n\n\n<p><em>So once you have that spreadsheet,<\/em><\/p>\n\n\n\n<p><em>basically it&#8217;s a CSV,<br>you import that into a Notion template.<\/em><\/p>\n\n\n\n<p><em>This Notion template is<br>available in the Blueprint.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s kind of the benefit for buying<\/em><\/p>\n\n\n\n<p><em>the Blueprint is that you<br>actually get the Notion template.<\/em><\/p>\n\n\n\n<p><em>So I&#8217;ll tell you how you do this,<\/em><\/p>\n\n\n\n<p><em>but if you want it done for<br>you, buy the Blueprint, basically.<\/em><\/p>\n\n\n\n<p><em>And so you import that data into a Notion<\/em><\/p>\n\n\n\n<p><em>database that essentially<br>is pre built for you.<\/em><\/p>\n\n\n\n<p><em>And that Notion database<br>is already pretty smart.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s doing a bunch of work for you.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s going to bucket together all<\/em><\/p>\n\n\n\n<p><em>the pages that you should<br>be considering deleting.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s pages that have<br>no links and no traffic.<\/em><\/p>\n\n\n\n<p><em>For example, the pages you should consider<\/em><\/p>\n\n\n\n<p><em>redirecting because it&#8217;s going to look<br>at linking root domains and traffic.<\/em><\/p>\n\n\n\n<p><em>So if you see that you have links but no<br>traffic, for example, it&#8217;d be like hey,<\/em><\/p>\n\n\n\n<p><em>here&#8217;s a bucket of pages you<br>should consider redirecting.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s also going to make a bucket of pages<br>you should consider doing nothing with.<\/em><\/p>\n\n\n\n<p><em>Because obviously sometimes pages are<br>good, you don&#8217;t need to change everything.<\/em><\/p>\n\n\n\n<p><em>And so if you rank like top five for your<\/em><\/p>\n\n\n\n<p><em>target keyword, et cetera,<br>it&#8217;s going to bucket all these pages<\/em><\/p>\n\n\n\n<p><em>together and you can quickly<br>flag them as like okay.<\/em><\/p>\n\n\n\n<p><em>And that saves a lot of time<\/em><\/p>\n\n\n\n<p><em>with the audit because using these<br>metrics, it does 80% of the work.<\/em><\/p>\n\n\n\n<p><em>You should still check it.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not perfect,<br>especially on the deleting side.<\/em><\/p>\n\n\n\n<p><em>Sometimes even if a page has no organic<\/em><\/p>\n\n\n\n<p><em>traffic, it might have like internal<br>traffic that is not reported in Ahrefs,<\/em><\/p>\n\n\n\n<p><em>for example, a page that explains your<\/em><\/p>\n\n\n\n<p><em>business model, your About page,<br>things like that.<\/em><\/p>\n\n\n\n<p><em>Don&#8217;t delete this for that reason.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s okay to keep<br>them indexed as well.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s the thing.<\/em><\/p>\n\n\n\n<p><em>Now once you&#8217;ve made that database of all<br>your index pages in Notion pretty quickly<\/em><\/p>\n\n\n\n<p><em>using Ahrefs and GSC, you need to start<br>grading your pages like Google basically.<\/em><\/p>\n\n\n\n<p><em>So again, we have prepared a big checklist<\/em><\/p>\n\n\n\n<p><em>that is essentially created for every<br>single page on the page level.<\/em><\/p>\n\n\n\n<p><em>So you have your database in Notion.<\/em><\/p>\n\n\n\n<p><em>Every time you open the page you have<\/em><\/p>\n\n\n\n<p><em>a checklist and you can go through<br>this and tick what is working?<\/em><\/p>\n\n\n\n<p><em>What is not working.<\/em><\/p>\n\n\n\n<p><em>I&#8217;m going to give you a bunch<br>of elements that are in the checklist.<\/em><\/p>\n\n\n\n<p><em>I&#8217;m going to not give you the whole<br>checklist because that&#8217;s part<\/em><\/p>\n\n\n\n<p><em>of the product, but let&#8217;s<br>just talk about some of them.<\/em><\/p>\n\n\n\n<p><em>So for example, and when we were talking<\/em><\/p>\n\n\n\n<p><em>about business decisions,<br>that&#8217;s actually one of them.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like the page targets a keyword<br>I can realistically rank for.<\/em><\/p>\n\n\n\n<p><em>Again, that means go<br>and Google your keyword again,<\/em><\/p>\n\n\n\n<p><em>check who&#8217;s above you.<\/em><\/p>\n\n\n\n<p><em>Can you beat these people or not?<br>Or are they DR<\/em><\/p>\n\n\n\n<p><em>It&#8217;s time to be realistic.<\/em><\/p>\n\n\n\n<p><em>For a lot of people, it&#8217;s like<br>a lot of keywords got closed down.<\/em><\/p>\n\n\n\n<p><em>The faster you realise that,<\/em><\/p>\n\n\n\n<p><em>the faster you can reutilize<br>these resources of the content.<\/em><\/p>\n\n\n\n<p><em>And the links pointed to that page<\/em><\/p>\n\n\n\n<p><em>to something that&#8217;s actually going<br>to be productive for your business.<\/em><\/p>\n\n\n\n<p><em>Right?<\/em><\/p>\n\n\n\n<p><em>And then there&#8217;s like the page<br>matches the search intent.<\/em><\/p>\n\n\n\n<p><em>So does the format of the article match<\/em><\/p>\n\n\n\n<p><em>the kind of format of articles<br>you see on page one?<\/em><\/p>\n\n\n\n<p><em>The page ranks well and gets<br>traffic for intended keywords.<\/em><\/p>\n\n\n\n<p><em>So if not, obviously that&#8217;s not working.<\/em><\/p>\n\n\n\n<p><em>And the page generates<br>good conversions as well.<\/em><\/p>\n\n\n\n<p><em>And I think that&#8217;s one that a lot<br>of people kind of miss on.<\/em><\/p>\n\n\n\n<p><em>So, like, this industry is obsessed<br>with traffic and GSC data and very,<\/em><\/p>\n\n\n\n<p><em>very little obsession for how<br>much money does that make them.<\/em><\/p>\n\n\n\n<p><em>And so what I want to say is that it&#8217;s<\/em><\/p>\n\n\n\n<p><em>quite important that if you&#8217;ve been<br>ranking for a while, if you have<\/em><\/p>\n\n\n\n<p><em>historical data on that page,<br>you need to go and look back how much<\/em><\/p>\n\n\n\n<p><em>money you&#8217;ve made from this or how<br>many conversions you&#8217;ve made from this.<\/em><\/p>\n\n\n\n<p><em>Because while you may be able to rank<\/em><\/p>\n\n\n\n<p><em>for that keyword, if that&#8217;s making you no<br>money, please, please redirect that page,<\/em><\/p>\n\n\n\n<p><em>reuse that content somewhere else,<br>and actually make it something productive<\/em><\/p>\n\n\n\n<p><em>for your business rather than just<br>ego inflation through SEO and GSC data.<\/em><\/p>\n\n\n\n<p><em>Because I&#8217;ll tell you, for us,<\/em><\/p>\n\n\n\n<p><em>we have periods where sometimes we have<br>way more traffic than usual,<\/em><\/p>\n\n\n\n<p><em>but our conversions are not as high<br>and vice versa, where the traffic is not<\/em><\/p>\n\n\n\n<p><em>as high, but conversions<br>are very good, for example.<\/em><\/p>\n\n\n\n<p><em>So traffic is not conversions.<\/em><\/p>\n\n\n\n<p><em>And you should go look back at that.<\/em><\/p>\n\n\n\n<p><em>And it can be quite difficult<br>to measure this sometimes.<\/em><\/p>\n\n\n\n<p><em>I know Amazon used to give you a report<br>where it would actually show you how much<\/em><\/p>\n\n\n\n<p><em>money each page was making,<br>but they took it away for some reason.<\/em><\/p>\n\n\n\n<p><em>I know other platforms,<\/em><\/p>\n\n\n\n<p><em>other affiliate platforms allow you to do<br>this if you&#8217;re selling your own products.<\/em><\/p>\n\n\n\n<p><em>There are much more advanced tools,<\/em><\/p>\n\n\n\n<p><em>like we use a company called<br>Segmetrics to do this.<\/em><\/p>\n\n\n\n<p><em>And it actually tracks kind of leads<\/em><\/p>\n\n\n\n<p><em>coming around and then as they go through<br>your sales funnel and eventually buy.<\/em><\/p>\n\n\n\n<p><em>So you can see where the people<\/em><\/p>\n\n\n\n<p><em>who purchased your products,<br>which organic pages they came from.<\/em><\/p>\n\n\n\n<p><em>Yeah.<br>You also can use tracking IDs.<\/em><\/p>\n\n\n\n<p><em>Right.<\/em><\/p>\n\n\n\n<p><em>It gets really messy really quickly if<\/em><\/p>\n\n\n\n<p><em>you start having a lot.<\/em><\/p>\n\n\n\n<p><em>I think Lasso has a free analytic tool as<\/em><\/p>\n\n\n\n<p><em>well, where they, like,<br>I think you can track up to a few thousand<\/em><\/p>\n\n\n\n<p><em>dollars a month of affiliate income<br>for free and then they charge you.<\/em><\/p>\n\n\n\n<p><em>But yeah, check the price.<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t remember the price.<\/em><\/p>\n\n\n\n<p><em>I&#8217;m not going to say if it&#8217;s a good<br>deal or not because I haven&#8217;t checked.<\/em><\/p>\n\n\n\n<p><em>But I know there are tools now<br>that help you with that for affiliate.<\/em><\/p>\n\n\n\n<p><em>And if you have your own products,<\/em><\/p>\n\n\n\n<p><em>you definitely need some<br>analytics set up properly.<\/em><\/p>\n\n\n\n<p><em>And that&#8217;s kind of like the higher level.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like, is it even worth putting<br>any kind of effort into that page?<\/em><\/p>\n\n\n\n<p><em>Do I even want to recover that page?<\/em><\/p>\n\n\n\n<p><em>Because quite often<br>the answer would be no.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s like, I&#8217;d rather my writers try<\/em><\/p>\n\n\n\n<p><em>something that might work rather than<br>work on something that&#8217;s sure to not work.<\/em><\/p>\n\n\n\n<p><em>And so this is kind<br>of like the high level.<\/em><\/p>\n\n\n\n<p><em>Obviously, we need to go back to more<br>like SEO considerations as well.<\/em><\/p>\n\n\n\n<p><em>The next one I have is the pages related<br>to my site&#8217;s main topic or activity.<\/em><\/p>\n\n\n\n<p><em>I think that&#8217;s a big one as well,<\/em><\/p>\n\n\n\n<p><em>because a lot of people,<br>they do well in SEO and they&#8217;re like, oh,<\/em><\/p>\n\n\n\n<p><em>this site is rocking, let&#8217;s just<br>put some more content onto it.<\/em><\/p>\n\n\n\n<p><em>And then they kind of like expand way<br>beyond the original scope of their site.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s what happened to the anonymous<br>case study that we talked about as well.<\/em><\/p>\n\n\n\n<p><em>He expanded quite a bit beyond his<\/em><\/p>\n\n\n\n<p><em>original scope and as a result,<br>well, he took a hit.<\/em><\/p>\n\n\n\n<p><em>Kind of dilutes it a bit<br>really, doesn&#8217;t it?<\/em><\/p>\n\n\n\n<p><em>Yeah, and that&#8217;s the problem.<\/em><\/p>\n\n\n\n<p><em>I think when you&#8217;re growing,<br>it&#8217;s kind of fine to kind of slowly expand<\/em><\/p>\n\n\n\n<p><em>your scope because otherwise you<br>might run out of topics to talk about.<\/em><\/p>\n\n\n\n<p><em>But when you&#8217;re shrinking,<br>it&#8217;s also important to understand that you<\/em><\/p>\n\n\n\n<p><em>need to reduce your scope and go back<br>to your roots because that&#8217;s what Google<\/em><\/p>\n\n\n\n<p><em>knows your site for, that&#8217;s what<br>most of your links are relevant for.<\/em><\/p>\n\n\n\n<p><em>And essentially rebuilding that kind<\/em><\/p>\n\n\n\n<p><em>of core relevancy is very important<br>for sites to come back, actually.<\/em><\/p>\n\n\n\n<p><em>And so while most people have accepted<\/em><\/p>\n\n\n\n<p><em>the fact that they can expand their scope<br>when things are going well,<\/em><\/p>\n\n\n\n<p><em>very few have accepted the fact that they<br>need to reduce their scope when things are<\/em><\/p>\n\n\n\n<p><em>not going well and follow the analytics<br>curve, basically on knowing whether<\/em><\/p>\n\n\n\n<p><em>you need to recenter on your<br>topic or if you can expand.<\/em><\/p>\n\n\n\n<p><em>Basically, if you win the last core<br>update, yeah, maybe you can expand.<\/em><\/p>\n\n\n\n<p><em>If you lose the last core update,<\/em><\/p>\n\n\n\n<p><em>then kind of like recenter<br>on what you&#8217;re doing, right.<\/em><\/p>\n\n\n\n<p><em>The next one is like the content<br>is up to date and accurate.<\/em><\/p>\n\n\n\n<p><em>I mean, pretty obvious.<\/em><\/p>\n\n\n\n<p><em>But what that means is especially<br>on competitive SERPs where people are<\/em><\/p>\n\n\n\n<p><em>updating their content, very often the<br>search intent is a moving target, right?<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not a fixed thing.<br>So it&#8217;s like what it was when you wrote<\/em><\/p>\n\n\n\n<p><em>the article versus what it is<br>today is probably quite different.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s quite easy to take your eyes off<\/em><\/p>\n\n\n\n<p><em>that when you&#8217;re not<br>paying attention to a page.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s doing well, it&#8217;s rocking, et cetera.<\/em><\/p>\n\n\n\n<p><em>You&#8217;re busy with something else,<\/em><\/p>\n\n\n\n<p><em>but that&#8217;s the time to kind of relook<br>at that and be honest about it.<\/em><\/p>\n\n\n\n<p><em>Is the product I reviewed,<br>is there a new version?<\/em><\/p>\n\n\n\n<p><em>Did they do some updates?<\/em><\/p>\n\n\n\n<p><em>Was there some kind of mass recall<br>for this product that I did not cover.<\/em><\/p>\n\n\n\n<p><em>Or has everyone else just written better<\/em><\/p>\n\n\n\n<p><em>reviews than you now and you<br>don&#8217;t stand a chance?<\/em><\/p>\n\n\n\n<p><em>Yeah, exactly.<\/em><\/p>\n\n\n\n<p><em>It also goes under the page &#8216;target keywords<br>I can realistically rank for&#8217;, that part.<\/em><\/p>\n\n\n\n<p><em>I would say we saw a lot<\/em><\/p>\n\n\n\n<p><em>of that with helpful<br>content update as well.<\/em><\/p>\n\n\n\n<p><em>So where there would be ten affiliate<\/em><\/p>\n\n\n\n<p><em>sites on page one, there was maybe<br>one or sometimes zero on page one.<\/em><\/p>\n\n\n\n<p><em>And then you just had Reddit,<\/em><\/p>\n\n\n\n<p><em>Quora and a bunch of random ecom sites<br>which also kind of had shitty content.<\/em><\/p>\n\n\n\n<p><em>But another question there.<br>Well, it&#8217;s also<\/em><\/p>\n\n\n\n<p><em>the search intent and type of site ranking<\/em><\/p>\n\n\n\n<p><em>is but potentially part<br>of the search intent.<\/em><\/p>\n\n\n\n<p><em>Is it all ecom sites ranking then<\/em><\/p>\n\n\n\n<p><em>maybe my content site, it&#8217;s not<br>really welcome right now at least.<\/em><\/p>\n\n\n\n<p><em>Hopefully when it changes<br>with updates it will be better.<\/em><\/p>\n\n\n\n<p><em>But it&#8217;s just time to be realistic<br>on a lot of these things.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s one of them.<\/em><\/p>\n\n\n\n<p><em>Like up to date and accurate.<\/em><\/p>\n\n\n\n<p><em>Quite often you&#8217;ll realise how outdated<\/em><\/p>\n\n\n\n<p><em>your content is as you just<br>spend time just on this point.<\/em><\/p>\n\n\n\n<p><em>Then the next one, I think is really one<\/em><\/p>\n\n\n\n<p><em>where a lot of people are failing<br>and the page is well formatted.<\/em><\/p>\n\n\n\n<p><em>It looks good on all screen sizes,<br>emphasis on all screen sizes.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like most people build their site<br>on desktop, they look at their site<\/em><\/p>\n\n\n\n<p><em>on desktop, they never experience their<br>site on mobile, and it&#8217;s a shit show.<\/em><\/p>\n\n\n\n<p><em>You need to change the size of your<br>fonts on H2s, et cetera.<\/em><\/p>\n\n\n\n<p><em>On mobile you need to do all these things.<\/em><\/p>\n\n\n\n<p><em>You need to have set up all these rules on<br>your site because otherwise it&#8217;s not good.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not good enough,<br>the spacings, et cetera.<\/em><\/p>\n\n\n\n<p><em>You need to set all this stuff up,<br>otherwise you don&#8217;t have a good experience<\/em><\/p>\n\n\n\n<p><em>on mobile, for example,<br>and Google is mobile first now.<\/em><\/p>\n\n\n\n<p><em>There&#8217;s no wall of text as well and no<br>wall of text on mobile,<\/em><\/p>\n\n\n\n<p><em>which is very different as wall of text<br>on desktop because<\/em><\/p>\n\n\n\n<p><em>you can fit six mobile screens on one<br>desktop screen, something like this.<\/em><\/p>\n\n\n\n<p><em>And so what that means is while the page<br>might look good when you browse it in your<\/em><\/p>\n\n\n\n<p><em>browser, if I open it on my mobile,<br>it&#8217;s all like shrunk horizontally.<\/em><\/p>\n\n\n\n<p><em>Holy shit.<br>You could be scrolling like four or five<\/em><\/p>\n\n\n\n<p><em>screens of words and words<br>and words and nothing.<\/em><\/p>\n\n\n\n<p><em>And this is how people drop off your page.<\/em><\/p>\n\n\n\n<p><em>Like when I was talking about Google<br>looking at average time on site versus<\/em><\/p>\n\n\n\n<p><em>sites that have been deemed helpful,<br>that&#8217;s one thing that could potentially<\/em><\/p>\n\n\n\n<p><em>mess you up with these helpful<br>content updates, et cetera.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s like evaluating<br>that for all screen sizes.<\/em><\/p>\n\n\n\n<p><em>So that means right click on your browser<br>on your page, inspect and you can click<\/em><\/p>\n\n\n\n<p><em>on the device on the top right<br>of the settings panels and you can set<\/em><\/p>\n\n\n\n<p><em>responsive or you can<br>even select a device.<\/em><\/p>\n\n\n\n<p><em>So like I usually do take<br>the iPhone 12 Pro, I think.<\/em><\/p>\n\n\n\n<p><em>And it just sizes like it&#8217;s<br>an iPhone 12 Pro, right?<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s like I see and I&#8217;m scrolling<\/em><\/p>\n\n\n\n<p><em>through and I&#8217;m kind of looking at the<br>experience and most people don&#8217;t do that.<\/em><\/p>\n\n\n\n<p><em>And I&#8217;m telling you,<br>I think that&#8217;s a big reason a lot<\/em><\/p>\n\n\n\n<p><em>of people got messed up and a big,<br>big reason why large sites are ranking<\/em><\/p>\n\n\n\n<p><em>well because they actually put<br>effort into their mobile experience.<\/em><\/p>\n\n\n\n<p><em>Quite often you go on a Forbes page,<\/em><\/p>\n\n\n\n<p><em>it looks very different<br>on mobile and desktop.<\/em><\/p>\n\n\n\n<p><em>Like you&#8217;ll have more collapsible<br>parts on mobiles, right?<\/em><\/p>\n\n\n\n<p><em>They&#8217;ll have this accordion thing that<\/em><\/p>\n\n\n\n<p><em>collapse on mobile and then<br>expand it on desktop, for example.<\/em><\/p>\n\n\n\n<p><em>And as a result you see<br>a full article on desktop.<\/em><\/p>\n\n\n\n<p><em>But you go on mobile it&#8217;s like you can<br>actually scroll the page in like three<\/em><\/p>\n\n\n\n<p><em>swipes and just expand<br>the section you want, for example.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s the kind of like mobile UX stuff<br>that is becoming essentially search intent<\/em><\/p>\n\n\n\n<p><em>as it&#8217;s correlating<br>with sites deemed helpful.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s also like it ties back into when<br>you&#8217;re creating content as well.<\/em><\/p>\n\n\n\n<p><em>This whole notion I know I hammer on about<br>a lot of fluff content and intros<\/em><\/p>\n\n\n\n<p><em>especially we talked about a lot<br>being super long and just unnecessary.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s even more so on mobile.<\/em><\/p>\n\n\n\n<p><em>People search for something,<br>you just want the answer.<\/em><\/p>\n\n\n\n<p><em>So give it to them<br>and give it to them fast.<\/em><\/p>\n\n\n\n<p><em>The time to value is<br>super important there.<\/em><\/p>\n\n\n\n<p><em>Yeah.<br>And just the formatting,<\/em><\/p>\n\n\n\n<p><em>like a lot of these comparison tables,<br>they look shit on mobile and so on.<\/em><\/p>\n\n\n\n<p><em>We had several members,<\/em><\/p>\n\n\n\n<p><em>we had a Platinum member, AH Pro<br>Platinum member talking about this process.<\/em><\/p>\n\n\n\n<p><em>And I had many members come back to me.<\/em><\/p>\n\n\n\n<p><em>I opened their site on the call.<\/em><\/p>\n\n\n\n<p><em>I&#8217;m like, I&#8217;m sorry,<br>but it&#8217;s just not great.<\/em><\/p>\n\n\n\n<p><em>And then they came back<br>to me and they fixed it.<\/em><\/p>\n\n\n\n<p><em>It helps them identify this stuff.<br>Basically.<\/em><\/p>\n\n\n\n<p><em>Another one I have is the page is not over<br>monetized or promoting shady companies.<\/em><\/p>\n\n\n\n<p><em>Now the shady companies one is<\/em><\/p>\n\n\n\n<p><em>an interesting one because it&#8217;s funny how<br>the world of SEO is very,<\/em><\/p>\n\n\n\n<p><em>very excited about the idea of semantics,<br>entities, et cetera,<\/em><\/p>\n\n\n\n<p><em>when it comes to optimising your page,<br>but not so much when it comes<\/em><\/p>\n\n\n\n<p><em>to the companies you&#8217;re mentioning<br>in there that might have negative<\/em><\/p>\n\n\n\n<p><em>sentiment associated with them,<br>bad reviews, et cetera.<\/em><\/p>\n\n\n\n<p><em>If you are the person that pushes this<\/em><\/p>\n\n\n\n<p><em>stuff, if Google is using all the semantic<br>stuff to evaluate your pages,<\/em><\/p>\n\n\n\n<p><em>they probably use that semantic stuff<br>to evaluate the reputation of the people<\/em><\/p>\n\n\n\n<p><em>you&#8217;re associating yourself with as well<br>through your entities.<\/em><\/p>\n\n\n\n<p><em>Therefore, sites that, first of all,<br>sites that have lots and lots<\/em><\/p>\n\n\n\n<p><em>of affiliate links tend to have<br>done worse recently.<\/em><\/p>\n\n\n\n<p><em>Like kind of like tone it down.<\/em><\/p>\n\n\n\n<p><em>Same with ads, basically.<\/em><\/p>\n\n\n\n<p><em>And I think sites that have been<\/em><\/p>\n\n\n\n<p><em>essentially associating themselves with<br>shadier companies &#8211; unless they&#8217;re large sites &#8211;<\/em><\/p>\n\n\n\n<p><em>like you&#8217;ll find an Outlook India article<\/em><\/p>\n\n\n\n<p><em>promoting the shittiest<br>diet pills right now.<\/em><\/p>\n\n\n\n<p><em>And maybe ranking. Outlook India is not<br>doing so hot recently, but still,<\/em><\/p>\n\n\n\n<p><em>you get the idea. Being a large site,<br>forgives you all your sins, basically.<\/em><\/p>\n\n\n\n<p><em>But if you&#8217;re not a large site,<br>it&#8217;s important basically.<\/em><\/p>\n\n\n\n<p><em>And so I want to address that because<\/em><\/p>\n\n\n\n<p><em>people are going to come back<br>in the comments like, oh,<\/em><\/p>\n\n\n\n<p><em>but I see this large site ranking<br>for this keyword, et cetera.<\/em><\/p>\n\n\n\n<p><em>Yes, that&#8217;s true.<br>That&#8217;s how Google works right now.<\/em><\/p>\n\n\n\n<p><em>They need to fix that.<\/em><\/p>\n\n\n\n<p><em>There&#8217;s a problem, but it doesn&#8217;t change<\/em><\/p>\n\n\n\n<p><em>the fact that that&#8217;s how they judge<br>your smaller site, potentially.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s pretty much like<br>grading your page, right?<\/em><\/p>\n\n\n\n<p><em>So you go through this checklist<br>and you have a grading system.<\/em><\/p>\n\n\n\n<p><em>You do grade your page the same<br>way Google would, basically.<\/em><\/p>\n\n\n\n<p><em>And so you&#8217;re able to see which pages are<br>below your seven and then that tells you,<\/em><\/p>\n\n\n\n<p><em>like, look, I need to do<br>something about that, right?<\/em><\/p>\n\n\n\n<p><em>And that&#8217;s exactly the next thing.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s making decisions in the process.<br>Right.<\/em><\/p>\n\n\n\n<p><em>So once you&#8217;ve gone through the checklist,<\/em><\/p>\n\n\n\n<p><em>it helps you to have more of a honest view<br>about the page and see its shortcomings.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s kind of like a conscience check.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s why I wrote in the notes, like,<\/em><\/p>\n\n\n\n<p><em>everyone thinks their content is<br>great until they look more closely.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s true.<\/em><\/p>\n\n\n\n<p><em>And it was the case with the<br>anonymous case study as well.<\/em><\/p>\n\n\n\n<p><em>Right?<br>We had a call with him and I think most<\/em><\/p>\n\n\n\n<p><em>people would say his site is pretty good,<br>even though he got affected.<\/em><\/p>\n\n\n\n<p><em>But when we looked closer,<br>I thought it was great.<\/em><\/p>\n\n\n\n<p><em>I looked closer, I was like, man,<\/em><\/p>\n\n\n\n<p><em>it&#8217;s just not like your reviews could<br>be quite a bit better, actually.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s missing a lot<br>of information and so on.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not that up to date.<\/em><\/p>\n\n\n\n<p><em>And that helped him kind of take a step<\/em><\/p>\n\n\n\n<p><em>back and be like, oh shit,<br>I need to do something about it.<\/em><\/p>\n\n\n\n<p><em>Maybe I was great at one time and then<br>now maybe I kind of fell behind.<\/em><\/p>\n\n\n\n<p><em>Yeah, that&#8217;s the thing.<\/em><\/p>\n\n\n\n<p><em>A large part of this is competition<br>and content quality especially.<\/em><\/p>\n\n\n\n<p><em>It just gets better over time as people<br>level up, adapt, learn from what<\/em><\/p>\n\n\n\n<p><em>other people are doing &#8211;<\/em><\/p>\n\n\n\n<ul>\n<li><em>copy your content.<\/em><\/li>\n<\/ul>\n\n\n\n<p><em>Exactly.<\/em><\/p>\n\n\n\n<p><em>While you were the best in the world three<br>years ago, it&#8217;s often not the case today.<\/em><\/p>\n\n\n\n<p><em>Yeah, I call it content inflation.<br>Yeah.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s a good way of describing it.<\/em><\/p>\n\n\n\n<p><em>Sometimes I go back,<br>I know you don&#8217;t like talking about it,<\/em><\/p>\n\n\n\n<p><em>but sometimes I go back and check,<br>Health Ambition, and I&#8217;m like, shit.<\/em><\/p>\n\n\n\n<p><em>Like GPT 3.5<\/em><\/p>\n\n\n\n<p><em>is like way better than<br>what we had on there.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s like, that&#8217;s the perfect<br>example of content inflation.<\/em><\/p>\n\n\n\n<p><em>Right?<\/em><\/p>\n\n\n\n<p><em>You go back to a site you&#8217;ve built like<\/em><\/p>\n\n\n\n<p><em>seven, eight years ago, and I agree,<br>AI content is better than that.<\/em><\/p>\n\n\n\n<p><em>So essentially that&#8217;s the gaps<br>in the market you can take with AI<\/em><\/p>\n\n\n\n<p><em>content, because definitely<br>it does a better job.<\/em><\/p>\n\n\n\n<p><em>But, yeah, so it&#8217;s like these<br>things, they&#8217;re not forever.<\/em><\/p>\n\n\n\n<p><em>Basically, nothing&#8217;s forever<br>except diamonds, I guess.<\/em><\/p>\n\n\n\n<p><em>But anyway, once you have gone through<\/em><\/p>\n\n\n\n<p><em>that checklist,<br>we made an interactive flowchart<\/em><\/p>\n\n\n\n<p><em>that essentially decide<br>the best pass for your page.<\/em><\/p>\n\n\n\n<p><em>So again, I&#8217;m not going to give the whole<br>flowchart because essentially it&#8217;s<\/em><\/p>\n\n\n\n<p><em>the course, but I&#8217;m going<br>to give you an example.<\/em><\/p>\n\n\n\n<p><em>Right?<br>So we&#8217;re going to go through one.<\/em><\/p>\n\n\n\n<p><em>I put the screenshot<br>on the page and we go together.<\/em><\/p>\n\n\n\n<p><em>So one of the first question is,<br>is the page older than six months?<\/em><\/p>\n\n\n\n<p><em>And you just answer yes or no, right?<\/em><\/p>\n\n\n\n<p><em>If no, we tend to tell people, like,<br>look, give it a little bit of time.<\/em><\/p>\n\n\n\n<p><em>That page probably needs to age a little<\/em><\/p>\n\n\n\n<p><em>bit before you decide to slash<br>it or do something with it.<\/em><\/p>\n\n\n\n<p><em>Then it&#8217;s like, does the page rank<br>top three for its targeted keyword?<\/em><\/p>\n\n\n\n<p><em>You can say yes, you can say no.<\/em><\/p>\n\n\n\n<p><em>If you want to know what&#8217;s behind yes,<br>you&#8217;re going to have to buy the Blueprint.<\/em><\/p>\n\n\n\n<p><em>Then it&#8217;s like, is the keyword unique<\/em><\/p>\n\n\n\n<p><em>and important to you and can<br>you realistically rank for it?<\/em><\/p>\n\n\n\n<p><em>And that&#8217;s where you essentially<br>go back and Google the keyword.<\/em><\/p>\n\n\n\n<p><em>You see who&#8217;s ranking and you&#8217;re like,<br>do I have a chance?<\/em><\/p>\n\n\n\n<p><em>Can I actually rank?<\/em><\/p>\n\n\n\n<p><em>Let&#8217;s say in this case we say no, right?<\/em><\/p>\n\n\n\n<p><em>If you say yes, it might be different.<\/em><\/p>\n\n\n\n<p><em>But if you say no, does the page<br>has valuable links pointing to it?<\/em><\/p>\n\n\n\n<p><em>Because we know it can&#8217;t rank<br>for its unique keywords, basically.<\/em><\/p>\n\n\n\n<p><em>But there might be salvageable<br>parts that we can go after here.<\/em><\/p>\n\n\n\n<p><em>And this is an interesting point,<br>actually, because a lot of people,<\/em><\/p>\n\n\n\n<p><em>they will leave an article that doesn&#8217;t<br>rank and is out of date &#8211; and it&#8217;s wasted &#8211;<\/em><\/p>\n\n\n\n<p><em>because it has links and they want<br>that links for their domain, essentially.<\/em><\/p>\n\n\n\n<p><em>But even though it&#8217;s<br>not helping that page.<\/em><\/p>\n\n\n\n<p><em>But, man, redirects are so powerful.<br>It works so well,<\/em><\/p>\n\n\n\n<p><em>actually. Maybe I&#8217;ll give<br>an example of redirect after.<\/em><\/p>\n\n\n\n<p><em>So in this case, I put, yes,<br>there is links pointing to it.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s interesting.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like, is this page valuable<br>for your business outside of SEO?<\/em><\/p>\n\n\n\n<p><em>And the reason I&#8217;m asking that is<\/em><\/p>\n\n\n\n<p><em>sometimes these pages are still worth<br>it if they&#8217;re like high convert.<\/em><\/p>\n\n\n\n<p><em>Like, imagine you have a squeeze page,<br>for example, right?<\/em><\/p>\n\n\n\n<p><em>It doesn&#8217;t rank for a unique<br>keyword or can&#8217;t rank for anything.<\/em><\/p>\n\n\n\n<p><em>It has links pointing to it because people<\/em><\/p>\n\n\n\n<p><em>have been promoting it or<br>you&#8217;ve been promoting it online.<\/em><\/p>\n\n\n\n<p><em>I&#8217;m not going to cut my squeeze page<br>to just salvage some links.<\/em><\/p>\n\n\n\n<p><em>However,<\/em><\/p>\n\n\n\n<p><em>I could take the content of that squeeze<br>page, put it somewhere else,<\/em><\/p>\n\n\n\n<p><em>and redirect that link with all<br>the backlinks somewhere else.<\/em><\/p>\n\n\n\n<p><em>It depends on how the traffic<br>comes in, basically.<\/em><\/p>\n\n\n\n<p><em>But you can be sneaky a bit.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s actually a tactic that we&#8217;ve done.<\/em><\/p>\n\n\n\n<p><em>So, for example, I think we had<br>an old blog post from Perrin, right?<\/em><\/p>\n\n\n\n<p><em>Perrin&#8217;s case study on hip hop,<br>his website that he built and sold, right?<\/em><\/p>\n\n\n\n<p><em>This page had like 100<br>plus linking root domains.<\/em><\/p>\n\n\n\n<p><em>But it&#8217;s a great story for Authority Hacker.<br>I don&#8217;t want to get rid of it.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s kind of like part<br>of our legacy, et cetera.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s interesting.<br>So what we did is we took the content<\/em><\/p>\n\n\n\n<p><em>of that page and we just put it<br>on a new URL that has no links.<\/em><\/p>\n\n\n\n<p><em>And we took the original URL with 100<br>linking with domains,<\/em><\/p>\n\n\n\n<p><em>and we pointed it to a page<br>that actually has a chance for ranking.<\/em><\/p>\n\n\n\n<p><em>So we kind of get, in French,<\/em><\/p>\n\n\n\n<p><em>we say the butter and the money<br>from the butter,<\/em><\/p>\n\n\n\n<p><em>which is essentially<br>we get to use the links more efficiently<\/em><\/p>\n\n\n\n<p><em>while keeping the legacy page<br>and the content we want on the site.<\/em><\/p>\n\n\n\n<p><em>I think the English saying is<br>have your cake and eat it too.<\/em><\/p>\n\n\n\n<p><em>Okay, well, pretty similar, except for us,<\/em><\/p>\n\n\n\n<p><em>we got too lazy, so we just ate the butter.<br>Anyway.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s why we&#8217;re asking that.<\/em><\/p>\n\n\n\n<p><em>But anyway, to go back to a flowchart,<br>is the page valuable outside of SEO?<\/em><\/p>\n\n\n\n<p><em>If you say yes, it says,<\/em><\/p>\n\n\n\n<p><em>consider reposting the content<br>on a different URL and redirecting this<\/em><\/p>\n\n\n\n<p><em>URL to a page that competes in SEO<br>to better utilise links pointing to it.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s exactly what I was describing.<\/em><\/p>\n\n\n\n<p><em>If no, redirect the page to a more<br>valuable page, unless you think it&#8217;s<\/em><\/p>\n\n\n\n<p><em>valuable to your business and gets<br>traffic from other sources.<\/em><\/p>\n\n\n\n<p><em>So you can see how the flowchart works.<\/em><\/p>\n\n\n\n<p><em>Like, you get to look at your checklist,<br>you see all the shortcomings of the page,<\/em><\/p>\n\n\n\n<p><em>you have graded your page,<br>and then you make a decision based<\/em><\/p>\n\n\n\n<p><em>on looking at this information<br>and using the flowchart.<\/em><\/p>\n\n\n\n<p><em>So we have basically mapped out all<\/em><\/p>\n\n\n\n<p><em>potential scenarios in there, and if we<br>get more feedback, I&#8217;ll keep updating it.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s kind of the beauty<br>of a Notion template.<\/em><\/p>\n\n\n\n<p><em>Yeah, that&#8217;s pretty much the flowchart.<\/em><\/p>\n\n\n\n<p><em>So once you get there,<br>you make a decision, you go in your Notion<\/em><\/p>\n\n\n\n<p><em>template and you decide like,<br>do I delete this, do I redirect this,<\/em><\/p>\n\n\n\n<p><em>do I update this,<br>do I leave it as is, et cetera.<\/em><\/p>\n\n\n\n<p><em>But the thing is, making a decision<br>doesn&#8217;t fix your website, right?<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not going to do anything.<\/em><\/p>\n\n\n\n<p><em>You just have a Notion template<br>with a decision assigned to a URL.<\/em><\/p>\n\n\n\n<p><em>Google doesn&#8217;t give a shit.<\/em><\/p>\n\n\n\n<p><em>What matters is you acting on your<\/em><\/p>\n\n\n\n<p><em>decisions and doing it<br>fast and efficiently.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s why we&#8217;ve actually built<br>a full task system in our Notion system.<\/em><\/p>\n\n\n\n<p><em>So when you walk on that page,<br>when you&#8217;re kind of like infused<\/em><\/p>\n\n\n\n<p><em>with the decision, the content,<br>everything, you are into it.<\/em><\/p>\n\n\n\n<p><em>You don&#8217;t have to reread the page<br>like six months later to do something.<\/em><\/p>\n\n\n\n<p><em>You can actually write down all your tasks<br>and then just queue them up and they&#8217;re<\/em><\/p>\n\n\n\n<p><em>associated to your URL<br>and to all the metrics.<\/em><\/p>\n\n\n\n<p><em>So we build a task system that allows you<br>to see the pages associated with, the tags<\/em><\/p>\n\n\n\n<p><em>that are associated with, the types<br>of tasks that it&#8217;s associated with.<\/em><\/p>\n\n\n\n<p><em>So for example, you can tag the tasks as<br>like 301s, for example,<\/em><\/p>\n\n\n\n<p><em>and do all your 301s at once,<br>for example, which for example,<\/em><\/p>\n\n\n\n<p><em>most people do their 301s in their SEO plugin.<\/em><\/p>\n\n\n\n<p><em>Terrible mistake.<br>Why?<\/em><\/p>\n\n\n\n<p><em>Because your SEO plugin is actually going<br>to load your website and then redirect.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s very slow, basically,<br>and resource intensive.<\/em><\/p>\n\n\n\n<p><em>So when Google follows it and it&#8217;s heavy<\/em><\/p>\n\n\n\n<p><em>on their resources,<br>you&#8217;re eating your crawl budget.<\/em><\/p>\n\n\n\n<p><em>You&#8217;re much better off using the mass<\/em><\/p>\n\n\n\n<p><em>Cloudflare 301 redirect<br>manager that everyone can use.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s for free, it&#8217;s on Cloudflare.<\/em><\/p>\n\n\n\n<p><em>And we show you how to do<br>that actually in the Blueprint.<\/em><\/p>\n\n\n\n<p><em>And so essentially you can take all your<\/em><\/p>\n\n\n\n<p><em>task tags as 301 and you<br>can do them all at once<\/em><\/p>\n\n\n\n<p><em>in the Cloudflare master direct manager,<br>you tick all these tasks at once because<\/em><\/p>\n\n\n\n<p><em>they are grouped together and bam,<br>that part of your audit is done.<\/em><\/p>\n\n\n\n<p><em>Same for the updates, same for everything.<\/em><\/p>\n\n\n\n<p><em>So it makes essentially acting<br>on your decisions a lot easier.<\/em><\/p>\n\n\n\n<p><em>And that&#8217;s what I was saying.<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t think we reinvented the wheel<br>here, but we&#8217;ve built like a nice,<\/em><\/p>\n\n\n\n<p><em>sleek process that allows you to actually<br>get this stuff done in less time,<\/em><\/p>\n\n\n\n<p><em>less effort, and essentially make<br>potentially less &#8211; good decisions.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s why the flowchart<\/em><\/p>\n\n\n\n<p><em>and the checklist, et cetera, are here,<br>is to help you not mess it up,<\/em><\/p>\n\n\n\n<p><em>because if you mess it up, you can<br>really mess up your traffic as well.<\/em><\/p>\n\n\n\n<p><em>You said less good decisions.<\/em><\/p>\n\n\n\n<p><em>You mean less bad decisions, I&#8217;m sure.<br>Less bad decisions.<\/em><\/p>\n\n\n\n<p><em>Yeah.<br>No, I don&#8217;t want to sell it.<\/em><\/p>\n\n\n\n<p><em>No, that&#8217;s good.<br>Yeah.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s essentially the whole process.<br>Right?<\/em><\/p>\n\n\n\n<p><em>And the value added is like<\/em><\/p>\n\n\n\n<p><em>the checklists, the Notion templates,<br>it&#8217;s the decision flowchart,<\/em><\/p>\n\n\n\n<p><em>the task system to make sure<br>everything gets done, et cetera.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s streamlined basically.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s kind of like where it works.<\/em><\/p>\n\n\n\n<p><em>And to be honest,<\/em><\/p>\n\n\n\n<p><em>every single site that has recovered<br>from a large update has followed some kind<\/em><\/p>\n\n\n\n<p><em>of a similar system<br>ever since Google Panda.<\/em><\/p>\n\n\n\n<p><em>I think that&#8217;s when this<br>kind of came out originally.<\/em><\/p>\n\n\n\n<p><em>But the problem is people<br>talk about this but don&#8217;t really solve<\/em><\/p>\n\n\n\n<p><em>the practical problems<br>on executing this, basically.<\/em><\/p>\n\n\n\n<p><em>And I think that&#8217;s what we<br>try to do with this Blueprint.<\/em><\/p>\n\n\n\n<p><em>A couple of questions.<br>So how often should you run this process?<\/em><\/p>\n\n\n\n<p><em>Ideally, I&#8217;d say once a year.<\/em><\/p>\n\n\n\n<p><em>We call it like it&#8217;s for people<br>who got affected by algorithm updates.<\/em><\/p>\n\n\n\n<p><em>But ideally you do this<br>before you are affected.<\/em><\/p>\n\n\n\n<p><em>Right.<br>Because keeping your site clean is<\/em><\/p>\n\n\n\n<p><em>the most reliable way to make<br>sure this doesn&#8217;t happen to you.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not for sure.<br>Like nothing&#8217;s for sure with Google.<\/em><\/p>\n\n\n\n<p><em>And I don&#8217;t want to be that guy<br>that&#8217;s like, look, this is perfect.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s going to work every time, et cetera.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not even for sure going to recover<\/em><\/p>\n\n\n\n<p><em>your website because we&#8217;re<br>not in control of Google.<\/em><\/p>\n\n\n\n<p><em>I can just tell you historically that&#8217;s<br>what people have done to recover websites.<\/em><\/p>\n\n\n\n<p><em>But personally I would run it every year.<\/em><\/p>\n\n\n\n<p><em>Just pick a month of the year.<\/em><\/p>\n\n\n\n<p><em>I like January, kind of like do a big<\/em><\/p>\n\n\n\n<p><em>cleaning in January<br>of your site every year.<\/em><\/p>\n\n\n\n<p><em>Potentially update your title tags<br>with the year, et cetera,<\/em><\/p>\n\n\n\n<p><em>update your publish dates,<br>do all these things that kind of boost up<\/em><\/p>\n\n\n\n<p><em>your rankings anyway, while you&#8217;re<br>kind of auditing the website.<\/em><\/p>\n\n\n\n<p><em>And that&#8217;s a really good<br>housekeeping exercise to do.<\/em><\/p>\n\n\n\n<p><em>And we are going to keep doing that every<br>year on the projects we work on<\/em><\/p>\n\n\n\n<p><em>actively, actually.<\/em><\/p>\n\n\n\n<p><em>And if you&#8217;re running a newer site,<br>is this something you need to do quite<\/em><\/p>\n\n\n\n<p><em>quickly or at what stage does<br>this become kind of relevant?<\/em><\/p>\n\n\n\n<p><em>Maybe after two years or something?<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t think I would do<br>it immediately, obviously.<\/em><\/p>\n\n\n\n<p><em>What&#8217;s the point of editing<br>something brand new?<\/em><\/p>\n\n\n\n<p><em>Sites kind of obey<br>different rules in a way.<\/em><\/p>\n\n\n\n<p><em>They need some time to establish<br>themselves, et cetera.<\/em><\/p>\n\n\n\n<p><em>And then if they do the things right,<br>they will experience growth anyway.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s like you kind of need to see what<\/em><\/p>\n\n\n\n<p><em>grows, what doesn&#8217;t,<br>what sticks, what doesn&#8217;t.<\/em><\/p>\n\n\n\n<p><em>And you clean up once a year.<\/em><\/p>\n\n\n\n<p><em>So I would say probably the two first<\/em><\/p>\n\n\n\n<p><em>years I wouldn&#8217;t bother too much,<br>and then after that I would slowly start.<\/em><\/p>\n\n\n\n<p><em>But you can kind of be milder<br>for the earlier years of your site.<\/em><\/p>\n\n\n\n<p><em>And as your site gets older and older<\/em><\/p>\n\n\n\n<p><em>pages, you&#8217;re going to have to be<br>a lot harsher on these audits, basically.<\/em><\/p>\n\n\n\n<p><em>And how critical do you think it is<\/em><\/p>\n\n\n\n<p><em>that you, the site owner,<br>the business owner, the SEO,<\/em><\/p>\n\n\n\n<p><em>make these decisions versus maybe<br>outsourcing some of this work? For us,<\/em><\/p>\n\n\n\n<p><em>I didn&#8217;t do all the decisions,<\/em><\/p>\n\n\n\n<p><em>for example, so we have someone who works<br>on SEO, but I reviewed everything.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s kind of like it was pre done.<\/em><\/p>\n\n\n\n<p><em>So I had someone kind of prepare<\/em><\/p>\n\n\n\n<p><em>the buckets of like, hey,<br>here&#8217;s what we want to delete.<\/em><\/p>\n\n\n\n<p><em>Here&#8217;s what we want<br>to redirect, et cetera.<\/em><\/p>\n\n\n\n<p><em>based on the rules I set.<\/em><\/p>\n\n\n\n<p><em>I think it&#8217;s important to review it<br>because this SEO person that does it<\/em><\/p>\n\n\n\n<p><em>for you, they might not understand what<br>page is important to your business.<\/em><\/p>\n\n\n\n<p><em>And sometimes a page that doesn&#8217;t get much<\/em><\/p>\n\n\n\n<p><em>traffic is extremely<br>important to your business.<\/em><\/p>\n\n\n\n<p><em>And they&#8217;ll delete it.<\/em><\/p>\n\n\n\n<p><em>If they&#8217;re not careful, they&#8217;ll delete<br>it or they&#8217;ll redirect it, et cetera.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not good.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s like there&#8217;s a degree of knowing<\/em><\/p>\n\n\n\n<p><em>the business, not just<br>knowing SEO, to doing this.<\/em><\/p>\n\n\n\n<p><em>So I don&#8217;t think you<br>need to do everything.<\/em><\/p>\n\n\n\n<p><em>I think you can definitely pass this<br>on to someone else to essentially do up<\/em><\/p>\n\n\n\n<p><em>to the decision part and then go<br>through this yourself and approve it.<\/em><\/p>\n\n\n\n<p><em>I think that&#8217;s kind of like if you don&#8217;t<\/em><\/p>\n\n\n\n<p><em>have time to do this because it can be<br>quite time consuming,<\/em><\/p>\n\n\n\n<p><em>especially for large sites,<br>I think that&#8217;s the best way to do this.<\/em><\/p>\n\n\n\n<p><em>The point of the template and the system<br>is you can pass this on to someone<\/em><\/p>\n\n\n\n<p><em>and review it in a convenient format<br>in the Notion database, basically.<\/em><\/p>\n\n\n\n<p><em>And if your site has 10,000 pages,<\/em><\/p>\n\n\n\n<p><em>are you literally going through all 10,<\/em><\/p>\n\n\n\n<p><em>Sounds like it&#8217;s going<br>to take a long time.<\/em><\/p>\n\n\n\n<p><em>I mean, it&#8217;s not as bad because<\/em><\/p>\n\n\n\n<p><em>the template kind of like<br>buckets things for you.<\/em><\/p>\n\n\n\n<p><em>So you&#8217;re very likely to have lots<br>of pages with like no traffic, no links.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s just going to bucket these and it&#8217;s<br>like, yeah, you see the URL,<\/em><\/p>\n\n\n\n<p><em>you see the page title,<br>and you see no traffic, no link.<\/em><\/p>\n\n\n\n<p><em>And then it&#8217;s like<br>you kind of tag them, really,<\/em><\/p>\n\n\n\n<p><em>I select 10 or 15 in a batch or<\/em><\/p>\n\n\n\n<p><em>something, and I just<br>flag them all as delete.<\/em><\/p>\n\n\n\n<p><em>For example, if you have thousands<\/em><\/p>\n\n\n\n<p><em>of pages as well,<br>you tend to have categories and you might<\/em><\/p>\n\n\n\n<p><em>make a decision across a category,<br>like we did with the funnel category,<\/em><\/p>\n\n\n\n<p><em>just like, okay, well,<br>let&#8217;s get rid of the whole thing here.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s quicker than going<br>through them all one by one.<\/em><\/p>\n\n\n\n<p><em>But the buckets helps a lot,<\/em><\/p>\n\n\n\n<p><em>like the automatic bucketing of pages<br>through the Ahrefs and GSC data.<\/em><\/p>\n\n\n\n<p><em>It saves so much time because once it&#8217;s<\/em><\/p>\n\n\n\n<p><em>there and you see all these metrics<br>in one dashboard, quite often,<\/em><\/p>\n\n\n\n<p><em>yeah, I was selecting chunks of 20 pages,<\/em><\/p>\n\n\n\n<p><em>for redirect or deletion or whatever.<\/em><\/p>\n\n\n\n<p><em>It was like, correct<\/em><\/p>\n\n\n\n<p><em>and then 20% of the time I would<br>probably make a different decision.<\/em><\/p>\n\n\n\n<p><em>So it still takes time,<br>but it saves time to do it that way.<\/em><\/p>\n\n\n\n<p><em>So how does this then impact this concept<br>of topical authority where we want to be<\/em><\/p>\n\n\n\n<p><em>covering everything to do<br>with our niche or our industry?<\/em><\/p>\n\n\n\n<p><em>I mean, are we going to be deleting half<\/em><\/p>\n\n\n\n<p><em>the pages and wrecking<br>that or what&#8217;s the plan?<\/em><\/p>\n\n\n\n<p><em>Yeah, it&#8217;s interesting, right?<\/em><\/p>\n\n\n\n<p><em>On one side you have people<br>that essentially want to add more pages<\/em><\/p>\n\n\n\n<p><em>on their site, and then on the other side,<br>I&#8217;m telling you, delete a bunch of stuff.<\/em><\/p>\n\n\n\n<p><em>I think that these<br>concepts can live together.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s really about,<\/em><\/p>\n\n\n\n<p><em>it&#8217;s like whether you want to believe<br>in topical authority, that&#8217;s fine.<\/em><\/p>\n\n\n\n<p><em>The question is, what is the quality<br>of the execution of that content?<\/em><\/p>\n\n\n\n<p><em>Right?<br>So if you&#8217;re doing low quality content,<\/em><\/p>\n\n\n\n<p><em>then potentially your pages<br>get low quality score.<\/em><\/p>\n\n\n\n<p><em>And despite the fact that you&#8217;re covering<\/em><\/p>\n\n\n\n<p><em>a lot of topics, your site<br>is going to get spanked.<\/em><\/p>\n\n\n\n<p><em>And honestly,<\/em><\/p>\n\n\n\n<p><em>you can find plenty of examples of that<br>following the recent updates, right?<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t think topical authority<br>is a way to protect your website.<\/em><\/p>\n\n\n\n<p><em>However, if you execute your content<\/em><\/p>\n\n\n\n<p><em>properly, it&#8217;s well maintained<br>and everything, and you use a process like<\/em><\/p>\n\n\n\n<p><em>this one to make sure your page<br>goes well with everything Google&#8217;s looking<\/em><\/p>\n\n\n\n<p><em>for, et cetera, then I<br>think it&#8217;s completely fine.<\/em><\/p>\n\n\n\n<p><em>I think it potentially works together.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like, I&#8217;m not saying make tiny sites<br>only, I&#8217;m saying don&#8217;t bite more than you<\/em><\/p>\n\n\n\n<p><em>can chew and make sites that you<br>can actually maintain properly.<\/em><\/p>\n\n\n\n<p><em>Because I think that matters<br>a lot for Google.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s like a good example<br>is like Healthline, right?<\/em><\/p>\n\n\n\n<p><em>Healthline is big health site,<br>lots of pages, et cetera.<\/em><\/p>\n\n\n\n<p><em>But all pages are executed<br>on a pretty high level.<\/em><\/p>\n\n\n\n<p><em>Google rewards them,<br>they&#8217;re doing very well, right?<\/em><\/p>\n\n\n\n<p><em>But then you can find many more bloated<br>sites that have lots of pages but not<\/em><\/p>\n\n\n\n<p><em>executed well that get<br>tanked in the updates.<\/em><\/p>\n\n\n\n<p><em>I think part of the reason for that is<\/em><\/p>\n\n\n\n<p><em>because it&#8217;s easy to create content<br>and to build processes to do it,<\/em><\/p>\n\n\n\n<p><em>but it&#8217;s much harder to know when to stop<br>so that you can maintain that content<\/em><\/p>\n\n\n\n<p><em>at the real best of the best kind<br>of standard that&#8217;s necessary across your<\/em><\/p>\n\n\n\n<p><em>entire site in order to realise<br>all these gains and stuff.<\/em><\/p>\n\n\n\n<p><em>And so, yeah, that&#8217;s the challenge.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not just like building the site,<\/em><\/p>\n\n\n\n<p><em>it&#8217;s maintaining it and lasting over time,<br>which is where you make the real money.<\/em><\/p>\n\n\n\n<p><em>Right?<\/em><\/p>\n\n\n\n<p><em>It sucks to climb all the way<br>there, to just fall off<\/em><\/p>\n\n\n\n<p><em>when you actually get there.<\/em><\/p>\n\n\n\n<p><em>You&#8217;re expected to actually last long<br>enough to actually make your money back.<\/em><\/p>\n\n\n\n<p><em>So potentially the challenge of building<\/em><\/p>\n\n\n\n<p><em>large sites is maybe more than<br>what people thought it was.<\/em><\/p>\n\n\n\n<p><em>Right, because it&#8217;s one thing to get<br>there, it&#8217;s another thing to stay.<\/em><\/p>\n\n\n\n<p><em>But you can absolutely have your topical<br>map, do all your topics, et cetera,<\/em><\/p>\n\n\n\n<p><em>but once a year, go through all your<br>content and make sure it&#8217;s still in line.<\/em><\/p>\n\n\n\n<p><em>Potentially that improves your topical<br>authority because you&#8217;re looking at what&#8217;s<\/em><\/p>\n\n\n\n<p><em>ranking, you&#8217;re looking at what new topics<br>are associated with your pages, et cetera.<\/em><\/p>\n\n\n\n<p><em>You re add them in there<br>and that helps you out.<\/em><\/p>\n\n\n\n<p><em>So it&#8217;s like, I think topical authority,<\/em><\/p>\n\n\n\n<p><em>it&#8217;s not necessarily a bad concept and it<br>potentially is how Google works,<\/em><\/p>\n\n\n\n<p><em>but it has pushed people to produce<br>lots of low quality content and bloat their sites.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s the execution of it.<\/em><\/p>\n\n\n\n<p><em>Like if you lower your standards too much,<br>there&#8217;s other factors can come into play.<\/em><\/p>\n\n\n\n<p><em>Exactly.<\/em><\/p>\n\n\n\n<p><em>So while technically it may be how this<br>works, I don&#8217;t think for people with very<\/em><\/p>\n\n\n\n<p><em>limited resources, it&#8217;s necessarily a good<br>framework because they should focus more<\/em><\/p>\n\n\n\n<p><em>on creating fewer good pages<br>than many low quality pages.<\/em><\/p>\n\n\n\n<p><em>When you have larger amount of resources,<br>I think it comes at play.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s a little bit more<br>practical, basically.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s how it works.<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t think these are particularly<br>opposed strategies,<\/em><\/p>\n\n\n\n<p><em>but quality of execution is<br>often lacking in this industry.<\/em><\/p>\n\n\n\n<p><em>And this audit process helps you open<\/em><\/p>\n\n\n\n<p><em>the eyes on potentially your<br>lack of quality execution.<\/em><\/p>\n\n\n\n<p><em>It did on ours.<\/em><\/p>\n\n\n\n<p><em>And quite often you&#8217;ll realise that when<\/em><\/p>\n\n\n\n<p><em>you do the audit and it&#8217;s just<br>going to bucket your pages.<\/em><\/p>\n\n\n\n<p><em>For some sites like 80% of the pages are<\/em><\/p>\n\n\n\n<p><em>going to land to the delete bucket<br>and it&#8217;s like that begs questions, right?<\/em><\/p>\n\n\n\n<p><em>You just spent all this money creating<br>all this content you&#8217;re about to delete<\/em><\/p>\n\n\n\n<p><em>if you follow this process.<br>Is it really worth keeping doing the same<\/em><\/p>\n\n\n\n<p><em>thing, or should you actually<br>update the way you create content?<\/em><\/p>\n\n\n\n<p><em>Is there a better way to do this<\/em><\/p>\n\n\n\n<p><em>that potentially gets you<br>better results down the line?<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s going to open up all these kind<br>of philosophical questions on how you<\/em><\/p>\n\n\n\n<p><em>create content and how you do things,<br>et cetera, which is a good thing.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s like a good questioning once a year,<br>are we doing the right thing?<\/em><\/p>\n\n\n\n<p><em>Is this actually helping us or should we<br>change direction and re optimise things?<\/em><\/p>\n\n\n\n<p><em>It&#8217;s really a healthy thing to do<br>in a content business,<\/em><\/p>\n\n\n\n<p><em>and this process will help you do that,<br>which is another perk of doing this.<\/em><\/p>\n\n\n\n<p><em>I think that kind of plays into the kind<\/em><\/p>\n\n\n\n<p><em>of long term results here,<br>because we&#8217;re not saying, hey,<\/em><\/p>\n\n\n\n<p><em>go do a site audit and you&#8217;ll<br>get full recovery from HCU.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s just not the case.<\/em><\/p>\n\n\n\n<p><em>And the thing as well is like,<br>you need to another update.<\/em><\/p>\n\n\n\n<p><em>Like quite often you do these audits and<br>it&#8217;s like, don&#8217;t expect results tomorrow.<\/em><\/p>\n\n\n\n<p><em>I&#8217;m not going to say that either.<\/em><\/p>\n\n\n\n<p><em>Quite often you need Google to press<\/em><\/p>\n\n\n\n<p><em>the button again and then<br>potentially you get a recovery.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s not guaranteed either.<\/em><\/p>\n\n\n\n<p><em>What I can tell you is everyone who is<br>recovered has done something similar.<\/em><\/p>\n\n\n\n<p><em>That&#8217;s the truth.<\/em><\/p>\n\n\n\n<p><em>But in general, it&#8217;s going<br>to ask you questions.<\/em><\/p>\n\n\n\n<p><em>I&#8217;m firing people,<\/em><\/p>\n\n\n\n<p><em>usually after this process,<br>I&#8217;m pointing fingers at people who do bad<\/em><\/p>\n\n\n\n<p><em>stuff, et cetera, and identify<br>things that could be done better.<\/em><\/p>\n\n\n\n<p><em>And I think it&#8217;s just a healthy thing<br>to do rather than just keep going as we&#8217;ve<\/em><\/p>\n\n\n\n<p><em>always done, not change anything<br>and then bam, one day -80% traffic.<\/em><\/p>\n\n\n\n<p><em>Honestly, we&#8217;ve been guilty<br>of that on previous sites, right.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s happened to us and it&#8217;s like,<\/em><\/p>\n\n\n\n<p><em>I think this process is going to make<br>things<\/em><\/p>\n\n\n\n<p><em>hasn&#8217;t happened to us on Authority Hacker<br>because we&#8217;re a bit more proactive on this<\/em><\/p>\n\n\n\n<p><em>and we do this before<br>it goes bad, basically.<\/em><\/p>\n\n\n\n<p><em>Yeah.<br>I mean, that&#8217;s the process.<\/em><\/p>\n\n\n\n<p><em>Again, I know this corner of the industry<\/em><\/p>\n\n\n\n<p><em>can be a bit shady and people will<br>promise you a lot of things, et cetera.<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t want to make these promises,<\/em><\/p>\n\n\n\n<p><em>but I want to tell you that this is<br>a healthy thing to do for your site.<\/em><\/p>\n\n\n\n<p><em>This is something that people<br>who recover actually end up doing.<\/em><\/p>\n\n\n\n<p><em>And what we&#8217;ve done is we&#8217;ve streamlined<br>the process and made it easier, basically.<\/em><\/p>\n\n\n\n<p><em>And the best thing if you&#8217;re an AH Pro<br>member is you can actually get this<\/em><\/p>\n\n\n\n<p><em>Blueprint right now<br>in our new members area.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s available right now.<\/em><\/p>\n\n\n\n<p><em>So head on over to<br>members.authorityhacker.<\/em><\/p>\n\n\n\n<p><em>com if you&#8217;re an AH Pro member.<\/em><\/p>\n\n\n\n<p><em>If you&#8217;re not an AH Pro member, first,<br>what are you doing with your life?<\/em><\/p>\n\n\n\n<p><em>And second, you can pick up<br>this Blueprint a week today.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s going to be on Monday,<br>the 18 March, and it will be available as<\/em><\/p>\n\n\n\n<p><em>part of a bundle of Blueprints<br>and resources and bonuses.<\/em><\/p>\n\n\n\n<p><em>Do you want to tell us a little bit<br>more about what&#8217;s included, Gael?<\/em><\/p>\n\n\n\n<p><em>Yeah, so I&#8217;ve made a module<br>on technical audit as well.<\/em><\/p>\n\n\n\n<p><em>So I&#8217;m still using the Ahrefs free site<\/em><\/p>\n\n\n\n<p><em>audit tool because actually it surfaces a<br>lot of technical issues if you have them.<\/em><\/p>\n\n\n\n<p><em>And for example, I&#8217;ll give you an example<br>of a member who had his non slash URLs<\/em><\/p>\n\n\n\n<p><em>at the end of the URL, not redirect<br>to his slash URLs at the end of the URL.<\/em><\/p>\n\n\n\n<p><em>And he was getting links to both.<br>Right.<\/em><\/p>\n\n\n\n<p><em>It&#8217;s not too bad when<br>you have a rel canonical.<\/em><\/p>\n\n\n\n<p><em>Like rel canonical supposed to fix<br>that basically, but it&#8217;s still not great.<\/em><\/p>\n\n\n\n<p><em>Essentially your links go through<\/em><\/p>\n\n\n\n<p><em>something a little bit<br>lower than a redirect.<\/em><\/p>\n\n\n\n<p><em>And so this helped him identify these kind<br>of issues and I told him to fix it<\/em><\/p>\n\n\n\n<p><em>on Cloudflare in the member area,<br>and essentially helps you cover some<\/em><\/p>\n\n\n\n<p><em>ground that a content<br>audit will not cover.<\/em><\/p>\n\n\n\n<p><em>And we&#8217;ve included<br>the EEAT Blueprint as well.<\/em><\/p>\n\n\n\n<p><em>Again, we&#8217;ve talked about EEAT<br>quite a lot in this episode.<\/em><\/p>\n\n\n\n<p><em>Originally I was not a believer of EEAT,<br>and now I think EEAT is a factor through<\/em><\/p>\n\n\n\n<p><em>correlation, just because essentially<br>the sites that have been deemed as helpful<\/em><\/p>\n\n\n\n<p><em>by quality raters have these<br>kind of on page factors.<\/em><\/p>\n\n\n\n<p><em>If you correlate with these sites,<br>you&#8217;re more likely to be deemed as helpful<\/em><\/p>\n\n\n\n<p><em>by a machine learning algorithm<br>and therefore implementing a bunch<\/em><\/p>\n\n\n\n<p><em>of these things is<br>a good idea on your website.<\/em><\/p>\n\n\n\n<p><em>Is this going to fix your<br>website from HCU on its own?<\/em><\/p>\n\n\n\n<p><em>I don&#8217;t think so.<\/em><\/p>\n\n\n\n<p><em>I think you need to do<br>the content audit as well.<\/em><\/p>\n\n\n\n<p><em>I think you need to look<br>in your tech as well.<\/em><\/p>\n\n\n\n<p><em>And so that&#8217;s why we kind of made<\/em><\/p>\n\n\n\n<p><em>that bundle because it kind<br>of covers most grounds.<\/em><\/p>\n\n\n\n<p><em>And there&#8217;s actually a bonus as well<br>where I audit a bunch of pages as well.<\/em><\/p>\n\n\n\n<p><em>So the Blueprint shows the process<br>and walks you through it.<\/em><\/p>\n\n\n\n<p><em>And I just recorded like an extra video<\/em><\/p>\n\n\n\n<p><em>where I just goes through a bunch of pages<br>that were maybe challenging in audits<\/em><\/p>\n\n\n\n<p><em>we&#8217;ve done and things like that and kind<br>of like talk through<\/em><\/p>\n\n\n\n<p><em>why we&#8217;ve done things and why you may<br>consider that so that we can get a little<\/em><\/p>\n\n\n\n<p><em>bit more in the trenches and doing it<br>in real life on real sites, basically.<\/em><\/p>\n\n\n\n<p><em>So that&#8217;s pretty much the bundle.<\/em><\/p>\n\n\n\n<p><em>So this is going to be available<br>for just a few days from next Monday.<\/em><\/p>\n\n\n\n<p><em>So make sure you&#8217;re<br>subscribed to our email list.<\/em><\/p>\n\n\n\n<p><em>Go to AuthorityHacker.<\/em><em>com\/subscribe to do that if you want to be notified of this.<\/em><\/p>\n\n\n\n<p><em>And it&#8217;s worth doing because there will be<br>a big discount as well if you&#8217;re on there.<\/em><\/p>\n\n\n\n<p><em>So highly recommend that.<br>Alright, cool.<\/em><\/p>\n\n\n\n<p><em>Well, that&#8217;s pretty much the episode. Whether you buy the Blueprint or not,<\/em> <em>I hope this was helpful<\/em>,<em> this made you think about how<br>to manage your website, et cetera.<\/em><\/p>\n\n\n\n<p><em>We always want to provide value on this podcast.<\/em> <em>It&#8217;s not just a sales fest.<\/em> <em>So hopefully that was good.<\/em><\/p>\n\n\n\n<p><em>If you enjoyed it, don&#8217;t forget to like, subscribe and let us<\/em> <em>know what you thought of it in the comments.<\/em><\/p>\n\n\n\n<p><em>And let us know what topics in the podcast<\/em> <em>you&#8217;d like us to cover as well or what guests you&#8217;d like us to have.<\/em> <em>We&#8217;re always looking to kind of expand the podcast.<\/em> <em>I think the interviews have been really good lately.<\/em> <em>I&#8217;ve been really happy with it.<\/em> <em>I&#8217;ve learned a lot personally.<\/em> <em>I know the last one I did on site speed<\/em> <em>was pretty nerdy, but I kind of enjoyed that.<\/em><\/p>\n\n\n\n<p><em>So yeah, pretty much, let us know in the comments.<\/em><\/p>\n\n\n\n<p><em>Hope you enjoyed it and we&#8217;ll<\/em> s<em>ee you in the next episode.<\/em><\/p>\n","protected":false},"author":20,"featured_media":109477,"template":"","meta":{"om_disable_all_campaigns":false,"_uag_custom_page_level_css":""},"categories":[15],"tags":[],"acf":{"coauthors":null},"uagb_featured_image_src":{"full":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332.png",1280,720,false],"thumbnail":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332-520x292.png",520,292,true],"medium":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332-300x169.png",300,169,true],"medium_large":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332-768x432.png",768,432,true],"large":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332-1024x576.png",1024,576,true],"gs-tiny":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332.png",50,28,false],"xl":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332.png",1280,720,false],"xxl":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332.png",1280,720,false],"xxxl":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332.png",1280,720,false],"xxxxl":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332.png",1280,720,false],"xxxxxl":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332.png",1280,720,false],"1536x1536":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332.png",1280,720,false],"2048x2048":["https:\/\/www.authorityhacker.com\/wp-content\/uploads\/2024\/03\/1-P332.png",1280,720,false]},"uagb_author_info":{"display_name":"Gael Breton","author_link":"https:\/\/www.authorityhacker.com\/author\/gael\/"},"uagb_comment_info":0,"uagb_excerpt":"\ud83d\uddd2\ufe0f Overview A special thanks to our sponsors for this episode, Digital PR Agency Search Intelligence. Google just released a fat core update and all the rules you know about SEO are about to change again. As Google has already started de-indexing what they deem to be low quality sites, content auditing has never been&hellip;","_links":{"self":[{"href":"https:\/\/www.authorityhacker.com\/wp-json\/wp\/v2\/podcasts\/109465"}],"collection":[{"href":"https:\/\/www.authorityhacker.com\/wp-json\/wp\/v2\/podcasts"}],"about":[{"href":"https:\/\/www.authorityhacker.com\/wp-json\/wp\/v2\/types\/podcasts"}],"author":[{"embeddable":true,"href":"https:\/\/www.authorityhacker.com\/wp-json\/wp\/v2\/users\/20"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.authorityhacker.com\/wp-json\/wp\/v2\/media\/109477"}],"wp:attachment":[{"href":"https:\/\/www.authorityhacker.com\/wp-json\/wp\/v2\/media?parent=109465"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.authorityhacker.com\/wp-json\/wp\/v2\/categories?post=109465"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.authorityhacker.com\/wp-json\/wp\/v2\/tags?post=109465"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}