Technical SEO Case Study: Crawl Budget Spent Well | Inflow

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Pruning Content Produces 8x the Leads

Kent Barton, Chris Hickey, Mandy Mangold, Alex Juel, Glen McMurry of Inflow

From Our Inbound Team


Overall Increase in Traffic to Non-Blog Pages


Results: 38 percent boost in non-blog traffic and 8x increase in leads

The Inflow Solution

The site’s owner had been blogging regularly since 2006. Some of her most popular posts came when any of the major social media platforms changed their interface design. When this would happen, she wrote a new blog post about the changes and offered specs (image sizes, etc.) so the users could update and design their profile pages in a quick and easy way.

In 2012, the Inflow team asked her to go through old blog posts and noindex/nofollow posts that weren’t getting traffic, and create evergreen pages for her social profile posts. She changed all the old blog posts between 2006-2008 to noindex/nofollow, and removed them from the XML Sitemap. Any of the social media template posts were 301 redirected to the evergreen pages that she made for them (found here). Now, instead of writing a new blog post for each update, she just updates the static page.

The Results

On the week of August 18, 2013, organic traffic to non-blog pages saw a huge spike.

Between August and December 2013, the newly created social template pages made up about 38 percent of overall organic sessions to non-blog pages.

Graph showing jump in traffic organic traffic to non-blog pages

On October 31, 2013, the site’s owner emailed asking what had changed and why she was now getting 8x the leads that she’s historically received.

Since Googlebot likes to crawl fresh content, and blogs are updated frequently, it’s easy for Googlebot to spend your crawl budget entirely in the blog section of your website. If this happens, then there is a chance that your website’s main pages won’t be crawled as often. Pages that are not crawled do not rank well. By pruning content and creating static pages for the social media platform templates, more non-blog traffic was organically coming to the site, which ended up resulting in more leads.

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