United Kingdom

What is Content Consolidation?

    Reposition Services UK
    author image
    By Dev
    September 27, 2023
    ~ 5 minutes to read

    What Is Content Consolidation

    Content consolidation refers to the process of bringing together multiple pages on a website that cover the same or similar topics into one optimised page. The goal is to provide users with one authoritative, comprehensive resource instead of having the information scattered across several different pages. 

    Consolidating content can help improve the user experience by making information easier to find and digest. It also offers search engine optimisation (SEO) benefits by focusing link equity and relevance signals onto one target page instead of diluting it across multiple pages targeting the same keyword.

    What is Content Consolidation

    Some common ways content is consolidated include

    – Merging similar blog posts or articles into one in-depth guide. For example, combining “5 Content Marketing Tips” and “10 Advanced Content Marketing Strategies” into one post.

    – Converting a series of product pages into one combined category or comparison page. Such as having individual pages for red, blue and black shirts into one “shirt colours” page.

    – Redirecting old outdated content to relevant updated pages so all signals pass to the new version.

    – Combining location or chapter pages into a main hub page. For instance redirecting “/london/contact-us” to “/contact-us”. 

    – Compiling information from various service pages into one cohesive “services” page.

    – Adding related content as sections of a more comprehensive post instead of as separate posts. Such as including reviews as part of a “buyer’s guide” rather than standalone review pages.

    The consolidation process aims to create more authoritative pages that fully answer user queries in one place, improving clickthrough rates. It also allows sites to expand on topics more fully, adding related resources, images, videos etc. to enhance the user experience.

    Consolidating content takes effort but can greatly improve SEO when done right. The benefits typically outweigh the initial work required.

    How Content Consolidation Can Improve SEO Performance

    Consolidating content into authoritative pages targeted around primary keyword themes can provide a number of SEO benefits:

    1. Improved Rankings

    Consolidating content onto a single page can help concentrate link equity and on-page relevance signals, strengthening that page’s rankings for important terms. 

    Instead of having the power of your website’s authority diluted across 10 different product pages targeting “wooden toys”, consolidating to one focused “wooden toys” page directs all signals to that URL for that term.

    The page becomes the prime resource for that topic, gaining more internal links, social shares and backlinks. This accumulation of signals typically results in improved rankings, especially for competitive terms.

    2. Reduced Cannibalisation

    Many websites end up competing against their own content for the same keywords across multiple pages. This “cannibalisation” splits authority and confuses search engines.

    For example, a site may have different “black dress” pages targeting that term:

    – black-dress-guide.html

    – little-black-dresses.html  

    – black-dress-for-party.html

    Instead of competing, content consolidation assigns one URL as the prime “black dress” target page. The other pages are either redirected, updated to target different terms or related as secondary content.

    This reduces overlaps in targeting and helps search engines determine one authoritative page on your site for those keywords.

    3. Improved User Experience

    Consolidated content creates a user experience focused on their intent rather than how your site categorises topics.

    For example, a buyer searching for “best titanium watches under $500” wants to find reviews, comparisons and recommendations in one place. Content siloed in separate product pages forces them to piece together information.

    Creating specific buying guides, comparison pages and roundups tailored around search queries provides a better experience. Users can find what they need efficiently without bouncing around your site.

    This typically improves engagement metrics like lower bounce rates, longer time on site and higher pages per session. Higher engagement signals relevancy to search engines.

    4. Site Structure Optimisation

    Consolidating pages gives you an opportunity to improve your site’s information architecture.

    Redirecting and relinking outdated or thin content can help streamline your site structure. For example:

    – Moving location pages like /chicago/contact-us to standard versions like /contact-us.

    – Redirecting blog category archives to the main blog or home page.

    – Pointing all product pages to combined comparison or category pages.

    This creates a more efficient site architecture focused on consolidated hub pages on core topics. Search engines place more value on well-structured sites with clear hierarchies.

    5. Less Thin Content

    Consolidation helps reduce thin content across your site. Limited, low-value pages diluted across similar topics can be redirected or expanded into more useful resources as part of consolidation.

    For example, short-styled product category pages can be redirected to enhanced guides. Brief location pages can be absorbed into standard templates.

    Having fewer thin pages with duplicate or overlapping content keeps search engines focused on your high-quality, authoritative pages. This increases the strength given to your consolidated pages.

    6. Fresh Content Opportunities

    Consolidating content gives you a chance to update and expand your pages with new information. For example:

    – Adding new tips, steps, sections or features to existing posts during the merger.

    – Creating entirely new comparison articles or buying guides from multiple old product pages. 

    – Producing completely revamped location pages based on all previous city-specific content.

    This allows you to rework existing content into new, expanded resources aligned with your new structure and strategy. Updating content also helps with freshness signals.

    7. Easier To Manage

    Consolidating pages reduces the amount of content you need to maintain and optimise. For example, managing 100 product pages can be condensed down to 10 category and comparison pages.

    Fewer pages make it easier to keep content updated. It is also faster to apply optimisations like new titles, metadata, links and images across a consolidated site.

    Overall this saves time and effort across SEO activities while lowering technical debt. Having a more consolidated site structure also makes expansion simpler.

    8. Page Authority Transfer

    When consolidating content, you can utilise 301 redirects to transfer any authority and signals from old pages to new consolidated targets.

    For example, if you are consolidating 5 product pages into 1 comparison page, applying 301s passes along any existing rankings and metrics. This gives the new page a strong starting point while discontinuing the old pages.

    The consolidated target page retains all the link equity and social signals gained over time by the individual pages. This upstream authority transfer is a key benefit of proper 301 use during consolidation.

    9. Lower Risk Of Over-Optimisation

    Spreading similar content across multiple pages can lead to issues with over-optimisation. For example, pages cannibalising each other for the same terms can mean stuffing keywords across titles, URLs, and text.

    Consolidation reduces duplication and overlap, creating more focused pages truly aligned with their topics. This lowers the risks associated with repeating the same terms and optimisation tactics across many pages.

    The consolidated page can also be thoroughly optimised using synonyms, related keywords and LSI terms without going overboard. Optimising fewer core pages reduces both duplicate content and keyword stuffing issues.

    10. More Linking Opportunities

    Having consolidated hub pages around topics gives you anchor text linking options within your site. For example, linking to your main “types of coffee drinks” page from related pages:

    – “Read our guide to types of coffee for more” (from your “How Coffee is Made” article)

    – “Looking for popular coffee styles? Check out our comprehensive guide here.” (from your “new coffee lover’s glossary” post)

    – “Top coffee drinks like lattes, mochas, and more explained in detail.” (from your “coffee recipes” page)

    These allow you to build a strong internal link profile, ranking power and relevance for consolidated pages. It also improves user experience by pointing visitors to related resources.

    Conclusion

    Content consolidation involves strategically restructuring content into authoritative hub pages targeting core topics users care about. 

    Done correctly, it can significantly improve user experience, site architecture, and SEO performance. Consolidated pages tend to rank better due to concentrated signals. They also provide a more satisfying user experience.

    However, consolidation requires planning and execution. Use detailed keyword research to create optimised consolidated pages around topics. Employ smart redirects, interlinking and content updates to transfer signals from old to new pages. Monitor for improvements in rankings, engagement and clicks.

    Consolidating content takes work but is well worth the long-term gains for on-page optimisation, better site structure and higher rankings. Approach it as a continuous process of better meeting user intent through your content and site architecture. With the right strategy, content consolidation can dramatically improve SEO performance.