This is a transcript of a $100 MBA podcast episode (MBA1556) hosted by Omar Zenhom about why too much content on a website can harm a business. Omar argues that quantity can dilute SEO value across pages and that quality, deep posts (as advocated by Brian Dean/Backlinko) perform better. He recommends auditing public pages via Google Analytics, culling or consolidating low-performing pages (threshold examples: consider >50 pages as 'many'; delete pages under ~1,000 annual views when top posts get ~5,000), and publishing fewer but more in-depth posts (e.g., every 6–8 weeks, ~10,000-word 'epic' posts). The episode also includes multiple commercial ad reads and closing show notes (subscribe, expert resource list).
Questions this episode answers
2020-06-25
Every six to eight weeks
About 10,000 words
Over 50 pages
Anything less than 1,000 annual views when a top post has ~5,000 views (i.e., less than 1/5 or 5x lower)
Chapters
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Hey oh. Welcome to the 100 Arm, your go to place for everything business every single day with our daily 10 minute business lessons for the real world. I'm your host, your coach, your teacher Omar Zed home. I'm also the co founder of the Hundred Dollar mba, a complete business training and community online. And in today's episode you'll learn how too much content on your website can harm your business. Yep, you heard it right. Too much content. For a very long time we were taught the more the merrier, right? Publish as much as you can. Publish a weekly blog post, maybe even a daily blog post. Let's have a dedicated page for everything on our site. Let's give our customers everything they could possibly need, page after page. But in today's episode, we're debunking this. We're going to tell you why this can be seriously a bad idea for your SEO and for your page ranking and overall awareness. Google's algorithm has changed a lot over the years. One of those changes favoring quality, well respected information over quantity. We get into exactly what this means and how to fix your website to make sure it's not hurting your business. So let's get into it. Let's get down to business. Recently our team at Webinar Ninja have been doing some auditing to our website. This has a lot to do with the fact that we're designing a new site and we're moving a lot of things over from the old to the new and. And you want to kind of clean up shop. One of the things that we learned from SEO expert Brian Dean over@backlinko.com is that the number of pages on your website, and that includes your blog posts or any page that you have public, has a great effect on the SEO juice you get for your site, for your business. It affects your ranking, it affects your exposure a whole lot. The way he explains it is, let's say, for example, each website gets 100 units of power, okay? And your website has 100 pages. The power of your website is spread against all the pages you have. That means in this scenario, each page only has one unit of power. But if your website had 20 pages versus 100, each page would have 5 units of power. 5xing the SEO juice. Now, of course, there are other factors in play, but one of the things that can really boost your rankings almost instantly is culling your website. Taking a looking at the pages, the posts that are just not doing well, and you guessed it, delete them, get rid of them, unpublish them. If they're not serving your site, get rid of them. It's actually better to have high quality blog posts on your site that are backlinked to, that are popular, that are shared that than just having a ton of blog posts just for the sake of having lots of blog posts. Now, Brian Dean actually practices what he preaches. He doesn't release a blog post every day or every week or every month. He actually publishes a blog post every six to eight weeks. But when he publishes a blog post, it is epic. It's like 10,000 words. It's basically an ebook. But it becomes the definitive guide for the topic of that blog post. It becomes a shareable blog post. Because a blog post people link to and because he doesn't publish that much, all his blog posts are epic. He has enough time to publish deep content and go deep on a topic. He has time to work on making sure the content is shared and backlinked to by big sites. So one of the ways you need to think about this is every time you publish a page on your website, it's like an investment. You have to really think twice before publishing a page. Make sure it counts, make sure that you're giving it a lot of value. And you're not just publishing pages just to have lots of posts or Pages on your site. This means trying to be economic with your actual pages. It's better to have a long page than several short pages. So one of the things you can do to get started is just to go to Google Analytics and this is exactly what we've done. And this is what Connor, our head of content is working on right now. You just go to Google Analytics and you see all the pages that are being crawled or are public that Google is finding on the web. And you rank those pages by page views, how many people have viewed that page, and you can do for the last six months or the last year. And depending on the number of pages on your site, you're gonna have two different strategies. So the first thing is if you have a lot of pages on your site, let's say over 50 pages, I basically look at the pages that are just not getting as much traffic as my best pages or my best blog posts. And to me that means anything less than 5x. So say for examp, you have a blog post that is getting 5,000 views in the year. Anything less than a thousand views I want to get rid of. It's just not doing well compared to my best post. You can consolidate information. So maybe you have a blog post that's on three different topics. Maybe you can merge these topics and make one big epic post. Same thing for pages on your website, informational pages, things about your product. Is there any way you can merge these pages into one page, like one feature page? This is gonna be tough because you're gonna have to be brutal. You gotta like killing your darlings. Here is what they call it. But you gotta cut what's not serving your business, what's not serving your site. Many people see an increase of 25 to 30% in traffic immediately when they do this audit. Because Google will recognize this audit and boost your rankings. So when it comes to your website, the more is not merrier.
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Regularly auditing your website is important because we often just publish pages, landing pages, opt in pages, blog posts, and don't think twice after you do the audit. Make it a habit with your team to think critically about every new blog post they publish. Have maybe a different publishing schedule that you normally have. Maybe you have a weekly publishing schedule. What if you do it twice a month but you actually build better content, more in depth content, or once a month for that matter. This may be hard to implement when you first get started because you need some blog posts on your site, but definitely after a few months in business you can start to go deep. Thanks for listening to the $100 NBA show. If you love it here, hit subscribe right now. By hitting subscribe, you never miss a beat. You get the next episode automatically right on your device. Whether you like to listen on Apple podcasts or Stitcher Radio or Spotify or Himalaya, we're on them all. Hit subscribe right now. Before I go, I want to leave you with this. There's so many great experts out there in different areas of expertise. You can't build a business alone. You got to lean on those experts, whether it's Brian Dean for SEO or the guys@wistia.com for video marketing and creation, or SaaS Business Advice with Dan Martell over at YouTube. You don't need to be an expert at everything, but you need to know where to go when you need something. So I highly recommend you make a list of your favorite experts in a spreadsheet. Their website, their YouTube channel, their social in different areas of expertise, different areas of your business that you might need for financial help, design, management, hiring and firing, things like that. Who do you like to go to when you need advice in those areas? What kind of content do you want to read when you need some direction in making a decision with some of these areas? Make a list. It takes a few minutes. Put a spreadsheet together or make a Google sheet. Bookmark it and you can always refer to it when you need some help. Thank you so much for listening and I'll check you in tomorrow's episode Free Art Friday. I'll see you then. Take care.
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