Managing old content on your WordPress site is crucial for long-term SEO, user experience, and site performance. But the big question is: should you keep it, update it, or delete it?
The answer depends on a few factors — such as content quality, relevance, performance, and how it contributes to your overall website strategy. In this article, we’ll explore when to delete, update, or retain your old WordPress content.
Why Old Content Matters
Old content can either be an asset or a liability. On one hand, it may rank well and bring in consistent traffic. On the other, outdated or thin content can hurt your credibility and SEO.
Here’s why it’s important to audit it:
- Google values freshness and relevance
- Poor content can reduce domain authority
- Outdated information may harm user trust
- Old content can compete with newer posts (keyword cannibalization)
When You Should Keep Old Content
Not all old content is bad. Some pages may continue to perform well or provide evergreen value. Here’s when you should keep it:
1. It Still Brings in Traffic
Use tools like Google Analytics or Search Console to identify high-performing posts. If they still bring visitors, keep them — and consider updating.
2. It Has Backlinks
If the post has backlinks from other sites, it’s valuable from an SEO perspective. Deleting it could affect your rankings.
3. It’s Evergreen
Content that remains relevant over time, like tutorials, glossaries, or timeless advice, should be preserved and maintained.
4. It’s Part of a Pillar Page Strategy
If the post is part of a content cluster or supports a main topic, it may be helping your internal linking and SEO structure.
When to Update Old Content
Updating is often a better option than deleting. You should refresh content if:
- It ranks on page 2 or 3 (updating may push it to page 1)
- It contains outdated stats or broken links
- It’s missing multimedia (images, videos, infographics)
- It lacks depth or has thin content
How to Update It:
- Add new insights or data
- Improve structure and readability
- Replace outdated screenshots or examples
- Optimize for new target keywords
When You Should Delete Old Content
Some content simply isn’t worth saving. Consider deleting if:
1. It Has No Traffic or Engagement
Use analytics to identify posts with zero pageviews over the last 6–12 months.
2. It’s Low-Quality or Thin Content
Posts under 300 words, without value or context, usually add no benefit and may harm your SEO.
3. It’s Off-Topic
If you’ve changed your niche or focus, unrelated posts could confuse search engines and users alike.
4. It’s Duplicate or Keyword Cannibalizing
If multiple articles target the same keyword, consider merging or removing them to avoid competition within your own site.
Should You Redirect Deleted Content?
Yes — always use a 301 redirect when deleting content. Redirect it to:
- A related post or page
- A category archive
- Your homepage (as a last resort)
Avoid sending users to a 404 page unless the content is truly irrelevant.
How to Audit Old Content
Here’s a simple process to follow every 6–12 months:
- Export Content List
Use a plugin or SEO tool to get all your posts and pages. - Analyze Performance
Use Google Analytics and Search Console to check:- Pageviews
- Bounce rate
- Dwell time
- Backlinks
- Keyword rankings
- Decide Action
Categorize each piece into:- Keep as is
- Update
- Delete (and redirect)
Tools to Help You
- Ahrefs / SEMrush – Content audit and backlink data
- Google Analytics – Page performance insights
- Google Search Console – Keyword data and indexing issues
- Yoast SEO – Readability and on-page suggestions
- Redirection Plugin – Manage 301 redirects
- WP All Export – Export post lists for auditing
Final Thoughts
Old content isn’t necessarily bad, but it needs attention. Ignoring it can lead to SEO issues and a poor user experience. The best strategy is to:
- Keep what’s working
- Update what’s outdated
- Remove what’s useless
Doing a content audit at least once a year can significantly boost your site’s performance, improve search visibility, and make your WordPress website more trustworthy and valuable. Consult with us.