Have a podcast in 30 days

Without headaches or hassles

Content marketing sounds like a lot of work: If you follow all the expert advice you’ll be writing blog posts, recording videos, editing graphics and managing social media pages. This could leave you wondering, “Am I a marketing manager or Chiropractor?”

But it doesn’t have to be this way. You can reuse, adapt and revive content you already have to get to the first page of google.

If you’re ready to become your area’s go-to chiropractor without spending all day writing blog posts and video scripts, this episode is for you. Darcy Sullivan will show you exactly how.

Listen now!

Show highlights include:

  • Why people will love the content no one reads if you revise and republish it. (8:12)
  • How to reach a completely new target market by changing a few words in your blog post. (17:43)
  • The biggest reason people abandon you after a single blog post. (25:33)
  • One overlooked metric that makes Google catapult your site to page 1—or shelf it on page 17. (27:27)
  • How to make your blog posts more engaging without writing better. (28:40)
  • The 30-second makeover that turns stale old blog posts into fresh, engaging content. (34:17)

Find out more about the MPI master series sports summit here: https://www.mpicourses.org/masters-series-sports-summit-lumbar-spine-chicago-march-2020

Read Full Transcript

Hey, chiropractors. We're ready for another Modern Chiropractic Marketing Show with Dr. Kevin Christie, where we discuss the latest in marketing strategies, content marketing, direct response marketing, and business development, with some of the leading experts in the industry.

Kevin: Welcome to another episode of the Modern Chiropractic Marketing Show. This is your host, Dr. Kevin Christie, and today I've got number three of three interviews with Darcy Sullivan. Today, we're really diving into repurposing and refreshing old content.

One of the key things that I do in my practice is to try to take old content and make it better or to even redistribute it through different channels, because sometimes we create really good content and there's nothing wrong with that, and sometimes we’ve created content in the past and it could be improved, and so, we dive into that. It's a really good episode. I highly recommend checking out the other two. [01:03.6]

You can listen to this one without listening to the other ones first, but after you listen to this one, you'll definitely want to go back and hear those, if you didn't. This will be our third installment of this and I think it all puts a nice bow on it, and you really should get a good understanding of how SEO works in really producing patients for you in your sleep, literally. And so, I highly recommend making sure that this is a big part of your marketing and your practice. It should be just kind of running without you. You don't have to do a whole lot of stuff. Create some content and things like that, but farm the rest out, and we dive into some of that.

Before we go into the interview, I want to make sure that you know all about the master series from Motion Palpation Institute. This is the sports summit and it's everything lumbar spine. This will be March 28–29 of this year. I went last year and I was able to speak on business growth and marketing. I really wanted to go this year, but I have my first child being born right around that time, so I can't make it out there. [02:02.4]

I like how they break this sports summit up—Friday night, they usually do some business insights and get that going. Then, Saturday and Sunday, you're getting palpation in an adjustment training on the lumbar spine. Last year was the shoulder. This year again, it's the lumbar spine, and so you're going to learn that part of it.

You're going to do soft tissue techniques for it. There's going to be functional, like last year, Jason Hulme, who's presenting again this year, did everything with the SFMA for the shoulder. This year it will be really spotlighted with the lumbar spine. Obviously, it can be connected. You’ve got Dr. Winchester. They're doing some DNS stuff, rehab things.

It's just an amazing collection of experts, getting you a weekend where you're going to dive into the lumbar spine and leave there knowing how to do a lot of different things for that, and the lineup is incredible. You’ve got Dr. Mark King, Dr. Corey Campbell, Dr. Brett Winchester, Dr. David seaman, Dr. Jason Hulme, Dr. Richard Ulm and you've got Dr. John Rosa. [03:06.8]

And so, you've got quite a lineup, great presenters, knowledgeable, and I think one of the cool things about this is that these docs are doing it in practice and they have thriving practices, and they're going to convey this knowledge to you.
This is going to be in Chicago—Lombard, Illinois to be exact at National University of Health Sciences—and you can go to www.MPICourses.org to sign up for that. It's a very reasonable ticket price and you're going to get a ton of information out. That's March 28–29 of this year, and that's www.MPICourses.org. You don't want to miss it.

I wish I could see you there. Sign up. Go. Enjoy it, and I'll see you there next year, 2021, because I'll definitely be there—as long as another baby is not being born at that time.
Without further ado, here's my interview with Darcy Sullivan.

We've got our third installment of three with Darcy Sullivan and we're going to dive into making old content new again, Reviving Old Website Content to Improve Your Online Rankings. I'm a big fan of this. [04:11.0]
Welcome to the show again, Darcy, and we'll dive in soon. Just give us a little bit of an update on how you've been over the last few weeks or so and what's new in your world.

Darcy: I'm doing great, trucking right along in the new year. Things are going good. I'm excited to talk to you today about updating old content to make it new again. This is the third one in this series, so we'll probably be referencing some of the previous ones, so that we're not overlapping and talking about the same thing over and over again.

Kevin: Yes. Just for the audience out there, if you haven't listened to the other episodes—in January, we had one, which was about blog SEO, so it was a step-by-step guide to creating an SEO-friendly blog post. That's something I think a lot of chiropractors, a lot of people in general, don't realize, which is that when you do create a blog, there are some key aspects to making it SEO-friendly, so we dove into that. [05:07.1]

Then, in early February, we had local SEO, how to rank for your city and surrounding areas, and that's obviously very important for a chiropractic practice. Sometimes some businesses are online and they're multinational, and there's not necessarily a city that you have to have local search for. But for chiropractors it's gigantic, right?

Darcy: Yeah, absolutely.

Kevin: So, reference those. You can't miss them. You can’t learn from this episode without having learned from those ones prior, too. I highly recommend listening to them, too, after you hear this one.
So, let's dive in. What are your thoughts on making old content new again?

Darcy: Making old content new again—I know we are talking about this, and I didn't know if we should call it that, historical optimization or content relaunch, but there are so many benefits to jumping in and reviving some of your current content. [06:10.4]

You've got the fact that new readers might not have seen your old content. You have the opportunity to make it better, which leads to more traffic and better rankings. If it's a blog post and you have included social proof on it for people to share it on Facebook, to like it or anything like that, you've got the addition of already having this social proof behind a blog post that you've already written, plus, we're revitalizing content, so we're not starting from scratch, which means it's a timesaver.

Kevin: Yeah, it is. And then, sometimes you just run into scenarios like for me. This happened recently. January–February is really busy for me for the NFL Combine stuff. Now, we try to create new content around that, so this would be an example of a campaign that you could run. If you have some kind of scenario like this for us, you could do a campaign around it. [07:11.3]

And so, I did have my associate write a blog around our experience working with these college athletes and stuff like that, but at the same time, I'm busy and I don't have a lot of time to create additional content. But I've done campaigns around the Combine stuff in the past. I've been doing it for 12 years, and so, I repurposed some of that information and some other stuff to really fill out our editorial calendar for January and February—it helped fill some holes for us.

Darcy: Absolutely, and we can talk about how you pick what pieces of content you should revive. But another thing that's important to mention is, when you're doing a search online—and I think right now we're talking more specifically about blog posts—but if I were to type in something like “what are the best tennis shoes for runners” or “is chiropractic care safe for the elderly”, it's going to come up with a lot of blog posts. [08:11.8]

Usually, when you see the blog posts, you see a date beside them and Google has the opportunity that it can show the date of your posts, and somebody is just more likely to click on an article that's more recent than one that's from five years ago, so they might even scroll down a little bit further through Google before clicking.

Kevin: Yeah, I guess part of it is that you would take, let's say, you wrote a blog four years ago and it's dated February 2016, you would take that and then republish it on the new date, as long as all the information is still timely.

Darcy: There's definitely a few more steps that we want to go through before just switching the date.

Kevin: Perfect. Let's do that then. [09:00.4]

Darcy: Yes. So, first things first. If you have a blog post that for your keyword is already ranking in the top, let's say, five positions—which is kind of the sweet spot—I wouldn't recommend this strategy for that.

We want to go to the content and the pieces that have more room for growth that are going to offer you a quicker win. You can dig through if you go to your Google Console. Google Console is a little bit easier to find this information than you would through Google Analytics, and if you want it in the show notes, I can type this out for you or even do some screengrabs -

Kevin: Yeah, that would be great.

Darcy: - because it's a little hard to say, Click here and do this. But under “performance,” you'll find what search terms people have been looking for and you can go to pages to see which pages people are clicking on. You'll realize that you've probably got some really quality older blog pieces that make up a chunk of what's driving traffic to your website. [10:13.6]

Kevin: Can I interject real quick? I actually just got an email from the Google Search Console team and it's the January search performance for my chiropractic website, and it's pretty cool. I know that you know all this, but from the audience standpoint, it just gives you how many clicks to the website, impressions, pages with first impressions and whatever else. But to your point here, it says top growing pages compared to previous month.

We did an article that we called the Dead Butt Syndrome or Gluteus Medius Syndrome, and we got a plus 116 clicks from the previous month on that article. I think I wrote that article three or four years ago.

Darcy: And that's a great example. So, you've got this content that's already out there and you can go into Google Console. [11:01.2]

You can click—like I said, I'll include the steps for you to publish with this—but you can get an idea of where your current position is, what keyword queries, what people are searching to get to that page, and this gives you some really helpful information in determining which pages or which blog posts specifically are worth your putting in just a little bit of time. We're not talking about as long as it would take to rewrite.

Kevin: Yeah, exactly. Perfect.

Darcy: Yeah. I do talk to a lot of chiropractors and, when I look at their blog posts, I find there are these hidden gems, like the one that you just mentioned.

You also have some chiropractors that have been around. You've got chiropractors that are new and you've got chiropractors that have been around for years, and for some the ones that have been around for years, the idea of how to blog and how to rank has changed and evolved. They’ve got some content that we can use the term “evergreen” for, meaning that it's still relevant today as it was three, four or five years ago. But it's hidden. It's buried down there. [12:16.2]

And you've got either some that are really detailed and great or you got some of those posts that are super short. We don't need to go into detail about all the SEO, writing a blog post, because we did that in January's episode. But a 200-word blog post just doesn't cut it.

You've also got some people that I know I've talked to that had purchased blog posts that were prewritten that other people have the exact same content, and you don't want to have the same exact content and you don't want to have those short posts that aren't going to give you the ability to grab those higher positions.

So, going through and revamping the content is a great option to build upon what you already have. [13:08.6]

Kevin: Definitely. I'm in the process right now with another person and trying to put together … we'll call it a blueprint for chiropractic blog-writing, because there's a lot to it.

Obviously, there's SEO and that's something that you and I have talked about, and you've provided guides for that and that's a huge part of it. But then, on the other side of it, a lot of chiropractors tend to write in too much science and not really resonate.

Darcy: Yes.

Kevin: I'm trying to dive into that as well, so a little bit more story, maybe add some bullet points, videos, basic stuff, and do that. So, it could be an opportunity with what you've presented on blog-writing and the SEO components in some of the guides and step-by-step that you've talked about, and some of the things that I'm going to try to implement as far as getting them to speak at a level that's a little bit more digestible for the regular person. [14:06.2]
And so, they could go back and take a blog that was an effective blog from a few years ago and just touch it up, right, and make it a little bit more optimized?

Darcy: Absolutely. When we revisit content, our goals are to check for accuracy, freshness and how comprehensive it is. Again, as you mentioned, we also want to make sure it's scannable, as we talked about in our previous SEO blog posts podcast, and that you are using words that target your audience and you're not talking doctor-to-doctor, but rather you're talking doctor-to-person.

Kevin: Perfect. Yes, exactly. I think that's such a big mistake they make. They definitely do their doctor-speak and it’s just flying right over the heads of people.

Darcy: Yeah. As you go through, there's a number of things that we'll talk about that you want to check on and maybe adjust. [15:00.6]

Obviously, we're going to say the date. What's important to note on this is that t's very easy in WordPress and some of those others to go in and change the date when something is published, but if you accidentally publish it, say, an hour from now or a day from now, trying to get ahead of the game, it's going to disappear.

So, you want to make sure, when you change the date, that you change the date and the time to a date and a timestamp that matches the time zone that's associated with your blog post, and just do a double-check to make sure it did appear on the date and time that you marked it for.

Darcy: Perfect. Makes sense.

Kevin: And this gives you the opportunity. When it's time to go in and update this blog post, you can change the name of it. You don't have to keep the name the same. You can change it slightly. Maybe your name prior was buying the right sneaker type for a runner or something like that. You can change it to a runner's guide for buying the right sneaker. [16:03.4]

You've got these opportunities to go in and change the meta-information, the title, the description, to help you improve SEO from that standpoint, but you've also got the opportunity to go in and revise the content, remove any content that is no longer accurate or doesn't belong.

It's a great time to replace images. Maybe you had an image of a tennis shoe that isn’t around anymore and you want to update it to the latest and greatest tennis shoe.
You've also got the opportunity to add more media elements like videos or infographics.

Kevin: I'm glad you said that. Sorry to interrupt. I definitely am glad you said that because I think the video component could be so huge, and the infographics, and just really making it good content. Instead of thinking you have to just keep on creating new stuff that's average or above-average, let's go back and really make these great pieces of content. [17:04.2]

Darcy: And there's so much information that's already out there. I think we talked about this before. You don't have to create the video for it. You can go out and find another video that you embed that gets the point across without you having to create it. You just obviously want to make sure you're not using your competition's video, but there are resources that already exist. There could be new statistics that you want to include because, again, this enhances the information and brings it up to date.

Kevin: Another thing I want our audience to consider is, hopefully, if they've been listening to this show long enough, and some of our other episodes and things like that, they've gotten a lot clearer on their audience, and so, now maybe they turn that blog they wrote that was just very general, a very general post. They can now think of an audience in mind and target that person, that group or rename the title, like you mentioned earlier, to catch the attention of that group, and so, you could definitely improve maybe the audience aspect of it and the target. [18:11.7]

Darcy: Yeah. As you're continuing to add content to it, you can include testimonials and you can include stories—you can really personalize it in that aspect—but you also want to make sure that you're breaking up the content. I noticed in some blog posts, there's an image at the top, and then it's just pure text. So, taking the opportunity to embed video, an image or, like we said, an infographic every 350–400 words really helps you. Also, it eases the eyes and gives you the opportunity to break up this really big chunky piece of article.

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Kevin: I want to make a recommendation and I've made it a few times, but there's a book written by Ann Handley—she’s a really good content marketer—and it's called Everybody Writes and it's just a cool book. She talks about a lot of different ways of writing for different things, whether it's a blog, a book, a Facebook post or an email. Some of the things she talks about are exactly what you just mentioned. [20:00.5]

Then she even goes to the point of how, if you were writing a book like I actually just did, people don't like long chapters per se, and so sometimes you have short chapters. In her book, she's got some chapters that are one-and-a-half pages. But it's great because you feel like you’ve accomplished a whole chapter, right?

Darcy: And I know that sometimes when you talk to doctors, they want things to sound professional, and be really lengthy and bulky. But once you start looking at things on a phone, it has to be smaller and more digestible to make it easier for people to scan, because we're people that scan these days. We don't always just read.

Kevin: Yeah, that's for sure. Great. That's really good information on the blog stuff. I don't want to feel like we're pigeonholing everybody into “this only pertains to blogs.” I know it probably pertains to certain pages on your website, too. Is that correct?

Darcy: Absolutely. I think blogs are just kind of the one thing people usually think about because they're like, I need to have fresh content, and they think of blog posts, but this also pertains to your overall website. [0:21:15.2]
In your overall website, you want to visit and take a look at those main pages. If, when you built out your website, you didn't take the time to build out a comprehensive chiropractic page or back pain page, or really dive into those key word pages that you want to rank for. This is a good opportunity to go back and do that.

And it's a good opportunity to build it out, and you shouldn't get overwhelmed. You can always update. I think that sometimes people are like, If I sit down and I have to write this out, it's going to take so long, but you can always update. If you've got images that look dated, switch them out. I mean that's an easy fix. [22:03.1]

Developing more content, making sure that, using all of those best SEO practices throughout your blog that we talked about in January’s episode, you can implement those as well, but going through and making sure that your web pages are interlinking. If you're on the chiropractic care page and you mentioned back pain, it should link to back pain. If you're in an article on your blog post that is about back pain and there's an easy reference point to an article, another article of yours or a main page on the website, you want to include those.

Kevin: Yeah, those pages are huge and I know we've added some to our website. It gains a lot of traction and that's what you'll see in that. Going back to that Google Console you talked about, it's pretty cool. You can expand it and it'll show your top pages. I'm looking at one right now where it's showing the amount of clicks I got on pages, and some of them are blogs that we wrote and some of them are pages. [23:04.4]

One of our top pages is just my “About me” section of me, my bio, but we’ve got one on sports recovery because we have a sports recovery center in there, and that was something that we did. We've got one on neck pain or back, and it just shows in there, and so, it's not just blogs that they're clicking on. It's also informational pages that are congruent with your practice.

Darcy: And I know that every chiropractor is different in the way that they attract their leads, but if you do have a lead magnet of some sort, if that fits with the way you're running your business, some of these top pages that you realize you're getting a lot of traffic to are a great opportunity to really have a strong to action, either if it's to download something or to take an action, so that you can get their contact information.

Kevin: Absolutely. That's why we've put a lot of effort into free online courses in our practice and we're in the process of getting the third one done, but essentially that's our lead capture. [24:07.0]

We haven't published them yet on the side because I'm in the process of changing websites, but we've got one on injury prevention for the desk worker. We've got one on triathletes, so injury prevention for runners and triathletes, and then the third one is going to be a low back course. It's going to be free, but they're going to have to provide their name and email address, and then it'll be a drip campaign.

It's a little elaborate. I think, for some chiropractors out there, it's a little elaborate right now, but that's going to be definitely a big lead capture for us.

Darcy: Another thing to mention is, as you go in and you see which of these pages people are coming to you on your website—whether they're directly coming to them and that's the first page they land on, or they're ending up on and you realize that this is high-quality content—you want to make sure from a navigational standpoint that it's easy to find. So, you don't want it buried. Specifically if it is an important page on your website, it shouldn't take somebody more than a click or two to get to it. [25:05.0]

Kevin: Yeah, definitely. Then I wanted to ask you a question, too. It's a little on topic, but off it, the bounce rate thing. If you have a page that's really maybe titled well, but then the information is not congruent or not that good, there's probably going to be a higher chance they bounce quickly, which is obviously not good.

Darcy: Okay, a bounce would be somebody gets to your website and, boom, they jump off that page. This can happen for a number of reasons. One, as you mentioned, the information doesn't line up, and when we say the information doesn't line up, it means that they went to Google and they typed in you know “how to find the right sneakers to prevent back pain” or whatever, and they get to that page, or “back pain” and they get to that page. They realize, This isn't the information that I want or I'm looking for, and they jump off.

This can happen, and this is important to note, both organically when somebody is organically searching, and this can happen when somebody sees a social media post of yours. This can also happen through paid ads. So, you want to make sure, if you see a large bounce rate, something is happening. [26:16.7]

Now, if it's a page that is a landing page—a landing page is a page where it has less navigation and it's maybe a “Sign up for this free training” type page—you're going to end up with a higher bounce rate. That’s very different than a specific page on your website, “your-website.com/back pain.”

If people are coming to your back pain website page and bouncing off, there's an issue and the only acceptable issue for why they are just bouncing off is because they're calling you to make an appointment or they're bouncing off to go to a scheduler to go schedule an appointment with you. That's acceptable. Other than that, you want to go in and look at that information and see why. What's missing the mark here? [27:10.2]

One of the reasons that we love to include internal links on our website is so that, if somebody is on your page and they're reading through, and they see something and they click it to something related to it, you're increasing the dwell time, which is how long somebody stays on your website, which is a huge indicator to Google of how reputable and how important your website is.

Kevin: I don't expect chiropractor's to dive into all those little nitty-gritty details, but what I want them to understand right now is that, if you make your website a very well-thought out content platform that's adding value and you're following these principles, whether it's the episode you and I did on blog SEO or local SEO, and then making old content new and adding pages, and it really being congruent with your audience in your message, then those things will inherently improve. And then, you could obviously hire someone like you to help out with the nitty gritty and making sure all that's connected and such. [28:12.3]

I don't want the chiropractors thinking they have to start diving into that. You've got patients to treat and content to create, but there are people out there that can dive into that type of stuff.

Darcy: Yeah, absolutely. And I know we mentioned video before, but including video, including infographics, including images, that kind of stuff, it's just as important on your main website as it is on your blog. So, if you've got relatable videos that go along with what you're talking about, it's a great place to put them. You don't want to overwhelm and drop in 25 of them in one area, but if there is a video that aligns, it's a great location to include those as well.

Kevin: Yeah, I love that. That's what I kind of tell people, Okay, let's do an editorial calendar for the month, and let's pick an audience and a topic, and let's write about it. [29:06.6]

And then what video can we shoot around that? If we're talking about the example you've been giving us, say, shoes or running shoes or whatever, you could shoot a video of you going through the basics of shoes or you could then shoot a video of the foot function and how a shoe plays into that. And then, maybe a video on some, I don’t know, foot strengthening or some calf stretching, whatever you want to do. But then, throughout that blog, you could plug those videos in in an appropriate spot and that's going to just benefit your blog immensely.

Darcy: Absolutely, and when you batch content together like that, it makes it easier on you because it's going to take less time.

Kevin: Yeah, exactly. You don't have to start thinking of million things to create.

Darcy: Right.

Kevin: Perfect. Okay, then, any other great gems as far as making old content new again?

Darcy: Yeah, I do want to refer back to a minute to blog posts and this is to people that have had their website, I'd say, more specifically, probably a WordPress website that they've had for seven or eight years. [30:12.5]

It used to be that the permalinks, and when I say permalink, I mean the URL would contain the month, the day and the year, and so, it would be “your-website.com/month/day/year/title of your posts,” and if for some reason, you're still on that track, you want to switch that because that's an indicator to Google, even if you update a blog post from 2014, 2014 is still sitting physically in that URL.

You can do this by changing the permalinks, and then you just want to make sure that you redirect the old URLs, “your-website.com/month/day/year/post” to now just “your-website.com/post title.” [31:06.8]

Kevin: Perfect. That's great. And that's not too complicated to do, is it?

Darcy: No, it's not. It's not overly complicated. There's always a video for that, right, to find on YouTube to walk you through? But, yeah, it's, it's not that difficult. But, again, I know everybody who's listening is at different places and stages of how long they have had their website, so you do have these people that have blogs or have websites that are still running from many years ago.

Kevin: Perfect. All right. I think a topic that I want chiropractors that think about, and I mentioned it before, is that we want to decrease the overwhelm.

Darcy: Yes.

Kevin: We want to decrease the overwhelm. We get it. We understand that you're treating patients and you're running a business. Potentially, there's a lot of stuff going on. And I think optimizing old content and getting it really good on your website is very helpful. But, also, you can redistribute it as well, right? [32:07.2]

You can take it and you can run it as a Facebook ad. Again, if you want, you can post it on your business page. You can send it as an email. You can do all those things. You can even turn it into a print newsletter if you want to. Is that something that you'd like to talk about with chiropractors, about just the distribution channels as well?

Darcy: Yeah, absolutely, and that kind of comes to the batching content. You don't want to just do one piece of content for that sake and just be like, Okay, we'll push it out once through social when we're done. You do have the opportunities to—we can go to running shoes—if you do the video and then you've got the blog post, and then maybe you have a designer put together a little infographic to go along with it. You've got all these related resources.

And even if they're older and, specifically, if you go in and you see you've got content and pages that are older that are still doing really well, there's no reason to not continue to circulate them. [33:07.0]

Add them into your circulation when you're sending out your email blasts or when you're posting to social. You don't want to lose the momentum of old content. You can always repush it out.

Kevin: Perfect. Great. Yeah, I highly recommend that and I think that's a great way of making old content new again.
It’s one of the things. Even if someone saw it from four years ago, they're not going to necessarily remember it. I just did that recently. Again, I told you about I've repurposed content and I actually even reshot a video on a pre-run warmup, because the one I did previously wasn't really great video quality and just I knew I could do it better. So, I redid that and redistributed it, and a couple people remembered it, but they're like, We can never hear this enough. This is great.

And so, most likely the audience is going to be different in a lot and this is the first time they're seeing it, but even if it's the second time they're seeing it, it's not going to be a problem. [34:04.5]

Darcy: Right, and if you've gone in and made some small tweaks to it, it is fresh and it's new, and it's updated, so it's not exactly the same. And you can also easy, easy update, switching out images. If you've got something, especially if you're sharing it through social, if you change out the image, if you switch the name of the title, if you update parts of it, it's going to look like fresh, new content.

Kevin: Exactly. Then, the last thing I just wanted to ask you, and then we can wrap it up here, is that a while back I did a content audit on my website and there definitely were some blogs that I just didn't like. This was years ago and I had someone do some blogs, and you could tell they were keyword stuffing. It just wasn't a great blog that it was written and I put it on my website. So, I removed them. [35:01.4]

Obviously, removing things you don't like like that, but do you recommend kind of doing a content audit sometimes and maybe just removing some content?

Darcy: Yeah, in this day and age, we kind of call it pruning, pruning back the stuff that just isn't important or doesn't work, or it's just that low-hanging fruit. But, again, it gives you the option of asking, Is it not good? Because, like you mentioned, it was keyword-stuffed. If you were to go in and clean it up, does it have the opportunity to thrive or should it just go in the can?
And if it goes in the garbage can, you want to make sure that you're redirecting, doing a 301 redirect, which is pretty easy to do to point that to a revised version or content that's related to that. So, just in case that link is still out there, anybody's trying to get to that page, they're going to end up at a page instead of just our 404 page. [36:02.5]

Kevin: Okay, perfect. Great information.

Darcy: Yeah, one thing that I think that I might have forgotten to mention is, when you are doing a scan, and you're deciding what we should update and what we shouldn't update, you also want to check for broken links. It's a great time to do that.
You can use Free Broken Link Checker. It's BrokenLinkCheck.com. This gives you the opportunity, because maybe throughout your blog post, you had cited a source and that source since has updated, right? This happens all the time. That gives you the opportunity to do some simple quick fixes like, Hey, let's just go in this source. They're not using it anymore. There might be a reason for it. Why don't we look for a better source?

Kevin: Perfect. I like that. Good tool, too. We'll put that in the show notes.

Darcy: Yeah.

Kevin: All right, thank you again. I know you'll be on the show in the future again, but this was just a really good little trilogy that I'm glad we did, and I always appreciate your help for chiropractors. I know you and I are working hand in hand together with some and it's going very well. I thank you for your time again. [37:13.0]

Darcy: Yeah, thanks for having me on. I appreciate it. It's fun.

Thanks for tuning in today. Please be sure to check our redesigned website at www.ModernChiropracticMarketing.com. Stay up-to-date with our blog, where content is regularly added by Kevin and guest contributors. You can also access our library of podcast episodes there. Go to www.ModernChiropracticMarketing.com and subscribe to the podcast today.

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