Real-Life Examples: How We Improved SEO Visibility by Optimizing the Business Blog

One of the most common SEO recommendations is post content frequently. As a result, many companies accumulate hundreds of items without a clear strategy, prioritizing quantity over quality. 

The result: blogs with outdated content, content that is outside the business niche, or content that is unable to generate qualified traffic.

Currently, Google places much greater value on a website's usefulness, user experience, and topic relevance than simply the number of indexed pages. In this context, removing outdated content (content pruning) and optimizing existing posts have become one of the most effective SEO strategies.

In this post by Geotelecom, we analyze two real-world projects in which blog optimization has been a key factor in improving the quality of organic traffic and strengthening the domain's topic authority.

Case 1. E-commerce for Home Appliances 

The first project is an e-commerce site specializing in home appliances, whose blog had been publishing content since 2016.

After several years of publishing, The blog had accumulated numerous articles that had completely lost their usefulness. To determine which content to keep and which to remove, we analyzed the performance data from the past 16 months using Google Search Console.

The analysis revealed a fairly common situation:

• Numerous articles with zero clicks;
• Content with no relevant impressions;
• Posts that have absolutely nothing to do with the business.

Among them were recipes, newly released movies, musicians, diets, and even tutorials on how to download Windows 11. Although some had been viewed years ago, did not have any semantic connection to the sale of household appliances.

Why was the decision made to remove this content?

One of the most common mistakes is assuming that any URL must be redirected to preserve authority. In this case, it was not recommended.

The articles did not share the same search intent with any category in the store or with other blog content. Nor did they contain entities or semantic agents related to the sector.

That is why It was decided to remove them directly instead of using 301 redirects, which would have merely passed on irrelevant signals to other pages.

This decision led to a temporary decrease in visibility. Some of those articles continued to receive a trickle of traffic, but they attracted users who were never going to buy an appliance.

The Strategy prioritized traffic quality compared to the volume.

Optimizing Existing Content

The removal of content was not an isolated incident. For about 6 months now, The editorial calendar combines the creation of new content with updates systematic review of older articles.

Each optimized post includes improvements such as:

• Preliminary keyword research;
• Restructuring using hierarchical headings;
• Addition of FAQ sections;
• Complete update of the information;
• Improvements to internal linking;
• Removing years from URLs to facilitate future updates without having to change the content's address.

This last point has made it possible to turn many articles into evergreen content, avoiding unnecessary migrations every time they are updated.

Changes in Visibility

The results show a very significant trend.

Blog Visibility

Currently, the blog is the directory that drives the most organic traffic to e-commerce sites.

In addition, it states:

• 4,544 keywords in the Top 10
• 6,299 keywords in the Top 100

This evolution isn't limited to just the blog.

Domain Visibility

Change in the blog's topic

Probably, the most important change is not the increased visibility, but rather the semantic profile transformation from the site.

Just a few months ago, the blog was ranking for searches such as: Santa Monica Foster Hollywood Salad Recipe, Barbecued Zucchini, 7 Rules for Losing Weight by Walking, How to Download Windows 11, Juice Recipes Using a Blender.

Currently, the most common search queries are directly related to the commercial purpose of e-commerce:

• Best Washing Machines
• Best Washer-Dryer Combo
• Best Ovens
• High-end appliance brands
• Dyson V15 Detect Absolute
• The Best Washing Machines on the Market
• Which ceiling fan is better—one with blades or one without blades?

In other words, The blog has stopped attracting general traffic to serve as a channel for attracting users interested in purchasing the products sold by the company.

Case 2. Dental Clinic

Ongoing project: This project is currently in development.

This is a dental clinic whose blog hadn't published any new content in over two years. In addition to the lack of content updates, there was a significant architectural issue.

The URLs followed a date-based structure: clinica.es/2021/04/post-title-in-burgos/

As a result, the directories with the highest visibility were /2021/ or /2022/ rather than the blog section itself.

From the perspective of information architecture, Authority was being distributed to directories based on years, which are completely irrelevant to the user.

Change to the URL Structure

The first step was to reorganize the entire structure. The new posts adopted a much cleaner format: clinica.es/blog/post-title/

As a result, all of the content's subject authority is concentrated in the directory /blog/.

As is the case with any major migration, Google needed time to process the change.

Initial Impact

Visibility changed as follows:

Although Initially, there was a drop, this was expected behavior while Google was reassigning the signals for the new URLs.

Individual optimization of each item

Once the redirects were stabilized, the second phase of the project began. 

The articles that historically generated the most traffic were those published in 2021.

Instead of creating new content indiscriminately, we decided to optimize existing articles one by one through measures such as:

1. Updating SEO titles and meta descriptions.
2. Addition of new headings.
3. Creating FAQ sections.
4. Update to the publication date.
5. Manual reindexing request.
6. Improving internal linking to strategic categories such as /treatments/.
7. Addition of buttons to request an appointment.
8. Creation of three thematic categories to organize the content.

This methodology allows for build on the authority established by previous articles instead of starting from scratch.

Removing Unhelpful Content

The cleanup also includes posts that are practically useless.

For example, content such as: /2021/04/21/pediatric-dentistry-in-burgos/

They should not exist as individual articles. In many cases, this Information can be categorized a series of treatments or become a much more comprehensive landing page.

In addition, a URL sanitization by removing the city name when it adds no value. 

From a local SEO perspective, Systematically including the location in all URLs does not improve search engine rankings and can result in structures that are unnecessarily long and difficult to maintain.

Current Status of the Project

Although there is still work to be done, the initial results are promising.

Currently, the blog features:

• Visibility of 0.011;
• 26 keywords in the Top 10;
• 53 keywords in the Top 100.

The next phase will involve continuing to optimize the content published in 2022 and gradually removing articles that perform poorly or offer little strategic value.

In conclusion, More content doesn't mean better SEO. A blog full of irrelevant articles can dilute your authority on the subject, attract low-quality traffic, and make it difficult for Google to identify the site's true area of expertise.

The results obtained in both cases show that, although some decisions—such as removing content or modifying URL structures—may cause temporary drops in visibility, in the medium and long term help improve traffic flow, strengthen the thematic relevance and consolidate much more sustainable organic growth.

If your blog generates traffic but that traffic doesn't translate into business opportunities, the problem is probably not the amount of content, but rather your strategy. 

At Geotelecom we have a team of SEO specialists who will analyze your project and design a personalized strategy for your blog. 

¡Contact us at and we'll walk you through the steps!