Articles that are not classified in the correct category, since until now there was no consistency in the classification of articles by category. In these cases we define the correct category and eliminate those that are repetitive or have been created randomly. We also removed most of the tags from the blog articles.
Articles that have been removed but are still indexed in Google. These are pages that give a 404 error and we must manage them properly so that they disappear from the search results pages.
We decide what is going to happen with each of the pages found and we define the URL of each of them in case they are going to be kept in the new website. We have to keep in mind that the old content must be maintained if we do not want to lose the positioning of each of the pages.
Google Search Console search terms: these are the terms for which the current website is already positioned and we must take them into account in order to maintain or even improve the current rankings and organic traffic. Thanks to the Search Analytics for Sheets add-on we can export these terms with the page that is getting impressions and clicks on each of those searches.
Competitor keywords: we use tools such as SemRush to obtain keywords from websites specialized in digital marketing in the United States.
Keyword suggestions obtained from keywordtool.io and uber suggest from generic terms.
Once we have compiled all the keywords that might be of interest to our clients, we add the search volume for each one in order to prioritize by the amount of organic traffic those searches could bring in. Then we assign them a URL, which can be one of the pages of the old website or a new one, corresponding to one of the new services of the agency. It can also be proposed as a topic for a blog article.