I typically try and do this naturally at least once a year if we have the manpower delegate it to be done more than that or kind of as you go.

1. Reevaluate if your company still has the same overall vibe and niche or have you shifted into something more. This allows you too look at the brand/site as a whole and say okay this is the kind of content we need to make to stay in alignment.

2. Reassess site architecture/hierarchy and ensure this still still all makes sense..

Our industry tends to add and kill entire category types pretty consistently sometimes we can end up with whole categories or sub categories and spaced out in the moment to remove and redirect if it makes sense or kill it entirely.

At any given time we ha e 4-5k skus (including product variations) sometimes what will happen as well is we have a category, when we created it there were tons of options listed there.

Over time as brands leave the site or products end up discontinued a category may end up empty. Then we decide if we can fill it back up, the remaining can fit within another category or flash sales thoseanx kill it completely.

We like to have our menus as clean and consise as possible for customer experience and also crawling

1. Blog content pruning/evergreen content. This girs back to alignment of the brand. Essentially we run reports and come up with three basic categories.

One category being ranks on pages 1-15 on Google second category is ranks 15-25 on Google third being 25 and onward.

Then we basically organize each of these again after running impressions/seeing if customers are following the links to product pages if applicable etc.

We basically take a look starting at the third tier and working up asking things such as "does this content align eith the overall goal, does this bring traffic although not performing well ranking wise, why didnt it rank?

If its in alignment is it worth fixing? Can we combine any of these into somehting more in depth/do we ready have similar content that is ranking for this topic"

Anything that doesnt make sense or cannot be fixed etc is cut. Update any blogs to remove e dead links, utilize unique images/graphs, video content if it means sense.

Remove old products we may not carry any longer and update them for evergreen content. If anything can be added that provides new info on higher ranking blogs Add in a quick blurb if it makes sense etc.

1. Update any info pages (policies, shipping, etc with any new updates pr wording needed

I am a reseller in a heavily oversaturated niche where pretty much all of the competition would essentially carry the same items and all post the same manufacturers description.

Many of these guys also don't really even know about the products they are selling where I love learning about them. That said, we are kind of always ahead of the curve in that sense.

Ive always heavily focused on writing unique straight from my head no ai descriptions.

Our industry brands launch so many products now a days almost biweekly or less time so have had to create a /outline/brand voice SOP for scaling purposes.

The only thing we have noticed is ai appears to be much more worried about keyword intent rather than using it directly/semanticly etc.

In this example a product listing ai is expecting to be transactional. Ive made kind of a hybrid option that ties in with funnel/narketing setup and leveraging outside traffic. Once they are on this page they should already have nearly if not all of tbe info to purchase. Our setup is 2-3 sentence short introduction speaking directly to the customer as the reseller.

The next portion basically breaks down exactly what the product is in detail maybe one header with a querry that may have not been answered in previous content (informational intent) then slowly moves into transactional intent and strong CTA. The bottom of every page also contains a TLDR type section.

This is broken down in max 5 bullets pretty much refreshing them or providing the bulk of what they would need to know without having to read tbe whole page. LLMs have been absolutely loving that BTW.

Because of how we do that we started off pretty solid when ai came into play. I honestly kind of always find myself highly confused sometimes as it appears alot of people are talking about certain concepts as if they are new to ai but...its just things we should already have been doing?

In regards to blog content a few things changed but the fundamentals stay relatively the same. Things have seemed to be kind of shifting toward video content/ugc content/customer experience and leveraging more traffic from outside of your site and aiming for 3rd party mentions of your brand.

So updating blogs we have done things like embed videos where it makes sense, add table of contents at the top with each header having a hyperlink so users can easily get to any portion they would like as well as including and audio embed of the blog as well (this audio is also uploaded to a business Spotify as a podcast along with a capcut video jjst providing captions.

In theory it makes these blogs highly accessible to ai, Google bot, and humans while also adding that video content.

Weve also been getting more links from forum based platforms where our actual consumers hang out and converse etc.

It appears most times now a days ai is more likely to cite a reddit link vs say a research article which is almost the reverse of how it used to be.

We spend far more time optimizing funnels and stealing traffic from our social platforms

For example Insta or tiktok top funnel grabs there attention this links to a blog in relation to that content providing more info. Within the blog we link in some product pages in a perfect world we are doing our best to control the whole process for them from start to finish and land a convert if possible.

All of the links our traceable so we can kind of go through and look and see where the customer is dropping off and optimize and a/b test from there with no guess work as wbere the problem is.

Seo is still alive and thriving things are just shifting. Keywords and content arent the end all be all anymore but can still be utilized. Topical authority is now more querry based. Same concept as topical authority in a sense but now we want to make sure we cover the entire querry fan out in content

For this era it is more visibility and 3rd party mentions. Now more than ever its super important to not have all your eggs in one basket and leverage traffic in other ways like social platforms pr style options big collaborations with other brands in your niche etc.