What is Website Content Bloat? And How to Overcome it!

April 18, 2024

Read our comprehensive guide to combatting content bloat for a more cohesive website

Are you overwhelmed trying to manage your website’s growing number of pages? Are you uncertain which pages actually drive meaningful results, and which are just weighing down your site? If so, you likely have an issue with content bloat

Content bloat occurs when a website accumulates page after page of thinly researched or copied content in the hope that the volume will increase traffic or provide more information to customers. In this article, we cover the most common causes of website content bloat, explain what problems it creates for your brand and overall site performance, and of course share the best practices to help streamline your website’s core architecture.  

We’ll teach you how to cut through the clutter to showcase your most credible, useful website content so you can build sustainable search visibility and consistent value for your visitors. Read on to find out more… 

What is content bloat on a website?

Content bloat refers to having too much content on a website that isn’t properly optimised, relevant, or helpful for users. Some examples of content bloat include:

Lots of thin or low-quality content

Let’s face it, website pages with only a couple of hundred words don’t cut it where Google is concerned. Referred to as pages with ‘thin’ content, they don’t usually provide enough useful information or serve much of a purpose to the user.

Duplicate or repetitive content

Publishing similar content across multiple website pages simply dilutes the message or point you’re trying to make. Producing duplicate pages or repeating content will only devalue your brand and risk your site being penalised where Google is concerned. 

Outdated or irrelevant content

Keeping old blog posts and web pages long after their information becomes outdated is another no-no where Google is concerned. Not only does outdated or irrelevant content age your website considerably, but it can also cause your visitors to lose interest and mistrust in your brand.  

Why is website content bloat a problem?

The main problem is that content bloat can make a website more difficult to navigate and harder to maintain. As a result, it can compromise the authority and reduce the trust a site has worked to build since it launched. Here are some of the key problems that content bloat causes for websites:

  • Users Feel Overwhelmed – Too much website content (especially low-quality or irrelevant content) makes it very difficult for visitors to find what they need.
  • Authority is Diluted – Having a large volume of website pages is detrimental if the content isn’t high-quality or deemed useless. This behaviour can water down the overall authority of the site.
  • Important Information is Hidden – The visibility of vital content, products, or services you provide gets lost when it’s buried among an abundance of unnecessary website pages.
  • Site Speed Slows Down – Loading and rendering unnecessary website pages with extra code and media negatively affects the page load speed by slowing it down. In turn, this impacts the user experience and search rankings.
  • Negatively Impacts Conversion Rate – When website information isn’t easily accessible and difficult to navigate, it is no surprise then to learn that this leads to lower conversion rates due to users tiring of the process and exiting before purchase.

Instead, it is best to focus your efforts on publishing quality content that is optimised for actual users by identifying key touch points. This can be achieved through regular content audits which will help you pinpoint website pages that can be removed or improved.

6 ways to reduce website content bloat 

If your website has a problem with content bloat, it is important to rectify this by reducing the number of pages present on the site and ensuring the content is accurate and up-to-date. Here are six effective ways to reduce content bloat on a website:

  1. Perform a Content Audit – You can do this by reviewing all of your website’s content using the free metrics found on Google Analytics like page views, engagement, and conversion rates. Identify and remove thin, duplicate, outdated, or irrelevant pages not being viewed by users.
  2. Merge Your Content – If you have multiple pages repeating the same or similar content across the site, consolidate these by redirecting pages to one well-written and clearly structured version instead.
  3. Establish Editorial Guidelines – Create clear website content guidelines that provide a basis for all pages. Consider the topics/subject matter, text length, formatting, and image use too.  Enforce these standards for any new pages you create going forward.
  4. Remove Poorly-Performing Features and Plugins – Get rid of any unnecessary content that clutter your website pages. Examples of these include sharing buttons, social media feeds, and video clips that don’t boost engagement or lead to conversions. 
  5.  Improve Site Search – An effective internal search system allows you to include all the necessary content while helping users quickly pinpoint what they need. Remember that what’s written on a website is only as good as it is findable by the user.
  6. Set Up Expiry Dates – When creating content with a shelf-life, set an expiry date to prompt you to either update the content or remove it altogether.

Best practices to avoid website content bloat

When managing a website, adopt these best practices to avoid the dreaded content bloat and ensure a seamless online experience for your users:

Audit and Update Content Regularly

Review existing content at least once or twice a year. This process will help you to identify outdated or irrelevant pages so they can either be improved or removed. Keeping content trimmed down should be an ongoing initiative.

Establish a Content Strategy

Having a strategy is key to combatting content bloat. Do this by defining specific goals for your website content, identifying high-value topics, creating guidelines, and planning updates to pages. Refrain from adding pages just for the sake of it. 

Focus on Quality Over Quantity

Producing less content overall can actually prove dividends for your website. Make sure to invest the time in improving the on-page content, accuracy, and usefulness of each piece. Aim to include a minimum of 500 words of text per page you create – any less and the page will be considered too thin by Google. 

Consider In-Page Navigation

For longer-length text pages and guides, make sure to incorporate in-page jumping to linked section headings. This helps avoid creating multiple sub-pages that may end up containing duplicate information.

Create an Assets Page

If you need to host a collection of images, videos, PDFs, or other assets, it’s best to bring them together into a single centralised assets page on the website where possible. 

Utilise Internal Linking

Create a more seamless user journey around the website by setting up internal linking when relevant to do so. This also helps to combat the potential problem of duplicating content and builds context without bloat.

Say goodbye to website content bloat! Rebuild your website the right way

As an award-winning website development and marketing agency, we can help our car dealership customers overcome website content bloat. Here at 67 Degrees, we create streamlined websites that are designed for sales success and provide an impactful first impression to your customers. 

Make your website work for your business, not against it; a clean, purpose-built website provides lasting relief from the headaches of an unmanageable and purposeless site. We cut through the content bloat to produce an online solution that converts browsers into buyers. Want to know more? Get in touch and let’s have a chat about what we can do for your dealership. 

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