How We Manage the Content Library for a National Moving Company

Wheaton | Bekins is a national moving company that specializes in commercial and residential moves across the United States. Their two brands, Wheaton World Wide and Bekins Van Lines have expansive, in-depth content libraries that cover various moving topics to help users understand the moving process.

As Wheaton’s content marketing partner, Gemini is responsible for building and curating these libraries. This requires an effective content strategy that carefully balances creating new blogs and pages with optimizing existing content so that it continues to bring traffic to the website.

The Challenge: Moving the Right Content

In March 2024, thousands of leaked Google documents revealed insights into how the search giant ranks websites. A key takeaway was that old, underperforming content can cause significant harm.

Since The Wheaton Group’s websites contained over 1,000 pages of content, we needed to assess each page’s value and determine what to do with it. Without a cohesive strategy, our client could lose search visibility and keyword rankings, compromising their online authority.

The Strategy: Carefully Packing and Labeling

Our solution involved a three-step approach:

1. Perform a content audit to gain a deeper understanding of the intent value of every page.
2. Delete and redirect outdated, low-traffic pages.
3. Optimize the content identified as valuable but in need of refreshing.

Content Audit

Like sorting through a dusty attic before a move, Gemini’s SEO team used Google Search Console and Analytics to meticulously appraise the organic traffic for every page on the Bekins and Wheaton websites. By looking at metrics like clicks, impressions, and sessions, we determined how many visitors had found the pages helpful in the previous 12 months.

Our SEO and content experts also reviewed each page to gauge its organization and relevance. They compiled these findings and created a detailed spreadsheet to guide the following two steps.

Delete Outdated Pages

Just as moving to a new home is an opportunity to eliminate unused items and downsize, the content audit allowed us to identify and delete old and underperforming content. If a page received minimal traffic or impressions, it was slated for removal. Additionally, old pages celebrating employees of the month, irrelevant news topics, or outdated information were added to the “get rid of” list.

Content Optimization

The final phase of our solution was to optimize the content identified as valuable but flagged for improvements. Based on the SEO team’s recommendations, the content team updated the editorial calendar to include several optimizations per month. We prioritized the top-performing pages first to ensure they wouldn’t cause a dip in traffic if left too long.

During the content optimization process, we addressed the following issues:

• Page organization: Our writers ensured that readers and algorithms clearly understood the information on the page. This entailed adding a proper hierarchy with headings and subheadings (H1, H2, H3) to break up large bodies of copy. We also ensured that each page had a clear call to action.
• Keyword targeting: We reviewed existing keywords and researched new opportunity terms to incorporate into the text.
• Content quality and relevance: We put ourselves in the users’ shoes to ensure that each piece of content served its purpose and offered robust information beyond what’s available on competitor’s sites.
• Visuals: We added relevant images and graphics to enhance user experience and help guide readers down the page. These included customized graphics made by our creative team.
• Internal and external links: We incorporated strategically placed internal links to give users a pathway to the information they sought. External links were added to help build authority through third-party resources and statistics.