How to Consolidate, Optimize, and Finally See SEO Results w/ Mike Witham, Head of SEO @ 97th Floor
If you’re investing in SEO but not seeing results, your content might be the problem. 97th Floor’s Head of SEO, Mike Witham, built the Content Consolidation Audit to cut waste, boost rankings, and drive real results. In this episode of The Campaign, Mike joins 97th Floor CEO Paxton Gray to break down the audit process and show how consolidation and optimization can have an immediate impact on organic revenue. What You’ll Learn: How to fix SEO that isn't delivering results Strategies to recover from Google algorithm updates Best practices for site migrations and merges How to optimize legacy sites with complex content histories Solutions for "crawled, not indexed" page issues Resources: https://97thfloor.com/articles/podcasts/how-to-consolidate-optimize-and-finally-see-seo-results/ https://www.linkedin.com/in/michael-o-witham "The more content that you produce, the more you're going to stray from your core topic. And the harder it's going to be for crawlers for these LLMs to understand what it is you do." - Mike Witham Timestamps: 02:49 - What content consolidation audit is 07:19 - Benefits of consolidating content 10:20 - How thin content hurts AI visibility 16:42 - When to redirect vs. optimize pages 28:00 - Using Search Console to find problems 32:31 - Evaluating new content strategy
The Campaign | A Marketing Podcast by 97th Floor
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Show Notes
If you’re investing in SEO but not seeing results, your content might be the problem.
97th Floor’s Head of SEO, Mike Witham, built the Content Consolidation Audit to cut waste, boost rankings, and drive real results.
In this episode of The Campaign, Mike joins 97th Floor CEO Paxton Gray to break down the audit process and show how consolidation and optimization can have an immediate impact on organic revenue.
What You’ll Learn:
- How to fix SEO that isn't delivering results
- Strategies to recover from Google algorithm updates
- Best practices for site migrations and merges
- How to optimize legacy sites with complex content histories
- Solutions for "crawled, not indexed" page issues
Resources:
https://97thfloor.com/articles/podcasts/how-to-consolidate-optimize-and-finally-see-seo-results/
https://www.linkedin.com/in/michael-o-witham
"The more content that you produce, the more you're going to stray from your core topic. And the harder it's going to be for crawlers for these LLMs to understand what it is you do." - Mike Witham
Timestamps:
02:49 - What content consolidation audit is
07:19 - Benefits of consolidating content
10:20 - How thin content hurts AI visibility
16:42 - When to redirect vs. optimize pages
28:00 - Using Search Console to find problems
32:31 - Evaluating new content strategy