In fact, on Tuesday, Google's SearchLiaison X account tweeted, "Are you deleting content from your site because you somehow believe Google doesn't like "old" content? That's not a thing! Our guidance doesn't encourage this. The website Search Engine Land notes that while Google once advised (in 2011) that removing "low-quality pages" could potentially increase rank, it also says that Google has never advised people to delete content simply because it is old. However, some experts say that CNET's extreme example of content pruning is misguided. One theory of improving page rank involves a practice called "content pruning." Gizmodo obtained an internal memo from CNET which states that removing old URLs “sends a signal to Google that says CNET is fresh, relevant and worthy of being placed higher than our competitors in search results." However, before deleting an article, CNET reportedly maintains a local copy, sends the story to The Internet Archive's Wayback Machine, and notifies any currently employed authors that might be affected at least 10 days in advance. Many companies go to extremes trying to please Google's ranking algorithm. Proponents of SEO techniques believe that a higher rank in Google search results can significantly affect visitor count, product sales, or ad revenue. SEO (search engine optimization) is the practice of attempting to purposely achieve higher rankings in search engine results by changing a website's content. Unfortunately, we are penalized by the modern Internet for leaving all previously published content live on our site," Taylor Canada, CNET’s senior director of marketing and communications, told Gizmodo. In an ideal world, we would leave all of our content on our site in perpetuity. This is an industry-wide best practice for large sites like ours that are primarily driven by SEO traffic. Our teams analyze many data points to determine whether there are pages on CNET that are not currently serving a meaningful audience. "Removing content from our site is not a decision we take lightly. Although CNET confirmed the culling of stories to Gizmodo, the exact number of deleted articles has not been disclosed. The deletion process began with small batches of articles and dramatically increased in the second half of July, leading to the removal of thousands of articles in recent weeks. Further Reading BuzzFeed preps AI-written content while CNET fumbles
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