Orphaned content is a lesser-used term for a very common SEO problem – pages with no (or very few!) internal links. Whilst it may not seem like the end of the world to many website owners, it could very well limit your organic performance. We explore the topic in more detail below, but, first things first, what is orphaned content?
Orphaned content refers to pages of your website (usually blogs, but not always) that don’t have any internal links pointing towards them whatsoever. Because of this, users won’t be able to find the page, and therefore Google doesn’t see that page as providing any value – so it likely won’t rank on search engines.
Read on to learn about the impact orphaned content has on your SEO performance, and learn how you can fix the issue quickly.
Orphaned content, or orphaned pages, are pages that have no internal links from your site pointing to them. This likely means that they aren’t gaining any link equity, and will struggle to rank on search engines like Google or Bing. Orphaned pages mainly affect blog posts, or stand-alone landing pages that aren’t featured in your main website navigation.
Whilst orphaned pages aren’t usually found in the main website navigation or as links within other pages, they can be found on an XML sitemap. Learn more in our helpful blog: What is a Sitemap?
Orphaned content falls under the same umbrella as a few other SEO-related terms and technical phrases. These include:
It depends (says every SEO ever)! Having a few orphaned pages on your site won’t immediately tank all of your rankings, but it may limit your SEO potential. Pages without internal links are harder for search engines to find. Having a clean URL structure (with well-optimised internal links) will make it easier for Google to understand and crawl your website, ensuring the important pages rank on search engines.
Even if the orphaned pages are indexed, the lack of internal links means they won’t receive any link equity (also known as ‘link juice’) from other pages on your site, making it difficult for them to rank well. But most importantly, leaving too much valuable content unlinked means you’re missing opportunities to attract and convert new website users, which could impact your business, not just your website.
We don’t recommend trying to search manually for orphaned content – not only would this be incredibly difficult to do but it would be very time-consuming! Luckily, there are a few tools that can help us find orphaned pages in an instant:
Sitebulb is one of the simplest SEO tools to use for beginners. First, initiate a crawl of your website. To properly identify orphaned pages, you need to connect your Google Analytics and Google Search Console accounts. Sitebulb will cross-reference the data from these sources with its crawl to find orphaned content. Once the audit is complete, navigate to the ‘URL Explorer’ section in Sitebulb. Under the ‘Page Status’ filter, select ‘Orphaned Pages’.
Learn more by visiting Sitebulb.
Screaming Frog is a tool similar to Sitebulb, but its interface can be a little harder to navigate as a beginner. Launch Screaming Frog and start by entering your website URL. Then, you’ll need to import data from Analytics and Search Console. To do this, go to ‘Configuration’ > ‘API Access’ > ‘Google Analytics’ and ‘Google Search Console’ to set up API connections. You’ll need to authenticate with your Google account and specify which profiles and data ranges to import.
Once the crawl and API data imports are complete, go to the ‘Analytics’ or ‘Search Console’ tab to view the URLs imported from these sources. Use the filter ‘Non-Crawled URLs’ to isolate pages that weren’t found during the crawl but exist in Analytics or Search Console data, i.e., orphaned pages.
Learn more by visiting Screaming Frog.
Yoast SEO is a plugin available to WordPress website owners, available on a free or premium plan (although premium is needed for this method). To see which blogs are orphaned, simply navigate to the ‘posts’ overview, and a column towards the right-hand side of each post will show you how many internal and external links each post has. Alternatively, you can find the orphaned content filter in your post overview (located at the top of the page).
For a step-by-step guide, watch this YouTube video.
Luckily, fixing orphaned content is an easy fix – all it requires is a little time investment from you. There are three ways to do so; removing, redirecting, or reviving the content. We explore each method in more detail below:
If the orphaned content is outdated, irrelevant, or no longer serves a purpose for your website, consider deleting it entirely. Sometimes called ‘content pruning’, the method of deleting old content can help streamline your site and improve user experience, by minimising unnecessary pages that search engines need to crawl. Not only will this reserve precious crawl budget for more important pages, but it may also speed up your site, and potentially save server space.
If the content has some useful information, consider merging it with a related page and setting up a 301 (permanent) redirect. If the content offers some value to your readers, update and transfer the old content over to the new URL before implementing the redirect. This will help to strengthen the target URL, and provide maximum value to your website visitors. Of course, don’t forget to add internal links to the new page to maximise its ranking potential!
If the content is still valuable and relevant but has become orphaned, you should consider reviving it. Spend time bringing the content back to life by adding the following:
Once the content has been updated, introduce it into your internal linking structure. Find relevant pages on your site where this content naturally fits, and create internal links pointing to it with descriptive anchor texts.
Taking these steps will make orphaned content more accessible, enhancing both your site’s SEO and the overall user experience. To learn more about reviving the forgotten content on your website, read our helpful blog: How Do I Refresh Old Content For SEO?
If you have a very high number of orphaned pages, and you don’t know how best to tackle the problem, why not get in touch with our experts? We’ll work with you to create bespoke SEO strategies that help you gain visibility for the pages that matter most. Arrange a consultation with us and start your journey.
SEO Team Leader
Founder
Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.
Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.
Content Strategist Team Lead
With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.
Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.
SEO Account Director
Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.
Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.
Head of Operations
Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business.
Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.
SEO Account Manager
With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management.
In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.
Senior PPC Account Manager
Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.
Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.
SEO Account Manager
Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Account Manager. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.
In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.
Senior PPC Executive
Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat.
Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.
Senior SEO Executive
After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online.
Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music.
SEO Executive
Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side.
Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.
PPC Team Leader
Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.
In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.
Team Lead & Technical SEO Account Manager
With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.
In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.
SEO Account Manager
With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!
In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.
SEO Executive
Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management.
Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.
Client Success Coordinator
Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond.
Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.
Senior SEO Executive
Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go.
Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening.
PPC Executive
Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media.
Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.
Head of Growth
Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.
Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.
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