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