HELP! First steps to fix terrible site infrastructure? earn by blogging adsense income

Hey all,

I was recently hired to direct a company's content marketing strategy (they didn't have one prior). While auditing the site's existing keywords and SEO, I saw that the site infrastructure is a wreck.

For example, all posts are dated, so it looks like /blog/2009/05/01/slug, which makes updates hard.

But there's an even larger SEO problem.

They've divided up their site into articles and blog posts (articles are hard coded), but a ton of the traffic directs to the guide, which is a USER guide for their product, NOT a how to guide related to a non-product keyword. Of course, that's what it's ranking for, and obviously not matching to user intent.

Blog posts and articles need to be combined. We need to direct traffic away from the user guide, even though we'd like to rank for those keywords. We existentially need to redesign a lot of our site infrastructure. The domain dates back to 2004.

This technical SEO stuff is way out of my knowledge base.

I'm thinking about hiring a consultant, but I don't even know where to start. We have a 60% bounce rate and 2:15 average time on site, and those numbers are just getting worse--and worse yet, 3/4 of our traffic goes to these guide and article pages, and makes up most of our SEO-dependent traffic. Shit.

What I'd love advice on is: is this a problem we can fix in house, and what would be involved in that? What kind of consultant deals with these kinds of issues? Cost? Literally any advice would be huuugely appreciated.

Thanks!

submitted by /u/TarRec2018
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