Content optimization guide
Content Audit: Decide What to Keep, Improve, Merge, or Remove
Inventory content, segment performance, assess usefulness and overlap, then assign an action and success measure to every page group.
A content audit is a portfolio decision process. It combines evidence from search, analytics, links, conversions, content quality, and strategic fit instead of deleting pages based on traffic alone.
Segment before judging
A support article, campaign landing page, product page, and evergreen guide have different jobs. Evaluate each against the right outcome and lifecycle.
Use low traffic as a clue, not a verdict
A page may serve a small but valuable audience, support conversions, earn links, or answer a required customer question. Investigate demand and contribution before removing it.
Consolidate deliberately
Choose the best destination, preserve unique value, add direct redirects, update internal links, and monitor queries and conversions after search engines process the change.
Questions & answers
How often should I repeat this process?
Repeat it after major releases or migrations and on a regular cadence for pages that drive leads or revenue. Monthly is useful for active sites; quarterly may be enough for small, stable sites.
Which issue should I fix first?
Prioritize blockers that prevent crawling, indexing, rendering, or conversion. Then work from high-value pages and broadly repeated template issues down to isolated cosmetic improvements.