Content Audits: What to Keep, Cut or Merge
Over time, most websites accumulate pages that overlap, underperform or no longer reflect the business. A content audit is a structured review that decides what to keep, improve, merge or remove, based on evidence rather than sentiment.
It turns a sprawling, ageing site back into a focused asset that is easier to maintain, kinder to visitors and stronger in search than the cluttered version it replaces.
The Audit Process
A methodical pass through every page, judged against today's goals, reveals what is really worth keeping.
- List every page with its traffic and conversions.
- Judge each against your current goals.
- Decide: keep, update, merge or remove.
- Act, redirecting any URLs you retire.
Why Cutting Can Help
Thin, duplicate pages can dilute your authority and compete with your best content for the same search terms. Merging several weak pages into one strong one often lifts rankings rather than losing them, and gives the reader a single, better answer.
Frequently Asked Questions
Won't removing pages hurt our SEO?
Not if done carefully. Redirect retired URLs to the most relevant surviving page so their value is preserved.
How often should we audit?
Once a year suits most sites, or more often if you publish heavily and want to catch overlap early.
If you need a hand with any of this, your Progressive Robot delivery team is ready to help. Raise a ticket from the Support area of your client portal or speak to your account manager and we will guide you through the next steps.