How to do a content audit

In one line

A content audit reviews all your existing content against performance and quality, so you can improve winners, fix underperformers, consolidate overlaps, and prune dead weight.

The steps

  1. 1List all pages with their traffic, rankings and conversions
  2. 2Categorise each: keep, improve, consolidate, or remove
  3. 3Refresh and deepen high-potential pages
  4. 4Merge thin or cannibalising pages into one strong page
  5. 5Update or redirect outdated content; remove dead weight

Why it matters

Improving existing content is often higher ROI than creating new. Audits surface quick wins (pages near page one), fix cannibalization, and lift overall site quality, which Google rewards.

Frequently asked

How often should I audit content?

At least annually, and continuously for large sites. Regular refreshes protect rankings from decay.

Should I delete old content?

Prune genuinely useless pages (redirect if they have links), but improve or consolidate anything with potential rather than deleting reflexively.

Put this into practice

Grade your site against our 250-point AEO/GEO checklist and see exactly what to fix, free, no signup.

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Related

What is keyword cannibalization?
When your own pages compete for the same term, and how to consolidate.
Content that ranks
The traits every high-ranking page shares, and how to write them.