Content
Content Audit And Performance Analysis
Find out which content is helping, which is dead weight and what to do about it.
Sites accumulate content nobody has assessed in years. A meaningful proportion attracts no traffic, competes with better pages or actively drags on site quality. An audit produces a decision on every page rather than another report nobody acts on.
You probably need this if
- You have hundreds of pages and no idea which perform
- Traffic fell after a core update and quality is the suspected cause
- Multiple pages target the same term
- Old content contains information that is now wrong
What you get
- Full inventory with traffic, rankings, conversions and links per URL
- Quality assessment against current standards
- Cannibalisation mapping across overlapping pages
- An explicit action for every URL: improve, consolidate, redirect or remove
- Prioritised execution plan ordered by expected impact
How we approach it
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Inventory everything
Build a complete list with performance data attached, since pages nobody remembers publishing are usually where the problems sit.
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Assess against today's bar
Judge each page against what currently ranks, not against the standard that applied when it was written.
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Find the overlaps
Identify pages competing for the same intent, because consolidating them often produces immediate gains.
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Decide on every URL
Assign a specific action to each page, as an audit that ends in observations rather than decisions changes nothing.
Content Audit: common questions
Should I delete underperforming content?
Only when it cannot be improved and serves no purpose. Prefer improving or consolidating, since deletion discards any links and history the page holds. Where removal is right, redirect to the closest relevant page rather than returning a 404.
Does removing content improve rankings?
It can, when the removed content was genuinely low quality and dragging on sitewide assessment. The effect is often overstated though, and mass deletion without judgement destroys pages that were quietly earning long tail traffic.
How often should content be audited?
Annually for most sites, or twice yearly for those publishing heavily. Also audit immediately after an unexplained core update loss, since content quality is the most common cause.
Find out what is actually holding you back
A short conversation and a look at your site is usually enough to tell you where the real problem is. No obligation, and no pressure to sign anything.