Content Audits & Pruning
Over time, most websites accumulate content that no longer performs. Old blog posts, thin pages, overlapping topics, outdated information, and pages with no clear purpose quietly dilute your site’s authority.
A content audit and pruning process cleans this up. It strengthens what works, removes what does not, and creates a clearer, more authoritative website that search engines and users can trust.
This is not about deleting content randomly. It is about making your content work harder.
What a Content Audit Actually Does
A content audit reviews every indexable page on your website and assesses how it performs.
This includes analysing traffic, rankings, engagement, conversions, and search intent alignment. Each page is evaluated based on its value, relevance, and contribution to your overall SEO strategy.
The result is a clear picture of what content supports growth and what content holds it back.
Why Content Pruning Matters
Search engines evaluate websites as a whole, not just individual pages.
Large volumes of low quality or redundant content can dilute topical authority and reduce overall performance. Pruning helps concentrate authority around your most valuable pages.
By reducing noise and improving clarity, your strongest content gains more visibility and impact.
Identifying What to Keep, Improve, or Remove
Every page falls into one of a few clear categories.
Some content should be kept and left largely untouched. Some needs updating, expanding, or better optimisation. Other pages should be merged with stronger content, redirected, or removed entirely.
I make these decisions based on data, not assumptions, and explain exactly why each recommendation is made.
Fixing Overlapping and Cannibalised Content
Many sites unknowingly compete with themselves.
When multiple pages target similar topics or keywords, rankings become unstable and visibility is split. I identify cannibalisation issues and consolidate content so one clear, authoritative page performs strongly.
This alone can lead to noticeable ranking improvements.
Improving Content Quality and Search Intent Alignment
Content often fails because it no longer matches how people search.
I assess whether pages still align with user intent and update them accordingly. This may involve restructuring content, refining messaging, improving clarity, or expanding sections to better answer real questions.
Search engines reward content that is useful, relevant, and current.
Technical Cleanup and Index Control
Content pruning is not just editorial. It is also technical.
I ensure removed or merged content is handled correctly using redirects, index controls, and internal linking updates. This prevents lost authority and protects existing rankings.
Nothing is deleted without a plan.
Internal Linking and Structural Improvements
As content is refined, internal linking is strengthened.
Key pages are supported with clearer pathways, helping both users and search engines understand what matters most. This improves crawl efficiency and distributes authority more effectively across your site.
Content Gaps and Future Opportunities
A content audit also reveals what is missing.
By analysing coverage and competitor content, I identify gaps where new content would genuinely add value. This ensures future content creation is targeted and strategic rather than reactive.
You stop guessing what to publish next.
Clear Reporting and Action Plan
You will receive a clear, structured report outlining every recommendation.
Each page is categorised with a suggested action and explanation. Priorities are clearly defined so improvements can be implemented in a logical, manageable way.
Whether you implement changes yourself or want support, the path forward is clear.
Who Content Audits & Pruning Are For
This service is ideal for established websites, blogs with large content libraries, ecommerce stores with thin pages, and businesses whose SEO performance has plateaued.
It is also valuable before major content campaigns, site redesigns, or migrations to ensure you are building on a clean foundation.
My View on Content Audits & Pruning
More content does not equal better SEO.
Websites perform best when every page has a purpose and contributes to a clear topical focus. Content audits and pruning bring discipline and clarity back to your site.
When the noise is removed and the strongest content is given room to perform, search visibility improves naturally and sustainably.
If your site feels cluttered, unfocused, or stuck, a content audit is often the fastest way to unlock progress.