What is a content audit, and how do you run one?
Most sites have more pages than they need and fewer good ones than they think. An audit tells you which is which, page by page.
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Quick answer
A content audit is a page-by-page review of a website's existing content, using data such as search traffic, rankings and conversions, to decide whether each page should be kept, improved, merged with another page or removed. It differs from a content inventory, which only lists what exists; the audit makes a decision about every page.
Key takeaways
- An inventory lists pages; an audit decides what happens to each one.
- Improve or merge before deleting. Google calls deleting content a last resort.
- When merging, redirect the old page to the new one with a permanent redirect.
- Keep pages with legal, sales or referral value, even with no search traffic.
Content audit versus content inventory
| What it does | Result | |
|---|---|---|
| Content inventory | Lists every page and its basic details | A spreadsheet of what exists |
| Content audit | Reviews each page against data and goals | A decision for every page: keep, improve, merge or remove |
When to run one
- Before a redesign or migration, so you don't move pages you don't need.
- After a traffic drop that isn't explained by a technical problem.
- When several pages seem to compete for the same searches.
- Every year or so on a site that publishes regularly.
How to run a content audit
- Set the goalMore enquiries, a cleaner site before a migration, or recovering lost traffic.
- List every URLCrawl the site, or export pages from your CMS and sitemap.
- Add the dataClicks, impressions and position from Search Console; key events from Google Analytics; links from other sites.
- Assess each pageIs it accurate, useful, and the best page on the site for its search?
- DecideKeep, improve, merge or remove, using the table below.
- Act and recordMake the changes, set redirects, and note the date of each.
- MeasureCompare the same metrics three to six months later.
The four outcomes
| Outcome | When | What to do |
|---|---|---|
| Keep | The page performs, or has value outside search | Leave it, and check it's still accurate |
| Improve | The page targets a useful search but underperforms | Update, expand or restructure it |
| Merge | Two or more pages compete for the same search | Combine into the strongest page, and 301 redirect the others to it |
| Remove | The page has no value and can't be salvaged | Return a 404 or 410; use a 301 instead if it has links or a close equivalent |
Pages to keep regardless of search traffic: privacy and terms pages, landing pages for ads or email, and pages other sites link to.
Finding pages to merge
- Open Search Console's performance reportPick a query you want to rank for.
- Check the Pages tabTwo or more of your URLs with impressions for the same query are competing.
- Choose the page to keepUsually the one with more clicks, links and the better match to the search.
- Merge and redirectMove the useful content across and permanently redirect the other URL.
What to improve first
Pages that already rank just off page one, and pages tied to a service or product that makes money, usually repay improvement fastest. That's our practice rather than a rule, but it means the first changes show up where they count.
Is deleting content good for SEO?
Not as a shortcut. Google's core updates guidance says deleting content is a last resort, only to be considered if the content can't be salvaged, and advises against quick-fix changes in favour of meaningful improvements.
For removed pages, Google treats all 4xx responses other than 429 the same way, and indexed URLs that return them are dropped. For merged pages, a permanent redirect tells Google the destination should be the canonical page.
On a small business site, crawl budget isn't a reason to delete pages: Google's crawl budget guide is written for very large sites.
Audit spreadsheet columns
| Column | Where the data comes from |
|---|---|
| URL and page type | Crawl or CMS export |
| Target search | Your keyword map |
| Clicks, impressions, average position | Search Console, last 12 months |
| Key events (enquiries, sales) | Google Analytics |
| Linking sites | Search Console's links report, or an SEO tool |
| Last substantially updated | CMS |
| Outcome and owner | Your decision, and who does it |
Common questions
What's the difference between a content audit and a content inventory?
An inventory lists every page. An audit reviews each page against data and goals and decides whether to keep, improve, merge or remove it.
How often should you do a content audit?
About once a year for a site that publishes regularly, and before any redesign or migration.
Does deleting old content improve rankings?
Not reliably. Google calls deleting content a last resort, to consider only if it can't be salvaged. Improving or merging pages is usually better.
Should removed pages return a 404, 410 or a redirect?
A 404 or 410 if nothing replaces the page; Google treats them the same. A 301 redirect if there's a close equivalent page or the old page has links.
How do I find keyword cannibalisation?
In Search Console's performance report, filter to a query and open the Pages tab. If several of your URLs get impressions for it, they're competing.
How long does a content audit take for a small business site?
A site with a few dozen pages can be audited in a day or two. Most of the time goes into the decisions, not collecting data.
What tools do I need for a content audit?
Search Console, Google Analytics and a spreadsheet are enough for most small sites. A crawler helps on larger ones.
Where to next
If you would rather have someone do this than read about it, the commercial page for this work is SEO copywriting.
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