Fix what you have before building more.
Most sites already hold their fastest wins: pages competing for the same term, thin pages worth merging, and strong content one refresh from ranking. We audit what you publish and fix it before commissioning anything new.
A content audit is a systematic review of everything a site publishes to decide what to keep, improve, consolidate or remove. It finds keyword cannibalisation where several pages compete for the same term, thin or outdated pages dragging the site down, and existing content that could rank with a refresh. Fixing what already exists is frequently faster and cheaper than producing new pages, because you are building on authority the site has already earned.
Content audit, in full.
New content is not always the answer. A site that has published for years usually carries pages fighting each other for the same term, thin pages diluting its authority, and strong pages one update from ranking.
We find those first. An audit turns a sprawling back catalogue into a clear list of what to refresh, what to consolidate and what to retire, so the fastest wins are taken before a penny is spent on new pages.
Content audit, broken down.
Full content inventory
Every page scored on the term it targets, the pipeline it earns and the intent it serves, so nothing is judged on gut feel.
Keyword cannibalisation review
Pages competing for the same query identified, with a decision on which should rank and how to consolidate the rest.
Explore →Consolidation and pruning
Thin and near-duplicate pages merged or retired so authority concentrates on strong pages instead of scattering.
Explore →Refresh opportunities
Pages on the edge of ranking flagged for the update that moves them, often the quickest win on the site.
Explore →The way we run Content audit.
Inventory and score
Crawl, analytics and Search Console combined to assess every page on impact.
Decide the verdict
Keep, improve, consolidate or cut, each with a reason and a priority.
Action and re-measure
The prioritised fixes made, then checked against rankings and traffic to confirm the gain.
How we approach Content audit.
Inventory everything
Every published URL assessed against the term it targets, the traffic and conversions it earns, and the intent it serves, so decisions are made on evidence.
Find the cannibalisation
Where several pages compete for the same query, we decide which should win and consolidate the rest, so signals stop splitting.
Keep, improve, merge or cut
Each page gets a clear verdict: refresh it, consolidate it into a stronger page, or retire and redirect it.
Refresh before rebuild
Pages that already rank on page two or carry authority are usually faster to move than a brand-new URL, so we improve those first.
What Content audit puts on your desk.
The fastest win is usually already on the site
We are happy to tell you not to commission new content when a refresh or a consolidation would earn more, sooner. The audit exists to spend your budget where it moves the numbers, which is frequently on pages you already own.
Judged on impact
Pages are scored on the traffic and pipeline behind them, so effort goes where it pays.
Consolidation over sprawl
We concentrate authority on strong pages rather than adding to a pile of thin ones.
Honest verdicts
If a page should be cut, we say so, rather than keep it alive because deleting feels like loss.
Content audit: common questions.
What is keyword cannibalisation?
It is when two or more of your pages target the same query, so they compete with each other. Search engines struggle to choose between them, and neither ranks as well as a single consolidated page would.
Should I delete old content?
Sometimes. Thin, outdated or duplicative pages can drag a site down and waste crawl budget. We consolidate or redirect them where that helps, rather than delete indiscriminately.
Is a refresh really faster than new content?
Often, yes. A page that already ranks on page two or carries some authority can move with an update, where a new URL has to earn trust from scratch. We prioritise those.
How often should we audit our content?
A full audit is worth doing before a major content push, and lightly on a rolling basis after that, because content decays and cannibalisation creeps back in as a site grows.