Content audit framework: Refresh or delete for growth

Introduction: My content audit framework for deciding what to refresh, consolidate, or delete

I still remember the first time I inherited a corporate blog. It had over 600 published posts, but 90% of the organic traffic came from just 40 URLs. The rest? A graveyard of 300-word announcements from 2017, duplicate “how-to” guides, and conflicting advice that was confusing Google’s crawlers more than it was helping users.

My traffic had plateaued, and simply “publishing more” wasn’t moving the needle. I realized I didn’t need a content calendar; I needed a machete. I needed a content audit framework.

In the current search landscape—where Google’s quality updates penalize domain-wide bloat and AI-driven search demands concise, structured answers—holding onto low-quality content is a liability. It drags down your domain authority and wastes crawl budget.

This article outlines the exact framework I use to clean up sites. It’s a decision system that helps you categorize every URL into one of three outcomes: Refresh, Consolidate, or Delete. By the end, you won’t just have a spreadsheet; you’ll have a lean, high-performing site architecture ready for growth.

The content audit framework (Keep → Refresh → Consolidate → Delete): the one-page decision system

A content audit isn’t just about fixing typos. It is a strategic triage process. When I audit a site, I force every single URL to fight for its survival. If a page isn’t driving traffic, earning links, or converting customers, it needs to change or go.

This approach is often called the “Pruning Framework.” The logic is simple: by removing dead weight, you signal to search engines that your domain is a high-quality resource. Below is the decision matrix I use to assign an action to every page.

Action Matrix: Keep vs Refresh vs Consolidate vs Delete

Action	Criteria (When to use it)	Primary Goal	Critical Technical Step
Keep	High traffic, good conversions, accurate info. The page is winning.	Protect current rankings.	Monitor for decay; ensure technical health.
Refresh	Decent impressions but low CTR; outdated data; slipping rankings (page 2-3).	Regain rankings & capture AI visibility.	Update “Updated On” date; re-index in GSC.
Consolidate	Multiple pages targeting the same keyword (cannibalization); thin content clusters.	Combine authority into one strong asset.	301 Redirect secondary URLs to the primary.
Delete	Zero traffic, zero links, obsolete topic, no business value.	Improve domain quality & crawl budget.	410/404 or 301 Redirect (if a relevant alternative exists).

Note: Research suggests that substantial updates (adding meaningful depth) tend to outperform minor tweaks significantly. If you’re going to refresh, make it count.

Keep: protect winners (and quietly improve them)

This is the baseline. These are your “top 20%” pages driving the majority of your results. My rule here is: don’t break what works. Do not change the URL. Do not rewrite the H1 if it’s ranking #1.

However, “Keep” doesn’t mean “ignore.” I typically perform light SEO maintenance on these pages: checking for broken external links, ensuring the internal links point to my newer content, and verifying that the Call-to-Action (CTA) is still relevant.

Refresh: update for freshness, depth, and intent match

A refresh is more than changing the year in the title tag. It involves meaningfully improving the content to match current search intent. If a post from 2022 is slipping, it’s usually because competitors have published deeper guides or the user intent has shifted.

When I refresh, I aim to add depth—new data points, better examples, or a more direct answer structure for AI visibility. It usually takes a substantial update (often adding 500+ words of value, not fluff) to see a real ranking lift.

Consolidate: merge overlapping pages into one strong asset

This is the most common issue I see on business blogs: five different posts all loosely targeting “social media tips.” Google doesn’t know which one to rank, so it ranks none of them. This is keyword cannibalization.

My rule of thumb is simple: If two posts answer the same user intent, I consolidate them. I pick the URL with the best backlinks (the “winner”), merge the unique value from the “loser” page into it, and then 301 redirect the loser to the winner.

Delete/Redirect: remove what has no strategic value

This is the scary part for most marketers. “What if I need that press release from 2015?” You probably don’t. If a page has zero traffic, no backlinks, and covers a topic that is no longer relevant (e.g., “Upcoming Event 2018”), it is dead weight.

Before I delete, I always check two things: Backlinks and Internal Traffic. If it has good backlinks, I redirect it to a relevant category page to preserve the link equity. If it has neither, I delete it (410 Gone) to clean up the index.

Workflow step 1: Build your content inventory (what to export, what columns to track)

You can’t fix what you can’t see. The first step is building a master spreadsheet that lists every URL on your site alongside its performance metrics. This is your command center.

I start by exporting my indexable URLs from a crawling tool, then I layer on performance data from Google Search Console (GSC) and Google Analytics (GA4). I usually look at the last 6 to 12 months of data to account for seasonality. Once the audit is complete and I have a list of pages to refresh, I often use Kalema’s AI article generator to accelerate the rewriting process—turning my audit decisions into structured drafts efficiently.

Minimum Viable Inventory:

• URL: The page link.
• Title: H1 tag.
• Clicks (Last 12 Mo): From GSC.
• Impressions (Last 12 Mo): From GSC.
• Sessions: From GA4.
• Conversions: Leads/Sales attributed.
• Backlinks: Total referring domains.
• Publish Date: When it went live.
• Action: The column you will fill in (Keep/Refresh/Merge/Delete).

Tools I use (and free options) to collect audit data

You don’t need an enterprise tech stack to do this. Start with what you have:

• Screaming Frog (Crawler): The industry standard for grabbing a list of all URLs, status codes, and word counts. Free for up to 500 URLs.
• Google Search Console (GSC): The source of truth for organic traffic. It tells you what Google thinks your pages are about.
• Google Analytics 4 (GA4): Essential for engagement metrics (time on page) and conversions.
• Ahrefs/SEMrush (Optional): Useful for checking backlink data, but not strictly required for a basic audit.

Segment pages by intent and business value (so the audit doesn’t become busywork)

Before I look at the numbers, I quickly categorize URLs by intent. I treat a “Product Pricing” page very differently from a “What is SEO” blog post. A pricing page might get low traffic but high conversions—I would never delete that. A blog post with low traffic and low conversions, however, is on the chopping block.

Workflow step 2: Score pages with a simple model (and set thresholds you can actually apply)

Here is where paralysis usually sets in. You have 500 rows in a spreadsheet. Now what? I use a simple scoring system to make the decisions for me. You don’t need perfect attribution to make better decisions than guessing.

I assign points (0–3) based on performance. It helps me objectively see which pages are assets and which are liabilities.

Content Audit Scorecard & Thresholds

Metric	Low (0 pts)	Medium (1 pt)	High (3 pts)
Traffic (Clicks)	0 – 10 clicks/mo	11 – 100 clicks/mo	100+ clicks/mo
Backlinks	0 domains	1 – 5 domains	6+ domains
Conversions	0	Assisted only	Direct conversions
Relevance	Outdated/Off-topic	Somewhat relevant	Core business topic

My Thresholds:

• Score 0–2 (Delete/Redirect): These pages are ghost towns. Unless legal compliance requires them, they go.
• Score 3–5 (Consolidate/Refresh): These show promise but aren’t winning. If they overlap, I merge. If they are unique but thin, I refresh.
• Score 6+ (Keep/Expand): These are winners. I mark them to “Keep” and look for opportunities to link to them more.

The metrics that matter most for beginners (and what to ignore at first)

If I only had 10 minutes to audit a site, I would look at three columns: Clicks, Backlinks, and Conversions. Everything else—bounce rate, average time on page—is secondary. Vanity metrics can deceive you; traffic that doesn’t convert and pages that don’t help your domain authority are often just noise.

How I factor in AI-driven visibility (AI Overviews, citations, and answer readiness)

I treat AI visibility as an extra lens—not the only goal. When I review a page for a “Refresh,” I check: Does this page answer the user’s core question immediately? AI Overviews prioritize concise, structured answers.

If a post buries the answer under 500 words of storytelling, I flag it for an update. I rewrite the introduction to provide a direct answer (the “BLUF” method—Bottom Line Up Front) to increase the chances of being cited in generative search results.

Workflow step 3: Execute the decision (refresh, consolidate, or delete) without losing rankings

Once you have your action plan, it’s time to execute. This is where the real work happens, and also where mistakes can be costly. I learned the hard way that deleting a page without checking for internal links can create hundreds of broken paths on your site overnight.

Refresh checklist (the “substantial update” playbook)

When I commit to refreshing a page, I aim to make it the best resource on the internet for that topic.

• Verify Intent: Search the keyword. Have the top results changed formats? (e.g., Are they now listicles instead of guides?)
• Add Depth: Add new data, examples, or expert quotes. I often aim for +500 meaningful words.
• Update Visuals: Replace outdated screenshots or low-res stock photos.
• Update the Date: Change the publish date to the current date (only if the update is substantial).
• Re-index: Submit the URL to GSC for faster crawling.

Consolidation checklist (merge without cannibalization)

Merging content requires precision to avoid losing the SEO value of the old pages.

• Choose the Winner: Pick the URL with the most backlinks or traffic.
• Copy the Best Parts: Take unique, valuable content from the “loser” pages and add it to the “winner.”
• Setup 301 Redirects: Redirect the “loser” URLs to the “winner” URL. Do not skip this.
• Update Internal Links: Crawl your site to find links pointing to the old URLs and update them to the new one directly (to avoid redirect chains).
• Annotate: Make a note in GA4 or your tracking sheet so you know why traffic shifted.

Delete/redirect checklist (prune safely)

Pruning requires a steady hand. Sometimes I archive a page instead of deleting it if it holds historical brand value, but usually, I prefer a clean slate.

• Final Backlink Check: If the page has high-quality links, 301 redirect it to the most relevant category page.
• The 410 vs 404 Decision: If the content is gone and never coming back, use a 410 (Gone) status code if possible; otherwise, a 404 is fine.
• Remove Internal Links: Ensure no other pages on your site link to the deleted URL.
• Remove from Sitemap: Ensure the deleted URL is no longer in your XML sitemap.

On-page SEO upgrades I bake into every refresh (titles, headings, schema, internal links)

When I’m already under the hood updating a page, I take five minutes to tighten the on-page SEO:

• Title Tags: Move the primary keyword to the front. Add a hook (e.g., “Updated for 2025”).
• Headings: Break up long text. Ensure H2s and H3s clearly describe the section (great for AI parsing).
• Internal Links: Link from this updated page to other high-priority pages. This distributes authority.
• Schema: Add FAQ schema if the page answers specific questions directly.

How often I run this content audit framework (and how I measure ranking growth after changes)

I recommend running a full content audit quarterly for active blogs or biannually for smaller sites. Content decays faster than you think.

Measuring success takes patience. After a major prune or consolidation, traffic might dip slightly for a few weeks as Google re-crawls your site. This is normal. I usually set a 30/60/90-day check-in schedule.

Post-Audit Tracking Dashboard:

Metric	Source	Frequency
Organic Traffic (Consolidated Pages)	GSC / GA4	Monthly
Keyword Rankings	GSC	Weekly
Crawl Errors (404s)	GSC	Weekly (post-audit)

A simple governance loop (so the audit becomes a system, not a one-time project)

To avoid needing a massive cleanup every year, I use a simple governance loop:

1. Monthly: Check GSC for pages with significant traffic drops.
2. Quarterly: Full audit of the bottom 20% of content.
3. Ongoing: Whenever I publish a new post, I check if an old one should be deleted or merged to prevent future cannibalization.

Common mistakes I see in content audits (and how to fix them fast)

I’ve made plenty of mistakes in past audits. Here are the most common ones so you can avoid them:

• Mistake: Deleting pages with backlinks without a redirect.
  
  Fix: Always check referring domains. If a page has value, redirect it to preserve that equity.
• Mistake: Creating redirect chains (A → B → C).
  
  Fix: Always redirect A directly to C. It saves crawl budget and loads faster.
• Mistake: Refreshing content without checking intent.
  
  Fix: Look at the SERPs first. If the top 3 results are videos and you are writing a long essay, you won’t rank.
• Mistake: Judging success too early.
  
  Fix: Wait at least 30-45 days before panicking about traffic shifts.

Quick triage checklist when you’re stuck (10-minute rescue)

Stuck staring at a URL? Use this rapid-fire logic:

1. Does it bring in customers? Yes → Keep.
2. Does it bring in traffic? Yes → Refresh.
3. Does it have backlinks? Yes → Redirect.
4. Is it useless? Yes → Delete.

FAQs + conclusion: What I’d do next (recap + next actions)

Content audits can feel like a chore, but they are the highest-ROI activity you can do for an established site. You aren’t just cleaning house; you are building a stronger foundation for every future article you publish.

FAQ: What is a content audit and why is it important?

A content audit is a systematic review of all content on your website to determine its performance. It is important because it helps you identify opportunities to improve SEO rankings, increase engagement, and remove low-quality pages that hurt your site’s overall trust with Google.

FAQ: How often should I conduct a content audit?

For most businesses, conducting a full audit once or twice a year is sufficient. However, if you publish high volumes of content (e.g., daily), a quarterly audit is recommended to catch cannibalization issues early.

FAQ: How do I decide whether to refresh, consolidate, or delete content?

Use the Pruning Framework: Refresh if the topic is relevant but the content is outdated. Consolidate if you have multiple pages competing for the same keyword. Delete if the page has no traffic, no links, and no business value.

FAQ: Do minor edits help content ranking?

Rarely. Changing a few sentences usually isn’t enough to signal to Google that a page deserves a higher ranking. Substantial updates—adding new sections, fresh data, and deeper insights—are typically required to move the needle.

FAQ: Will outdated pages harm my overall site’s SEO?

Yes, they can. Google evaluates site quality at the domain level. If a significant percentage of your pages are low-quality or unhelpful, it can drag down the ranking potential of your great content. Pruning improves your overall quality signal.

Recap: The Framework at a Glance

• Inventory: Get all your data in one place (GSC + GA4).
• Score: Use a simple point system to find winners and losers.
• Action: Refresh the almost-winners, consolidate the duplicates, and prune the dead weight.

If you only do one thing this week: Identify your bottom 20 pages with zero traffic and zero links, and delete them. It’s a small step that starts the habit of quality control. Good luck.