How to Do a Content Audit
To do a content audit, inventory every page, pull performance and quality data for each, then assign each URL an action to keep, improve, consolidate, or remove based on its value and search performance.
Inventory every page
Start by crawling your site to build a complete list of URLs, then pull the same list from your sitemap and analytics so nothing is missed. Record the URL, title, publish or update date, and page type for each.
The goal of this step is a single spreadsheet that represents everything you have published. You cannot judge a content library you have not fully listed, and audits usually surface far more forgotten or thin pages than teams expect.
Attach performance and quality data
For each URL, add the metrics that reveal value: organic traffic and clicks, impressions and average position from Search Console, conversions or goal completions, backlinks, and the date it was last updated. This turns the inventory into something you can score.
Also capture quality flags you can see: is the content accurate and current, does it match a real search intent, is it thin or duplicated, and does it still reflect your business. These qualitative notes matter as much as the numbers.
Decide an action for each page
Assign every URL one of four actions. Keep pages that perform and remain accurate. Improve pages that have potential (impressions but low clicks, outdated but valuable) by updating content, intent match, and internal links.
Consolidate pages that compete with each other for the same intent by merging them and redirecting the weaker URL. Remove or redirect pages that are obsolete, low quality, and unsalvageable, since pruning dead weight can strengthen how search engines assess the whole site.
Execute and re-audit on a schedule
Work the improve and consolidate actions in priority order, starting with pages closest to a business goal or a ranking breakthrough. When you remove or merge pages, use 301 redirects so you do not strand links or create dead ends.
A content audit is not a one-time project. Repeat it on a regular cadence so decay, duplication, and outdated facts get caught early, and so your library keeps getting stronger rather than accumulating neglected pages.
Frequently asked questions
Should I delete underperforming pages?
Not automatically. Some low-traffic pages still serve users or support other pages. Delete or redirect only genuinely obsolete, low-quality, unsalvageable pages; try improving or consolidating pages that have impressions or backlinks first.
How often should I run a content audit?
It depends on how much you publish, but a regular cadence such as once or twice a year for most sites keeps content fresh and catches decay early. High-volume sites benefit from auditing sections on a rolling basis.
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