Scoring what you already have
Over time most sites accumulate pages that no longer pull their weight — outdated posts, thin pages, near-duplicates competing with each other, and content nobody searches for. Left alone, they dilute your site's overall quality signal.
We inventory every page and score it on traffic, rankings, backlinks, conversions, and relevance, then assign each one a clear action: keep as-is, improve, merge into a stronger page, or remove.
- Full content inventory with traffic, rankings, and engagement per URL
- A keep / improve / merge / remove decision for every page
- Find cannibalizing pages where two URLs target the same query
- Flag outdated, thin, or redundant content dragging on quality
- Identify high-potential pages that are one update away from ranking
Improve, merge, or remove
Each decision has a method. 'Improve' means updating and expanding a page that's close to ranking. 'Merge' combines two overlapping pages into one authoritative page with a redirect. 'Remove' handles pages with no traffic, no links, and no strategic value — pruned or redirected, not left to rot.
Done carefully, consolidation often lifts the pages that remain, because ranking signals stop being split across duplicates.
- Refresh and expand near-miss pages targeting valuable queries
- Consolidate overlapping pages and 301 the weaker URL to the stronger
- Prune or redirect dead pages with no traffic, links, or purpose
- Fix internal cannibalization by clarifying each page's target query
- Update outdated facts, years, and stale examples on kept pages
Finding the gaps
The other half is what's missing. Gap analysis compares your content against the questions your audience actually searches and against what ranking competitors cover, then maps the topics and subtopics you haven't addressed.
The output is a prioritized content plan — the pages worth creating next, ranked by opportunity and how well they fit what you offer.
- Map audience search questions you don't yet answer
- Compare your topic coverage against sites already ranking
- Find subtopics and related queries missing from strong pages
- Prioritize new content by search demand and business fit
- Spot commercial pages (services, comparisons) that are absent
More on seo audits
Frequently asked questions
Should I really delete old pages?
Sometimes — but carefully. Removing genuinely worthless pages (no traffic, no links, no purpose) can help your site's overall quality. But a page with backlinks or occasional traffic is usually better merged and redirected than deleted outright, so you keep the value. We never bulk-delete; every removal is a deliberate call.
How is this different from just writing more blog posts?
Writing more without auditing often makes the problem worse — more thin pages, more cannibalization, more to maintain. A content audit first fixes and consolidates what you have, then the gap analysis tells you exactly which new pages are worth creating instead of guessing. It's a plan, not just volume.
What is keyword cannibalization?
It's when two or more of your own pages target the same search query, so they compete with each other and confuse Google about which to rank. Neither ranks as well as a single strong page would. The audit finds these and recommends merging them or clearly differentiating what each one targets.