expert
content audit
consultant

A useful content audit needs more than a spreadsheet showing traffic and word counts.

A page with very little traffic may still support an important service, attract valuable links or answer a question that matters to customers. At the same time, a page receiving traffic may still be competing with a stronger page or targeting the wrong intent.

I combine SEO data with a page-by-page review of purpose, search intent, performance and overlap so the recommendations reflect the role each piece of content actually plays.

I start by building a clear inventory of the pages that need reviewing and combining that with the performance data available for the site.

I then assess what each page is intended to do, whether it matches a useful search or business need, how it performs and whether another page already serves the same purpose more effectively.

That allows each page to be given a practical next action rather than simply being labelled good or bad.

The priority is to make the website clearer and stronger, not to remove content simply because it is old or has a low traffic number.

Depending on the site and the purpose of the audit, I can review:

• organic traffic and search visibility
• rankings and search queries
• conversions and useful page outcomes
• page purpose and search intent
• thin, outdated or low-value content
• duplicate and overlapping pages
• keyword cannibalisation
• internal linking and crawl depth
• content that no longer fits the site
• existing backlinks and page authority
• missing topics and content opportunities

I use the signals that are relevant to the project rather than applying the same scoring formula to every website.

The most useful output from a content audit is a clear decision about what should happen next.

Strong pages may simply need to be kept and monitored. Pages with potential may need better targeting, updated information or stronger internal links. Several overlapping pages may be better combined into one stronger resource.

Content that no longer has a useful purpose may be removed or redirected, but only after checking whether it has existing rankings, traffic, links or another reason to preserve it.

This gives you a practical content clean-up plan without blindly deleting pages based on age or traffic alone.

One of the most common content problems is having several pages that appear different internally but answer effectively the same search intent.

That can make it difficult for search engines to understand which page should rank and can leave several weaker pages competing where one stronger page would perform better.

I can identify those overlaps and recommend whether the pages should be consolidated, repositioned or kept separate because they genuinely serve different audiences or intents.

A content audit should not only identify what needs cleaning up. It should also show where useful content is missing.

I can identify important topics, questions and search intents that the existing site does not cover strongly enough, as well as pages that already rank but could perform better with additional depth or clearer targeting.

The emphasis is on filling genuine gaps rather than creating more content simply because competitors have written about something.

A redesign or migration is a good opportunity to decide which content should actually move to the new website.

Rather than transferring every old page automatically, I can review what should be retained, improved, consolidated or retired before the new structure is finalised.

This also helps create a clearer redirect plan and reduces the risk of valuable pages being dropped simply because their existing value was not understood.

For larger site moves, this can connect directly with my website migration consultancy.

You will get a page-level audit showing what I recommend doing with the content reviewed, together with the reasoning and supporting data where relevant.

Depending on the scope, that can include:

• keep, improve, combine or remove recommendations
• priority pages that need attention first
• content consolidation and redirect recommendations
• search intent and cannibalisation issues
• content gaps and optimisation opportunities
• internal linking recommendations
• notes for writers, marketers or developers

The aim is to give you a usable roadmap rather than leaving you with a large spreadsheet and no clear idea what to do next.

I can work directly with business owners or alongside marketing teams, digital agencies and web developers where different people are responsible for content, SEO and implementation.

My role is usually to define what needs to happen at page level and explain the search reasoning behind those decisions, while your existing writers, marketers or developers handle the parts they already own.

I can also help review changes as they are implemented so consolidation, redirects and internal links support the wider audit recommendations.

If you need broader specialist support across an internal team, you can also find out more about how I work with in-house teams.

A content audit focuses on the pages themselves, but content performance is also affected by the wider technical and structural health of the website.

If those problems extend beyond content, the work can form part of a broader website SEO audit.

A content audit can also support a redesign, migration or wider SEO strategy where you need to understand what the existing site is worth before deciding what comes next.

Once the audit is complete, I can help turn the recommendations into actual changes rather than leaving the work sitting in a spreadsheet.

That can include consolidation, redirects, page optimisation, internal linking, reviewing revised content and monitoring how important pages perform after the changes are made.

tracking & reporting

Keeping an eye on performance and making sure your tracking stays accurate.
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performance insights

Digging into your data to spot trends, issues, and opportunities.
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audit & optimisation

Regular reviews and updates to keep your site on track.
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ad-hoc support

Ask a question, get a second opinion, or get help with a one-off job
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