Domains, delivery and craft
What is Content audit?
A systematic review of every page on a site against what it earns and what it costs: traffic, conversions, accuracy and maintenance burden. It ends with a decision per page — keep, improve, merge or remove — rather than a report nobody acts on.
Also called: content inventory · page review
The data to gather per page
- Clicks and impressions over 12 months from Search Console
- Which queries it actually earns impressions for
- Conversions or assisted conversions, where measurable
- Inbound internal links, and inbound external links
- Last meaningful update, and whether the content is still accurate
The four possible outcomes
- Keep
- Performs, accurate, nothing to do.
- Improve
- Earns impressions in positions 8–20 — the cheapest wins on the site.
- Merge
- Competes with another page for the same term. Consolidate and redirect.
- Remove
- No traffic, no links, no purpose. Delete and return 410.
Why removal helps
Pages with no purpose still consume crawl budget and count toward site-wide quality assessment. Removing genuinely dead pages has repeatedly improved the performance of the ones that remain, which is counterintuitive until you see it happen.
Where this is covered in depth
A definition can only go so far. The 35 types of SEO, explained without the padding covers this properly — 6 minutes, free, no email required.
Who wrote this
Anas Bin Masud builds e-commerce sites and does technical SEO for businesses in the UK, Canada and Pakistan. These definitions come from client work rather than from a content brief — where an entry describes a mistake, it is usually one found on a real site. More about how I work.