Content Pruning and Refreshing, Done Properly
Deciding what to update, consolidate, redirect or remove in an existing content library.
Samir Haddad
At a glance
- Options update, consolidate, redirect, noindex or delete
- Consolidation merging several weak pages into one stronger one, with redirects
- Deletion appropriate when there is nothing worth keeping and no links
- Cannibalization several pages competing for the same query
- Decay content loses relevance as the subject changes
Why it matters
Why it matters: Most sites have more content than they can maintain, and unmaintained pages compete with the ones that matter while signaling that nobody is looking after the site.
Best practice
- Audit by performance and by whether the page is still accurate
- Consolidate competing pages and redirect the losers
- Update pages that still have value rather than rewriting from scratch
- Keep redirects in place after removing pages that had links
- Record what was done and why, so the next audit is cheaper
Common pitfalls
Watch out for:
- Deleting pages that hold links or still receive traffic
- Updating the date without updating the content
- Consolidating pages that serve genuinely different intents
- Pruning at volume without checking what each page still earns
When to call in a specialist
Bottom line Bring in help when a large library has decayed, when pages are competing with each other, or when a pruning exercise has already cost traffic.
Where this comes from
- Google Search Central — Creating helpful content
- Google Search Central — Remove content from search
- Google Search Central — Redirects and Google Search
The figures and practices above come from the sources listed.
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