--- title: "Content Audit: How to Run One in Six Steps" description: "Run a content audit in six steps: build the inventory, pull performance data, score each page, decide, fix redirects and links, and schedule the work." image: https://www.finemediabw.com/hubfs/Blog/Content%20Marketing/Consideration/Content%20Audit%20-%20How%20to%20Run%20One%20for%20Your%20B2B%20Content%20in%20Six%20Steps/content-audit-share-1200x630.png --- [![Fine\_Media\_logo\_Set\_HubSpot Website Logo Stacked](https://www.finemediabw.com/hubfs/Fine_Media_logo_Set_HubSpot%20Website%20Logo%20Stacked.svg "Fine_Media_logo_Set_HubSpot Website Logo Stacked")](https://www.finemediabw.com/) - Solutions - [Inbound Marketing](https://www.finemediabw.com/inbound-marketing) - [Website Design](https://www.finemediabw.com/website-design-and-development) - [Sales Enablement](https://www.finemediabw.com/sales-enablement) - [Customer Success](https://www.finemediabw.com/customer-success) - [HubSpot Services](https://www.finemediabw.com/hubspot-services) - [Insights](https://www.finemediabw.com/blog) - [About](https://www.finemediabw.com/about-us) Show submenu for About - [About us](https://www.finemediabw.com/about-us) - [Meet the Team](https://www.finemediabw.com/our-team) - [Our Story](https://www.finemediabw.com/our-story) - Solutions - [Inbound Marketing](https://www.finemediabw.com/inbound-marketing) - [Website Design](https://www.finemediabw.com/website-design-and-development) - [Sales Enablement](https://www.finemediabw.com/sales-enablement) - [Customer Success](https://www.finemediabw.com/customer-success) - [HubSpot Services](https://www.finemediabw.com/hubspot-services) - [Insights](https://www.finemediabw.com/blog) - [About](https://www.finemediabw.com/about-us) Show submenu for About - [About us](https://www.finemediabw.com/about-us) - [Meet the Team](https://www.finemediabw.com/our-team) - [Our Story](https://www.finemediabw.com/our-story) - [Contact us](https://www.finemediabw.com/contact) - [Contact us](https://www.finemediabw.com/contact) ![Content Audit: How to Run One for Your B2B Content in Six Steps. Dark type on a pale blue-grey ground, Propello.](https://www.finemediabw.com/hubfs/Blog/Content%20Marketing/Consideration/Content%20Audit%20-%20How%20to%20Run%20One%20for%20Your%20B2B%20Content%20in%20Six%20Steps/content-audit-share-1200x630.png) Oct 15, 2026, 10:27:55 PM | [Demand Generation](https://www.finemediabw.com/blog/tag/demand-generation) # Content Audit: How to Run One for Your B2B Content in Six Steps Run a content audit in six steps: build the inventory, pull performance data, score each page, decide, fix redirects and links, and schedule the work. Share - [mailto:?&subject=Content%20Audit:%20How%20to%20Run%20One%20for%20Your%20B2B%20Content%20in%20Six%20Steps&body=Content%20Audit:%20How%20to%20Run%20One%20for%20Your%20B2B%20Content%20in%20Six%20Steps%0A(https%3A%2F%2Fwww.finemediabw.com%2Fblog%2Fcontent-audit)](mailto:?&subject=Content%20Audit:%20How%20to%20Run%20One%20for%20Your%20B2B%20Content%20in%20Six%20Steps&body=Content%20Audit:%20How%20to%20Run%20One%20for%20Your%20B2B%20Content%20in%20Six%20Steps%0A(https%3A%2F%2Fwww.finemediabw.com%2Fblog%2Fcontent-audit)) - - - If you run [content marketing](https://www.finemediabw.com/blog/what-is-content-marketing) for a B2B company, a website content audit is how you find out which of your pages earn their place and which ones quietly hold the rest back. You end up with a decision for every page: keep it, update it, merge it or remove it. A content audit connects what your website publishes with what your audience needs and what the business wants to achieve. This guide is for marketing leads, content managers and the revenue leaders who sponsor the work. You get the checks to make first, six steps with a finish line for each, the mistakes that waste an audit and a way to keep the result from going stale, so every later content audit process is easier than the first.   | **Content Audit** A structured review of the content on your site, in which you list every page, measure how it performs against your business goals and decide whether to keep, update, merge or remove it. | | --- | ## By the end you will have a content audit you can act on A good content audit is a working file, not a report that sits in a folder. Conducting a content audit well means finishing with these five things. - A master content inventory that lists every page you own, with its address, title, type, owner and last update. - Performance data beside each page, drawn from the same date range, so pages compare fairly. - A score for each page against the same short list of questions. - A decision on every page, with the reason written next to it. - A schedule of the work that follows, with owners and dates, including redirects and fixes to links. If you built your plan from a [content marketing strategy](https://www.finemediabw.com/blog/how-to-get-started-with-content-marketing), the audit shows how far your site has drifted from your content strategy. If you have no plan yet, the audit gives you the facts to write one. ## What to have in place before you start ![Five stacked layers from the bottom: goal, scope, people, data and sheet, and a deletion freeze, held together by being ready to audit.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Content%20Marketing/Consideration/Content%20Audit%20-%20How%20to%20Run%20One%20for%20Your%20B2B%20Content%20in%20Six%20Steps/cm03-content-audit-readiness-layers-blog-1600x900.png?width=1600&height=900&name=cm03-content-audit-readiness-layers-blog-1600x900.png) Most audits stall in the first week because nobody agreed what the audit is for. Settle the points below before you open a spreadsheet. - **A goal.** Name the business goals the content serves, such as qualified leads, demo requests or support deflection. Without one, you will score pages on traffic alone. - **A scope.** Decide whether you are auditing the whole site, only the blog post library, or a group such as product pages. A smaller scope that you finish beats a large one you abandon. - **An owner and a reviewer.** A content manager usually leads the content audit. A second person, ideally from sales or customer success, checks the scores against what buyers actually ask. - **Specialists on call.** An SEO specialist checks the search work, subject matter experts verify technical accuracy and your legal team reviews content for compliance with regulations. - **Access to your data.** You need read access to your Google Analytics account, Google Search Console and your content management system, plus a crawl of the site. Good analytics data is the base of the whole audit process. - **A content audit template.** A shared content audit spreadsheet with one row per page and fixed columns keeps the work consistent. The columns are listed in step one. - **A freeze on bulk deletion.** Agree that nothing is removed or redirected until step four is signed off. Settle the goal first. Everything else follows from it, because the same page can be a keeper for one goal and dead weight for another. ### The two kinds of content audit A quantitative audit counts and measures: how many pages exist, how much traffic each earns, how old each is. A qualitative audit judges: whether a page is accurate, clear, on brand and matched to the reader's search intent. You need both. The numbers tell you where to look, and the judgment tells you what to do. An SEO focused content audit adds search data to both. This guide combines them, so the same row in your sheet holds data and a verdict. ### Where an audit ends and a refresh begins An audit decides what to do with every page. A refresh is the work of improving one page that has lost ground. If a single article has slipped in the search engine results, our guide to [content decay](https://www.finemediabw.com/blog/content-decay) shows how to find and repair it. Use the content audit to find the pages that need that work, then send them down that path. ## How to run a content audit in six steps ![One route through six steps in three groups: gather, judge and act.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Content%20Marketing/Consideration/Content%20Audit%20-%20How%20to%20Run%20One%20for%20Your%20B2B%20Content%20in%20Six%20Steps/cm03-content-audit-six-steps-path-blog-1600x900.png?width=1600&height=900&name=cm03-content-audit-six-steps-path-blog-1600x900.png) Each step ends with what done looks like. Work in order, because later steps depend on the data from earlier ones. ### 1. Build the content inventory The inventory is the list of all your existing content. A web content audit covers the entire website, so include all the content on it, not only the blog. Start with a crawl of your site, because your content management system rarely shows pages that were orphaned or left over from old campaigns. Export the crawl and combine it with your sitemap and your CMS list. Remove duplicates, then add one row for each of your website pages with these columns: - Page address, page title and meta description. - Content type, such as blog post, product page, case study, landing page or guide. - Topic and the audience it is written for. - Author or owner, publish date and the date of the last real edit. - Word count, plus the status code the crawl returned. Do not forget website content that lives outside the main site, such as gated guides, webinar pages and resource libraries. If buyers can find it, it belongs in the inventory. Some pages in the crawl are not content you intend to audit, such as login pages, thank-you pages and tag archives. Mark them out of scope rather than deleting the rows, so the next content audit does not rediscover them. You are done when every page in scope has a row, no address appears twice and each row has a type, an owner and a last-updated date. ### 2. Pull performance data for every page Now add numbers that show page performance. Use the same date range for every page, long enough to smooth out seasonal swings. A full year is a safe choice for most B2B sites, because buying cycles are slow and traffic is lumpy. From Google Search Console, take clicks and impressions for each page. Google defines an impression as when [a user has seen, or potentially seen, a link to your site](https://support.google.com/webmasters/answer/7042828), and a click as how often someone clicked a link from Google to your site. Add all the keywords each page ranks for, along with its average position, so you can follow keyword rankings for your main terms. From your analytics tool, such as Google Analytics, take sessions, engaged sessions, bounce rates, conversions and assisted conversions for the same dates, which show user behavior on the page. Google Analytics shows where visitors come from, so you can separate organic search traffic from email, social and direct visits. From your crawl or a site audit tool, add the count of internal links pointing to each page, the broken links on it and its backlinks if you track them. From your CRM, add the leads and deals each page influenced. For a B2B company this is often the most telling column, because a page with modest organic traffic can still sit on the path of many deals. Low engagement and declining traffic point to pages that need attention. Resist adding more columns for their own sake. Every column should help you decide, and each extra one costs hours. You are done when each row carries the same set of metrics from the same dates, and every blank cell is marked as unknown, not zero. ### 3. Score each page against the same questions Data tells you what happened. Scoring tells you whether the page content is any good. Define a short list of questions and answer them for every page in the same way. A simple scale works well: 0 for no, 1 for partly, 2 for yes. Use the questions below as a starting point, and change them to fit your goal. The scale is a method for comparing your own pages, not an industry benchmark. - **Purpose.** Does the page serve one of the business goals you named? - **Accuracy.** Are the facts, figures, screenshots and product details correct and up to date? - **Content quality.** Is it clear, complete and written for a specific reader, with original thinking rather than a rewrite of other pages? - **Search intent.** Does it match what a person typing the main keyword wants to find, judging by the top ranking pages and the search engine results? Check keyword usage in the title and headings without stuffing. - **Findability.** Does it have a clear page title, a useful meta description, sound on page SEO and relevant internal links? - **Next step.** Does it offer relevant content and a call to action that fit the reader's stage? Add the total in its own column. Then add a flag column for the issues you spot as you read, such as duplicate content, outdated content, thin content, weak headings or a missing author. Reading every page is slow, so sample on large sites. Score all of your top pages by traffic and by conversions, then a random sample of the rest. If the sample is poor in a pattern, such as every article from one old campaign, treat the pattern as a finding. Google's own guidance gives a useful lens for the quality questions. Its page on [people-first content](https://developers.google.com/search/docs/fundamentals/creating-helpful-content) asks whether you are changing the date of pages to make them seem fresh when the content has not substantially changed. If the answer is yes, fix the habit as well as the page. Add one more check that scores do not capture: does the page contradict another page on your site? Two articles that give buyers different answers to the same question erode trust faster than a single weak page. You are done when every page in scope, or every page in your sample, has a score and a list of flags, and a second reviewer has checked a tenth of them. ### 4. Decide what to keep, update, merge or remove This is the step that earns the content audit its value. Give every page one of four verdicts, and write the reason in the next column. - **Keep.** The page performs and is accurate. Leave it alone, and note when to review it again. - **Update.** The page has a sound topic but is outdated, thin, weak in content quality or poorly matched to intent. An old blog post often lands here. Rewrite it, add current facts and improve its structure and search engine optimization. - **Merge.** Multiple pages cover the same topic and compete with each other. Consolidate similar pages into one stronger page to avoid keyword cannibalization, and redirect the rest to it. - **Remove.** The page serves no goal, draws no traffic and cannot be saved. Take it down, or redirect it if it has links pointing in. Use rules, not mood, to assign the verdict. The table shows one way to do it. Adjust the lines to your own data. | Situation | Verdict | Why | | --- | --- | --- | | Serves a goal, scores high, performs | Keep | It works. Do not disturb it. | | Serves a goal, topic is right, score is low | Update | The idea is sound and the execution has aged. | | Two or more pages target the same keyword | Merge | Competing pages split links and confuse search engines. | | No goal served, no traffic, no links, low score | Remove | It costs maintenance and adds nothing. | | Strong links or traffic but off-topic | Update or redirect | Keep the value, change the destination. | | Legal, support or compliance page | Keep | It exists for reasons that analytics will not show. | Be careful with removal. Google's guidance on people-first content warns against [removing a lot of older content primarily because you believe it will help your search rankings](https://developers.google.com/search/docs/fundamentals/creating-helpful-content). Old pages are not harmful by being old. Remove a page because it fails your goal and your scoring, not because of its age. Run a content gap analysis while the data is fresh. List the questions your buyers ask in sales calls and support tickets, and mark the ones no page answers. Comparing your pages with top-ranking competitors also shows where critical information is missing for your audience. If a particular page answers a gap in part, update it instead of writing a new one. These are your content gaps, and they feed the next content calendar. Your [content marketing tactics](https://www.finemediabw.com/blog/content-marketing-tactics-to-try) list can help you pick formats for filling them. Look at distribution too. A page that scored well but earned little reach may need a better promotion plan, not a rewrite. Our guide to [content distribution strategy](https://www.finemediabw.com/blog/content-distribution-strategy) covers that side. You are done when every row has one verdict and one reason, the sponsor has signed off the removals and merges, and the list of content gaps is written down. ### 5. Redirect, consolidate and fix links Decisions on paper change nothing until the site content follows them. This step protects the value of pages you retire and keeps visitors from landing on dead web pages. For every page you merge or remove, choose its replacement before you change anything. The replacement must be the closest match in topic, not simply the home page. Redirects protect the search engine rankings that retired pages earned. Use a permanent redirect for pages that are gone for good. Google's documentation says to [use permanent redirects when you are sure the redirect will not be reverted](https://developers.google.com/search/docs/crawling-indexing/301-redirects), and recommends a permanent server-side redirect whenever possible, because it directs search engines and people to the correct page. For duplicate content you want to retire, such as a page with several addresses, Google explains that [permanent redirects tell it the redirected address is a worse version](https://developers.google.com/search/docs/crawling-indexing/consolidate-duplicate-urls). A canonical link element is the alternative when both addresses must stay reachable. If a page must disappear from search but stay on your site, a noindex tag does that. Google notes that a noindex tag [only blocks your page from showing up in search results](https://developers.google.com/search/docs/crawling-indexing/remove-information), so use it for pages that people still need, such as thank-you pages. Then repair the links: - Update internal links on other pages so they point to the new address, not through a redirect. - Fix broken links inside content you keep, and replace dead external links with a better source or remove the sentence. - Add relevant internal links from strong pages to the pages you updated or merged, so the improved content gets read. - Fix technical SEO issues the crawl flagged, such as redirect chains, missing titles and slow pages. - Check that merged pages carry their best sections, headings and any unique data across to the surviving page. Fix site structure issues as you go. If the audit shows a whole topic buried deep in the navigation, adjust the menus or hub pages so related pages sit together. Good internal linking and a clear site architecture help both readers and search engines. Test before you announce it. Crawl the site again, confirm that each old address lands on its replacement in one step, and check that no new broken links or loops appeared. You are done when every merged or removed page resolves to a chosen replacement, the follow-up crawl shows no broken internal links, and your sitemap lists only live pages. ### 6. Schedule the work and set the next audit An audit that ends with a long list of updates and no calendar produces nothing. Turn the verdicts into a plan. Prioritize the update list by expected business impact and ease of implementation. Pages that serve a key goal, already have some traffic and need a light rewrite go first. Large rebuilds and low-value fixes go last. Assign each task an owner and a due date, and put them in the tool your team already uses. Batch similar work. Updating all your product pages in one sprint is faster than touching them a few at a time, because the research and review are shared. Decide how you will measure the effect. Pick a few key performance indicators tied to your business goals, such as conversions from organic search, qualified leads from content or the share of pages scored as healthy. Record a baseline now and compare in a quarter, using the same date range and method. Set the rhythm. Following content audit best practices, run a light check every quarter on your top pages, and a full content audit once a year or after a major change, such as a rebrand, a new product line or a site migration. High-volume publishers should audit quarterly, while smaller sites may only need an annual audit. Add a trigger as well: audit after a Google core algorithm update to assess its impact, and if organic traffic falls without explanation, audit the affected section. Finally, change how new content is made so the problems do not return. Give every new page an owner, a review date and a place in the inventory from the day it is published. A brief that states the goal and the reader makes the next content audit easier. Bring the results back to your content strategy and your wider content marketing strategy. For the full picture, read our complete guide to [content strategy](https://www.finemediabw.com/blog/content-strategy). You are done when every update has an owner and a date, a baseline is recorded for your chosen measures, and the next content audit has a date in the team calendar. ## Mistakes to avoid when auditing your content Most audits that disappoint repeat the same few errors. Check your plan against this list, and treat the reverse of each item as one of the best practices of a successful content audit. - **Starting without a goal.** If you cannot say what the content is for, every page looks either fine or useless. - **Judging by traffic alone.** A page with little traffic can still support deals, and a page with high traffic can attract the wrong visitors. - **Using different date ranges.** Comparing a page's busy quarter with another's quiet one produces false verdicts. - **Deleting without redirects.** Removing pages that have links pointing in throws away value and sends visitors to errors. - **Removing content because it is old.** Age is not a fault. Remove pages that fail your goals and your scoring. - **Auditing everything at once.** A huge scope delays the decisions that matter. Start with the pages closest to revenue. - **Skipping the human read.** Tools find broken links and thin pages. They cannot tell you whether an argument is sound or a product claim is still true. - **Letting a tool write the verdicts.** Software can speed up the inventory and flag patterns, but a person who knows the buyers should own each decision. - **Ending with a report.** If nobody owns the follow-up work and no dates are set, nothing changes. - **Never repeating it.** A single audit decays as fast as the site grows. Put the next one in the calendar. ## What you gain when this is done properly ![Three overlapping groups, sales, marketing and customer success, sharing a live library.](https://www.finemediabw.com/hs-fs/hubfs/Blog/Content%20Marketing/Consideration/Content%20Audit%20-%20How%20to%20Run%20One%20for%20Your%20B2B%20Content%20in%20Six%20Steps/cm03-content-audit-gains-venn-blog-1600x900.png?width=1600&height=900&name=cm03-content-audit-gains-venn-blog-1600x900.png) A good content audit turns a pile of pages into a managed library. The benefit differs by team. ### Sales gets content it can trust Sellers can send any page in the library without checking it first. Outdated claims, old screenshots and contradictory answers are gone, and the pages that help buyers decide are easy to find. ### Marketing gets a clear plan and a smaller workload Marketing sees which topics earn attention and which are noise. Merged pages concentrate links and authority, the gap list feeds the calendar, and the team stops maintaining pages that do nothing. Regular audits keep content accurate and relevant, which maintains trust, and keep it aligned with current brand messaging. ### Customer success gets answers to point customers to Customer success can send customers to accurate guides that match the product as it is today. Clear, current help content reduces repeat questions and keeps your promises consistent after the sale. Removing confusing duplicates and outdated guides also improves the user experience. ## Make your content earn its place A content audit gives you a clear view of what you have, what works and what to do next. Build the inventory, add the data, score each page, decide, fix the links and schedule the work. Then repeat it on a calendar. The same discipline applies to your wider marketing. Our guides to [content repurposing](https://www.finemediabw.com/blog/content-repurposing) and to [optimizing content for AI search](https://www.finemediabw.com/blog/how-to-optimize-content-for-ai-search) show what to do with the pages that survive the content audit, and [content marketing examples](https://www.finemediabw.com/blog/content-marketing-examples) show what strong ones look like. Propello designs and builds connected go-to-market systems on HubSpot. If you want your content, data and reporting joined up so that an audit shows what each page contributes to pipeline, an audit of your go-to-market setup is the place to start. [Book a Propello GTM Audit](https://www.finemediabw.com/contact) ## Frequently asked questions What is a content audit? A content audit is a structured review of the content on your website. You list every page, measure how it performs against your business goals and give each one a verdict: keep, update, merge or remove. The result is a prioritized plan of work. How often should you run a content audit? Run a full content audit once a year, and a lighter quarterly check of your top pages. Also audit after a major change such as a rebrand, a new product line or a site migration, or when organic traffic falls without a clear cause. What should a content audit template include? A content audit template needs one row per page with its address, title, type, owner, publish and last-updated dates, performance data, a quality score, flags, a verdict and a reason. Add a column for the action, the person responsible and the due date. Which tools do you need for a content audit? You need a crawler or site audit tool to list pages and find broken links, Google Search Console for clicks and impressions, an analytics tool such as Google Analytics for engagement and conversions, and a spreadsheet to hold the content audit data and scores. Should you delete old content after an audit? Not just because it is old. Remove a page only when it serves no goal, earns no traffic and cannot be improved. If it has links or visitors, redirect it to the closest relevant page. Update or merge the rest, and keep what still works. ![Tumisang Bogwasi](https://app.hubspot.com/settings/avatar/77d7e2eaad8ff71b24463dcc39a31e9e) ### Written By: Tumisang Bogwasi Tumisang Bogwasi is the founder and CEO of Propello, a HubSpot partner that designs and builds connected go-to-market systems. [mailto:tumib@finemediabw.com](mailto:tumib@finemediabw.com) ## You May Also Like ### [![Website Migration: Is It Worth It for a B2B Company? White and steel-blue type on a deep blue-grey ground, Propello.](https://www.finemediabw.com/hubfs/Blog/Website%20Growth/Decision/Website%20Migration%20-%20Is%20It%20Worth%20It%20for%20a%20B2B%20Company/website-migration-share-1200x630.png) *Oct 15, 2026, 10:22:03 PM | Customer Acquisition & AEO* Website Migration: Is It Worth It for a B2B Company?](https://www.finemediabw.com/blog/website-migration) ### [![Content Decay: How to Find and Fix Posts That Stopped Being Cited. 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[Legal Notice](https://www.finemediabw.com/user-agreement) | [Privacy Policy](https://www.finemediabw.com/privacy-policy)  ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Tumisang Bogwasi", "url" : "https://www.finemediabw.com/blog/author/tumisang-bogwasi" }, "datePublished" : "2026-10-15T20:27:55.000Z", "headline" : "Content Audit: How to Run One in Six Steps", "image" : [ "https://www.finemediabw.com/hubfs/Blog/Content%20Marketing/Consideration/Content%20Audit%20-%20How%20to%20Run%20One%20for%20Your%20B2B%20Content%20in%20Six%20Steps/content-audit-share-1200x630.png" ], "mainEntityOfPage" : { "@id" : "https://www.finemediabw.com/blog/content-audit", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.finemediabw.com/hubfs/Fine_Media_logo_Set%20copy_HubSpot_Logo_Long_Stacked.svg" }, "name" : "Fine Media" } } ``` ```json { "@context" : "https://schema.org", "@type" : "FAQPage", "mainEntity" : [ { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "A content audit is a structured review of the content on your website. You list every page, measure how it performs against your business goals and give each one a verdict: keep, update, merge or remove. The result is a prioritized plan of work." }, "name" : "What is a content audit?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Run a full content audit once a year, and a lighter quarterly check of your top pages. Also audit after a major change such as a rebrand, a new product line or a site migration, or when organic traffic falls without a clear cause." }, "name" : "How often should you run a content audit?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "A content audit template needs one row per page with its address, title, type, owner, publish and last-updated dates, performance data, a quality score, flags, a verdict and a reason. Add a column for the action, the person responsible and the due date." }, "name" : "What should a content audit template include?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "You need a crawler or site audit tool to list pages and find broken links, Google Search Console for clicks and impressions, an analytics tool such as Google Analytics for engagement and conversions, and a spreadsheet to hold the content audit data and scores." }, "name" : "Which tools do you need for a content audit?" }, { "@type" : "Question", "acceptedAnswer" : { "@type" : "Answer", "text" : "Not just because it is old. Remove a page only when it serves no goal, earns no traffic and cannot be improved. If it has links or visitors, redirect it to the closest relevant page. Update or merge the rest, and keep what still works." }, "name" : "Should you delete old content after an audit?" } ] } ```