SEO · Content audits
Content
audits(06)Make what you already have work harder.
Most sites have more content than they need and less than they should. I review every page, fix what’s thin or competing, refresh what’s slipping and find the topics you’re missing.
Illustrative audit. Pages and numbers are examples.
What is a content audit?
A content audit is a page-by-page review of everything on your site: what each page is about, how it performs, what links to it and whether it still deserves to exist. It turns a pile of pages into a clear list of what to keep, improve, merge or remove.
Why it matters
Old, thin and overlapping pages drag down the good ones. They split your rankings, waste Google’s time and make your site look less helpful than it is. Cleaning them up is often one of the fastest SEO wins available, because you’re improving pages Google already knows about instead of starting from zero.
How I do it
- Chapter 01 · 01–02Take stockEvery page in one place, and the ones with too little to say.
- Chapter 02 · 03–04Clean upUntangle pages competing with each other, and cut what no longer earns its place.
- Chapter 03 · 05–06Plan what’s nextBring slipping pages back, and fill the topics you haven’t covered yet.
01 · Take stock
Content inventory
Every page, in one place, with the numbers that matter.
I pull every URL on your site into one sheet, then add what each page is about, how many words it has, how many clicks it gets, what links to it and when it was last updated. It’s the map every other content decision is made from.
Illustrative sheet. Pages and numbers are examples.
02 · Take stock
Thin content
Pages with little to say, or the same thing said ten times.
Thin pages have too little useful content, or repeat the same text with a few words swapped. I find them, then either build them into something genuinely useful, like a location page with real local jobs and reviews, or fold them into a stronger page.
Illustrative pages. Numbers are examples.
03 · Clean up
Cannibalization
When your own pages compete for the same search.
If three of your pages target the same search, Google keeps switching between them and none of them ranks well. I find those overlaps in Search Console, pick the page that should win and merge or redirect the rest into it.
Illustrative report. Rankings and numbers are examples.
04 · Clean up
Content pruning
Less, but better.
Some pages have no traffic, no links and no reason to exist. Removing them, or merging them into something stronger, lets Google focus on your best work. Every removed page is redirected to the closest match, so nothing that’s still linked breaks.
Illustrative decisions. Pages and numbers are examples.
05 · Plan what’s next
Refresh plan
Bring slipping pages back before they disappear.
Pages that once ranked well slowly lose ground as facts go stale and competitors publish newer versions. I track which pages are slipping, update them with current information, better structure and fresh internal links, and put the next round on a schedule.
Illustrative chart. Numbers are examples.
06 · Plan what’s next
Content gaps
The topics your customers search for that you haven’t covered.
I compare what your audience searches for, and what competitors have written, against what’s on your site. The missing topics become a publishing plan, in order of what’s worth the most.
Illustrative topics. Numbers are examples.
Recognized · B2B SEO
Best B2B SEO Agencies
Named one of the 20 best B2B SEO agencies for 2026.
SEOS.co reviews and ranks SEO agencies by specialty. Ritner Digital made its 2026 list of the best B2B SEO agencies, recognized for B2B SEO, digital strategy and content marketing for B2B companies that want a focused partner.
SEOS.co20 Best B2B SEO Agencies for 2026
From the blog
More on content
- Thin contentStop Building Doorway Pages: Why Thin Location Pages Are Killing Your Local SEOWhy near-identical location pages hurt more than they help, and what to build instead.Read the post →
- Refreshing contentEvergreen vs. Timely Content: What Works Best for Bank BlogsWhich posts keep earning traffic for years, which fade fast, and how to plan for both.Read the post →
- Content changesYou Started Publishing SEO Content and Your Leads Dipped. Here’s Why That’s Normal — and When It Recovers.What happens while Google re-reads your site after big content changes, and when it settles.Read the post →
- Content structureKnowledge Hub vs. Blog: What’s the Difference and Which One Does Your Organization Actually Need?How to organize a growing library of content so it stays useful instead of piling up.Read the post →
- Content qualityThe Phrases That Give Away AI Writing (and How to Edit Them Out Before They Cost You Trust)The tells that make content read as generic, and how to edit them out during a refresh.Read the post →
- Outdated tacticsIs Your SEO Strategy Built for 2016 or 2026?The old content habits still sitting on many sites, and what to replace them with.Read the post →
Featured Client
True BlueAutos
A commercial truck dealership in Greensburg, Indiana. We built an SEO content strategy around the questions real truck buyers ask, and in about three months their Google visibility grew fast.
- +48%Google clicks
- +93%Search impressions
First vs. last 30 days, July–October 2026, Google Search Console. Search growth, not verified sales.
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