Keep, merge, refresh, remove

Content Audit

A content audit reviews every page and post on your site and tells you what to keep, merge, refresh or remove. Absolute Digital Media bases each decision on data: organic traffic, rankings, backlinks, conversions and whether AI assistants cite the page. The result is a clear action list rather than a spreadsheet of metrics, so your team knows which pages to improve first, which to combine and which are holding the rest of the site back. In regulated sectors it also flags out-of-date claims.

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Get Your Free Content Audit

See which pages are earning traffic and links, which are competing with each other and which are holding your site back. Send us a few details and our team will put together a free, no obligation audit.

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    European Ecommerce Awards 2026 winner European Agency Awards 2026 winner European Search Awards 2026 winner UK Digital Excellence Awards 2026 winner UK Paid Media Awards 2026 winner European Agency Awards 2025 winner UK Agency Awards 2025 winner UK Digital Excellence Awards 2025 winner UK Search Awards 2024 winner European Search Awards 2024 winner UK Digital Excellence Awards 2024 winner European Agency Awards 2023 winner UK Digital Excellence Awards 2022 winner European Agency Awards 2022 winner

    What is a content audit?

    A content audit is a page-by-page review of a website's content that decides what to keep, merge, refresh or remove, based on traffic, links, conversions and AI citations. It is the review step within our Content Marketing service at Absolute Digital Media, and it usually comes before any new content is planned or written.

    Why audit first

    What our content audit services cover

    A content audit looks only at your content. Our SEO audit covers the whole site, including technical health and backlink authority, with a lighter content review. If rankings are falling and you do not know why, start there. If you know content is the issue, start here. We crawl every indexable page, then pull traffic and query data from Google Search Console and Google Analytics, backlinks from Ahrefs and citation data from AI assistants. Pages that target the same search are grouped, so cannibalisation is easy to see. Each URL gets one decision with a reason, and the findings feed directly into your content strategy.

    2008In regulated search since
    175+Industry awards
    97%Client retention
    28 moAverage client tenure
    Adm insights
    In their words

    What our content clients say

    How we work

    How our content audit services run

    We start by agreeing the scope, your goals and any compliance requirements, then crawl the site and collect the data. Each page is reviewed against that data and given a decision, a reason and a priority. You receive the full page list, a summary of the main findings and a redirect plan for anything merged or removed. We walk your team through it, and if you want help acting on it, our writers can refresh and merge pages for you. See our process, or talk to our team.

    Adm insights
    Questions

    Content audit FAQs

    What is a content audit?

    A content audit is a structured review of every page on a website that decides whether each one should be kept, merged, refreshed or removed. Decisions are based on traffic, rankings, backlinks, conversions and AI citations. The output is a prioritised action list that shows a team where to spend effort before any new content is planned or written.

    How is a content audit different from an SEO audit?

    An SEO audit reviews a whole website, covering technical health, content and backlink authority. A content audit looks only at the content, in more depth, and gives every page a decision. If you are unsure why rankings have dropped, an SEO audit is the better starting point. If you already know content is the problem, a content audit goes further on that one area.

    What does keep, merge, refresh or remove mean?

    Keep means the page performs and needs no work. Merge means two or more pages cover the same topic and should become one stronger page, with redirects from the others. Refresh means the page has value but needs new detail, updated facts or better structure. Remove means the page has no traffic, links or purpose, and is taken down or redirected.

    How often should a website have a content audit?

    It depends on how much you publish and how quickly your market changes. Sites that publish often, or work in sectors where rates, rules and claims change, benefit from more frequent reviews. A full content audit is also worth running before a redesign, a migration or a new content strategy, so decisions are made with current data.

    Will removing content hurt our rankings?

    Removing the right pages usually helps, because thin or overlapping pages dilute the authority of stronger ones. The risk comes from deleting pages that hold backlinks or traffic without a plan. Our content audit services set out a redirect for every page that is merged or removed, so earned links pass to the page that replaces it.

    Can a content audit help with compliance?

    Yes. In regulated sectors such as finance, gambling and healthcare, older pages can carry rates, claims or warnings that no longer meet the rules. The audit flags those pages so they can be corrected or removed. It does not replace your compliance team’s review, but it shows them where to look first.

    Independently judged

    A multi-award-winning content marketing agency

    European Agency AwardsIntegrated Agency of the Year - SilverEuropean Agency Awards 2026European Search AwardsBest Use of Search B2C (PPC) Small (The Swallow Co.)European Search Awards 2026UK Digital Excellence AwardsStandout B2C Ecommerce Website of the Year (Stelrad)UK Digital Excellence Awards 2026UK Paid Media AwardsBest Integrated Paid Media CampaignUK Paid Media Awards 2026UK Agency AwardsBest New Business CampaignUK Agency Awards 2025UK Search AwardsBest Use Of Search (Retail/Ecommerce) - SEOUK Search Awards 2024European Agency AwardsIntegrated Agency of the Year - SilverEuropean Agency Awards 2026European Search AwardsBest Use of Search B2C (PPC) Small (The Swallow Co.)European Search Awards 2026UK Digital Excellence AwardsStandout B2C Ecommerce Website of the Year (Stelrad)UK Digital Excellence Awards 2026UK Paid Media AwardsBest Integrated Paid Media CampaignUK Paid Media Awards 2026UK Agency AwardsBest New Business CampaignUK Agency Awards 2025UK Search AwardsBest Use Of Search (Retail/Ecommerce) - SEOUK Search Awards 2024
    Free content audit

    Get your free content audit

    Tell us about your site and what you need your content to do. We will look at how your pages are performing, show you where content is competing with itself or falling short, and set out what we would keep, merge, refresh or remove first. It is free and comes with no obligation. Request your free content audit.