Create a usable inventory
List public URLs with their topic, page type, owner and last meaningful review. Include useful evidence when available, such as search impressions, enquiries or support use. Mark unavailable data as unknown rather than zero. The inventory should help make decisions, so begin with important sections instead of building a complex spreadsheet no one can maintain.
Review whether each page still serves a task
Read the page and identify the question it answers. Check factual accuracy, current service scope, broken links and whether the next step still works. A page with low search traffic may still be important for existing customers or sales conversations. Avoid deleting content solely because one metric looks small without understanding its purpose.
Choose an action with a reason
Keep useful current pages, improve incomplete ones and consider combining pages that answer the same question without a meaningful distinction. If a URL is removed, decide whether a relevant replacement exists and plan the response accordingly. Do not redirect unrelated retired content to the homepage simply to avoid a missing-page status.
Assign ownership and a review date
Record who supplies updated information and who approves it. Change the modification date only when the content receives a meaningful update. Keep a short release note describing what changed so future performance reviews have context. Use the remaining gaps to guide new articles, rather than treating publication volume as the goal in itself.
Your practical checklist
- Inventory URLs and their business purpose
- Distinguish unknown data from zero activity
- Choose keep, improve, combine or retire deliberately
- Assign an owner and record meaningful changes
Working through a similar question?
We’re happy to help you find a practical starting point.
Talk to AMGK