On this page
- 01Key takeaways
- 02What is a content audit before a redesign?
- 03How do you list every page?
- 04What data should you record for each page?
- 05How do you choose keep, rewrite, merge or remove?
- 06How do you protect pages that rank?
- 07What gaps should the audit reveal?
- 08How do you merge thin pages properly?
- 09What does this look like in practice?
- 10Content audit checklist
- 11Next step
- 12Sources and further reading
- 13Frequently asked questions
Key takeaways
Before a redesign, list every page and decide one of four actions: keep, rewrite, merge or remove. Base the decision on traffic, enquiries, links and accuracy. Protect pages that rank and convert, and redirect every page you remove. This audit usually takes a day for a small business site and prevents most redesign SEO losses.
- 4 actions per page: keep, rewrite, merge, remove.
- Decide with data: traffic, enquiries, links, accuracy.
- Never remove a ranking page without a 301 redirect.
- A small business site audit usually takes about a day.
Want a content audit sheet set up for your site? Ask us on WhatsApp.
Chat on WhatsApp →What is a content audit before a redesign?
A content audit before a redesign is a page-by-page review of an existing website that records each page's traffic, enquiries, search visibility and accuracy, then assigns an action: keep, rewrite, merge or remove. It protects the content that works and stops the redesign carrying over what does not.
How do you list every page?
Combine sources, because no single one is complete: the CMS page list, the XML sitemap, a crawl of the site, and Search Console's pages with impressions. Put them in one spreadsheet with one row per URL.
What data should you record for each page?
Enough to decide, no more.
- Search clicks and impressions over 12 months.
- Sessions and enquiries started from the page.
- Links from other websites, where you can see them.
- Whether the content is accurate and current.
- Whether a newer or better page covers the same topic.
Want the data pulled for you? We will do it with you on WhatsApp.
Chat on WhatsApp →How do you choose keep, rewrite, merge or remove?
Apply simple rules so decisions are consistent.
- Keep: accurate, getting traffic or enquiries.
- Rewrite: valuable topic, but vague, outdated or thin.
- Merge: several thin pages on the same topic.
- Remove: inaccurate, no traffic, no links, no purpose. Redirect it.
How do you protect pages that rank?
Keep their URL if you can. If the URL must change, 301-redirect it to the new version, and keep the content that made it rank: the headings, answers and detail, rewritten if necessary but not stripped out. Google's site move guidance explains the importance of mapping old URLs to new ones.
What gaps should the audit reveal?
Missing pages buyers need: one per service, pricing guidance, case studies, process, areas covered and FAQs. The audit should end with a list of new pages the redesign must add, not just a list of old pages to move.
How do you merge thin pages properly?
Choose the strongest page on the topic as the destination, usually the one with the most search clicks or links, and keep its URL. Move the useful content from the weaker pages into it, rewritten so it reads as one coherent page rather than stitched sections.
Then 301-redirect each weaker page to the destination and update internal links to point directly at it. The merged page usually performs better than any of the originals, because it answers the topic fully instead of splitting attention across several partial pages.
- Pick the strongest page as the destination.
- Keep its URL.
- Move and rewrite useful content from the others.
- Redirect the others and update internal links.
What does this look like in practice?
A pattern in UK trades: a site has 120 pages, mostly old news posts, and a few service pages that bring nearly all enquiries. The audit keeps and rewrites the service pages, merges related guides, removes and redirects dated news, and adds missing pages for two services. The redesigned site is smaller and stronger.
Content audit checklist
Complete this before design starts.
- List every URL from CMS, sitemap, crawl and Search Console.
- Record traffic, enquiries, links and accuracy.
- Assign keep, rewrite, merge or remove.
- Map a redirect for every removed or changed URL.
- List missing pages to add.
- Share the sheet with whoever builds the site.
Next step
If you are about to redesign, we will run the content audit with you and make sure the pages that bring enquiries are protected.
Message us on WhatsApp for a pre-redesign content audit, or book a 30-minute consultation.
Chat on WhatsApp →Sources and further reading
- Performance report (Search results) · Search Console Help
- Site moves with URL changes · Google Search Central
- Creating helpful, reliable, people-first content · Google Search Central
Frequently asked questions
What is a website content audit?
A page-by-page review of a website that records each page's traffic, enquiries, search visibility and accuracy, then assigns an action such as keep, rewrite, merge or remove. It is the essential first step before a redesign. It tells you what to protect and what to fix.
Should I delete old pages when redesigning my website?
Remove pages that are inaccurate and have no traffic, links or purpose, and redirect each removed URL to the most relevant page. Keep or rewrite pages that rank or bring enquiries, even if they are old. Keep a record of every redirect you add.
How do I stop losing SEO in a redesign?
Keep URLs where possible, carry across the content that made pages rank, 301-redirect every changed or removed URL, and monitor Search Console after launch. A content audit before the redesign is what makes that possible. Check the redirects again a month after launch.
How long does a content audit take?
For a small business site with up to around 100 pages, usually about a day, including gathering data from Search Console, analytics and a crawl. Larger or older sites take longer, but the audit is always cheaper than recovering lost rankings.
Written by
Global Bridge Labs (GBL) is a UK–Sri Lanka partner for social media, websites and BPO. Everything here comes from client delivery, not theory.
