If your website has been around for a while, chances are it’s accumulated a lot of content—blogs, service pages, case studies, old promotions, maybe even random landing pages. While having plenty of content is generally good for SEO, outdated or irrelevant content can actually hold your site back. That’s where content cleaning comes in.
What is Content Cleaning?
Content cleaning (sometimes called a “content audit & prune”) is the process of reviewing your website’s content to identify what’s outdated, underperforming, or no longer aligns with your goals—and then updating, merging, redirecting, or even deleting it. Think of it like spring cleaning for your digital presence.
Done right, content cleaning can:
✅ Improve your SEO rankings
✅ Make your site easier to navigate
✅ Ensure visitors find the most relevant, up-to-date information
✅ Strengthen your brand’s credibility and trust
Signs You Need to Clean Your Content
Not sure if it’s time to roll up your sleeves? Look for these telltale signs:
- You have multiple articles targeting the same keywords (cannibalization).
- Old blogs that mention events or stats from years ago.
- Pages that get zero or very low traffic.
- Content that no longer reflects your services or brand messaging.
- Broken links and outdated images.
How to Clean Your Content in 5 Steps
1. Perform a Content Audit
Start by making a list of all the pages on your website. Tools like Screaming Frog, Ahrefs, or even Google Search Console can help you export your URLs. Note key metrics: traffic, bounce rates, rankings, and backlinks.
2. Categorize Each Page
For each piece of content, decide:
- Keep (it’s performing well and still relevant)
- Update (still valuable but needs a refresh)
- Merge (combine with similar posts for a stronger resource)
- Delete or Redirect (outdated or thin content that adds no value)
3. Update and Optimize
For pages you decide to keep or update:
- Refresh outdated stats and examples.
- Add new images or infographics.
- Improve internal linking.
- Check on-page SEO—meta tags, headings, and keywords.
4. Handle Deletions Carefully
Never just delete a page without a plan. Use 301 redirects to point old URLs to a closely related page, so you don’t lose any SEO value.
5. Monitor Results
After cleaning, keep an eye on your analytics to see improvements in traffic, engagement, and rankings. Content cleaning is not a one-time task—make it part of your routine at least once or twice a year.
Bonus: Don’t Forget Other Channels
If you’re doing a full content clean-up, look beyond your website. Review your social media bios, pinned posts, outdated Facebook photo albums, or old YouTube videos that may also need updates or removal.
In Summary
Cleaning your content might sound like a big job, but it pays off in clearer messaging, better user experience, and stronger SEO. Think of it as setting up your site for long-term success—because just like your home, your digital spaces deserve regular care.
