Content
The cheapest content is the content you already own.
Fix, merge or remove what you already published - usually the fastest available win.
Most sites are carrying pages that used to work: numbers that are now wrong, advice that aged badly, three articles competing for the same question. They cost nothing to keep and quietly cost a lot.
A refresh pass decides for each page whether to update it, merge it into a stronger one, or remove it - and updating everything is never the right answer.
What it covers
- Full inventory with a decision per URL
- Merging cannibalising pages and redirecting the rest
- Fact and figure updates across the site at once
- Removal of pages that should not have been published
Also in this capability
- Content StrategyDecide what to publish, in what order and why - before anyone writes anything.
- SEO ContentContent written to rank because it is the best answer, not because it hit a keyword density.
- AI Search ContentContent built to be quoted by a model, which is a different job from ranking.
- Programmatic ContentGenerate content at scale only where real data makes every page worth existing.
How it works
01
Inventory everything, including what nobody remembers
Old campaign pages, duplicated posts, an announcement from four years ago that still says 'new'. The list is always longer than the team expects and that surprise is itself the finding.
02
Decide per page, in four ways
Update, merge, leave alone, or remove. Updating everything is the default nobody chose and the reason refreshes take a year - most pages need one of the other three.
03
Merge what competes with itself
Three articles answering the same question split the signal three ways and none of them wins. One strong page plus two redirects beats three mediocre ones, and the gain usually arrives within weeks.
04
Fix the facts once, everywhere
A price, a limit, a company description. Changing it on the main page and leaving four older mentions intact is how a model ends up with two contradictory versions and quotes neither.
What you get
- Full content inventory with a decision per URL
- Merge and redirect plan for pages competing with each other
- Fact and figure reconciliation across the site
- Removal list with the reasoning, and redirects where they belong