Run a content audit and prune content.
When it comes to great content, it’s about quality rather than quantity.
This can mean getting rid of content that ranks poorly, doesn’t bring value to the customer or is no longer relevant to your business. Pruning back this low-value content can lead to huge SEO gains.
Most websites get the highest volume of quality traffic to a small number of pages. It’s important to keep these breadwinners in peak condition. Underperforming pages no longer receive significant traffic (or never did in the first place), maybe duplicate or are very similar to other content on the site or may just never have been optimised properly.
You can now choose to rework the content or redirect links to better pages.
This process needs to be done sensitively and with caution – don’t dive in and delete content you think isn’t working, everything needs to be checked.