List every page
Export a list of all pages from your platform or a crawling tool, with address, title and publish date. Add columns for visits over the last year from analytics, searches and clicks from Search Console, and whether the page leads to inquiries. Include blog posts, old landing pages and attachments.
Add a column for the page's purpose. If you cannot say what a page is for, that is a finding in itself.
Sort the spreadsheet by publish date and by traffic. The oldest pages with the least activity are usually the first candidates for a closer look.
Judge each page with simple rules
Ask four questions: Is it accurate? Does it help a customer? Does it get visits or support another page that does? Is it unique? Pages that pass all four stay. Mark the rest for one of three actions: update, merge or remove.
Do not delete a page only because it has few visits. A page for a rare service that converts well is valuable. Judge by usefulness, not traffic alone.
Update what has potential
Pages with some impressions in Search Console but weak results often need better content: clearer answers, fresher examples, new photos, correct prices and dates, and links to related pages. Rewrite headings and titles to match what searchers want. Add a visible review date for time-sensitive material.
Fix factual errors first, since wrong information on a page damages trust more than a plain one.
Prioritize pages that reflect your core services, since improving those has the largest effect on inquiries.
Merge overlapping pages
Several short posts on the same topic compete with each other and dilute your message. Combine them into one stronger page, keep the best parts, and redirect the old addresses to the new one with permanent redirects. Update internal links so they point to the merged page.
Merging works best when the combined page is more complete than any original.
Remove with care
Delete pages that are outdated, off-topic or empty, such as expired offers, staff who left or services you no longer provide. If the page has inbound links or traffic, redirect it to the nearest relevant page. If nothing relevant exists, let it return a proper not-found message rather than redirecting to the homepage.
Keep a backup of removed content in case you need to refer to it, and note the date and reason in your spreadsheet.
After the cleanup
Update your sitemap, submit it in Search Console and check the Pages report in the weeks after changes. Look for new errors and watch impressions on the pages you merged. Repeat the audit once a year, and add a rule that every new page must have a purpose and an owner.
A smaller site made of useful pages is easier to maintain, easier for visitors to navigate and easier for search engines to understand.
Keep the audit spreadsheet. Next year it becomes your starting point and shows what you already decided.
Common questions
Will deleting pages hurt my rankings?
Removing useless pages rarely hurts. Removing pages that earn traffic or links without redirecting them can. Check data first.
How long does an audit take?
A small site can be reviewed in an afternoon. Larger ones may take a few days, and the work is easier if done in stages.
This guide is general information. Search engines change how they work and their guidelines; check Google's current documentation for your situation. Nobody can guarantee a ranking.