Content audit & review

Content accumulates over the years: posts from old campaigns, pages for services that no longer exist, three texts on the same topic from three departments. Each one made sense at the time. Together they form a picture nobody would have designed on purpose.

For search engines and AI systems that is a quality signal. A poor one. Where several of a company's own pages half-answer the same question, they compete with each other instead of with the market. And where content ages unnoticed, a proof of competence turns into a liability.

An audit therefore does not answer the question "what are we missing?" but the more uncomfortable one: of everything that is already there, what still holds up?

The audit is the one-off stocktake across everything. It produces the overall picture and the priority list. It makes sense before a relaunch, alongside a new positioning, or when visibility slips without an obvious cause.

The review works at the level of the individual text and keeps going: content is checked before publication or reassessed on a fixed rhythm. That keeps the estate current instead of cleaning it up every two years.

In practice, engagements usually start with an audit and move into a review. The finding is almost always that the problem was not the content but the absence of a process.