A practical decision guide
An older page can still be useful. A newer page can already be wrong. Before rewriting or deleting content, look at the question it answers, the facts it contains and the role it plays for visitors.
Record the URL, intended audience, main question, accuracy issues, relevant visits or inquiries, known links and overlap with other pages. Low traffic alone does not make a page worthless: it may support an important decision or be difficult to find. Equally, traffic does not excuse misleading information.
Keep a page when it answers a distinct useful question but needs better facts, clearer examples or a simpler structure. Correct outdated information and remove promises the business no longer supports. Update dates only when substantive work warrants it. Preserve useful detail instead of replacing everything with a shorter generic introduction.
Compare the actual intent, not just similar keywords. Choose the page that should remain, bring over genuinely useful unique information and update internal links. If an old URL is being permanently replaced, plan an appropriate redirect. Canonical annotations and redirects have different roles; do not use a tag as a substitute for thinking through the visitor’s destination.
A discontinued offer, expired instruction or inaccurate claim may need removal. Check whether a relevant replacement exists and whether visitors still depend on the URL. Keep necessary historical or legal information through the appropriate process. Do not send every retired page to an unrelated homepage simply to avoid a missing-page response.
Suppose two articles both explain how to prepare for the same service. One has a strong checklist and the other has useful examples. A combined guide may be better than maintaining both. By contrast, a pricing explanation and a preparation checklist answer different questions even if they mention the same service. Similar vocabulary is not enough reason to merge them.
For each page, record keep, refresh, merge or retire; the reason; destination if relevant; owner; and verification date. After publication, check links, redirects and the revised content. Review search and business evidence over an appropriate period rather than declaring a win because the page looks cleaner.
No. Check purpose, accuracy, discoverability and business usefulness first.
Not by itself. Improve the information and use dates that accurately reflect the work.
No. Consolidation can make information easier to maintain and use, but search outcomes are not guaranteed.
Official guidance checked 2026-10-26.
Tell us what you have in mind. A little context is enough to start a useful conversation.
