Zeo delivery method

Content & Keyword Audit

One honest decision per URL, keep, refresh, merge, retire, or create, with the demand that already works protected on the way through.

A site can carry thousands of pages and still leave important questions unanswered, because finding keywords is the easy part. Deciding which existing page should own each one is the hard part. We build the current page inventory, connect it to the queries people actually reach it on, and give every page one clear decision, keep, refresh, merge, retire, or create, with the demand that already works protected on the way through. We decide what to keep, refresh, merge, retire, or create using page-level evidence and the value each page carries for your business.

Audit what you've publishedSEO Audit
Two Zeo figures sorting a tall stack of webpage cards into trays marked keep, merge, refresh, and retire.

Some of the 500+ brands we've worked with

See all references
  • Bayer
  • Tazedirekt
  • Isuzu
  • Gedik Yatırım
  • Bundle
  • Sportive
  • Amazon
  • BMW
  • Shell
  • Hyundai
  • PepsiCo
  • Red Bull
  • Decathlon
  • MediaMarkt
  • Sanofi
  • EY
  • KPMG
  • GE
  • 3M
  • Domino’s
  • Lexus
  • Trendyol
  • Hepsiburada
  • Yandex

Stages and gates

How we do it

We treat the page inventory like a living product.

  1. Build the current page inventory

    We reconcile crawl, CMS, canonical, analytics, and ownership data into one list (including the pages your navigation has forgotten). A specialist assigns the owner, locale, and lifecycle state that the reconciled data can't infer on its own.

    One current inventory where every URL has a template, locale, owner, purpose, and lifecycle state.

  2. Connect queries with the pages people reach

    We join Search Console, analytics, conversion signals, and current result pages at the same URL and time window. This keeps us from blaming a traffic decline on the wrong change. The content lead separates genuine cannibalization from the uncertain matches that do not justify touching anything.

    A map showing the demand each page currently owns, with uncertain matches clearly identified.

  3. Choose a job for every page

    A specialist checks intent, unique evidence, authority, internal links, performance, and risk before assigning keep, refresh, merge, redirect, retire, reframe, or create. A specialist makes the actual keep, refresh, merge, retire, or create call, weighing risk the score can't see.

    A page-level decision list with a reason beside every call.

  4. Turn the decision into a usable brief

    We turn each accepted decision into an owned edit, merge, redirect, or new-page brief with factual sources, dependencies, and a way back if it underperforms. A specialist sets the rollback condition and checks the brief against the decision before it reaches the queue.

    A backlog editors and developers can ship without reopening the audit.

  5. Watch changed pages as cohorts

    We compare kept, refreshed, merged, redirected, retired, and new pages against the same baseline, and keep useful losses visible instead of hiding them inside totals. A specialist decides keep, adjust, restore, or stop for each cohort so a losing page can't hide inside a winning total.

    A clear keep, adjust, restore, or stop decision for each type of content action.

AI reconciles and pre-sorts; a specialist makes the call.

AI reconciles crawl, CMS, canonical, and analytics exports into one page list, surfaces the orphaned URLs navigation forgot, compares ranking positions on shared queries, pre-scores pages against the decision checklist, drafts the edit, merge, or redirect brief from the decision's source facts, and aggregates each cohort against the same baseline. Nothing useful is deleted, redirected, canonicalized, or noindexed without the source owner's approval, evidence of the traffic being protected, and a recoverable path.

Deliverables and acceptance

What you get

The next editorial cycle gets easier to run because of what comes out of this one.

  • Content calendar

    Page action inventory

  • Architecture map

    Intent & coverage map

  • Prioritized backlog

    Consolidation & creation backlog

  • Tracking plan

    Editorial validation plan

We call it done when: The action inventory, coverage map, backlog, and validation plan are done when every priority URL has one action, one owner, and one reason, and every merge or retirement names the outcome it protects and the condition that restores it.

Fit and readiness

When you need this

This is for teams ready to make page-level decisions.

A good fit when

  • Your content library has grown so quickly that no one can clearly explain the purpose of every page.
  • Several pages compete for the same searches, but you need to avoid merging the wrong one and losing useful demand.
  • You need a defensible plan for publishing and consolidation, grounded in product truth, observed queries, and the editorial capacity you have available.

Better handled as other work when

  • You only need a keyword list or a batch of AI rewrites, without assigning each page an owner or a clear purpose.
  • You want to delete, redirect, or noindex useful pages without protecting the traffic, facts, and customer journeys they already support.

If one of these is closer to your situation, start here instead: SEO Audit

We call it done when: Every priority URL carries a clear action and an owner, every merge or retirement has a safe destination and recovery path, and every new page has a distinct job. The clutter comes out without sacrificing the useful demand you've already earned.

The specialists behind this SEO work

Zeo's SEO work goes back to 2006, when we started what we call the first SEO blog in the MENA region. The consultants shown here are doing that work today, matched to what this page covers.

Content we've produced on this topic

Articleby Aybüke GöktunaChatGPT Keyword Analysis and Google Sheets AutomationArticleby Can MutioğluFive Steps for Optimizing Thin ContentArticleby Metehan UrhanA Guide to Create Quality and SEO Friendly ContentVideoby Yiğit KonurKeyword Research in Autopilot by Google Spreadsheet Macros - Yiğit Konur #brightonSEO

Tools we use

Tools behind this work

  • Ahrefs

    shows which pages carry links and rank beyond recent analytics

  • Semrush

    compares audited pages with current competitors and missing topic coverage

  • Screaming Frog

    builds the working URL inventory with templates and canonical states

  • Keyword Cupid

    groups overlapping queries before merge or new-page decisions

  • Copyscape

    confirms substantial copy overlap among suspected duplicate pages

  • Google Search Console

    maps the queries and search demand each page currently owns

  • Google Analytics

    adds entrances, conversions, and journey value to page decisions

Next step

Give every useful page a clear job

Bring your sitemap, crawl, or CMS export (whatever you've got. We'll help you find the overlap, protect the good pages, and decide what deserves the next editorial hour).
Audit what you've published

Before we start

Questions we hear

Do you delete every page with low traffic?

No. A low-traffic page may still support a high-value journey, own useful links, answer a specific customer question, or protect another page. Traffic is evidence. A page's job decides its future.

What role does AI play in a content audit?

AI helps match queries with pages, group repeated intent, and surface likely overlap across a large inventory. A specialist still decides which page keeps the job and what should happen to the others.

How do you prevent a consolidation from losing useful traffic?

Before the merge, we record the protected queries, destination, internal links, conversions, and rollback path. After it ships, we monitor that cohort separately.

When does a new page make more sense than updating an existing one?

We recommend a new page only when the query cluster serves a distinct customer job that no current page owns and verified source material supports it. Otherwise, the recommendation is almost always to improve the page that's already ranking.