On this page5 sections
Published October 22, 2026.
Start with a bounded page list
Export the pages that received impressions in the last 90 days and have not been updated in the last six months. Exclude pages that are intentionally archival, legal, or seasonal. Record the export date and the filters so the queue can be reproduced.
A queue built from the entire site becomes a second content backlog. A bounded list gives the team a realistic set of pages it can review this month.
Score by evidence, not by opinion
Use four inputs: search impressions, click-through rate, the gap between the page promise and the query intent, and the business value of the topic. Score each input on a small scale and record the source. Do not invent a composite "content score" that hides a weak input.
A page with high impressions and low clicks may need a better title or a clearer answer. A page with low impressions may need a new topic rather than a refresh. The score should point to the action.
Record the decision and the owner
For each page, choose one action: refresh, merge, redirect, leave, or retire. Name the owner and the review date. A refresh without an owner is a suggestion. A retire decision needs a redirect plan and a check for internal links.
Keep the queue in one sheet with a short note for each decision. The note is what makes the next review faster.
Measure the change after the refresh
Pick one primary measure before publishing, such as impressions for the target query family or scroll depth on the refreshed section. Compare the same window before and after. Do not attribute a site-wide traffic change to one page without evidence.
If the page does not improve, check indexing, internal links, and intent match before rewriting it again. The queue is a prioritization tool, not a guarantee.
Related reading
For the supporting routine, see this guide and this guide. To discuss the workflow, contact us.
