Solved problems. Proven solutions.

Score refresh candidates by opportunity, risk, and business value rather than age alone. Start with performance changes: declining impressions/clicks, lost query coverage, conversion changes, and competitors replacing the page for strategic terms. Pair that with content risk: outdated facts, expired product details, superseded regulations, broken links, sta…

Query overlap alone is not proof of harmful cannibalization. First compare page intent. Two pages can legitimately appear for related queries if they solve different jobs—for example, a product page and a how-to guide. The problem is stronger when multiple URLs target the same intent and search systems alternate between them without a clear preferred page.…

Use evidence of opportunity or decay rather than page age alone. A two-year-old page that still satisfies intent may need less work than a six-month-old page whose SERP changed completely. Create a maintenance queue from these signals: 1. Performance decay: compare recent clicks, impressions, average position, and conversions to an appropriate prior period.…