Content Pruning: Why Deleting Pages Can Boost Your SEO Rankings

At Saigon Digital, we often remind our clients that search engine optimisation isn’t just about producing new content, it’s equally about managing what already exists on your website. One strategy that has gained traction among SEO professionals is content pruning. While the idea of deleting web pages may sound counterintuitive, pruning is one of the most effective ways to improve your site’s overall visibility, authority, and search performance.

In this article, we’ll explore what content pruning is, why it matters, and how removing certain pages can actually strengthen your SEO rankings.

What is Content Pruning?

Content pruning is the process of auditing your website’s existing pages and removing or consolidating those that no longer serve a meaningful purpose. Just as gardeners trim unnecessary branches to help a tree grow stronger, businesses can “prune” weak, outdated, or underperforming pages to ensure their website remains healthy and competitive.

This doesn’t necessarily mean deleting content blindly. Instead, it’s about carefully reviewing performance data and deciding whether a page should be updated, merged, redirected, or in some cases, removed entirely.

Why Deleting Pages Can Improve SEO

It may feel uncomfortable to delete pages you’ve invested time and resources into, but here’s why pruning can actually help your SEO rankings.

1. Improves Crawl Efficiency

Search engines like Google have limited time and resources (often referred to as “crawl budget”) to explore your website. If your site is cluttered with thin, duplicate, or irrelevant pages, search engines may waste time crawling them instead of focusing on your high-value pages. By pruning unnecessary content, you allow crawlers to prioritise what truly matters.

Example: 

Imagine a website with 3,000 product pages, half of which are outdated or discontinued. Instead of forcing Google to crawl thousands of irrelevant pages, pruning them ensures the crawler spends its energy indexing products you still sell, thereby boosting their chances of ranking.

2. Eliminates Keyword Cannibalisation

When multiple pages target the same keyword or when your site has duplicate content, they end up competing against each other in search results. This dilutes your visibility and makes it harder for Google to understand which page is most relevant.

By consolidating similar articles or removing redundant ones, you signal to search engines which page deserves to rank.

Example:

Let’s say you run a travel blog and have three separate posts about “things to do in Hanoi.” Each attracts a trickle of traffic but none ranks well. Merging these into a single, comprehensive guide improves user experience and increases the likelihood of ranking higher.

3. Enhances Site Authority

Not all backlinks are equal. If your website has hundreds of low-quality pages with little to no traffic, they dilute the perceived authority of your domain. A smaller, more refined site is easier for search engines to trust and reward.

Think of it this way: a library filled with outdated pamphlets is less authoritative than one stocked with well-researched, relevant books.

4. Boosts User Experience

Ultimately, SEO is about providing the best possible experience for users. Landing on irrelevant or thin pages frustrates visitors and increases bounce rates, which are signals that can hurt rankings. A clean, well-pruned site ensures users find what they’re looking for faster, keeping them engaged and more likely to convert.

When Should You Prune Content?

Content pruning isn’t about deleting for the sake of it. Instead, it’s about identifying which pages genuinely add value and which ones don’t. Here are some scenarios where pruning is often beneficial:

• Outdated information: Pages with content that is no longer accurate or relevant.
• Low traffic over time: Pages with little to no visits in the past 12 months.
• Duplicate or near-duplicate content: Articles or product listings that overlap heavily.
• Thin content: Pages with fewer than a couple of hundred words and no unique insights.
• Expired services or products: Landing pages for offerings that no longer exist.

How to Start Content Pruning

At Saigon Digital, we recommend following a structured process that ensures you’re making informed decisions rather than removing content blindly. Here’s how to approach content pruning effectively:

1. Audit Your Content

The first step is to understand what you already have. A thorough content audit allows you to see how each page is performing in terms of traffic, rankings, and engagement. 

Tools such as Google Analytics, Google Search Console, or crawling software like Screaming Frog can help you identify which pages are pulling their weight and which ones may be holding you back. This baseline data is essential before making any decisions.

2. Categorise Pages

Once you have the data, organise your content into categories such as Keep, Update, Merge, or Remove. This framework prevents guesswork and helps you take action with confidence. 

For instance, pages that are doing well should be maintained, while outdated posts might benefit from a refresh. On the other hand, duplicate or irrelevant pages can often be consolidated or deleted altogether.

3. Update or Consolidate First

Not all underperforming content should be removed immediately. In many cases, a page can be revitalised with updated information, better structure, or additional insights. 

Similarly, if you have multiple pages covering the same topic, consider merging them into one comprehensive resource. This not only improves user experience but also strengthens your chances of ranking higher by consolidating authority.

4. Redirect When Necessary

When a page must be removed, don’t simply let it vanish. If the page has backlinks, search visibility, or historic value, it’s important to set up a 301 redirect to guide visitors and search engines to a more relevant page. Redirects preserve link equity and prevent broken user journeys, ensuring your site maintains both authority and usability.

5. Monitor Results

Content pruning doesn’t end once changes are made, it’s crucial to measure the impact. Keep track of your organic traffic, keyword rankings, and crawl statistics to see how your site responds. 

Often, the benefits of pruning become visible within a few weeks, but monitoring over the long term ensures you can adjust and refine your strategy as needed.

A Balanced Approach

It’s important to stress that pruning doesn’t mean deleting recklessly. Every page has the potential to contribute to your goals, but if it no longer supports your SEO strategy, it may be holding you back. 

A thoughtful, data-driven approach ensures that what remains on your site works harder and delivers stronger results.

Ready to Strengthen Your SEO with Content Pruning?

Content pruning is about refining your online footprint. By removing weak or irrelevant pages, you make your site leaner, stronger, and easier for search engines to understand. 

At Saigon Digital, our philosophy is to solve digital challenges with forward-thinking, user-centric, and bespoke solutions. Content pruning is one of those strategies that often surprises clients with its impact. 

Let’s talk about how content pruning can unlock more visibility, better rankings, and stronger results for your business. Contact us today!