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The Content Refresh Framework: When to Update, Merge, or Kill
A decision tree for aging libraries with hundreds of URLs.
Mar 2026·7 min read·HS Nexus Senior Team
Large libraries accumulate pages that quietly compete with each other. A twice-yearly triage recovers more traffic than most new-content programmes.
01The decision tree
Sort every URL by impressions and conversions, then apply in order:
- Impressions and conversions: leave alone, review facts only
- Impressions without conversions: rework intent match and calls to action
- Conversions without impressions: improve titles and internal links
- Neither, but overlaps another page: merge and redirect
- Neither, and unique: retire and remove from the sitemap
02Merging correctly
Keep the stronger URL, move the useful sections across, and redirect. Merging without moving the substance loses the rankings you were consolidating.
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