PHRASE IT / FREE SEO TEMPLATE
Content audit template.
Give every page a next step.
Decide what to keep, refresh, merge, redirect, remove or investigate. Turn your review into a practical plan with priorities, owners and dates.
Start with one part of your website. Review what each page does for your customers, then add search and analytics data where it helps you decide.
FROM REVIEW TO ACTION
6
Actions to help you decide what happens to each page.
Record why the page matters, what needs to change and who will handle the work.
Blank + worked examples
Owners + dates
Your pages → Your decisions → Your action plan
01 / YOUR WORKBOOKS
Start blank. See how it works.
Both workbooks include an action plan, an optional performance sheet, a summary and instructions. The blank workbook is ready for your pages. The worked examples use fictional data throughout.
Open in Excel and save your own copy. The Guide tab explains the columns, formulas and handoff.
02 / REVIEW YOUR PAGES
Review a section, then plan the work.
List your pages
Start with one service, product or website section. Add each URL, its purpose and the customer question it should answer.
Check what matters
Read the page. Look for outdated facts, missing answers, weak proof and unclear next steps. Record the evidence or who needs to review it.
Choose the next step
Select an action and explain why. Assign a priority, owner and due date. Filter the sheet to turn those decisions into a weekly plan.
Low traffic alone does not decide a page’s future. Policies, support pages and sales material can be valuable with few search visits.
03 / CHOOSE AN ACTION
Make a decision you can explain.
Use the six actions to record what should happen next. Your team reviews and implements the plan after the audit.
| Action | When it fits | What to record |
|---|---|---|
| Keep | The page still does its job and the facts are current. | Why it matters and when to review it again. |
| Refresh | The page needs updated facts, stronger evidence or a clearer next step. | What needs changing and who will handle it. |
| Merge | Useful content should be brought together on a relevant page. | What to preserve and the destination URL. |
| Redirect | A current page replaces this one and serves the same visitor need. | The replacement URL to review and check. |
| Remove | The page may have no remaining role. | Links, legal duties, support and conversion value to review before approval. |
| Investigate | Evidence is missing or the decision is unclear. | The open question, next action and owner. |
Similar topics or keywords are a reason to investigate; they do not prove that pages are competing.
04 / USE IT WELL
Questions about your content audit
Do I need analytics data to use the template?
You can start with a manual page review. Add page-level Google Search Console clicks, impressions and average position, plus sessions, conversions or revenue when you have them. Keep export names, date ranges and filters with the data.
What does the workbook calculate?
It calculates click-through rate, changes in clicks and sessions, and conversions per session. Missing inputs and zero denominators show “n.a.”. Growth comparisons require matching period lengths and confirmation that tracking and scope are comparable.
How do I turn the audit into a work plan?
Your selected actions drive the summary. Filter the Audit table by action, owner, priority or status. Two check columns highlight missing destinations and planning details.
What do the worked examples cover?
There are two fictional pages for each of six business types: B2B services, SaaS, ecommerce and WooCommerce, MSPs, agencies and real estate. They cover decisions such as refreshing an outdated offer, keeping a useful privacy notice, reviewing a retired package and investigating overlapping guides.
Does choosing an action change my website?
The workbook records your plan. Review the decisions with your team, then assign the writing, development or URL changes needed to carry them out.
05 / YOUR NEXT STEP
Turn your review into better pages.
Phrase It can help with content reviews, content strategy and writing. Bring your completed workbook so we can start with the decisions you need to make.
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Tell us what you want your website to achieve.
Share your site, goals, and what is getting in the way. We'll reply with the clearest next step, whether that is working together or fixing something first.
Prefer email? info@phraseit.agency