BACKGROUND
This project was for a client in the organic food subscription space. The goal was to make sense of a 94-post archive that had been built over five years without a strategic framework, was generating declining organic traffic despite continued publishing, and had been partially rendered off-strategy by a recent brand repositioning.
I assessed every post across organic performance, strategic relevance to the current brand direction, funnel stage alignment, and content quality, then assigned each one of six recommended actions: keep, update, rewrite, consolidate, redirect, or delete. The most immediately valuable finding was seven posts currently ranking in positions 4 to 12 for competitive keywords, close enough to page one that targeted optimization was the single highest-return investment available in the entire archive. Five consolidation projects were identified where multiple thin posts on the same topic were splitting authority and underperforming individually.
The result was a full prioritized action plan sequenced by expected return on time invested, with estimated traffic upside at each stage.
