A content audit is a review of every page and video you have published, with a decision for each one. Most boiler websites we look at carry the same problems: copied manufacturer text, five thin pages competing for the same search, a rebate post from three years ago, and at least one blog post that tells homeowners how to do something they shouldn't.
What the audit looks for
We review each page against four questions: is it accurate, is it safe, is it useful, and is it findable? Every page gets one of four outcomes: keep, rewrite, merge or remove.
The safety review covers:
- DIY instructions on gas, venting, electrical or pressurised parts. Relighting, resetting, bleeding, repressurising and part replacement steps.
- Overconfident diagnosis. "That noise is definitely your pump" invites a homeowner to act on a guess.
- Credential and partnership claims. "Certified", "authorised" or "official" without paperwork to back them.
- Outdated program claims. Rebates that have closed or changed, presented as current.
- Unsupported claims. "Lowest prices", "always on time" or numbers no one can source, which can raise misleading-advertising concerns under the Competition Act.
The usefulness review covers thin pages, duplicate pages, copied manufacturer text, pages with no call to action, and pages with no internal links.
Who it's for
Any boiler company with more than 30 pages or 10 videos should start here. It is also the right first step if you have worked with other agencies and aren't sure what was published under your name.
What's included
- Full inventory. Every URL on your site and every video on your channel, with traffic, rankings and links.
- Page-by-page review. Accuracy, safety, usefulness and findability, scored and noted.
- Decision sheet. Keep, rewrite, merge or remove for each item, with the reason.
- Priority list. Safety issues first, then pages with traffic and weak content, then everything else.
- Redirect plan. For merged and removed pages, so you keep the search value they have.
- Fix-up sprint. On most plans, we make the priority fixes ourselves in the following month.
- Content map. A list of the model pages, articles and videos missing from your library, which becomes the plan for model pages and technical articles.
A sample of what the decision sheet looks like
Each row of the decision sheet gives one URL, its traffic over the last 12 months, its links, a short note and an outcome. For example: a post titled "How to repressurise your boiler" with steady traffic gets rewrite and a note to turn it into an explanation of what the gauge shows and when to call. Three thin posts about "boiler maintenance tips" get merge into one strong page. A 2022 rebate announcement for a closed program gets rewrite if it has links, or remove with redirect if it doesn't.
Timeline
An audit of up to 150 pages and 30 videos takes about three weeks. The priority fixes, starting with safety items, are usually done within the following four weeks.
How we measure results
- Number of risky pages fixed or removed (the target is zero remaining)
- Organic traffic and rankings for rewritten and merged pages, compared before and after
- Calls, texts and emails from the pages that were improved
- Crawl health: fewer thin, duplicate or orphaned pages
A worked example: a site with 140 blog posts where 90 get no traffic and 12 contain DIY steps might end with 55 stronger posts, zero DIY content, and redirects that keep any links pointing at the old URLs.
Mistakes to avoid
- Deleting in bulk. Removing pages without redirects throws away links and rankings.
- Keeping everything because it "might rank". Thin pages dilute the strong ones.
- Fixing words but not facts. A rewritten page with an outdated rebate is still wrong.
- Skipping your licensed staff. They are the ones who know what's accurate for the equipment you install.
- Treating it as a one-off. We recommend a lighter review every six months.
The rules we apply are set out in the content safety guide. See results from our work, or contact us to start with your site's URL.
Frequently asked questions
What counts as risky content on a boiler website?
Anything that could lead a homeowner to work on gas, venting, electrical or pressurised parts, such as relighting, resetting, bleeding or repressurising instructions. Also outdated rebate claims and statements that suggest certifications or partnerships you can't document.
Will deleting old pages hurt our rankings?
Not if it's done carefully. Pages with traffic or links are rewritten or redirected to the closest useful page, not simply deleted. Thin pages with no traffic usually help more by being merged.
Do you audit our YouTube channel too?
Yes, if you want. Videos get the same review: accuracy, safety, dated claims, titles and captions.
Do you give compliance advice?
No. We flag content that looks risky from a marketing and liability point of view. Whether something meets a code or a regulator's rules is a question for your licensed staff and the regulator itself.