Content inventory
Keep the useful. Fix the gaps.
Step two of the Cube30 process is simple to say. Every page gets mapped. We log what your site already has, map what it should cover, and find the gaps and the pages competing for the same search.
Book a FREE Strategy CallEvery page gets a decision.
Choose a decision to see its job.
Useful answers and real performance give a page a reason to stay. Record its job and keep the inventory current.
Keep the page’s useful material, then address the missing answer, unclear purpose or weak connection.
Combine useful material when the overlap warrants it. Record the replacement address and permanent redirect.
Confirm the gap and the intended reader first. Give the new page a distinct purpose and a place in the map.
You can't fix what you haven't counted
Before asking what content to write, we ask what your site already has and what each page is doing.
Without that map, new pages can duplicate, compete with or contradict something that already exists. Start by reviewing the pages you have, then decide what deserves new content.
Mapping is the second of the five steps in the Cube30 process, and it comes straight after the audit.
One row for every page on your site
What goes into the inventory?
The inventory is a simple sheet with one row per page. It's built once and kept current. Every new page adds a row. Every retired page closes one.
One record.
Keep the reason beside the page.
Address
The page's canonical URL, meaning the version you want Google to treat as the real one.
Main search phrase
What the page targets now, or what it should target if that's unclear.
Page type
Main practice page, sub-page, supporting article, city page, office page, attorney bio, contact or utility page.
Section
Which part of the site it belongs to, such as practice areas or local, or outside the main sections for utility pages.
Status
Live and found in search, live and not found, draft, redirect target or retired.
Length and last update
How much is on the page, and when it was last touched.
Links in and out
How many internal links point to the page, and how many it sends.
Notes
Known issues, planned changes and anything that depends on another page.
The topic map shows what's missing
What should the site cover?
The topic map is a separate list. It holds every topic your firm could reasonably want to be found for, grouped by section: main practice topics, sub-topics, supporting questions, and practice-and-city combinations.
The inventory is what you have. The topic map is what you should cover. Laid side by side, they sort every topic into one of three piles, and those piles set the order of work.
Existing pages give us a starting point: their search history, useful answers and links can inform the decision. We weigh the evidence and the effort alongside missing topics before setting priorities.
City topics need a distinct, useful reason to exist, rather than the same page with a place name swapped. Google’s doorway-page policy explains the boundary.
Covered well
Pages exist, match the search and perform. Maintenance only.
Covered poorly
Pages exist but are thin, off target or not being found. Improve, expand or replace.
Not covered
Gaps. These become new pages.
Shared searches deserve a closer look
A shared search phrase is a reason to review two pages, not an automatic reason to merge them. Compare their purpose, useful differences, search performance and the URLs Google selects. Very similar pages may need one preferred version; pages answering different questions may each have a clear job.
Where pages truly overlap, we can merge the useful material and permanently redirect the retired address to the relevant replacement. Where the needs differ, we can give each page a distinct purpose and clearer links. The inventory records the decision and its reason.
Orphans and dead ends get a second look
The inventory can flag a page with no internal links pointing in, or one with no links pointing out. Treat those as prompts to check, not proof of a problem. The crawl may miss your menu, a page may be meant to stand apart, or a redirect may change the picture.
Confirm what the page is for and whether it should be found. Then add a link where a reader would genuinely benefit from it. Site structure explains how those paths fit together.
Google’s link guidance explains crawlable paths and useful anchor text.
The inventory stays alive
The inventory is a working document, not a one-off. Every published page adds a row, and every retired page closes one.
A quarterly review checks for changed performance, lost links and possible overlaps. New and retired pages are recorded as work happens; urgent issues need not wait for the review. The inventory feeds straight into on-page work and the next audit.
What you get from content mapping
Page inventory
A row for every page on your current site.
Topic map
Every topic your firm should cover, grouped by section.
Gap analysis
Covered well, covered poorly and not covered.
Competing-pages review
Which pages fight for the same search, and whether to merge them or give each its own job.
Orphan and dead-end review
Pages with no links in or out, checked one by one.
Build order
What to improve, merge or create first, taken from all of the above.
Quarterly re-check
The inventory kept current while we work together.
Before you make the plan.
Do we need an inventory if our site is small?
Yes, it's just quicker. A small site can still have two pages competing for the same search, or a practice area with no page at all.
Will you delete our pages?
Nothing is removed before it is mapped and reviewed. Existing search performance and useful content inform the decision to keep, improve or merge. Missing topics become new-page candidates. Any agreed retirement records the replacement and redirect plan.
What happens to a merged page's address?
It gets a permanent redirect to the page that absorbed it, so visitors and links still land in the right place. Technical SEO covers redirects.
The next useful question.
See how this work connects to the rest of your plan.
Start with your firm
What should you keep, improve or build?
Start with the pages you already have. We’ll look at overlaps, useful answers and missing connections before recommending more content.
Book a FREE Strategy Call