No consistent logic for categorization, internal linking, or prioritization
Over several months, this work ran in parallel with a full domain migration and rebrand—adding another layer of complexity to an already fragmented system.
There was no single owner or clear understanding of how the blog functioned as a system.
👉 The first step wasn’t optimization—it was reconstructing how the system actually worked.
My role
I worked across SEO, content, and engineering, taking ownership of:
👉 Designing and executing the system used to restructure the content ecosystem over time.
Built frameworks to evaluate and categorize content
Defined decision logic for consolidation, pruning, and optimization
Introduced structure where ownership and clarity were missing
Coordinated execution across multiple overlapping workstreams
The system (core work)
The system wasn’t designed upfront.
It was built iteratively—by uncovering how the content ecosystem functioned, defining structure where it didn’t exist, and applying it consistently over time.
1. Reconstruct the existing content system
Analyzed 20+ months of Google Search Console data
Grouped 700+ URLs into content types and categories
Identified: high-performing content, low-value or redundant content, and content driving conversions
2. Define structure around product and intent
Identified core product features as primary content anchors
Grouped content based on relevance to those features
Prioritized content acting as entry points into the funnel
👉 This shifted the blog from general content → product-aligned system.
3. Establish clear decision logic
Each piece of content was evaluated based on:
Traffic performance
Conversion contribution
Alignment with product and user intent
👉 Resulting in clear actions:
Keep & optimize
Consolidate
Remove
4. Execute in controlled, overlapping phases
Content consolidation and pruning rolled out across multiple cycles
~165 posts pruned over 7 phases
174 posts consolidated into 134 refreshed and updated core assets
👉 Avoided sudden performance drops while improving overall structure.
5. Restructure categories and content relationships
Reduced categories from 48 → 13
Eliminated thin or redundant category pages
Improved internal linking logic and content relationships
6. Clean up URL and linking infrastructure
Implemented 2,000+ redirects and corrected ~2,000 redirect chains
Removed broken, outdated, and unnecessary links
Ensured all internal links pointed to final destinations
7. Continuously validate and adapt
Monitored performance after each phase
Adjusted decisions based on real outcomes
Fine-tuned the system as more of the ecosystem became visible
Rather than applying a fixed framework, the approach evolved as the system itself became clearer.
Execution highlights
Multi-year restructuring across overlapping workstreams
Phased consolidation and pruning to minimize risk
Large-scale cleanup of content, categories, URLs, and internal linking
Continuous coordination across SEO, content, and engineering
Executed in parallel with a domain migration and rebrand *
This work didn’t just clean up content. It fundamentally changed how the system operated.
It created:
A clear and scalable content structure
Alignment between content, product, and user intent
Improved crawl efficiency and search visibility
A foundation for ongoing iteration and growth
Perhaps most importantly, it introduced clarity and ownership into a system that previously had neither.
👉 The blog shifted from content volume → content effectiveness.
Proof
“Diana is fearless. She presented a content strategy that recommended we get rid of 300+ blog posts and shift from focusing on delivering helpful information to publishing content that solved people’s problems with our product as the solution.
Some of my colleagues were hesitant because they felt we’d tried something similar before and it failed. Diana didn’t give up and provided evidence-backed data that this was the right move.
Our traffic increased 13% YoY with 70% less content as a result of completing this project.” *
Collin TateSEO Manager
* The complete testimonial is on my LinkedIn profile; please don’t hesitate to connect with me while you’re there.
Let’s work together!
If your content has grown over time without a clear structure—across teams, formats, or priorities—I can help you design a system that makes it scalable again.
