Where This Started
Content auditing has a documentation problem. There is no shortage of articles explaining that you should audit your content. There are far fewer that explain how to do it in a way that is specific enough to follow. What columns go in the spreadsheet? Where exactly do you click in GA4? What does the data look like when a page is genuinely underperforming versus when it is just seasonally quiet?
Bibawo Rigepi grew out of a frustration with that gap. The people who most need clear auditing guidance are usually working with limited time and limited budget. They are running a blog, managing a small business site, or handling content for an organization that does not have a dedicated SEO team. For them, "audit your content" is not actionable advice.
What We Decided to Do Differently
Every guide on this site is written to be followed procedurally. That means specifying which reports to open, what to export, and how to interpret what you see. It means showing the actual interface through screenshots rather than describing it abstractly. It means being direct about the tradeoffs involved in decisions like merging two pages versus updating one of them.
We do not hedge everything into uselessness. We do not pad guides with background context you do not need. We also do not pretend that content auditing is simpler than it is. Some decisions are genuinely difficult and require judgment.
What This Site Is Not
We do not offer auditing services. We do not consult. There is no paid tier, no membership, no course to buy. The guides are free and ungated because the point is to make this knowledge accessible, not to monetize access to it.
This also means we have no financial stake in what decisions you make about your content. If deleting a page is the right call for your situation, we will tell you that clearly. If updating is the right call, we will explain why and how. The advice is not shaped by what might generate a follow-up engagement.
Who These Guides Are For
Content managers handling sites of any size. Bloggers who have published for several years and noticed their traffic has plateaued or declined. Marketing generalists who need to understand what their content is doing. Developers who built a site and now need to think about its editorial health. Anyone who has opened Google Analytics, looked at the data, and felt less certain rather than more.
The guides assume you have basic familiarity with your site and access to Google Analytics. They do not assume any prior knowledge of SEO concepts beyond that.
A Note on the Charlotte, NC Connection
This project is based in Charlotte, North Carolina. The team behind it has backgrounds in editorial content, digital publishing, and web analytics. The Charlotte address is our registered location. The guides, however, apply to any website regardless of where it is based.