ROT

ROT stands for content that is redundant, outdated, or trivial. It's the dead weight on your site: a duplicate page, a press release from 2014, or the bio of an employee who left years ago.

You usually identify ROT during a content audit, and the recommendation is almost always to remove it. Cutting ROT isn't just tidiness: less content means less to maintain, less to confuse visitors, and less for search engines to wade through.