Keep/kill the URL

Keep: a unique page that finishes a job — in-stock VDP with price and a booking CTA, a service page with price + next step, a contact/booking URL. Rebuild: the slug is right but the page cannot convert (Cedar & Stone’s Services lists 14 items with no prices and no next step — the URL can stay; that version cannot). Redirect: sold VDPs that still return 200 with “sold” and no next car; expired promos; out-of-area doorways. Noindex or delete: thin city pages that copy the same paragraph (“used cars in [town]”) with no inventory and no form. Do not “refresh the copy” on a page with no action. Deletion is a conversion skill.

Sold VDP that 200s with “Sorry, this one sold” and no similar-unit CTA → Redirect to the filtered SRP (or a matching in-stock unit). Thin doorway /used-cars-baltimore when the lot will not serve Baltimore → Kill or noindex; do not bid on it. Cedar & Stone Home → Keep and rebuild as the booking page. About → Keep for humans who already trust her; do not land paid clicks there. Services (14 items, no prices, no CTA) → Rebuild: three bookable jobs (fall tune-up $129, repair/emergency heat, replacement estimate) each with a next step — or the current page is a brochure and must be treated as a kill of that version. Financing → Keep only if it has a real next step (estimate form or call); kill if it is a lender-logo dump. Contact → Keep, but the novel form (name, email, phone, address, long comment) is a rebuild, not a win. Write keep / rebuild / redirect / noindex + booking impact. Not “needs SEO love.”