Egencia was acquired by American Express Global Business Travel in 2021, and in 2025, after internal processes were combined, my team was tasked with the process of removing the Egencia.com marketing content for multiple reasons:

Reduce the competition for similar content in organic search

Remove static around brand hierarchy

Remove "tech debt" and find cost savings by removing the cost of maintaining different technology stacks

Remove duplicate work in maintaining multiple sites

The first stage of this process was reviewing the egencia.com resource library to audit blogs, whitepapers, interviews etc., and identifying high-performance and high-potential content worth bringing over to amexglobalbusinesstravel.com.

In this, I led an SEO Specialist to review 200+ pieces and break them into a garden metaphor to help communicate value to our internal stakeholders:

Weed (70+): Content that needed to be removed and was not helpful, or could actually be harfmul to our larger goals

Repot (58): Content that was fine as-is, and with some light edits, could be copied/pasted from Egencia.com to Amexglobalbusinesstravel.com

Prune (40): Content that required heavy edits or trims - points had aged out or were no longer relevant to our strategy. These would require subject-matter review and heavier editorial review.

Graft (15): The heaviest lift: these pieces were similar to existing pieces, but had value in joining or synthesizing multiple pieces into one that was stronger than the sum of individual parts.