How to Run a Content Audit

how to run a content audit

When content is king, companies and website owners are constantly striving to create and deliver valuable content to their audience. Especially today, when everyone has begun to actively use ChatGPT for SEO and other AI services to create all types of content. 

However, due to the ever-increasing volume of content being created, it’s easy for valuable pieces to get lost in the noise. What to do? That’s right, conduct a content audit of your website.

In this detailed guide, we’ll take you step-by-step through the process of conducting a content audit, providing you with useful information that will improve your SEO strategy and help you unlock the full potential of your online presence. 

We will also share some best practices for applying an SEO content audit and provide links to other articles on related topics.

What is a Website Content Audit?

Imagine walking into a library whose shelves are filled with books. Some are old and dusty, while others are fresh and vibrant. Now imagine that you are trying to find specific information in this chaotic labyrinth of knowledge. It will be frustrating, time-consuming, and ultimately a waste of your precious time.

In the digital world, websites are like libraries and their content is like a huge collection of books. Just as a library needs regular organization and updating, so does a website. This is where content auditing comes into play.

A website content audit for SEO is the process of comprehensively assessing, analyzing and optimizing all the content present on a website, such as blog posts, landing pages, etc. It involves a systematic review to assess the quality, relevance, and performance of each piece of content to ensure it meets business goals and user needs. 

During an SEO audit, various aspects of the website’s content are examined, including text, images, videos, and downloadable files. This evaluation helps businesses gain a deeper understanding of their existing content, its effectiveness, and its alignment with their goals and target audience.

What is the Purpose of a Content Audit?

A content audit is not just a mundane task, but an opportunity to breathe new life into your website and understand the strengths and weaknesses of your existing content. These audits provide valuable information about the effectiveness of your content, help you identify any gaps in it, and adjust your process to better serve your target audience. 

The purpose of a content audit in SEO is to identify areas for improvement, determine what content needs to be updated or removed, and uncover opportunities for creating new valuable content, which can have a positive impact on a website’s SEO performance. 

According to Semrush’s State of Content Marketing in 2023 report, more than half of marketers (61% to be exact) conduct content audits at least twice a year. It also found that content updates increase engagement for 53% of marketers, and 49% see an increase in traffic and/or rankings.

Overall, conducting a content audit is an important step to ensure that your website stays fresh, relevant, and aligned with your business goals. It’s an integral part of any successful content analysis, and it can be directly linked to SEO efforts.

Why is it important to conduct a content SEO audit?

Conducting a site content audit provides companies with a number of benefits:

  1.    1.   Ensuring content is up-to-date and accurate. Without regular monitoring, outdated and inaccurate information can easily creep into a website. This can mislead visitors, undermine trust, and lead to missed opportunities. An SEO content audit helps identify and address such issues, ensuring that a website’s content remains relevant, accurate, reliable, and consistent with its brand identity. Outdated or irrelevant content can be identified and either updated or removed, improving the overall user experience.
  2.    2.   Improve search engine rankings. Search engines favor websites with high-quality, relevant, and well-structured content. By conducting a content audit, companies can identify and fix problems such as duplicate content, broken links or missing meta tags, optimize keywords, and improve the overall quality of their content. This, in turn, helps search engines understand and rank a website higher, increasing its visibility to potential customers and boosting organic traffic.
  3.    3.   Optimize content for conversions. A content SEO audit allows companies to evaluate the effectiveness of existing content in driving conversions. By analyzing user behavior, engagement metrics, and conversion rates, companies can identify areas for improvement and make data-driven decisions to optimize their content. This information allows for the creation of more targeted and compelling content that leads to higher conversion rates, increased sales, and improved ROI.

Thus, a site content audit is a valuable process that allows companies to evaluate and optimize their content strategy. Our SEO agency is ready to improve better overall performance and success of your website.

When should you perform a content audit?

Website SEO content audit should be done regularly to ensure that website content remains fresh, relevant, and aligned with business goals. Ideally, at least once a year or whenever there are significant changes in the business, such as rebranding, launching new products or services, or entering new markets.

Now let’s look at each step you need to take when conducting a content audit.


how to do a website content audit

How to Do a Website Content Audit Step-by-Step?

Now we’ll walk you through the step-by-step process of conducting a site content audit, enabling you to identify areas for improvement and optimize your content strategy.

Step 1. Determine your goals

Before embarking on a website content audit, it is essential to establish clear goals. Determine what you aim to achieve through the audit process. Are you looking to improve search engine visibility, create a new website structure, enhance user engagement, improve conversion rates or align your content with your brand messaging?

Clearly defining your objectives will help you prioritize your efforts and guide the subsequent steps of the content audit.

Step 2. Collect URLs of your content pages

To conduct a thorough SEO content audit, you need to compile a comprehensive list of all the content pages on your website. This includes blog posts, articles, product pages, landing pages, and any other relevant sections. Collect the URLs of your content pages and organize them in a spreadsheet. They will serve as the foundation for tracking and analyzing their performance.

Step 3. Track your content metrics and analyze it

Once you have gathered the URLs of your content pages, it’s time to delve into the data. Tracking and analyzing content metrics will provide you with valuable insights into how your content is performing. Metrics such as page views, bounce rate, time on page, and conversion rates can help you identify high-performing content, areas of improvement, and potential gaps in your content strategy. 

Use tools like Google Analytics and Google Search Console to track, gather, and interpret the data effectively. Categorize the metrics into SEO, user behavior, engagement, and sales metrics to get a comprehensive view of website performance.

Step 4. Evaluate the relevance and quality of your content

After collecting the necessary data and metrics, it’s important to evaluate the relevance and quality of the content. At this stage, it is necessary to analyze each piece of content for its relevance to current business goals, target audience, and corporate identity. 

Additionally, you’ll need to evaluate the accuracy, timeliness, and usefulness of the information provided. By identifying outdated, irrelevant, or low-performing content, you can prioritize improvements or removal, ensuring that your content remains valuable and engaging for your users.

Here’s how to approach this important step:

  •    •   Review the content’s performance: Begin to measure SEO performance metrics to gauge the effectiveness of your content. Look at metrics such as page views, average time on page, bounce rate, and conversion rates. Identify the content that drives significant engagement, retains users on your website, and contributes to conversions. This analysis will provide useful thoughts into the content pieces that resonate well with your audience and contribute to your website’s success.
  •    •   Evaluate the content’s relevance: Assess whether each piece of content aligns with your current business goals, target audience, and brand messaging. Consider the purpose of the content and whether it still serves its intended objectives. Determine if the information provided is accurate, up-to-date, and useful for your users. Look for any outdated or irrelevant content that might need updating or removal. This evaluation will ensure that your content remains aligned with your business objectives and provides value to your audience.
  •    •   Evaluate the content’s quality: Analyze the overall quality of your content to ensure it meets your brand’s standards and effectively communicates your message. Assess the SEO content writing style, grammar, and spelling accuracy, readability, and visual appeal of each piece. Poorly written or visually unappealing content can negatively impact user perception and engagement. Consider whether the content reflects your brand’s tone, voice, and values. If necessary, plan to revise, enhance, or replace content that falls short of your quality standards.
  •    •   Consider user feedback: Incorporate user feedback into your evaluation process. Review comments, reviews, or feedback received from users to understand their perspectives and identify any common issues or concerns. User feedback can provide helpful ideas about the strengths and weaknesses of your content. Look for patterns or recurring themes in the feedback to identify areas for improvement. Taking user feedback into account ensures that your content better aligns with your audience’s preferences and needs.
  •    •   Identify content gaps: Look for any gaps or missing content that may hinder the user experience or prevent users from finding the information they need. Assess whether there are important topics or subtopics that are not adequately covered on your website. Such content gap analysis can enhance the comprehensiveness of your website and better cater to user queries and interests. Plan to create new content or update existing content to fill these gaps and provide a more valuable experience for your users.
  •    •   Prioritize content updates or removal: Based on your evaluation, establish priorities for content updates or removal. Identify the pages or content pieces that require immediate attention due to poor performance, outdated information, or irrelevance. Develop a plan to update, refresh, or remove such content accordingly. By prioritizing content updates or removals, you can streamline your website, improve user experience, and ensure that your content aligns with your current goals and standards.


content strategy

Step 5. Develop a content strategy and implementation plan

Once you’ve assessed your content and identified areas for improvement, it’s time to develop a content strategy and implementation plan. This stage includes:

  •    •   Defining content goals: Based on the insights gained from the content audit, establish specific, measurable, achievable, relevant, and time-bound (SMART) goals for your content. These goals should align with your overall business objectives and address the gaps identified during the audit process.
  •    •   Creating a content calendar: Develop a content calendar that outlines the topics, formats, and publishing schedule for your content. This will help you stay organized, ensure a consistent flow of content, and provide a roadmap for content creation and distribution.
  •    •   Optimizing existing content: Identify opportunities to optimize your existing content. This could involve updating outdated information, improving SEO elements, enhancing readability, or adding multimedia elements to make the content more engaging.
  •    •   Planning new content creation: Determine the need for new content based on the identified gaps and user feedback. Brainstorm ideas, conduct keyword research, and develop a plan to create valuable and relevant content that aligns with your target audience’s needs and interests.
  •    •   Assigning responsibilities: Clearly assign responsibilities to team members or content creators involved in implementing the content strategy. Define roles, deadlines, and expectations to ensure smooth execution and accountability.

Carefully assessing the quality and relevance of content can help identify areas that need improvement or updating. This step lays the foundation for making informed decisions about SEO content optimization, content removal, and content creation as your site content audit progresses.

Content Audit Best Practices: Final Thoughts

Conducting a content audit is a critical step in optimizing website content and increasing its overall performance. By following the steps above, you can gain insight into the relevance, quality, and effectiveness of your content.

However, to get the most out of your content audit, it is important to keep some best practices in mind:

  1.    1.   Regularly schedule content audits: Content audits should not be seen as a one-time task. As your website evolves and your business goals change, it’s essential to conduct regular content audits to ensure that your content remains aligned with your objectives and meets the needs of your audience.
  2.    2.   Use a combination of quantitative and qualitative data: While metrics provide quantitative insights into your content’s performance, don’t overlook the value of qualitative data. User feedback, surveys, and usability testing can provide qualitative ideas that complement the quantitative data and help you make more informed decisions.
  3.    3.   Collaborate with stakeholders: Involve key stakeholders, such as content creators, marketers, and web developers, in the content audit process. Their expertise and perspectives can contribute to a more comprehensive evaluation and aid in the development of an effective content strategy.
  4.    4.   Prioritize user experience: Throughout the content audit, keep the user experience at the forefront. Ensure that your content is relevant, engaging, and easy to navigate. Address any issues identified during the audit that may hinder user experience, such as outdated information, broken links, or poor design.

At Mellow Promo, we understand the importance of a well-executed content audit and its impact on your overall content marketing strategy. Our team of experienced professionals can assist you in conducting a comprehensive content audit tailored to your specific needs. We offer a range of content marketing services, including content strategy development, content creation, and content optimization. With our expertise, we can help you unlock the full potential of your website’s content and drive meaningful results for your business.

Contact us today to learn more about how our content marketing services at Mellow Promo can support your content audit and elevate your content marketing efforts.