High-quality content is no longer a luxury — it’s a necessity. You need to master SEO content audit because more than simply having content is required. You must ensure your content works hard, attracting organic traffic and converting visitors into leads or customers.

It is where a strategic SEO content assessment comes in.

Think of an audit as a comprehensive health check for your website’s content. It involves analyzing all your content assets, assessing their performance, and identifying critical areas for improvement.

By conducting a deep and thorough audit, you can gain helpful insights that will inform your content strategy. In the end, you boost your SEO efforts and ultimately drive better results.

content audit

Setting the Stage for Success — Defining Goals & Metrics

Before diving headfirst into your SEO content audit, defining your goals and identifying the metrics you’ll use to measure success is crucial. So, are you aiming to improve organic traffic, increase conversions, or enhance brand awareness?

Clear goals will guide your audit process and ensure you evaluate content based on what truly matters to your business.

Here are some common SEO content assessment goals:

  • Increase organic traffic: Identify content with high traffic potential but low organic performance.
  • Improve rankings: Analyze keyword targeting and optimize content to rank higher for relevant search terms.
  • Boost conversions: Also evaluate content’s effectiveness in converting visitors into leads or customers.
  • Enhance user experience: Ensure informative, engaging, and easy-to-navigate content.
  • Identify content gaps: SEO content audits include discovering areas where you might need to create new content to address user needs.

SEO Metrics to Measure

Once you’ve established your goals, select the appropriate metrics to track progress. Hence, here are some essential audit metrics to consider:

  • Organic traffic: Analyze traffic sources and identify content driving the most organic visitors.
  • Bounce rate: Measures the rate of visitors leaving the website after viewing just one page. High bounce rates could indicate content that isn’t engaging or relevant.
  • Average session duration: See how long visitors spend on your content, indicating how well it’s holding their attention.
  • Backlinks: Identify content with a strong backlink profile, indicating authority and trust in the eyes of search engines.
  • Social media shares: A website content audit includes tracking how often your content performs on social media platforms. Consequently, it will signal valuable user engagement.
  • Keyword rankings: You must monitor your content’s ranking for targeted keywords. It will assess its SEO effectiveness.

Taking Inventory — Gathering Your Content Data

With goals and metrics in mind, it’s time to gather all your website’s content. Depending on the size of your website, this can be done manually or with the help of SEO tools like Screaming Frog. Here are some content types to include in your audit:

  • Blog posts
  • Landing pages
  • Web page copy
  • Product descriptions
  • Articles and guides
  • Infographics and videos

Also, consider creating a spreadsheet to organize your content audits and inventory. Include URL, page title, content type, publication date, and author. This spreadsheet will be your central hub for documenting your audit findings and prioritizing action steps.

Unveiling the Insights — Analyzing Content Performance

Now comes the exciting part — analyzing your content’s performance based on your chosen metrics. Here are some key areas to consider:

  • Content Relevance

Ask these questions first. Is your post’s content relevant to your target audience and industry trends? Outdated content might need to be refreshed or removed altogether.

  • Content Quality

The next thing to do is ensure the content is well-written and engaging for your target audience. Consider factors like grammar, clarity, and structure.

  • SEO Optimization

SEO content audits check if the content is optimized for relevant keywords. Analyze title tags, meta descriptions, headings, and internal linking for keyword targeting opportunities.

  • User Experience

Verify if the content is easy to read and navigate. Consider mobile-friendliness, formatting, and the use of visuals.

  • Content Performance

How is the content performing regarding traffic, engagement, and conversions? Look for data points that indicate content that’s working well and identify areas for improvement.

Taking Action — Prioritizing and Strategizing

Once you’ve analyzed your content, it’s time to categorize it based on its performance and potential. Here are some common content categories you might encounter:

  • High-Performing Content

This content is driving organic traffic conversions and achieving your SEO content audit goals. It likely requires minimal changes but can still benefit from periodic updates to maintain freshness.

  • Underperforming Content

This content could be performing better. Analyze the reasons — outdated information, lack of keyword optimization, or poor user experience — and determine if it’s worth refreshing or consolidating with other content.

  • Thin Content

This content is often short, needs more depth, and provides little value to users. Consider expanding it with more information, visuals, or data to improve its value.

  • Duplicate Content

They confuse search engines and hinder SEO efforts. Identify and consolidate duplicate content or remove it entirely if it’s irrelevant.

  • Content Gaps

Through your SEO content audits, you might discover areas where new content is needed to address user needs or target new keywords.

Developing an Action Plan — Optimizing and Revamping Content

Now that you’ve categorized your content, creating a clear action plan is time. This plan should outline specific tasks and deadlines for optimizing and revamping your content.

Here are some potential actions based on your content categorization:

Underperforming Content

  • Conduct keyword research to figure out new target keywords.
  • Optimize title tags, meta descriptions, and headings for better content SEO audit results.
  • Expand content with additional information, examples, or case studies.
  • Consider republishing the content with a new title and date.

High-performing Content

  • Update statistics and data to reflect current trends.
  • Refresh content with new visuals or multimedia elements.
  • Promote high-performing content on social media or through email marketing.

content audit

Get Help from Clicta Digital

Are you overwhelmed by your content audit? Don’t go it alone! Clicta Digital’s SEO experts can analyze your content, identify opportunities, and craft a winning strategy.

So, contact us today for a free content audit consultation and see how we can help your content shine online!