How to Run a Content Audit

how to run a content audit

Have you ever misplaced monitor of all of the content material you’ve created? It’s straightforward to do.

When you’re something like me, you’re so targeted on arising with concepts and creating new articles that you simply may lose monitor of what you’ve already created.

However the fact is the content material you’ve already created is simply as useful as something you’re but to create, presumably extra so. Optimizing it simply a little bit may end in 1000’s of {dollars} extra in income.

That’s why you want a content material audit of present pages. On this article, I’ll cowl:

Prepared to create a list of your belongings? Then let’s start.

What’s a Content Audit?

A content material audit is the method of making a list of your web site’s content material belongings and analyzing them in opposition to a set of standards.

It’s a manner of conserving monitor of the content material you have got created, seeing which belongings want enhancing, and figuring out which subjects to deal with subsequent.

A content material audit may be as transient or as detailed as you need. You may audit your whole web site, simply your weblog, and even simply a class of your weblog. They will all provide worth and perception. I like to recommend doing a complete audit, although. The time you spend in your audit now will repay later.

Why Does My Web site Want a Content Audit?

You need to carve out the time to do a content material audit to see the place the gaps are and to begin creating higher content material.

Why must you do a content material audit? There are a variety of causes a content material audit can assist your web site carry out higher.

A content material audit gives a heap of advantages. These embrace:

  • Analyzing the efficiency of your content material to allow you to make information-backed choices about which pages to enhance.
  • Highlighting pages in your web site that aren’t optimized for web optimization. Some pages could also be lacking metadata or have a poor heading construction, as an illustration.
  • Figuring out web optimization alternatives and content material gaps that you would be able to fill with new content material.
  • Bettering the standard of content material in your web site to improve the reader expertise.
  • Figuring out content material you’ll be able to repurpose.
  • Creating a full stock of content material that makes managing your content material technique simpler sooner or later.
  • Bettering your content material’s accessibility and inclusivity.

Whether or not or not you see worth in operating a content material audit, there are specific factors within the lifetime of your web site when operating a content material audit turns into important. Contemplate operating a content material audit if:

  • Your web site is a few years outdated and also you’ve by no means run an audit.
  • There’s no clear technique otherwise you’ve inherited a content material advertising and marketing technique from one other group.
  • You’re redesigning your web site.
  • You assume you’ve created content material on each attainable matter in your area of interest.

Decide Your Content Audit’s Goal

How you method a content material audit will rely in your targets. Whilst you can create a content material audit that achieves the entire advantages I listed above, will probably be way more efficient in the event you decide one or two targets to deal with.

For example, in order for you to use a content material audit to enhance your web optimization, you then’ll need to deal with figuring out content material gaps and pages with lacking metadata. Which means paying specific consideration to the technical web optimization of every web page.

Overview of SEO issues discovered on a web page.

Given you might be studying a digital advertising and marketing weblog, I’m going to write the remainder of this information as in the event you had been operating an web optimization-pushed content material audit. You may nonetheless use this information in the event you’re trying to enhance your reader’s expertise or make your content material extra inclusive and accessible, however simply know a few of the extra technical facets might not be related.

Content Audit Instruments

Software program instruments are an important a part of the content material audit course of. Moderately than undergo your web site manually, noting every problem in flip, you should use the next instruments to automate a lot of the method.


When you’re operating a content material audit to enhance your web optimization, Ubersuggest is important. Operating a web site audit is simple. Simply enter your URL, click on “Search,” and click on “Site Audit” on the left. Consider this as a fast, free total take a look at how your web site is doing.

You’ll additionally get a snapshot of which web optimization points are most prevalent in your web site and the way important they’re.

Ubersuggest's homepage showing various SEO metrics.

Google Analytics

Would you like to evaluate the efficiency of your pages? Then use Google Analytics to discover site visitors information for every web page.

Homepage of Google Analytics.

Word: Bear in mind that Google is sunsetting Common Analytics on July 1, 2023, in favor of Google Analytics 4. When you haven’t already, it is best to make the change to GA4 earlier than finishing your content material audit. The quicker you turn, the extra historic information you’ll have and the better will probably be to reuse your content material audit sooner or later.

Damaged Hyperlink Checkers

As you analyze your content material, you’ll need to discover and repair damaged hyperlinks. Integrity, Ahrefsand Dead Link Checker can assist you there.

A broken link checker tool named Integrity.

Content Stock

You possibly can manually pull every content material hyperlink related together with your web site, however that might take far too lengthy and you possibly can danger overlooking some issues. As an alternative, it’s your decision to strive a content material stock device like Screaming Frog or DynoMapper.

A content inventory tool named Dynomapper.

Web site Content Audit Steps

It might look like there’s a lot of labor concerned with creating a content material audit. Nevertheless it’s straightforward if you break it down into manageable steps.

#1: Create a Checklist of Your Content Belongings

Step one of a web site content material audit is to make a list of your belongings. Seeing all of them in a single location makes it a lot simpler to analyze content material efficiency, spotlight areas to enhance, and replace every asset methodically.

Screaming Frog’s web optimization Spider Software is one of the simplest ways to extract content material belongings out of your web site. It’s free to use in case your web site has lower than 500 pages. However it’s also possible to use any of the opposite content material extractors I discussed above.

Whichever device you employ, export your information into a spreadsheet, ensuring related information factors (phrase rely, meta description, goal key phrase, no. of pictures, and many others.) are included. You may additionally need to add site visitors information from Google Analytics to every web page so you’ll be able to analyze content material efficiency alongside technical web optimization metrics.

Creating a list of content assets using Microsoft Excel.

Content Audit Templates

As I defined above, you will have to construct a content material audit spreadsheet so you’ll be able to preserve all the information in a single place. You may construct one from scratch, obtain one of many following templates, or use these as a launching level and customise your spreadsheet.

Remember the targets we mentioned earlier. There are many stats or information factors you possibly can pull alongside every content material. Nonetheless, some information goes to be extra related to you than others.

In case you are utilizing this audit to enhance your content material advertising and marketing engagement, you will have to verify details about clickthroughs, social media engagement, feedback, and so forth.

In case your aim is related to web optimization, it’s your decision to embrace warnings and proposals you collect from Ubersuggest.

#2: Create a Checklist of Content Points to Determine

Now you have got all of your content material belongings in a single place; it’s time to analyze them. Undergo each bit of content material one at a time to see the way it’s performing, whether or not it’s lacking metadata or there are any apparent methods it may be improved.

Listed below are a few issues to search for, specifically:

  • Duplicate content: Serps prioritize contemporary content material. If in case you have a lot of duplicate content material dwelling on completely different pages or posts, you’ll need to take away or rewrite these pages.
  • Outdated content: Individuals don’t need to learn outdated content material, and Serps overlook it too. Replace it wherever attainable.
  • content Gaps: What’s lacking in your content material? Are there subjects you haven’t addressed but? Goal markets you haven’t spoken to? Having the ability to take a look at every little thing directly can assist you discover the gaps and fill them in.
  • Goal key phrase: Does the content material asset goal a specific key phrase and embrace it within the copy?
  • Metadata: Have you ever written metadata descriptions for all pages? This spreadsheet goes to allow you to see which of them want to be written and which of them are repetitive and must be up to date.
  • Picture Knowledge: Does each picture have a descriptive title and alt tag? It will guarantee your pictures are web optimization-optimized and accessibility-pleasant.
  • Phrase Depend: Do your pages and posts have sufficient phrases to optimize for web optimization? Or are they too brief? Examine that phrase rely to see if pages want to be up to date or edited down.

Maintain monitor of every little thing by creating a word subsequent to every asset about why it wants enhancing. You too can shade-code your spreadsheet primarily based on the kind of optimization required, however this may rapidly turn into difficult if a single asset has a number of points.

#3: Deal with Content Points

You may’t do every little thing directly, so now it’s time to prioritize your content material points. One technique is to work by means of every asset numerically, beginning with these on the prime of the spreadsheet. One other is to group every optimization problem collectively and deal with them in bulk. For example, you possibly can replace the meta information on each web page, then transfer on to fixing picture points and so forth.

Alternatively, use Ubersuggest to prioritize content material points for you. Whenever you run an web optimization audit on Ubersuggest, you’ll obtain suggestions primarily based on a problem’s problem and web optimization affect.

Ranking content issues based on how difficult they are to fix and the impact of them.

Specializing in duties with a excessive web optimization affect and low problem provides you with a sequence of fast wins. However you possibly can additionally prioritize the entire straightforward duties to get the ball rolling in the event you’re not that assured.

content audits work greatest when they’re tackled by a number of folks, so don’t be afraid to ask for assist and cut up up the work. Perhaps you’ll be able to care for on-web page points whereas a colleague addresses the content material gaps your audit has highlighted.


What’s a content audit?

A content material audit is the method of making a list of your web site’s pages and analyzing their efficiency.

Why Do I Want To Do a content audit on My web site?

content audits allow you to determine matter gaps, issues, and areas for enchancment in your web site. Good content material helps you rank higher in Google and may earn you extra site visitors, conversions, and income.

What Are Some Instruments I Can Use for content Audits?

You should utilize instruments like Ubersuggest, SEMrush, and Ahrefs to run a content material audit.

The place Do I Begin With a content audit?

You need to begin your content material by compiling a record of all your content material belongings. You are able to do this by pulling a report by means of instruments like Screaming Frog after which analyzing the leads to a spreadsheet.


A content material audit could really feel overwhelming at first look. However don’t let that cease you.

Beginning a web site content material audit is without doubt one of the greatest steps you’ll be able to take to enhance your content material advertising and marketing technique. Compiling all your belongings in a single place makes it a lot simpler to see what wants enhancing and which belongings are lacking. It additionally makes it simpler to prioritize and repair points.

When you’ve run a content material audit as soon as, managing your belongings sooner or later turns into a breeze. You’ll haven’t any drawback taking your content material advertising and marketing efforts to the subsequent degree.

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