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How to Do an SEO
Content Audit
Sara Taher
If you must blink, do it now!
1. What is a content
Audit?
2. Content audit,
strategy, plan
3. How to do a
content audit
Agenda
Hello!
We used to start our content work with
keyword research as the first step.
Now with a search engine more focused on
entities and topical authority, doing a
content audit based off topics and buyers
journey is more important than ever!
I create a blog post about content audits
and the amount of positive feedback was
beyond my expectations, so I decided to do
this mega version of the content audit.
What is a
Content Audit?
Think of a content audit as a technical
audit but for content. It answer 3
questions:
- What pages need to be updated
- What pages need to be created
- What pages need to be pruned
Where does it fit?
Content Plan
● Day to day
execution
Content Audit:
● Current state
of content
Content Strategy
● Content Goals
● How to reach
those goals
How to do a Content Audit?
Step 1: Crawl the website
Step 2: Build a content map
Img source
For each of those stages,
you can have a different
conversion metric:
● Decision/Money
Pages (sale)
● Consideration
(ebook download)
● Awareness
(newsletter signup)
Step 2: Build a content map
Bottom of
funnel
(Branded
Keywords):
People Also
Asked
Bottom of
funnel:
Product Led
SEO
● Instead of convert files to pdf or from PDF, be
more specific.
● With Saas: product features pages.
● Ask yourself, what does your product do in
details (use cases).
Bottom of
funnel:
Product Led
SEO for
Ecommerce
(use cases)
Dresses
● dresses for wedding
● dresses for teens
● dresses for wedding guest
● dresses for girls
● dresses for kids
● dresses for prom
● dresses for work
● dresses for graduation
● dresses for christmas
● dresses for a dance
● dresses for a gala
● dresses for apple shaped body
● dresses for a beach wedding
Bottom of
funnel:
Product Led
SEO for
Ecommerce
(use cases)
Dresses
● dresses for wedding
● dresses for teens
● dresses for wedding guest
● dresses for girls
● dresses for kids
● dresses for prom
● dresses for work
● dresses for graduation
● dresses for christmas
● dresses for a dance
● dresses for a gala
● dresses for apple shaped body
● dresses for a beach wedding
Top & Middle
of Funnel:
Dresses (2 different topics)
● What to wear for a wedding (top)
● How to choose a dress for a wedding guest (middle)
Surfing (can be merged)
● Surfing Workouts (top)
● Surfing Workout Equipment (middle)
Content Strategy:
Step 3: Create a Topical Map
● A topical map is a diagram
showing the different entities and
topics that you need to have in
your content in order to achieve
topical authority.
● Do your research (competitors,
brainstorm) to find missing
related topics.
● You can have multiple topical
maps for bigger websites.
● Understand what topics you
have and what you don’t and
need to cover.
Step 3: Create a Topical Map
Even for an innovative products/services, you
can still build a topical map.
● Some people SEO doesn’t work for
innovative products, it does if you find
the right topics.
● There are always related topics
● Bike on water → adventure sport
Step 4: GSC & GA
● Content
prioritization and
pruning
Step 5: Keyword Research
Image source
● Perform keyword
research by topic and
content goal (content
strategy table) and
find the best fit for
your goals.
● Select keywords to
track to show the
performance of your
topic cluster
Serpstat
Step 5: Keyword Research
For a blog about road trips:
● Analyze
keywords by
topic.
● Find the topic
with more value
as per your
business goals.
● Create a list of
keywords to
target and track
Step 6: Create Your Content Plan
● Based off the data collected so far and goals table above decide:
● What topics you want to go after
● What type of pages you need to create/update.
● what pages to remove (set your criteria)
Step 6: Create Your Content Plan
● Take existing resources into consideration
Thank You!

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How to do a Content Audit for SEO

  • 1. How to Do an SEO Content Audit Sara Taher If you must blink, do it now!
  • 2. 1. What is a content Audit? 2. Content audit, strategy, plan 3. How to do a content audit Agenda Hello! We used to start our content work with keyword research as the first step. Now with a search engine more focused on entities and topical authority, doing a content audit based off topics and buyers journey is more important than ever! I create a blog post about content audits and the amount of positive feedback was beyond my expectations, so I decided to do this mega version of the content audit.
  • 3. What is a Content Audit? Think of a content audit as a technical audit but for content. It answer 3 questions: - What pages need to be updated - What pages need to be created - What pages need to be pruned
  • 4. Where does it fit? Content Plan ● Day to day execution Content Audit: ● Current state of content Content Strategy ● Content Goals ● How to reach those goals
  • 5. How to do a Content Audit?
  • 6. Step 1: Crawl the website
  • 7. Step 2: Build a content map Img source For each of those stages, you can have a different conversion metric: ● Decision/Money Pages (sale) ● Consideration (ebook download) ● Awareness (newsletter signup)
  • 8. Step 2: Build a content map
  • 10. Bottom of funnel: Product Led SEO ● Instead of convert files to pdf or from PDF, be more specific. ● With Saas: product features pages. ● Ask yourself, what does your product do in details (use cases).
  • 11. Bottom of funnel: Product Led SEO for Ecommerce (use cases) Dresses ● dresses for wedding ● dresses for teens ● dresses for wedding guest ● dresses for girls ● dresses for kids ● dresses for prom ● dresses for work ● dresses for graduation ● dresses for christmas ● dresses for a dance ● dresses for a gala ● dresses for apple shaped body ● dresses for a beach wedding
  • 12. Bottom of funnel: Product Led SEO for Ecommerce (use cases) Dresses ● dresses for wedding ● dresses for teens ● dresses for wedding guest ● dresses for girls ● dresses for kids ● dresses for prom ● dresses for work ● dresses for graduation ● dresses for christmas ● dresses for a dance ● dresses for a gala ● dresses for apple shaped body ● dresses for a beach wedding
  • 13. Top & Middle of Funnel: Dresses (2 different topics) ● What to wear for a wedding (top) ● How to choose a dress for a wedding guest (middle) Surfing (can be merged) ● Surfing Workouts (top) ● Surfing Workout Equipment (middle)
  • 15. Step 3: Create a Topical Map ● A topical map is a diagram showing the different entities and topics that you need to have in your content in order to achieve topical authority. ● Do your research (competitors, brainstorm) to find missing related topics. ● You can have multiple topical maps for bigger websites. ● Understand what topics you have and what you don’t and need to cover.
  • 16. Step 3: Create a Topical Map Even for an innovative products/services, you can still build a topical map. ● Some people SEO doesn’t work for innovative products, it does if you find the right topics. ● There are always related topics ● Bike on water → adventure sport
  • 17. Step 4: GSC & GA ● Content prioritization and pruning
  • 18. Step 5: Keyword Research Image source ● Perform keyword research by topic and content goal (content strategy table) and find the best fit for your goals. ● Select keywords to track to show the performance of your topic cluster Serpstat
  • 19. Step 5: Keyword Research For a blog about road trips: ● Analyze keywords by topic. ● Find the topic with more value as per your business goals. ● Create a list of keywords to target and track
  • 20. Step 6: Create Your Content Plan ● Based off the data collected so far and goals table above decide: ● What topics you want to go after ● What type of pages you need to create/update. ● what pages to remove (set your criteria)
  • 21. Step 6: Create Your Content Plan ● Take existing resources into consideration