Content Audit is a systematic process of curating and evaluating content published on your website. It directly links to the SEO strategy to improve site traffic.

1. 2023 - Content Audit Checklist
It’s a common mistake to regard SEO and content marketing as separate digital
marketing strategies. Contrary to that belief, both are quite interconnected.
They complement each other to the point where one cannot work in the
absence of the other. Without high-quality and relevant content, your SEO will
not generate desired results. No wonder the global content market is growing
at such a rapid pace.
Source: https://startupbonsai.com/content-marketing-statistics/
Considering all those factors, an SEO content audit is one of the primary steps in
building digital marketing strategies for a website. Do you know how to audit
your content? Or why it is important? Let’s get some answers.
What is SEO Content Audit?
Not sure what is a content audit? Let’s get some clarity on that. It is a systematic
process of curating and evaluating the content published on your website. It
directly links to the SEO strategy, as quality content is not just about optimizing
with appropriate keywords. The content should be relevant and answer
important search queries. For actionable results, you should audit content in:
 Webpages
 Landing pages

2.  Blogs
 Slide decks
 Videos
 Product descriptions
 Whitepapers and more.
As important as content auditing is for SEO strategies to work, it can be quite
daunting. But why is it so essential? Let’s find out!
Why is SEO Content Audit Important?
With facts, stats, and trends changing so rapidly in this Digital Age, your content
must be accurate and relevant. That’s where SEO content audit can help you by
answering the following questions:
 What content do you have currently?
 Is that relevant?
 Is that valuable to the target audience?
 Can people find the content?
 How can they find it?
 Is the content accurate?
 Is your content performing well?
A content audit provides adequate answers, guiding you to tweak and modify
the content marketing strategy. You can improve the quality of your content,
thus boosting the SERPs and overall SEO performance of the website.

3. Source: https://compassdigitalstrategies.com/content-marketing/content-
audit-make-website-better/
How do you Conduct Content Audits?
Now we come to the key point of this write-up, which is how to do a content
audit. Here’s a step-by-step guide.
1. Goal Setting
Content audits tend to be lengthy and extensive. So without a proper plan, you
might lose direction and fail to accomplish the result. So, begin by setting your
goals. Define your objectives and metrics to analyze the content audit. It can be
to:
 Improve the content quality
 Improve SERPs for particular pages
 Change the structure of your website
 Remove outdated, inaccurate, or irrelevant content
 Enhance engagement for better conversions
Your audit actions will change based on your objectives. To determine the goals
first.

4. 2. Content Classification
Now that you have the goals in place your next task is to curate the content
based on specific categories. You need to collect and classify the content on your
website for better inventorying and more clarity when strategizing.
Start by determining and identifying the content you want to audit and then
collect the URLs. You can do it manually by collecting the data on a spreadsheet.
Or else you can use an online content audit tool (a better option for bigger
sites).
After collecting all the URLs of the target content, it’s time to put them under
different categories maintaining details like:
 Page URL
 Author of the content
 Source (which team produced it)
 Date and time of publishing
 Content title
 Content Type (blog, social media post, video, case study, client
testimonial, infographic, etc.)
 Goals (traffic, backlinks, leads, conversions, etc.)
 Words
 Comments
 Shares on social platforms
Categorizing the content systematically helps you identify which content is
performing well and which needs tweaking or removal.
3. Metrics and Data Analytics
You already have a plan to audit the content and the categories. The next step
is diving into the metrics, to understand how the content is performing. It will
help you assess the performance of your website. Here are a few handy tips:
 You should audit the past content to see how those are performing. Only
then you can understand what kind of content you need to publish in
the future. It’s best if you go back at least one year and start collecting
data from there. You can gather past content URLs using Google
Analytics and similar tools.
 Once you are done collecting data on the past content, you can use the
same strategy every week on the newly published content. Create a
consecutive sheet and add the stats from each week. This makes it
easier to track the content performance, and you can see the graph
going up and down.

5.  Additionally, there are certain metrics that you should track, like:
 Comments by the target audience
 Social shares
 Organic traffic through your content
 Bounce rate
 Backlinks generated through the content
 Time spent on the page
 Unique visitors to the page
 Pages per search session
 Number of return visitors to the page
 Source of traffic and conversions
You can also track the performance and, accordingly you can tweak it to improve
the performance of SEO Meta tags like titles and descriptions. Don't forget to
analyze the UTM parameters, which pages are generating the most traffic, leads,
and sales, along with email metrics. Also, it is equally important to repurpose
content that has performed well in the past.
4. Actionable Steps to a Robust Content Strategy
Now that you have gathered all essential data and metrics, related to the
content, it will be easy to determine which content is performing well and which
is not. The insight helps you create a strategy to improve content performance.
In the spreadsheet where you categorized and collected all data, you can add
another column about the actions (deleting, refreshing, repurposing, etc.) to
correct the situation. Likely, your strategy will constantly change depending on
the SEO trends and evolving business goals. The SEO content audit keeps you in
control of things.
Concluding Note
Content audits are essential for your marketing success. However, you should
keep in mind that things that work well today may not work in the future. So,
it's essential to assess your content regularly. Regular content audits will help
you monitor your website's health, seize new opportunities for improvements,
and achieve your objectives effectively.