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How to Carry Out Content Audits

When it comes to carrying out a content audit, you must think of every piece of content on your website. The good, the bad, and the ones that have taken a vast amount of time.

Now think of how you keep track of your content. How is your content performing? Do you analyse or use analytics so you can improve your content in the future?

If you do this already, great. But this is for the ones in the back, the ones that don’t. If you’re missing this kind of organisation, I’d invest in a content audit.

In this GrowTraffic blog, I’m going to outline what a content audit is, how to carry out content audits and why they’re important for your business.

What Is A Content Audit?

A content audit is a process of assessing existing content on your website to determine how you can get more and better quality organic traffic to each page/content. The goal of the audit is to identify which content to keep, which ones to optimise, and which ones to get rid of.

Why Does My Business Need A Content Audit?

Most content creators are so determined on creating content that they forgot to analyse their own after it has been uploaded to their website. Here are a few reasons as to why you should audit your content:

  • Goals: Is your content achieving its goals? You won’t know unless you regularly audit.
  • Staleness:Your content can become stale or outdated. What was relevant two years ago may not be as relevant now.
  • Wrong Information:As your content ages, facts and data that once were accurate can become inaccurate.
  • Know What’s Working:How will you ever know what type of content or which blog post is your most successful if you never go back to audit all your content pieces?

I’m hoping one if not all of them resonated with you. Now you understand what a content audit is, why my business needs one, let’s get into the good stuff. How to carry out content audits…

Creating Content Audits

In creating a content audit, you have 5 steps to follow:

  1. Think of & define your goals
  2. Collect your data (Content)
  3. Categorise your data
  4. Analyse your data
  5. Create an action plan

Think Of & Define Your Goals

The first step is to think about your business goals. What benefits can you gain from a content audit? What are the results you want to achieve?

A content Audit defines how engaging your content is. It can include conversion rate, SEO, or the best/worst performing piece on your website. What I’m trying to say is if you’re looking to understand topics more and create content accordingly or you’re planning to focus on your SEO performance your end goal and action wouldn’t be the same.

Collecting Your Data

Which content are you going to audit? The types of audits are typically those for product descriptions, blog posts, multimedia, and publications. Decide this, and gather the data of all your content.

To accomplish this, collect the URLs of the web pages you’ve chosen to audit. If you have a small website, you can do this manually and put them in a spreadsheet. However, there are also online tools to do it for you, like SEMrushScreaming Frog, and HubSpot.

Categorising Your Data

Categorise it on a spreadsheet. The online tools mentioned do categorise the information for you, but it’s also doable to do it yourself. The categories will keep you organised so you can ensure your content audit meets your needs.

If you are auditing blog posts, important information to pull would be the date of publication or update, the author, the type of content, and metadata (Such as the title and description).

Your spreadsheet should have URLs of your content, categories, metadata (if included), and metric data.

Analyse Your Data

Now it’s time to analyse your data. This is the section where you realise the quality of your website and what’s needed to next to achieve your goals. When analysing your data, here are some things to look out for:

Content that’s missing — Is the target audience not being fulfilled with your content?

Underperforming content — Which pieces of content aren’t getting the numbers you want?

Outdated content — If you have old content, can it be updated or reworked to maintain optimisation?

Exceptional content — Content that has performed extremely well.

Create An Action Plan

This section finalises and cleans up your audit. From the data you have collected you should be able to formulate a plan moving forward as you have identified the content.

Putting this together in alignment with your goals should allow you to delete, update, re-write, or re-structure your website accordingly. Add another section to your spreadsheet so you can keep tabs on your action plan.

One thing that is crucial to keep in mind is your long term marketing strategy. If you track your successes and failures, you can steer your content strategy in different directions to appeal to your target audiences in other ways, adjust assets for better organic reach, and improve conversion rates.

Creating Content And Audits With GrowTraffic

Even with SEO experience, creating a content audit can be tricky. But we are here to help.

GrowTraffic is an award-winning digital marketing agency that specialises in SEO. Our friendly team is here to help. We can tackle your content problems for you, or we can give you the training needed to tackle them yourself!

Get in touch to find out more. You can call us on 0161 706 0012, email us at or fill out our online contact form.

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