How to Run a Content Audit (2022 Replace)

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

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

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

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

  • What a content material audit is
  • Why you want an audit
  • Content audit instruments at your disposal
  • How to run a content material audit step-by-step

Prepared to create a listing of your property? Then let’s start.

What’s a Content Audit?

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

It’s a method of maintaining observe of the content material you could have created, seeing which property want bettering, and figuring out which matters to sort out subsequent.

A content material audit may be as temporary or as detailed as you need. You’ll be able to audit your complete 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 where 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 may also help your web site carry out higher.

A content material audit affords a heap of advantages. These embody:

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

Whether or not or not you see worth in working a content material audit, there are specific factors within the lifetime of your web site when working a content material audit turns into important. Take into account working 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 technique from one other staff.
  • You’re redesigning your web site.
  • You suppose 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 all the advantages I listed above, it will likely be way more efficient if you happen to decide one or two targets to deal with.

As an example, if you need to use a content material audit to enhance your Search engine optimisation, then you definitely’ll need to deal with figuring out content material gaps and pages with lacking metadata. Meaning paying explicit consideration to the technical SEO of every web page. 

Overview of SEO issues discovered on a web page.

Given you’re studying a digital advertising weblog, I’m going to write the remainder of this information as if you happen to have been working an Search engine optimisation-driven content material audit. You’ll be able to nonetheless use this information if you happen to’re trying to enhance your reader’s expertise or make your content material extra inclusive and accessible, however simply know among the extra technical features will not be related.

Content Audit Instruments

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


When you’re working a content material audit to enhance your Search engine optimisation, Ubersuggest is crucial. Operating a web site audit is simple. Simply enter your URL, click on “Search,” and click on “Web site Audit” on the left. Consider this as a fast, free general take a look at how your web site is doing.

You’ll additionally get a snapshot of which Search engine optimisation points are most prevalent in your web site and the way vital 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 visitors information for every web page.

Homepage of Google Analytics.

Be aware: Remember that Google is sunsetting Common Analytics on July 1, 2023, in favor of Google Analytics 4. When you haven’t already, it’s 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 it will likely 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, Ahrefs, and Dead Link Checker may also help you there.  

A broken link checker tool named Integrity.

Content Stock

You may manually pull every content material hyperlink related together with your web site, however that would take far too lengthy and you would threat overlooking some issues. As a substitute, you might have considered trying to attempt a content material stock software like Screaming Frog or DynoMapper.

A content inventory tool named Dynomapper.

Web site Content Audit Steps

It might appear to be there’s a lot of labor concerned with creating a content material audit. But it surely’s simple if you break it down into manageable steps.

#1: Create a Listing of Your Content Belongings

Step one of a web site content material audit is to make a listing of your property. 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 Search engine optimisation Spider Software is one of the simplest ways to extract content material property out of your web site. It’s free to use in case your web site has lower than 500 pages. However you may as well use any of the opposite content material extractors I discussed above.

Whichever software you utilize, export your information into a spreadsheet, ensuring related information factors (phrase rely, meta description, goal key phrase, no. of photos, and so on.) are included. You may additionally need to add visitors information from Google Analytics to every web page so you possibly can analyze content material efficiency alongside technical Search engine optimisation metrics.

Creating a list of content assets using Microsoft Excel.

Content Audit Templates

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

Take note the targets we mentioned earlier. There are many stats or information factors you would 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 engagement, you want to test details about clickthroughs, social media engagement, feedback, and so forth.

In case your purpose is related to Search engine optimisation, you might have considered trying to embody warnings and proposals you collect from Ubersuggest.

#2: Create a Listing of Content Points to Establish

Now you could have all of your content material property 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 recent content material. When you’ve got 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: Folks don’t need to learn outdated content, and search engines like google overlook it too. Replace it wherever attainable.
  • Content Gaps: What’s missing in your content? Are there matters you haven’t addressed but? Goal markets you haven’t spoken to? Having the ability to take a look at all the things without delay may also help you discover the gaps and fill them in.  
  • Goal Key phrase: Does the content material asset goal a explicit key phrase and embody it within the copy?
  • Metadata: Have you ever written metadata descriptions for all pages? This spreadsheet goes to assist you to see which of them want to be written and which of them are repetitive and needs to be up to date.
  • Picture Knowledge: Does each picture have a descriptive title and alt tag? This can guarantee your photos are Search engine optimisation-optimized and accessibility-friendly.
  • Phrase Depend: Do your pages and posts have sufficient phrases to optimize for Search engine optimisation? Or are they too quick? Test that phrase rely to see if pages want to be up to date or edited down.

Maintain observe of all the things by creating a observe subsequent to every asset about why it wants bettering. You can even color-code your spreadsheet based mostly on the kind of optimization required, however this may rapidly turn into difficult if a single asset has a number of points.

#3: Tackle Content Points

You’ll be able to’t do all the things without delay, 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 difficulty collectively and sort out them in bulk. As an example, you would 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. Once you run an SEO audit on Ubersuggest, you’ll obtain suggestions based mostly on a difficulty’s issue and Search engine optimisation influence. 

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

Specializing in duties with a excessive Search engine optimisation influence and low issue will provide you with a sequence of fast wins. However you would additionally prioritize all the simple duties to get the ball rolling if you happen to’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. Possibly you possibly can care for on-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 listing 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 assist you to establish matter gaps, issues, and areas for enchancment in your web site. Good content material helps you rank higher in Google and might earn you extra visitors, conversions, and income.

What Are Some Instruments I Can Use for Content Audits?

You need to use 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 listing of your whole content material property. 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 likely one of the greatest steps you possibly can take to improve your content marketing technique. Compiling your whole property in a single place makes it a lot simpler to see what wants bettering and which property 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 property sooner or later turns into a breeze. You’ll don’t have any drawback taking your content marketing efforts to the subsequent degree. 

What points has your content material audit recognized?

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