Here’s What to Know About Conducting a Content Audit

SEO Content Audit

Written by Jeremy Earle, JD

September 13, 2022

Here’s how to do it with our comprehensive guide.

How long ago was the last time you completed a full inventory and analysis of your material?

Often, content producers are so focused on developing new material that they overlook the importance of auditing their current content. This is known as a content audit.

Your content strategy may be based on outdated information if it has been more than a year since you last updated it.

There are several reasons why you should do an audit of your material regularly, including:

  • Is your material accomplishing its stated objectives? How much money have you made from the material you created? If you don’t monitor your content’s performance, you won’t know what’s working and what’s not.
  • There is a risk of staleness in your material over time. However, don’t be too hard on yourself. It’s not always your fault if your material is old. Even if something was still relevant two years ago, it might need to be updated at this point.
  • It’s possible for data and facts that were valid when your article was first published to become outdated as time passes. Every time you publish a new article, it’s important to do a thorough audit to verify that it’s error-free.
  • It’s possible that writing three blog entries a week is merely draining you of your energy and doing nothing. The only way to discover which material is working and which isn’t is to do a content audit. As a marketer, how can you tell which of your posts are the most popular if you never go back and audit all of your content?

One, if not all, of the points in this post resonated with you, and you now realize why it’s critical to assess your content frequently.

The audit breakdown is now complete.

Auditing the Content’s Details

An audit’s initial section focuses on the fundamentals of each piece of material and is a one-time addition to the audit’s database.

Take a look at how the material was put together, how many individuals were involved, and how the content was published.

  • For each piece of material, you’ll need to monitor the following in a separate audit sheet for each item of content:
  • URL.
  • Inquire about the author and the production crew (content, social, SEO, etc.).
  • Allotted Time (how long did it take to produce the content in its entirety).
  • Title.
  • Date.
  • Content-Type (a blog post, infographic, case study, etc.).
  • Purpose Statement (what was the point of producing the content: backlinks, traffic, conversions, etc.).
  • Count the words.
  • Comments.
  • Contributes to (break this down by social network and total).

An audit of content data

The fun begins now. Your audit’s content data must be included in an excel document, such as the one I’ve produced for you.

Carry out a History Check

To understand the data, you must first go back and examine the work you’ve already done.

To better understand what sort of material to produce in the future and what not to produce, you need to know how well your previously released content is doing.

This will take some time if you’re just starting with your content audit.

Selecting a starting point for your content audit and collecting all of the relevant URLs for that period are both necessary steps.

A year before, you should collect statistics about the performance of your content in the previous year.

If you want to keep track of all of your content’s URLs, you don’t have to do it manually.

Many website analytics tools such as Google Analytics or SEMrush’s Content Audit tool can swiftly inventory your content based on the sitemap data you provide. It is possible to get a list of content URLs to audit from these.

Consistent Auditing: Be Prepared

Once you’ve finished auditing all of last year’s information, you may repeat this process regularly to keep up with fresh material.

When you just have to travel back a week to add data, it will be much simpler to maintain track of your material and audit it periodically.

Add the data from the following section in your Excel spreadsheet and upload the most current figures and metrics weekly.

Take note of any significant changes in your health over time.

It might take months for material, particularly evergreen content, to gain traction.

Tracking Metrics

To conduct a content data audit, you need to keep track of the following metrics:


The comments part of your blog or article may be a great source of user-generated material if it is monitored appropriately. To develop a community on your website, you’ll need to know what sorts of material and themes are most likely to elicit interaction.

Use the UGC link element to guarantee that your link markup is by Google’s guidelines.

Make sure to check out your social media postings for any comments regarding your material if you don’t have comments enabled on your site.


Social media shares are often seen as meaningless by certain marketers. Monitor the social popularity of your content to find out what themes are most popular with your target audience.

It’s a good idea for businesses who know that most of their sales come from Facebook to generate popular content with Facebook users.

A look into the most popular Facebook postings of the past might help you predict what themes will be popular in the future.

Organic Visitors.

You want many people to find your material by searching for it naturally on search engines like Google.

A lack of organic traffic might be an indication of a problem.

There may be a problem with:

  • Your approach to creating and distributing content.
  • How the material is being distributed.
  • The kind of content.
  • The actual material.

Your audit will tell you when it’s time to clap yourself on the back and when it’s time to start from scratch.

Bouncing Back

Have you noticed that when people visit your website, they quickly leave without reading any content? Users who leave your site without engaging with your content are counted as “bounces” by Google Analytics.

The higher your bounce rate, the more likely you have poor content.

You want your content to act as a portal, guiding visitors from a search to your website, where it entertains or instructs them before leading them to more resources.

The longer a person spends on a page, the more likely they will return to your site and read more of your content.

A high bounce rate isn’t what you’re looking for?

26 to 40 percent is considered optimum, although it might be as high as 55 percent on average.

Please, only high-quality backlinks that significantly increase our authority and trustworthiness!

There are two key reasons why you need to monitor the backlinks generated by the material you produce:

  • Your backlinks will vary over time. You may get 2–3 backlinks the first day you post a new piece of content. After a week, you should see 10-12 new backlinks surface. You may have 589 backlinks to a single piece of content after a year, depending on how widely it is shared, pushed, and found. Even if your website has 589 backlinks,
  • you may want to consider eliminating 500 of those connections since they might harm your business or lead to spam, sponsored, or a low-quality website.

Page Load Time

A long-form blog post of 2,500 words with an average time on a page of 18 seconds indicates a problem with your content.

This indicator will tell you whether your material isn’t relevant to your audience or if it is, and you need to produce additional content on the same subject matter.

Countless Visitors

As a result, we’d want to see an increase in the number of people that access our material.

Conversions, Engagement, backlinks, and other forms of return on investment (ROI) increase proportionately with the number of views a piece of content receives.

Per Session Page Count

After seeing your material, how many pages are they looking at?

Are they going to be on any of the following pages?

If you write a blog article on the greatest winter jackets, you may inspire readers to follow the links in the post and do some online browsing for their own. Maybe they’ll even buy something (that’s our end objective!).

The New vs. User Recurrence

Is this piece of content bringing in new readers?

Returning customers are a big plus. Customers that return are much more rewarded.

Our material should likewise be geared toward bringing in new people. I would want a decent balance between the two.

For this article, “traffic sources” is

The best way to learn where your traffic originates is to identify your primary traffic sources.

Post more of your material on your Facebook page if Facebook is where most of your visitors are coming from.

If your email newsletters aren’t generating any leads, it may be time to reorganize your emails.


Adding a column to measure the number of conversions generated by a new piece of content is a must if you want to create 100 conversions in the first quarter (for example, email opt-ins for your email newsletter).

If you only get two conversions in the first week, you can distrust the content.

Give it two months and keep auditing every week after that. You may note that as of this writing, the material has generated 140 total conversions, exceeding your objective.

You can make better, data-driven judgments if you do regular audits to provide context for the numbers you’re seeing.

Additional Tracking Information

If you’d want to monitor additional information about your content, here are some suggestions.

Search Engine Optimization Title and Meta Description

Each piece of content should have its spreadsheet column for each of these SEO criteria.

For future content optimization, it will be helpful to have all of your SEO titles and meta descriptions in one location.

Parameters of the UTM

Log any unique UTM parameters you used to monitor your content to keep track of special promotional efforts.

UTM settings might be useful when setting up new content or searching for data on previous material in Google Analytics.


It’s possible to observe which landing pages make the most income if you have Google Analytics set up to track conversion events. Conversions may be tracked by looking at the Pages and Screens report under Engagement.

Content and content themes that have the greatest influence on your ROI will be identified via this process.

Metrics for Email

How did your email subscribers respond to your content?

Keeping track of your open, click, and forward rates is essential if email interaction is a priority for your content.

Content that has been repurposed

If so, have you done the same with a collection of blog entries or the other way around? You should keep a record of the stuff you’ve reused.

Metrics from the core content and other relevant material may be combined to understand how repurposing helps your content strategy.

Google’s First Page

Yes, it remained at the top of search results for its target keyword phrase for a long period.

The greatest keyword rankings and how long they lasted might help you understand which forms of content are long-term winners and which types are short-term winners.

Influencers have a large following.

Aside from your efforts, did you collaborate with any other people or organizations to promote your work? Take note of the content’s influencers driving the most traffic and social shares.

You may work with them again in the future for material of the same sort.

Observe and Analyze

You need to assess if your material is accomplishing your intended aims.

Data metrics will be associated with each piece of material that you go through the process of evaluating. When it comes to these key performance indicators, you’ll be able to identify whether you’re on target or off by a wide margin.

Take note of the audit’s findings if you want to improve your content’s performance. Analyze the kind of material, the subject, the author, and the publication date.

It’s possible to build upon your triumphs and produce content that performs as well as your previous efforts.

Take a closer look at the stats of any material that doesn’t meet your aims.

In certain cases, the platforms on which the material was distributed play a role. Author, publishing date, and/or content genre are all factors that might come into play.

Some of the lessons learned from your best performers may be applied to the underdogs to help them rank higher as well.

Don’t be hesitant to experiment with new forms of content, as long as you’re prepared to regularly assess their performance.

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