The way to Run a Content material Audit (2022 Replace)

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

In the event you’re something like me, you’re so targeted on arising with concepts and creating new articles that you just may lose monitor of what you’ve already created.

However the reality is the content material you’ve already created is simply as precious as something you’re but to create, presumably extra so. Optimizing it just a bit bit might lead to hundreds of {dollars} extra in income.

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

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

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

What’s a Content material 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 approach of holding monitor of the content material you may have created, seeing which property want bettering, and figuring out which matters to deal with subsequent.

A content material audit could be as transient or as detailed as you need. You may audit your total website, simply your weblog, and even only a class of your weblog. They’ll 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 material Audit?

It’s best 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 do you have to 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 provides a heap of advantages. These embody:

  • Analyzing the efficiency of your content material that can assist you make data-backed choices about which pages to enhance.
  • Highlighting pages in your website that aren’t optimized for Search engine optimization. Some pages could also be lacking metadata or have a poor heading construction, for example.
  • Figuring out Search engine optimization alternatives and content material gaps which you can fill with new content material.
  • Enhancing the standard of content material in your website to improve the reader expertise.
  • Figuring out content material you possibly can repurpose.
  • Creating a whole 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 couple of years previous and also you’ve by no means run an audit.
  • There’s no clear technique otherwise you’ve inherited a content material advertising and marketing technique from one other group.
  • You’re redesigning your web site.
  • You assume you’ve created content material on each attainable matter in your area of interest.

Decide Your Content material Audit’s Objective

The way you strategy a content material audit will rely in your objectives. When you can create a content material audit that achieves all the advantages I listed above, it is going to be rather more efficient in case you choose one or two objectives to give attention to.

As an illustration, if you wish to use a content material audit to enhance your Search engine optimization, then you definately’ll wish to give attention to 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 and marketing weblog, I’m going to write down the remainder of this information as in case you had been working an Search engine optimization-driven content material audit. You may nonetheless use this information in case you’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 might not be related.

Content material Audit Instruments

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


In the event you’re working a content material audit to enhance your Search engine optimization, Ubersuggest is important. Operating a website audit is simple. Simply enter your URL, click on “Search,” and click on “Website Audit” on the left. Consider this as a fast, free total have a look at how your web site is doing.

You’ll additionally get a snapshot of which Search engine optimization points are most prevalent in your website and the way crucial they’re.

Ubersuggest's homepage showing various SEO metrics.

Google Analytics

Do you wish to examine the efficiency of your pages? Then use Google Analytics to seek out visitors knowledge for every web page.

Homepage of Google Analytics.

Notice: Bear in mind that Google is sunsetting Common Analytics on July 1, 2023, in favor of Google Analytics 4. In the event 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 knowledge you’ll have and the better it is going to be to reuse your content material audit sooner or later.   

Damaged Hyperlink Checkers

As you analyze your content material, you’ll wish 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 material Stock

You could possibly manually pull every content material hyperlink related together with your web site, however that might take far too lengthy and you can danger overlooking some issues. As a substitute, chances are you’ll wish to attempt a content material stock device like Screaming Frog or DynoMapper.

A content inventory tool named Dynomapper.

Web site Content material Audit Steps

It might look like there’s loads of work concerned with making a content material audit. Nevertheless it’s straightforward once you break it down into manageable steps.

#1: Create a Listing of Your Content material Property

Step one of an internet 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 research content material efficiency, spotlight areas to enhance, and replace every asset methodically.

Screaming Frog’s Search engine optimization Spider Software is the easiest way to extract content material property out of your website. It’s free to make use of in case your website has lower than 500 pages. However you may also use any of the opposite content material extractors I discussed above.

Whichever device you employ, export your knowledge right into a spreadsheet, ensuring related knowledge factors (phrase depend, meta description, goal key phrase, no. of photos, and so forth.) are included. You may additionally wish to add visitors knowledge from Google Analytics to every web page so you possibly can analyze content material efficiency alongside technical Search engine optimization metrics.

Creating a list of content assets using Microsoft Excel.

Content material Audit Templates

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

Take note the objectives we mentioned earlier. There are many stats or knowledge factors you can pull alongside every content material. Nevertheless, some knowledge goes to be extra related to you than others.

In case you are utilizing this audit to enhance your content material advertising and marketing engagement, you’ll want to test details about clickthroughs, social media engagement, feedback, and so forth.

In case your aim is related to Search engine optimization, chances are you’ll wish to embody warnings and suggestions you collect from Ubersuggest.

#2: Create a Listing of Content material Points to Determine

Now you may have all of your content material property in a single place; it’s time to research them. Undergo every bit of content material one by one to see the way it’s performing, whether or not it’s lacking metadata or there are any apparent methods it may be improved.

Right here are some things to search for, particularly:

  • Duplicate Content material: Search engines like google and yahoo prioritize contemporary content material. In case you have loads of duplicate content material residing on completely different pages or posts, you’ll wish to take away or rewrite these pages. 
  • Outdated Content material: Individuals don’t wish to learn outdated content, and serps overlook it too. Replace it wherever attainable.
  • Content material 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 have 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 specific key phrase and embody it within the copy?
  • Metadata: Have you ever written metadata descriptions for all pages? This spreadsheet goes that can assist you see which of them have 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? It will guarantee your photos are Search engine optimization-optimized and accessibility-friendly.
  • Phrase Depend: Do your pages and posts have sufficient phrases to optimize for Search engine optimization? Or are they too quick? Verify that phrase depend to see if pages have to be up to date or edited down.

Hold monitor of all the things by making a word subsequent to every asset about why it wants bettering. You can even color-code your spreadsheet primarily based on the kind of optimization required, however this will rapidly turn out to be difficult if a single asset has a number of points.

#3: Deal with Content material Points

You may’t do all the things without delay, so now it’s time to prioritize your content material points. One technique is to work via every asset numerically, beginning with these on the high of the spreadsheet. One other is to group every optimization subject collectively and deal with them in bulk. As an illustration, you can replace the meta knowledge on each web page, then transfer on to fixing picture points and so forth.

Alternatively, use Ubersuggest to prioritize content material points for you. Whenever you run an SEO audit on Ubersuggest, you’ll obtain suggestions primarily based on a difficulty’s issue and Search engine optimization 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 optimization influence and low issue provides you with a collection of fast wins. However you can additionally prioritize all the straightforward duties to get the ball rolling in case you’re not that assured.

Content material audits work finest when they’re tackled by a number of folks, so don’t be afraid to ask for assist and cut up up the work. Perhaps you possibly can care for on-page points whereas a colleague addresses the content material gaps your audit has highlighted.


What’s a Content material 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 material Audit on My Web site?

Content material audits aid you 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 material Audits?

You should use instruments like Ubersuggest, SEMrush, and Ahrefs to run a content material audit.

The place Do I Begin With a Content material Audit?

It’s best to begin your content material by compiling a listing of your entire content material property. You are able to do this by pulling a report via instruments like Screaming Frog after which analyzing the leads to a spreadsheet.


A content material audit might really feel overwhelming at first look. However don’t let that cease you.

Beginning an internet site content material audit is without doubt one of the finest steps you possibly can take to improve your content marketing technique. Compiling your entire 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?

Consulting with Neil Patel

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