Methods to Run a Content material Audit (2022 Replace)


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

For those who’re something like me, you’re so targeted on arising with concepts and creating new articles that you simply would possibly lose observe of what you’ve already created.

However the reality is the content material you’ve already created is simply as invaluable 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
  • Methods to run a content material audit step-by-step

Able to create a listing of your belongings? 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 belongings and analyzing them in opposition to a set of standards.

It’s a method of preserving observe of the content material you’ve created, seeing which belongings want bettering, and figuring out which subjects to deal with subsequent.

A content material audit may be as transient or as detailed as you need. You possibly can audit your complete web site, simply your weblog, and even only 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 material Audit?

You need to carve out the time to do a content material audit to see where the gaps are and to start out creating higher content material.

Why must you do a content material audit? There are a selection of causes a content material audit can assist your web site carry out higher.

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

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

Whether or not or not you see worth in working a content material audit, there are particular factors within the lifetime of your web site when working a content material audit turns into important. Think about working a content material audit if:

  • Your web site is a number 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 technique from one other workforce.
  • You’re redesigning your web site.
  • You suppose you’ve created content material on each doable matter in your area of interest.

Decide Your Content material Audit’s Objective

The way you method a content material audit will rely in your targets. When you can create a content material audit that achieves the entire advantages I listed above, will probably be far more efficient if you happen to decide one or two targets to give attention to.

As an illustration, if you wish to use a content material audit to enhance your Search engine marketing, then you definitely’ll need 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 might be studying a digital advertising weblog, I’m going to write down the remainder of this information as if you happen to have been working an Search engine marketing-driven content material audit. You possibly can 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 facets will not be related.

Content material Audit Instruments

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


For those who’re working a content material audit to enhance your Search engine marketing, Ubersuggest is important. Working a web site audit is straightforward. Simply enter your URL, click on “Search,” and click on “Website 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 marketing points are most prevalent in your web site and the way vital they’re.

Ubersuggest's homepage showing various SEO metrics.

Google Analytics

Do you need to evaluate the efficiency of your pages? Then use Google Analytics to search out site 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. For those who haven’t already, it’s best to make the swap to GA4 earlier than finishing your content material audit. The sooner you turn, the extra historic knowledge you’ll have and the better will probably 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 can assist you there.  

A broken link checker tool named Integrity.

Content material Stock

You would 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 need to strive a content material stock instrument like Screaming Frog or DynoMapper.

A content inventory tool named Dynomapper.

Web site Content material Audit Steps

It might look like there’s a variety of work concerned with making a content material audit. But it surely’s simple whenever you break it down into manageable steps.

#1: Create a Listing of Your Content material Belongings

Step one of a web site content material audit is to make a listing of your belongings. 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 marketing Spider Device is one of the simplest ways to extract content material belongings out of your web site. It’s free to make use of in case your web site has lower than 500 pages. However you too can use any of the opposite content material extractors I discussed above.

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

Creating a list of content assets using Microsoft Excel.

Content material Audit Templates

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

Take into account the targets we mentioned earlier. There are many stats or knowledge factors you would pull alongside every content material. Nonetheless, some knowledge goes to be extra related to you than others.

In case you are utilizing this audit to enhance your content material advertising engagement, it would be best to test details about clickthroughs, social media engagement, feedback, and so forth.

In case your aim is related to Search engine marketing, you might need to embody warnings and suggestions you collect from Ubersuggest.

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

Now you’ve all of your content material belongings in a single place; it’s time to research them. Undergo each bit of content material separately 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, specifically:

  • Duplicate Content material: Engines like google prioritize recent content material. When you have a variety of duplicate content material dwelling on totally different pages or posts, you’ll need to take away or rewrite these pages. 
  • Outdated Content material: Folks don’t need to learn outdated content, and serps overlook it too. Replace it wherever doable.
  • Content material Gaps: What’s missing in your content? Are there subjects you haven’t addressed but? Goal markets you haven’t spoken to? With the ability to take a look at every thing directly can assist 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 will help you see which of them must be written and which of them are repetitive and ought to be up to date.
  • Picture Information: Does each picture have a descriptive title and alt tag? It will guarantee your photos are Search engine marketing-optimized and accessibility-friendly.
  • Phrase Rely: Do your pages and posts have sufficient phrases to optimize for Search engine marketing? Or are they too quick? Test that phrase depend to see if pages must be up to date or edited down.

Maintain observe of every thing by making a observe subsequent to every asset about why it wants bettering. It’s also possible to color-code your spreadsheet primarily based on the kind of optimization required, however this will rapidly change into difficult if a single asset has a number of points.

#3: Handle Content material Points

You possibly can’t do every thing directly, so now it’s time to prioritize your content material points. One technique is to work by every asset numerically, beginning with these on the prime of the spreadsheet. One other is to group every optimization concern collectively and deal with them in bulk. As an illustration, you would 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. If you run an SEO audit on Ubersuggest, you’ll obtain suggestions primarily based on a difficulty’s issue and Search engine marketing affect. 

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

Specializing in duties with a excessive Search engine marketing affect and low issue gives you a collection of fast wins. However you would additionally prioritize the entire simple duties to get the ball rolling if you happen to’re not that assured.

Content material audits work greatest when they’re tackled by a number of individuals, so don’t be afraid to ask for assist and cut up up the work. Possibly you may handle 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 provide help to establish matter gaps, issues, and areas for enchancment in your web site. Good content material helps you rank higher in Google and may earn you extra site visitors, conversions, and income.

What Are Some Instruments I Can Use for Content material 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 material Audit?

You need to begin your content material by compiling a listing of all your content material belongings. You are able to do this by pulling a report by 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 a web site content material audit is likely one of the greatest steps you may take to improve your content marketing technique. Compiling all your belongings in a single place makes it a lot simpler to see what wants bettering and which belongings 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 belongings sooner or later turns into a breeze. You’ll don’t have any drawback taking your content marketing efforts to the following stage. 

What points has your content material audit recognized?

Consulting with Neil Patel

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