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.

In case you’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 useful as something you’re but to create, presumably extra so. Optimizing it just a bit bit may 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 material audit instruments at your disposal
  • Methods to run a content material audit step-by-step

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

What’s a Content material Audit?

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

It’s a approach of protecting observe of the content material you might have created, seeing which property want bettering, and figuring out which subjects to sort out subsequent.

A content material audit could be as temporary or as detailed as you need. You’ll be able to 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 selection 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 embrace:

  • Analyzing the efficiency of your content material that will help you make data-backed selections about which pages to enhance.
  • Highlighting pages in your website that aren’t optimized for Website positioning. Some pages could also be lacking metadata or have a poor heading construction, as an illustration.
  • Figuring out Website positioning alternatives and content material gaps which you could 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 particular 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 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 and marketing technique from one other workforce.
  • You’re redesigning your web site.
  • You assume you’ve created content material on each potential 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. Whilst you can create a content material audit that achieves all the advantages I listed above, it will likely be far more efficient if you happen to decide one or two objectives to give attention to.

As an example, if you wish to use a content material audit to enhance your Website positioning, then you definitely’ll wish to give attention to figuring out content material gaps and pages with lacking metadata. Which means paying specific 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 and marketing weblog, I’m going to jot down the remainder of this information as if you happen to have been working an Website positioning-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 a few of the extra technical facets will not be related.

Content material Audit Instruments

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


In case you’re working a content material audit to enhance your Website positioning, Ubersuggest is crucial. 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 Website positioning points are most prevalent in your website and the way vital they’re.

Ubersuggest's homepage showing various SEO metrics.

Google Analytics

Do you wish to evaluate the efficiency of your pages? Then use Google Analytics to search out visitors information for every web page.

Homepage of Google Analytics.

Observe: Bear in mind that Google is sunsetting Common Analytics on July 1, 2023, in favor of Google Analytics 4. In case you haven’t already, you need to make the swap to GA4 earlier than finishing your content material audit. The quicker you turn, the extra historic information you’ll have and the simpler it will likely 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 can manually pull every content material hyperlink related along with your web site, however that might take far too lengthy and you can danger overlooking some issues. As an alternative, you might wish to strive a content material stock software like Screaming Frog or DynoMapper.

A content inventory tool named Dynomapper.

Web site Content material Audit Steps

It could seem to be there’s plenty 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 list of your property. Seeing all of them in a single location makes it a lot simpler to investigate content material efficiency, spotlight areas to enhance, and replace every asset methodically.

Screaming Frog’s Website positioning Spider Instrument is one of the simplest ways 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 too can use any of the opposite content material extractors I discussed above.

Whichever software you utilize, export your information right into a spreadsheet, ensuring related information factors (phrase rely, meta description, goal key phrase, no. of pictures, and so forth.) are included. You might also wish to add visitors information from Google Analytics to every web page so you possibly can analyze content material efficiency alongside technical Website positioning 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 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 into account the objectives we mentioned earlier. There are many stats or information factors you can 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 and marketing engagement, it would be best to verify details about clickthroughs, social media engagement, feedback, and so forth.

In case your objective is related to Website positioning, you might wish to embrace warnings and suggestions you collect from Ubersuggest.

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

Now you might have all of your content material property in a single place; it’s time to investigate them. Undergo each bit of content material one after the other 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: Serps prioritize recent content material. When you’ve got plenty of duplicate content material dwelling on completely different pages or posts, you’ll wish to take away or rewrite these pages. 
  • Outdated Content material: Folks don’t wish to learn outdated content, and engines like google overlook it too. Replace it wherever potential.
  • Content material Gaps: What’s missing in your content? Are there subjects 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 embrace 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 Knowledge: Does each picture have a descriptive title and alt tag? It will guarantee your pictures are Website positioning-optimized and accessibility-friendly.
  • Phrase Depend: Do your pages and posts have sufficient phrases to optimize for Website positioning? Or are they too brief? Test that phrase rely to see if pages must be up to date or edited down.

Preserve observe of all the things by making a notice subsequent to every asset about why it wants bettering. You can too color-code your spreadsheet based mostly on the kind of optimization required, however this may shortly turn out to be difficult if a single asset has a number of points.

#3: Handle Content material 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 via every asset numerically, beginning with these on the high of the spreadsheet. One other is to group every optimization concern collectively and sort out them in bulk. As an example, you can 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. While you run an SEO audit on Ubersuggest, you’ll obtain suggestions based mostly on a difficulty’s problem and Website positioning influence. 

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

Specializing in duties with a excessive Website positioning influence and low problem gives you a collection of fast wins. However you can additionally prioritize all the 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 folks, so don’t be afraid to ask for assist and break up up the work. Possibly you possibly can maintain 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 list 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 enable 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 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?

It’s best 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 via 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 without doubt 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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