Most of us are so focused on publishing new content that we neglect the content we already have.
This is a mistake because not everything you publish will be a home run. Sometimes, it’ll fail to rank on Google, or convert, or contribute to your business goals in any meaningful way.
When this happens, you shouldn’t just leave the page to die a slow, painful death. You should revisit it, figure out what went wrong, and take action to improve its performance.
However, before you can do that, you need to find your underperforming pages—which is where a content audit comes in.
In this guide, you’ll learn the following:
What is a content audit?
Why is a content audit important?
How to do an SEO content audit
How to do a full content audit
What is a content audit?
A content audit is where you analyze the performance of your content to find opportunities for improvement. Many content audits focus on SEO performance, but a full audit also takes into account the content’s business performance and utility.
Why is a content audit important?
A content audit is important for understanding what you need to do to improve your site’s performance. It helps you to identify pages that aren’t performing well, why they aren’t, and how to fix that.
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How to do an SEO content audit
If you’re purely looking to improve your site’s organic search performance, follow this simple SEO content audit process:
Flowchart of how to do an SEO content audit
IMPORTANT
Here are two things to keep in mind when following this process:
You should only use it for pages intended to rank in organic search – In other words, don’t use this for “About” pages and the like. It doesn’t matter whether those pages rank on Google because that’s not their purpose.
You should take the recommendations with a pinch of salt – Don’t blindly follow the recommendations without manually double-checking that they make sense. Things aren’t always so black and white, and you may need to check a couple of other things manually before confidently executing the action. I’ll discuss a few common “it depends” scenarios below.