How to perform a content audit for SEO

A full content audit of your website is something you should do on an annual basis. The content audit is a process to review every content page on your site, and determine which content pieces are valuable (and bringing in revenue), and which content pieces aren’t (and costing you money). This is something an SEO writing freelancer can help you out with.

The content audit is the first step in eliminating content that doesn’t provide value to your website/business. Content audits can be done manually or with some sort of software tool. Whichever method you use, it will typically take 2-4 hours per 1000 pages to complete.

How to perform a content audit for SEO

While this may seem overwhelming at first, Google Analytics can help you quickly identify content pages that are performing well. If you know what pages traffic is coming from within Google Analytics.

A SEO content audit is a valuable step to content strategy that allows you to evaluate content based on content type, content class (i.e. landing page), content performance metrics(time on site, bounce rate and traffic source) and content priority (from important to least important).

You can then perform additional content audits or content optimization further down the line, once your top-performing pages have been optimized/repurposed and old content has been eliminated. Content audits are also a good opportunity to learn more about what clicks with your audience, so that you can re-use proven ideas in other areas of your business!

Depending on what software tool you choose for this project, some will allow you see which keywords certain pieces of content rank for within Google as well as data. This is very useful for content audits.

For content audits, you’ll want to sort your content by the following: Content priority (from important to least important), Content type (e.g., article vs. infographic vs. video).

Depending on how much content you have, this may drop down to sub-categories for content type such as content genres or format types within content type that are different than others; e.g., webinars, blog posts, social media content and so forth.

Organizing your content

For example, if your organization generates a lot of social media content, then it makes sense to separate out social media content from all other content in order to see which pieces of social media content perform best – because while many pages might share similarities with one another, they may differ in content and format.

Content type breakdown may also be content theme vs. content topic, which gets at a similar point: content types might have the same general template (e.g., most blog posts are about different topics) but they still might have unique elements to them;

For instance, a blog post on content marketing is significantly different than one on content strategy – even though both might fall within content marketing in terms of SEO keyword potential – because you’re talking about two very different things. Like content genres and formats above, content themes should also be considered when determining content hierarchy.


In conclusion, content audit is not an easy thing to do. It takes time and a lot of efforts from content marketers in order to have the most accurate content audit report ever. However, content audit is still one of the best ways to get insights on content marketing or any other content marketing strategies you are going to use within your business.

Performing a full content audit of your website is a great way of getting a bird’s eye view of the quality and quantity of content you currently have on your site. Content is crucial to helping Google discover, crawl and index your website – so that it can help show off your unique selling proposition (USP) to potential customers.

Content also improves conversion rates for websites as users are more engaged with “real” content rather than static pages of text and graphics – meaning they’re more likely to spend time taking in the information available there and convert through.