6 Steps to Perform a Content Audit and Spot Gaps

Auditing your content is like spring cleaning for your website. If you want to rank higher, connect better with your audience, and make sure you’re hitting your goals, you need to figure out where your content is weak or outdated. The process isn’t complicated, but it does require some patience and effort. In this post, we’ll break down exactly how to do a content audit step-by-step, so you can make sure your site is packed with useful, relevant, and high-performing content.

Setting the Stage: Why Content Auditing Matters

Content auditing is the key to making sure your site isn’t just a jumble of old blog posts and scattered ideas. If you’re serious about ranking on search engines and providing real value to your readers, regularly assessing your content for gaps is non-negotiable. It’s how you find out what’s working, what’s not, and where you should focus next.

Defining Your Goals and Metrics

Before jumping into the actual audit, ask yourself: What do I want to achieve here? Whether it’s boosting organic traffic, improving your conversion rates, or strengthening your brand presence, setting clear goals is the foundation of your content audit.

• Increase organic traffic: More visitors who find you through search engines.
• Improve conversion rates: Get more readers to take action, whether that’s signing up for a newsletter or buying a product.
• Boost engagement: Longer time on the page, more shares, and comments.

After that, it’s about the numbers. Pick the metrics you’ll track to measure your success. These could include:

• Organic traffic (visitors from search engines)
• Bounce rate (how fast people leave your site)
• Time spent on the page
• Keyword rankings
• Conversion rates (if you’re selling something or capturing leads)

Set your sights on what matters most to you, and let’s move forward.

Step 1: Take Stock of Your Content

The first task is creating a master list of all your existing content. Yes, every single piece: blog posts, product pages, landing pages, etc. If your website is small, you can manually gather this info. But for bigger sites, use tools like Screaming Frog or SEMrush to pull all URLs automatically.

Here’s what you want to collect:

Here’s an expanded explanation of each of these points, focusing on their role in a content audit:

Page Title: What’s the Article About?

The page title is a critical element in your content audit because it directly communicates the topic of your article or webpage to both search engines and readers. A well-crafted title improves click-through rates (CTR) and helps with keyword rankings.

When auditing, ask yourself:

• Does the title accurately reflect the main content of the page?
• Is the title engaging enough to encourage users to click?
• Are important keywords incorporated in the title without being overstuffed?

A strong title should balance clarity with intrigue. It’s important to update titles to match current user search intent and ensure they stay relevant to evolving trends. For example, an outdated title like “Top Social Media Tips for 2019” might be reworked to “Essential Social Media Strategies for 2024” to reflect fresh content and keywords.

Content-Type: Is It a Blog Post, Product Page, etc.?

Content type refers to the specific format of the page you’re auditing. Is it a blog post, a product page, a service landing page, a video, or an infographic? The content type plays a huge role in determining how it’s performing and how it should be optimized.

When auditing, it’s crucial to assess:

• Blog posts: Are they informative, comprehensive, and engaging? Do they answer user questions?
• Product or service pages: Are they optimized for conversions? Do they provide clear, actionable information about the product or service?
• Multimedia content: Are videos, infographics, or podcasts embedded within the content to improve engagement?

Different types of content have different goals, so analyzing performance by type helps you make targeted improvements. Blog posts might need better SEO, while product pages may require clearer calls to action or more persuasive copy.

Cluster/Topic: What Bigger Topic or Theme Does This Content Fall Under?

Every content should fit into a larger topic cluster or theme, which is essential for SEO and user experience. Clustering content around a core topic helps search engines understand the relevance and authority of your site on a particular subject.

During your audit, evaluate:

• Does the page fall within a well-defined topic cluster?
• Is it internally linked to other pieces of content within the same topic?
• Are there any gaps in the cluster that the page should be addressing?

For example, if your website’s theme is “email marketing,” a blog post about “How to Write Effective Marketing Emails” should be part of a broader cluster that includes related content like “Email Marketing Strategies” and “Top Email Marketing Tools.”

Content that isn’t part of a clear topic cluster might be hard for users and search engines to understand, leading to lower rankings and poor user engagement.

Primary Keyword(s): What Keywords Is the Page Currently Ranking For?

Keywords are the backbone of SEO and play a major role in driving organic traffic. During your audit, it’s important to check which keywords each page is currently ranking for, as this will tell you how well it’s performing in search results.

Ask yourself:

• Are the primary keywords still relevant to the content and audience?
• Is the page optimized for new or emerging keywords that reflect user intent?
• Are there opportunities to rank for long-tail or secondary keywords that could bring in additional traffic?

Use tools like Google Search Console or Ahrefs to gather data on keyword rankings and identify areas where content is falling behind. This can guide decisions about updating content, adding more specific keywords, or even rewriting sections to better align with current search queries.

Last Updated: When Was the Last Time This Content Got a Refresh?

Freshness is a ranking factor for search engines, especially for topics where trends or best practices change frequently. Outdated content can hurt your credibility, lower your search engine rankings, and drive visitors away.

During your audit, note:

• When was the last time the page was updated?
• Is the information still accurate and up-to-date with current trends?
• Could the content benefit from a refresh, such as adding new data, updating statistics, or revising examples to reflect the latest insights?

Updating older content can breathe new life into it. For example, a blog post written in 2020 about “Social Media Trends” will likely need updating to cover the trends in 2024. Keeping content fresh signals to both users and search engines that your website is current and authoritative.

By auditing the “Last Updated” date, you can prioritize content updates that will have the biggest impact. Freshening up popular older posts, adding new internal links, or even adjusting images can all give a piece of content a significant performance boost.

Organize all of this into a spreadsheet for easy access during the rest of the audit.

Step 2: Analyze Performance Data

Once you’ve taken inventory, it’s time to dive into the data. You want to see how well each piece of content is performing, and for that, you’ll need tools like Google Analytics and Google Search Console.

Pay attention to metrics like:

Here’s an expanded look at these metrics, which are essential when auditing your content’s performance:

Organic Traffic: How Many Visitors Are Coming to This Page from Search Engines?

Organic traffic refers to the number of visitors coming to your site through unpaid search engine results. It’s one of the most critical indicators of how well your content is optimized for search engines and whether it’s meeting user intent.

When auditing, ask yourself:

• How much organic traffic is each page getting?
• Has there been a decline or an increase over time?
• What search queries are driving this traffic?

A high volume of organic traffic signals that your content is aligned with user search intent and keywords. Conversely, a drop in traffic might mean your content is outdated, or competitors are outperforming you for relevant keywords. By analyzing organic traffic, you can determine which pages are attracting search engine visitors and which might need better optimization.

Actionable Tip: If a page isn’t driving enough organic traffic, consider updating the title, meta descriptions, and headers to include more relevant keywords. Also, ensure that the content is comprehensive and valuable to readers.

Average Session Duration: How Long Are People Staying on the Page?

Average session duration measures how long visitors stay on a particular page before leaving. It’s a direct indicator of engagement and content quality. A high session duration typically means that your content is engaging, informative, and aligned with the visitor’s intent. A low session duration, on the other hand, can suggest several issues like poor readability, slow load times, or irrelevant content.

When auditing, check:

• Are visitors spending enough time on the page to read through the content?
• Are there certain types of content that keep people engaged longer (e.g., videos, in-depth guides)?
• Is the session duration lower on mobile devices compared to desktop?

A low average session duration can be a sign that users aren’t finding what they need or that the content isn’t holding their attention. In contrast, a high session duration generally means the content is doing a great job of providing value.

Actionable Tip: If you see short session durations, consider breaking up long blocks of text with subheadings, images, or videos. You can also improve readability by using bullet points, shorter sentences, and paragraphs.

Click-Through Rate (CTR): How Often Do People Click on Your Links from Search Engine Results?

Click-through rate (CTR) measures the percentage of people who click on your content after seeing it in the search engine results. A high CTR indicates that your title, meta description, and URL are compelling and relevant to what users are searching for.

When auditing CTR, ask yourself:

• Is the page’s title attracting enough clicks?
• Does the meta description entice users to click on your link over competitors?
• Are your page URLs clear and easy to understand?

A low CTR often means that even though your page is appearing in search results, it’s not compelling enough for users to click. Improving your CTR can be one of the quickest ways to increase organic traffic, even without boosting your rankings.

Actionable Tip: To increase CTR, rewrite your meta descriptions and titles to better align with user intent. Make sure they are clear, keyword-rich, and address the user’s search query directly.

Search Rankings: Where Is This Content Ranking on Google for Your Target Keywords?

Search rankings tell you where your content appears in search engine results for specific keywords. The higher your content ranks, the more likely it is to receive traffic. Checking your rankings is crucial to understanding how your content performs against the competition.

When auditing search rankings, focus on:

• Are your target keywords still relevant, or has search intent shifted?
• Is your content ranking on the first page of search results? If not, what’s holding it back?
• Has your ranking improved or declined over time?

A sudden drop in rankings might indicate issues like new competitors entering the scene, algorithm changes, or outdated content. On the flip side, a steady rise means your optimization efforts are paying off.

Actionable Tip: If your page isn’t ranking well, consider re-optimizing it for more relevant or long-tail keywords. Updating the content with fresher information or addressing more specific user questions can help push it higher up the rankings.

Backlinks: How Many Other Websites Are Linking to This Content?

Backlinks are links from other websites that point to your content. They’re one of the most powerful ranking factors for SEO, signaling to search engines that your content is credible and authoritative. More backlinks, especially from reputable sources, generally mean better rankings and more traffic.

When auditing backlinks, ask:

• How many backlinks does this page have?
• What is the quality of the sites linking to it? Are they reputable?
• Are there opportunities to gain more backlinks through outreach or updating content?

A page with lots of high-quality backlinks is often seen as a valuable resource by search engines, leading to better rankings and more visibility. On the other hand, a page with few or no backlinks might struggle to rank, even if the content itself is strong.

Actionable Tip: If a page has few backlinks, consider launching an outreach campaign to promote it. You can also add more internal links from other pages on your site to boost its authority.

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This data will give you a clear picture of what’s performing well and what needs a little TLC.

Step 3: Assess Content Quality

Now that you know how each piece of content is performing, it’s time to get into the nitty-gritty: Is this content actually good? Here’s how to assess the quality of your existing content:

Content Freshness

• Update Frequency: Regularly review and update your posts, especially for topics that change frequently. You can check the last updated date and make a note to revisit it.
• Search Rankings: Fresh content tends to rank better on search engines, so ensuring your articles are current is crucial.

Comprehensiveness

• Thorough Coverage: Assess if your posts cover all relevant aspects of the topic. Consider adding sections or information that may be missing.
• Subtopics and Depth: If your post lacks depth, research additional subtopics that would enhance its value to readers.

Readability

• Clarity and Flow: Use tools like Grammarly or Hemingway Editor to assess sentence structure, grammar, and overall readability.
• Audience Engagement: Ensure the language is appropriate for your audience’s level of understanding. Short paragraphs and bullet points can improve clarity.

Relevance

• Audience Needs: Keep an eye on audience feedback and trends. Use tools like Google Trends or social media analytics to identify changing interests.
• Content Evolution: Update your content to reflect current trends, statistics, and best practices, ensuring it resonates with your audience’s current needs.

Implementation Tips

• Regular Audits: Set a schedule for regular content audits to ensure all your posts meet these criteria.
• User Feedback: Encourage reader feedback to understand what they find helpful or lacking in your content.

By regularly assessing and updating your posts based on these criteria, you can maintain the quality and relevance of your blog, ultimately enhancing your audience’s experience and improving your search rankings.

Step 4: Identify Gaps in Your Content

Here’s where the magic happens. After reviewing all your data, it’s time to find the gaps—those missed opportunities that can take your content to the next level. There are a few main types of content gaps to look for:

Keyword Gaps

• Competitive Analysis: Use tools like Ahrefs, SEMrush, or Moz to analyze your competitors’ keyword strategies. Identify keywords they rank for that you’re not targeting.
• Long-Tail Keywords: Don’t overlook long-tail keywords, which can drive targeted traffic and often have lower competition.
• Content Optimization: Once you identify keyword gaps, consider creating new posts or updating existing content to include these keywords naturally.

Topic Gaps

• Trending Topics: Stay updated with industry news and trends using tools like Google Trends, BuzzSumo, or social media platforms. Look for emerging questions or topics your audience is interested in.
• Audience Research: Engage with your audience through surveys or comments to discover topics they want to learn about. This can lead to content that better meets their needs.
• Content Pillars: Consider developing content pillars around these topics, which can support related subtopics and create a more comprehensive resource for your audience.

Format Gaps

• Diverse Content Formats: Experiment with different content formats, such as videos, infographics, podcasts, or interactive quizzes, to cater to varied learning preferences.
• Enhanced Engagement: Use visual elements like images and graphs to break up text and make your content more digestible. Infographics can simplify complex information and encourage sharing.
• SEO Benefits: Incorporating videos or other multimedia elements can also improve SEO. For example, videos can increase the time spent on your page, signaling to search engines that your content is valuable.

Implementation Strategies

• Content Calendar: Create a content calendar that includes plans to address keyword and topic gaps, as well as formats you want to experiment with.
• Regular Review: Set a timeline for reviewing your content to ensure you continually adapt to changing trends and audience preferences.

By actively addressing keyword, topic, and format gaps, you can enhance the effectiveness of your content strategy, drive more traffic to your blog, and better engage your audience.

Step 5: Prioritize Your Content Updates

You can’t update everything at once, so prioritize. Here’s how to decide what to tackle first:

These considerations are crucial for maximizing the impact of your content strategy. Here’s how to effectively evaluate and implement them:

Traffic Potential

• Keyword Research: Identify keywords with high search volumes and lower competition using tools like Google Keyword Planner, Ahrefs, or SEMrush. Aim for keywords that align with your target audience’s interests.
• Content Topics: Focus on creating content around these high-potential keywords. Articles that address common questions or pain points in your niche can attract significant traffic.
• Optimize Existing Content: Revisit and optimize older posts that are already ranking but have the potential to rank higher with improved SEO practices.

Relevance to Your Business

• Align Content with Goals: Ensure the content you produce aligns with your business objectives. Consider how each piece of content can drive traffic to key products or services.
• Target Audience: Write content that speaks directly to your target audience’s needs and interests. Understanding your audience’s pain points can guide your content creation.
• Sales Funnel Integration: Develop content that fits into different stages of your sales funnel, helping to nurture leads from awareness to decision-making.

The Effort Required

• Start with Quick Wins: Identify pages that only require minor updates—like improving titles, headers, or adding internal links—that can significantly boost performance.
• Analyze Performance Metrics: Use Google Analytics or similar tools to find underperforming pages that have potential. Focus on enhancing these first before tackling more complex projects.
• Iterative Improvements: Implement changes iteratively and monitor performance. This allows you to understand what works and refine your approach over time.

Implementation Tips

• Content Audit: Conduct a content audit to identify posts that have high traffic potential, align with your business goals, and require minimal effort to improve.
• Prioritize Tasks: Create a prioritized list of content updates based on traffic potential, relevance, and ease of implementation. This helps you stay organized and focused on impactful changes.
• Regular Reviews: Set up a routine for reviewing your content strategy to ensure you continue to adapt to changing trends and optimize for performance.

By focusing on traffic potential, relevance, and effort required, you can create a more effective content strategy that drives better results for your business. This strategic approach will help you maximize your resources and achieve your content marketing goals.

Step 6: Make the Changes and Monitor Results

Once you’ve got your priorities straight, start implementing your changes. Whether you’re updating outdated posts, combining thin content, or creating entirely new pieces, take it one step at a time.

After updating, don’t forget to track how your newly refreshed content performs using the metrics you defined earlier. Content auditing isn’t a one-and-done process. You’ll want to monitor your performance regularly to ensure your content stays fresh and relevant.

Implementing Changes

1. Prioritize Tasks:
   • Start with the most impactful changes based on your earlier assessments. Focus on updating posts that have high traffic potential or are closely aligned with your business goals.
   • Address quick wins first, like fixing broken links or updating metadata, before tackling more complex content revisions.
2. Update Outdated Posts:
   • Refresh content with current information, statistics, and relevant examples. Ensure the tone and style align with your brand.
   • Add new sections to expand on topics that may have evolved or grown in importance.
3. Combine Thin Content:
   • Identify thin articles that lack depth and consider merging them into a more comprehensive piece. This can improve SEO and provide more value to your readers.
   • Create a new, in-depth resource that covers multiple related topics rather than maintaining several shorter posts.
4. Create New Content:
   • Based on your keyword and topic gap analysis, develop new articles that target high-potential keywords or emerging trends.
   • Use a variety of formats to engage different audience segments, such as videos, infographics, or interactive content.

Monitoring Results

1. Set Performance Metrics:
   • Define key performance indicators (KPIs) to track how your updated content performs. Common metrics include organic traffic, bounce rate, average session duration, and conversion rates.
   • Use tools like Google Analytics, SEMrush, or Ahrefs to gather data on these metrics.
2. Regular Performance Reviews:
   • Schedule regular reviews (e.g., monthly or quarterly) to assess the performance of your content. Look for patterns in how different types of content perform.
   • Identify which updates lead to improvements in traffic or engagement, and consider what can be replicated in future content efforts.
3. Iterate Based on Insights:
   • Use the data collected to inform future content strategies. If certain topics or formats perform well, consider producing more of that content.
   • Be open to making additional updates or tweaks based on audience feedback or changes in search behavior.
4. Maintain Content Freshness:
   • Create a content calendar to ensure you regularly revisit and refresh posts. This can help keep your content aligned with current trends and audience interests.
   • Encourage reader engagement through comments or social media to gather insights on what they find valuable.

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Conclusion

Auditing your content is essential if you want to stay ahead in the ever-evolving digital landscape. It gives you a clear roadmap for where your content is strong, where it’s lacking, and where you should focus your future efforts. By following these steps, you’ll be well on your way to building a stronger content strategy that drives traffic and delivers real results.

Frequently Asked Questions

1. How often should I audit my content?

It’s best to audit your content at least once a year. For larger sites or fast-changing industries, consider more frequent audits, like every six months.

2. What tools are best for auditing content?

Google Analytics, Google Search Console, and SEMrush are essential tools. Ahrefs and Screaming Frog can also provide deep insights into content performance.

3. How do I find keyword gaps?

Use tools like Ahrefs or SEMrush to identify keywords your competitors are ranking for, but you aren’t. These tools highlight keyword opportunities that can boost your SEO.

4. How long does a content audit take?

Depending on the size of your website, a content audit can take anywhere from a few days to a few weeks. Larger sites with hundreds of pages will naturally take more time.

5. What metrics should I track during a content audit?

Track organic traffic, time on page, bounce rate, search rankings, and backlinks. These metrics give a comprehensive view of your content’s performance.