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How to perform a content audit

Even the best content writers and search engine optimizers may fail with new content. Sometimes, even with your best efforts, not everything you post will be successful. This may happen because the content was buried, did not qualify in the search results and contributed nothing to its overall objectives.

Don't discard your hard work or let it disappear without a trace. Use your least successful content to find out where you went wrong, correct and create new, stronger content.

Before that, you need to identify which pages are below expectations with a content audit.

If you don't know how to do this, don't worry. Let's explain what a content audit, why it is important, and provide and explain how you should do it for the success of your content.

After all, what is a content audit?

Have you ever heard of content auditing? If not yet, you may be missing a valuable opportunity to improve the efficiency of your website and boost the visibility of your brand.

In simple terms, content auditing is the process of systematically inventorying and evaluating content already published on a website. This evaluation is done to ensure that the content meets the company's objectives and is useful and relevant to the public-bowel.

The main objective of the content audit is to ensure that the company's website is updated with accurate, relevant and useful information for users, keeping the brand in good standing. featured in search results. Additionally, a content audit can also help identify gaps and opportunities for improvement across your entire content strategy.

Content auditing is directly related to efforts of SEO, as the objective is to have content that is not only full of important keywords, but also respond to specific search queries. It is important to highlight that the content audit should not be seen as an isolated task, but rather as an important part of the digital marketing strategy of a company.


Types of content that can be audited include web pages, landing pages, blog posts, product descriptions, videos, presentations, and whitepapers. For those who have never performed a content audit before, it may seem like a challenging and tedious task, but it's actually not as bad as it seems.

However, before we dive into the process, it is important to understand why the Content auditing is important for organizations of all types and sizes. By performing a content audit, the company can:

  • Identify irrelevant or outdated content that can be removed or updated;
  • Identify opportunities to improve the performance of existing content by optimizing it for important keywords;
  • Identify gaps in existing content and create new pieces of content to fill those gaps;
  • Check whether the content is aligned with the company's objectives and whether it is attracting the correct target audience.

With this information in mind, it's easy to understand why content auditing is an important task for any company that wants to keep a website updated, informative and relevant to users. Remember that a content audit is not a one-time task, but rather an ongoing process that must be performed regularly to ensure that website content is always meeting the needs of the company and the public.

Why do a content audit?

Have you ever wondered why it's important to do a content audit? The answer is simple: nothing is immune to the passage of time, including your content. With the acceleration of information in digital world, it’s crucial to keep your content up-to-date and relevant to your readers.

A content audit is a systematic process of reviewing your existing content, analyzing its quality, performance and relevance to your target audience. It helps identify areas that need improvement and eliminate irrelevant and outdated content.

Here are some reasons why a content audit is important for your content strategy. content marketing:

  1. Discover what you already have

A content audit will help you identify all the content you have. This includes blog posts, website pages, e-books, whitepapers, and any other content you've created. Having an overview of your existing content will allow you to quickly identify gaps in your content strategy and fill those gaps with relevant, valuable content.

2. Evaluate the quality of your content

By reviewing your existing content, you can assess its quality. You'll discover which pieces of content are successful and which ones need to be updated or discarded. One quality assessment It's an opportunity to reflect on what works and what doesn't in your content strategy.

3. Increase your visibility

By measuring how people find your content, you can improve your visibility across search engines. Content auditing allows you to identify key words who are bringing traffic to your website and those that need to be incorporated into your content to improve your search results.

4. Improve your content performance

Ao evaluate the performance of your content, you can identify what is working well and what is not. You can see which pieces of content are generating more engagement and which ones are losing your audience’s attention. With this information, you can adjust your content strategy to maximize performance.

5. Maintain your accuracy

Finally, a content audit will help ensure your content is accurate and up-to-date. By regularly reviewing your existing content, you can identify outdated or inaccurate information and update it to ensure your content is always up-to-date and accurate.
One of the content audit it is an essential part of any content marketing strategy. It helps keep your content relevant, accurate, and up-to-date. By identifying areas that need improvement and eliminating outdated content, you can ensure that your content strategy always be aligned with your business objectives.

How to Conduct a Content Audit

In order to ensure that your website remains up to date and relevant to your target audience, it is important conduct a content audit periodically. A content audit is the process of reviewing and evaluating all of the existing content on your website to determine what is working and what needs to be updated or removed. We’ll outline how to perform a content audit step-by-step below.

Step 1: Define your goals

Before beginning a content audit, it's important to clearly define your goals and the metrics to measure success. Some common goals include:

  • Improve the results of SEO for specific pages or for the entire site.
  • Increase engagement and/or conversions.
  • Remove outdated or redundant content.
  • Improve the standard of existing content.
  • Decide on a new organizational structure for the website.

Step 2: Collection and categorization of content

Once you've defined your goals, it's time to inventory all the existing content on your website. You can do this manually through an Excel spreadsheet or Google Sheets, or you can use an online tool like HubSpot, Semrush or Screaming Frog. It’s important to categorize content into relevant categories, such as:

  • URL
  • Author
  • Which team produced it? Content team, social team, SEO, etc.
  • Time: how long did it take to produce the content?
  • Title
  • Data
  • Content Type: Blog post, infographic, case study, etc.
  • Content objective: What was the objective of producing the content: backlinks, traffic, conversions, etc.?
  • Word count
  • Comments
  • Shares: Break this down by social network and total.

Step 3: Tracking metrics and data analysis

After collecting all the existing content on your website, it's time to analyze the performance of each page. To do this, you will need track some important metrics, As:

  • Comments: A properly moderated comments section can add valuable user-generated content to your posts and articles.
  • Social shares: Monitoring the social popularity of your content can help you discover the topics most likely to intrigue specific social audiences.
  • Organic traffic: It’s important to know if your content is attracting organic traffic. If not, there may be something wrong with your content strategy or the content itself.

Performing a content audit is an ongoing process that should be performed regularly. By following these steps, you can ensure your website remains relevant and attractive to your target audience.

Conclusion: Never stop doing a content audit

Content auditing may not be the most glamorous task in the world. marketing, but it is absolutely essential. With the constant flow of information on the internet, it's easy to lose control of content and let it become outdated, obsolete and even harmful to your brand. Carrying out regular content audits is the best way to ensure your website is always up to date and healthy.

Remember that what works today may not work tomorrow and that your best pieces of content can quickly become outdated. That's why you should regularly examine your content and evaluate its relevance, accuracy, and effectiveness. A well-done content audit can also help identify areas that need improvement and new content opportunities to explore.

By performing content audits, you are investing in the success of your brand and ensuring your website is always up-to-date and relevant to your users. It's an arduous task, but it's essential to maintain your strong and competitive online presence. Therefore, do not underestimate the importance of content auditing and always carry out this activity regularly to achieve your objectives and ensure the success of your brand.
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