What to look for when doing a content audit on a website

Now, more than ever, good quality, relevant, and useful content is critical to digital marketing success. After all, the phrase “Content is King” wasn’t coined for nothing! Great content allows you to reach out to specific target audiences and provide them with the information they’re looking for. Delivering high-quality content is a subtle gesture that demonstrates a willingness to support readers. As a response, it draws them to your site, supporting rather than interfering with their trip and encouraging them to connect with you.

Content audits are an important aspect of any content strategy. They may help you analyse your content marketing tactics and strategy and allow you to organise everything you have on file and clarify your content marketing plans. The value of a structured content audit for effective content marketing growth has never been more clear in a time when marketing is pushing towards a digital future. But no fear, if you’re too busy or feeling out of your depth, there are many SEO agencies out there to help you.

Set Your Goals & Targets 

Before you begin the challenging and time-consuming task of auditing all of your content, you must first identify your objectives. Setting objectives for your content audit can help you figure out how to make it a success. It also assists you in determining what will be done as part of your audit. 

To begin, think about your ultimate business objectives. How might a content audit help your company achieve these objectives? What are you hoping to get out of the content audit?

Some objective examples: 

  • Increase audience engagement
  • Boost conversion rates
  • Improving your website SEO

These are just some of the goals you might consider when starting your content audit.

Identify All Your Content

It’s crucial to identify what information you’ll be reviewing before compiling a list of URLs and metrics. Internal content, such as blog entries, news, teaching materials, product descriptions, landing pages, and external publications can all be audited. Other information, such as video, PDF, or interactive content, such as quizzes, tests, and games, can also be evaluated. 

You want to focus on and highlight how to conduct an audit of the textual material on your website.

Competitor Analysis

A content audit does more than only point out imperfections on your website. It also highlights critical competitive gaps in your content marketing plan, such as where your online competitors dominate the organic search market. 

Here are some questions to evaluate throughout the audit process to determine your competitive gaps: 

Is there anything important that your rivals cover that you don’t? 

Do you have content for each group of your target audience?

Is there a content gap for any persona at crucial moments in the customer journey? 

Is it possible that your competitors are ranking in Google for topics you aren’t? 

Can you take advantage of where your competitors are falling short?

Collect The Data 

There is a lot of information that has to be analysed. There are extensive website content audit tools and analytics tools at your disposal to make the process more effective.

Evaluate & Assess

Now it’s time to evaluate your content based on the objectives you set and the data you gathered. To decide the next actions for each piece of information on your site, create an “Action” document.


A content audit is not a simple task. It can be intimidating. At the same time, you can’t make strategic judgments regarding your content until you have a good understanding of what you currently have.