How to Conduct a Content Audit for SEO by Siege Media [Marketing]

Editor's Note: This article first appeared on Siege Media and was curated by Closer Spot. Please subscribe to get actionable news and advice delivered to your inbox each week.

The importance of quality content for any website is echoed in digital marketing. Having quality pages enhances user experience and establishes authority with search engines. But since “quality content” is a subjective term, how can you be sure that the content on your site is high-quality? The easiest way to do this is by conducting a content audit.

A content audit can inform you of any low content performance that is bringing down the quality of the rest of your site. It can also provide insights to help improve your content marketing strategy in the long run.

This guide will show you how to audit a site, with an emphasis on content pruning, using different tools based on the level of access to the site’s analytics.

What is a Content Audit?

A content audit is an important strategy in content marketing that involves looking at every single piece of content on your website. There different outcomes and goals during a content audit ranging from pruning low-performing content to discovering specific topics that resonate best with your audience.

Why Should You Do a Content Audit?

Content audits are beneficial for content marketers because they can lead to improved rankings, conversion rates, and more. The primary objective of any content audit though, is to improve on SEO and content marketing efforts. Auditing your website’s existing content will open your eyes to a multiplicity of opportunities to increase the overall site quality.
An example of a recent content audit we ran involved pruning over 3,000 pages, which resulted in organic traffic improvements. Outdated and low performing pages were removed from the site toward the end of April 2018.
The number of pages pruned was equal to roughly 15% of the entire site at the current time. Organic traffic after the project went up about 50% and has sustained itself since then, helping provide evidence of the benefits of a proper content audit and content pruning.

Which Types of Sites Require Audits?