Resources

Guides, posts, books and Hacks/How to articles we think they are worth sharing.

Collections of curated courses for anyone who is interested in scaling up their business.

Collection of great resources that’ll improve your digital marketing and grow your business.

Powerful tools help you explore more about digital marketing world.

Conduct a Content Audit in Easy and Simple Ways (+ Checklist Template)

If you’re like most business owners or content teams, you understand the importance of having high-quality, engaging content on your website.

But what do you do when your content starts to feel outdated? How can you tell if it’s time for a refresh or improvement?

The answer is simple: conduct a content audit!

Auditing your content is an SEO-related process that helps website owners revamp their old or underperforming content to improve their ranking on search engines.

Your auditing process can slightly change according to your performance, and your overall business goals.

In this blog post, we’ll show you how to easily and quickly conduct an audit of your website (plus, we’ve included a handy checklist template).

After reading this post, you’ll know exactly what steps to take to ensure that your website is fresh and up-to-date.

That way, you’ll garner organic traffic to your website more easily.

So let’s get started!

Determining the Type of Content You’ll Improve

Before executing your refreshing strategy, you should determine all the content types that you want to update.

Because refreshing an old video, for example, will require different measures than simply updating a blog post or an article.

Whether you’re a marketer or a writer, you can audit your earliest (published) activities to keep them up-to-date, improve their marketing performance, get better organic reach, and reoptimize them for SEO.

Such activities can be your campaigns, articles, blog posts, videos, and so forth.

“So… how do I determine the content I’ll improve?”

Easy-peasy! You’ve two routes to breeze through the process:

  • Content gap analysis
  • Content audit tools

Let’s explain them one by one. 

1. Content Gap Analysis

Irrefutably, the simplest way to reoptimize your content is to identify existing gaps between what you’ve written and what Google is recommending on its result pages.

Analyzing the similarities and differences between your page and your competitors’ pages allows you to see opportunities that you’ve missed.

That way, you can strategically refresh your outdated content so that visitors get the most relevant and engaging information for each topic or keyword.

Now, you can do that manually or by using specialized SEO tools such as Ahrefs, SEMrush, Frase.io, and so on.

If you’re interested to learn how you can analyze gaps, check out our beginner-friendly guide on how to perform content gap analysis!

2. Content Audit Tools

As their name suggests, auditing tools give you insights into how your activities are doing.

They also provide suggestions for improvement to help you enhance the quality you offer to your audience.

With auditing tools you can:

  • Identify old content that you should revise as well as the ones you should remove.
  • Mend or remove broken links.
  • Evaluate the overall performance of your published activities.
  • Save so much time and effort.

At the end of the day, there are only so many hours in a day.

So instead of evaluating each page, you can quickly scan your site and generate an effective report with all the areas that require improvement.

Some of the notable tools include:

  • Google Analytics 4 (GA4)
  • Google Search Console (GSC)
  • Frase.io Analytics

How to Use Analytics Tools to Reoptimize Your Old Content

1. Google Analytics 4 (GA4)

Google Analytics provides analytics metrics that you can use to track how your website visitors interact with your website. 

These metrics help you monitor your website’s user acquisition, traffic acquisition, engagement, and conversions.

Here are the ones you should mainly look at:

  • New users
  • Views
  • Event name and count
  • Average engagement time per session
  • Engagement rate 
  • Engaged sessions
  • Conversions

By keeping an open eye on your performance, you can detect underperforming content and reoptimize it quickly. 

2. Google Search Console (GSC) 

Google Search Console (GSC) helps you make strategic SEO decisions and boost the quality of your website efforts.

With GSC, you can uncover well-performing and underperforming content, along with suggestions for improvement. 

The primary SEO issues that Google Search Console detects include:

  • Broken links 
  • Duplicate content
  • Page speed

You can use this data to audit your content and decide the pieces you’ll refresh, reoptimize, or remove to keep up providing high-quality content that stands out amongst competitors.

In case you want to learn more about the inner workings of Google Search Console, check out our step-by-step guide on using Search Console. You can thank us later!

3. Frase.io Analytics

Frase.io Analytics helps you track the performance of your published blog posts and articles on search engine result pages (SERPs).

With Frase.io’s analytics tool, you can track SEO metrics in your pages and queries such as:

  • Position
  • Ranking status
  • Impressions
  • Clicks
  • Click-through rate (CTR)

By examining the performance of your pages and queries, you can easily perform your content audit and weed out low-quality content that risks bringing down the average overall performance of your website.

As a result, you’ll rank higher on SERPs, increase your traffic, boost your users’ engagement, and improve your conversion rates.

If you want to learn the ins and outs of Frase.io’s analytics feature, check out our article.

9 Key Elements to Assess to Improve Your Content Performance

Since your ultimate goal in content auditing is to maximize your website’s performance to drive more conversions, let’s go beyond content gap analysis and content audit tools.

To skyrocket your refreshing process, take into consideration the following nine elements:

  • Meta title
  • Meta description
  • Slug
  • Angle
  • Introduction
  • Body
  • Search intent
  • Headings
  • Closing statement

1. Meta Title

Also referred to as “SEO title,” your meta title is your main headline that shows up on the SERPs.

Your SEO title is the number one factor that dictates whether or not your searchers will click on your article.

A good rule of thumb, your meta title should include:

  • Your focus keyphrase
  • A promise or a specific benefit(s)
  • Any hype or excitement factor

Using this formula guarantees that your SEO title will stand out from your SERP competitors.

Because it’s informative and descriptive—but also friendly and illustrative.

In other words, such a combination makes it easier for searchers to emotionally connect with your article before they click.

2. Meta Description

Your meta description is the little excerpt that shows up on the SERPs under your SEO title. 

This little excerpt is the second (and sometimes the last) factor that your searchers inspect before they click on your article. 

In general, your meta description should be complementary to your meta title.

If this description box doesn’t fulfill your searchers’ intent, this is your telltale sign to refresh it.

“So how can I improve my underperforming meta description?”

Great question.

Keep the length between 110 and 155 characters. Any shorter descriptions might not have enough detail, while longer descriptions could lead to confusion or distraction.

A good meta description should also provide a clear call to action. Readers should know what they should do after they finish reading it.

For example, if our article is about keyword research (which is also the target keyword for the article), here’s a breakdown of phrasings you should avoid and what you should say instead.

AvoidInstead, use
Passive voice
E.g., “The success of your SEO strategy is dictated by your keyword research.”
Active voice
E.g., “Your keyword research dictates the success of your SEO strategy.”
Finishing without a clear call to action
E.g., “Your keyword research dictates the success of your SEO strategy. Our article covers just that.”
A clear and concise call to action
E.g., “Your keyword research dictates the success of your SEO strategy. Discover how you can create a robust list of keywords.”
Writing broad excerpts
E.g., “Researching is important for SEO.”
Your focus keyphrase and add your article’s main angle
E.g., “Your keyword research is the first step to enhancing your SEO performance on search engines.”

 3. Slug

The slug is the last variable part of your article’s URL. It appears in a small font between your meta title and meta description.

Your slug helps Google crawlers (and sometimes even your searchers) understand the purpose of your page or article. 

If we go back to our example about keyword research, our slug can be “keyword-research-guide.”

So make sure you include your articles’ slugs in your content audit process.

Pro Tip: Keep your slug under 55 characters.

4. Angle

Generally speaking, a single topic has multiple perspectives and points of view (POVs).

Some of these POVs may be opposing ones, whereas others can be simply adjacent.

Your article’s angle is the perspective you’ll take to cover your topic.

You want to make sure that your point of view either brings new information and insights to an existing opinion (or argument) or refutes it altogether.

When refreshing your website, take a look at the angles of your blog posts and articles.

What are the chances that your angle is the reason underlying your underperformance? 

Is your angle relevant to what searchers are looking for on the SERPs?

Ultimately, you want to take on a unique angle that provides an interesting perspective to your readers.

For instance, if your topic is about keyword research, your angle can be comparing the pros and cons of the most popular keyword research tools.

Another angle can be providing a step-by-step guide on researching keywords to improve your SEO rankings on search engines. 

5. Introduction

Your article’s introduction should fulfill the search intent of your website visitors. 

By captivating your readers from the get-go, you can decrease your website’s exit rates and increase your average time spent on page—an indicator that signals to Google that your content is worth ranking. 

When auditing the effectiveness of your introduction, keep in mind that readers often exit or bounce once they reach the introduction.

That entails that it’s better for you to address the search intent in the first few lines.

For example, you could use statistics, stories, images, metaphors, or jokes—whichever resonates with your target audience the most.

In addition, you want to include your primary keyword, what it means, and what it serves in your article.

If you want to spice up your introduction, you can use formulas such as AIDA or PAS.

6. Body

Your body text is the middle part of your article or blog post. This is where you dig into the details of your angle until you reach your conclusion. 

When you assess the body of your content for an update, make sure it stirs up your reader’s imagination.

A great way to do this is through vivid metaphors, comparisons, and examples, as they can help organizations stand out from potential competitors and entice customers with a unique vision.

You also want to include rebuttals and answers to main objections, as they help show that you can understand where they’re coming from.

As a result, you’ll have created a full-bodied take on what you’re trying to communicate, luring readers into staying glued to your updates. 

So when auditing your body paragraphs, be sure they tick off all the marks!

7. Search Intent

We’ve been talking about the search intent for a good while now—but what is “search intent,” to begin with?

Simply put, the search intent represents the main reason(s) users are searching for a specific term or search query. 

Some users search for a specific query because they want some tips and tricks about their situation (i.e., informational intent).

They can also search for a specific term or phrase because they want to enter a specific website or platform (i.e., navigational intent). 

Another reason users enter a query is that they want to compare different available options (i.e., commercial intent).

Other users are ready enough to take a specific action that ends their buyer’s journey such as making a purchase or signing up for a specific service (i.e., transactional intent).

By being aware of the search intent behind keywords, you can create more pointed articles that fit perfectly with what your readers are looking for.

For example, typing in “stores near me” signals either a commercial or transactional search intent.

In that case, finding content that gives directions to different local stores in a specific area sounds like a fulfilling solution.

That’s why you should evaluate the search intent for your content before you rewrite or update it.

8. Headings and Subheadings

Imagine reading an article that is full of endless paragraphs but you just can’t tell which section is what. 

Headings and subheadings help readers understand what your blog post or article is about by just skimming it. 

Your website visitors usually start by scanning your headings and subheadings and if they feel your article fulfills their search intent, they actually pause and read. 

When they start reading what you have to say, they’re more receptive to the value you’re offering.

As a result, they’re more likely to take your desired action.

When auditing your underperforming content, be sure to assess your headings. They should be compelling and easy to digest.

9. Closing Statement

This is your article’s conclusion—the section where your readers understand that your content is coming to an end. 

When evaluating the conclusion of your article during your content refresh, it’s important to make sure that you’ve succinctly summarized your main points.

You should also end with a compelling call to action (CTA) that encourages readers to take action on the topic.

This CTA can be a direct instruction for more steps or directions, such as:

  • Trying out the steps and leaving a comment.
  • Signing up to attend a webinar.
  • Subscribing to a newsletter.
  • Buying a product or service.

Those who read your article should leave with an understanding of what their next steps are and why they should act right away.

With a powerful CTA, you bridge the gap between your readers’ learning and execution phases.

That way, you provide the reader an opportunity to further engage with your content after finishing their reading experience.

Your SEO Audit Checklist

Like with any other process, you want to keep yourself in check with your auditing process. 

As promised, here’s a simple yet effective checklist that you can follow as you improve your existing content marketing strategy.

  • Determine the types of content you want to improve.
  • Do content gap analysis using SEO tools such as GA4, GSC, or Frase.io.
  • Refresh your meta title to include your focus keyphrase, benefits, and excitement factor.
  • Update your meta description to include your target keyword and CTA.
  • Personalize your article’s slug to match your primary keyphrase and search intent.
  • Improve or change your article’s angle.
  • Tweak your article’s introduction to capture the attention of your readers.
  • Rewrite your body content if necessary to add more illustrations and examples.
  • Assess your main keyword’s search intent to gain more visibility on Google.
  • Audit your headings for readability and scannability.
  • Update your conclusion to summarize your main points and end with a clear call to action.

Next Up: Boosting Your Blog’s Rankings on SERPs

Reoptimizing your content is an integral part of any successful content marketing strategy.

Because part of building your SEO ranking relies heavily on analyzing the outcomes of your existing efforts.

By doing so, you get to see new opportunities that you can leverage to elevate your content quality and rank higher on the SERPs.

So what are you waiting for? Take your checklist and start your content audit! 

And as always, if you need any further help, we’ll be here for you.

Frequently Asked Questions (FAQs)

Read more

Scroll to Top