Home » Blog » Content audit – How to analyze your content for quality

Content audit – How to analyze your content for quality

  • SEO
person counting money with smartphones in front on desk

You’ve accumulated a lot of content on your website over the years, but some of it doesn’t really work? Then a checkup can’t hurt. A content audit is the quality check for your content. It’s a way to determine the strengths, weaknesses, and opportunities of your content and unlock its full potential. In my blog post, I show you how to do this in practice.

What is a content audit?

An audit is originally a review of processes, requirements, and policies in a business context. As such, it is an important part of quality management. Audits are usually performed by specially trained (business) auditors and quality managers.

In online and content marketing, a content audit is an analysis and evaluation of content on part or all of your website. This qualitative content analysis is a cornerstone of your content strategy. It helps you to analyze and evaluate your content according to certain criteria and key figures and to derive measures from it.

Contrary to what the term suggests, a content audit is not just a pure inventory check. It is an ideal basis for subsequent content optimization or deletion of individual content items. The latter is a good, if surprising, way to achieve better rankings for your domain.

Why do I need a content audit?

Imagine you were a baker. You would constantly check if your baked goods meet the current quality standards and taste good. You also want to know which products are selling like hotcakes and which are slow sellers. In a content audit, you also identify content that “tastes good” to your users or not, that is frequently purchased or clicked on and consumed.

An audit is a good aid for you to get

  • get an overview of your web content (inventory),
  • identify which content is performing and ranking well (performance),
  • boost high-performing content,
  • optimize low performing content,
  • update or delete outdated content,
  • identify content gaps and
  • duplications.

In a bakery, merchandise that doesn’t sell would free up display space for new products or improved recipes. Now, articles in a magazine or blog are not baked goods that are “done” after a short time in the oven but need time to mature. What they have in common is the goal of being well received by customers. I’ll tell you about this and other goals of content analysis in the following section.

Purpose of an audit for your content marketing strategy

A content audit provides you with valuable insights into whether you have chosen the best content formats or categories with regard to your target audience. As you produce content to meet the needs of your customers, customer-centricity is essential. Read our blog post on customer centricity to learn how you can gain a competitive advantage.

Specific goals in a content audit

In a content audit, you can see whether or not specific content has achieved the online or content marketing goals you were aiming for. At the end of the day, the essential results are as follows:

Your content has achieved its goals, it is valuable and effective for your business.
Or: Your content has not achieved its goals and is useless or worthless.

An audit shows the status quo of your content and is an ideal starting point for measures that help you achieve your content marketing KPIs.

You can set yourself the following goals:

  • Create order and structure (categories, URL structure, content structure, etc.)
  • Achieve/increase brand awareness and reach
  • Drive organic traffic to your website
  • Improve rankings
  • Increase impressions
  • Increase clicks
  • Optimize click-through rate
  • Increase conversion rate
  • Generate leads

In the following screenshot from Google Analytics, you can see, among other things, which channels users used to reach your website and how many of them are new. For a content audit, the channel “Organic Search” is especially interesting to see if your content reaches a set goal and brings organic traffic to your website. You can also set up conversion tracking in Google Analytics for various target projects.

A look at Google Analytics gives you useful information for your content audit: organic traffic, users, page views, dwell time and much more.
A look at Google Analytics gives you useful information for your content audit: organic traffic, users, page views, dwell time and much more.

Fill our Free SEO audit report form and we will provide a very detailed SEO audit report.

1 thought on “Content audit – How to analyze your content for quality”

  1. Pingback: SEO competitive analysis -keywords of the competition — SEOBI

Leave a Reply

Your email address will not be published. Required fields are marked *