How to Run A Content Audit in 2022

As a marketer, how typically do you run content material audits? How do you retain observe of how content material is performing? Do you utilize these metrics to enhance future campaigns?

For those who’re lacking this sort of group on your firm, take into account investing in a content material audit. They’re a wonderful planning useful resource and roadmap for future content material creation. In addition they enable you arrange your analytics so you possibly can refer again to high-performing posts if wanted.

Download Now: Free Content Marketing Planning Templates

On this put up, study how one can carry out a content material audit on your personal enterprise, and uncover high-quality instruments that will help you streamline the method. Hold studying, or use one of many hyperlinks under to leap forward to the part you are searching for:

Content material Audit Objectives

Operating a content material audit on your web site can increase your visitors and enhance the expertise of your readers.

First, content material audits enable you be aware of the areas in your web site that are not correctly optimized for search engine rank. For instance, you may add meta descriptions to your weblog posts as a part of your present technique, but when that at all times wasn’t the case, a content material audit helps you find which posts must be up to date.

Content material audits additionally enable you discover new Website positioning alternatives on your web site. For instance, do you know that including key phrases to the headings in your web site provides search engines like google and yahoo extra clues about what your net web page is about?

If search engines like google and yahoo have as a lot data as potential in regards to the content material in your web site, they will have the ability to counsel your net pages to browsers extra precisely.

Operating an audit is an opportunity so that you can replace the content material in your web site to enhance the comprehension of your web site by readers. For instance, you won’t know the hyperlinks on certainly one of your product pages are damaged, however a content material audit gives you with a reminder to replace these hyperlinks. Let’s talk about some extra advantages under.

Advantages of Content material Audits

Your content material audit ought to enable you carry your content material up-to-date, enhance the rank of your net pages, and make the web site you current to readers simple to navigate and freed from error. As well as, content material audits:

  • Give data-driven perception into the efficiency of your content material, serving to you make knowledgeable choices based mostly on factual data reasonably than simply assumptions.
  • Establish areas for content material repurposing or updating the place numbers are decrease than desired.
  • Spotlight items of content material that carry out finest that you may leverage in advertising supplies.
  • Perceive extra about what your viewers likes and dislikes.
  • Content material upkeep turns into simpler when you may have an understanding of what you’re providing.

To verify your web site content material audit is effective, carve out sufficient time to finish it. Nonetheless, you do not have to be in it alone — there are many templates to information you thru a content material audit in the event you’re uncertain of the place to start out.

Content material Audit Template

To indicate you the way a template can pace up the content material audit course of, let’s stroll by means of HubSpot’s Website positioning Audit equipment. It contains three helpful instruments:

  • Learn how to Run an Website positioning Audit information
  • On-page Website positioning template
  • Website positioning audit guidelines

The information is a complete overview of Website positioning audit ideas and components. It is an excellent useful resource for each freshmen and skilled content material entrepreneurs searching for a refresher.

Subsequent, to start your content material audit, open the on-page Website positioning template. This template guides you thru checking the on-page Website positioning of your web site.

The template has 16 sections, with directions for every part.

Beneath every part, the template helps you perceive what to search for and why it issues for on-page optimization. For instance, in the event you be aware that you’ve got a number of related pages, the canonical tags part will enable you be certain they’re grouped collectively.

Beneath, we’ll discuss in regards to the sections of the template.

Web page Kind

Content audit template example: Page type

Within the first column, you may specify your web page kind for every web page you are auditing. It really works for a lot of web page sorts, like a house web page, touchdown web page, weblog put up, or perhaps a type web page.


Content audit template example: URL

Then, you may fill within the URL.

Canonical Tags

Content audit template example: Canonical Tags

Subsequent, be aware any canonical tags your web site might have. Bear in mind, you will discover canonical tags in your web page’s supply code.


Content audit template example: Pagination

After that, you may be aware in case your web page is part of a sequence of pages to make sure that your code is correctly formatted for sequencing.

Web page Title

Content audit template example: Page Title

Subsequent up, you may fill in some particulars in regards to the web page’s copy. For example, the web page title. If I included a weblog put up just like this one within the audit, for instance, I’d put “Learn how to Run an Website positioning Content material Audit” on this part.

This part makes positive you may have key phrases in your web page title, boosting SERP rank.

Web page Goal

Content audit template example: Page Purpose

On this part, you may outline the objective of every web page.

So, for this weblog put up, I’d outline the aim of this put up in a brief and descriptive sentence. For instance, “Educating readers about find out how to do a content material audit.”

Focus Key phrases

Content audit template example: Focus Keywords

Then I would be aware the main focus key phrases of that web page. My key phrases for this put up can be one thing akin to “On-Web page Website positioning,” and “Content material Audits.”


Content audit template example: Headlines

After that, you may be aware the headlines or title tags in your web page. A very good rule of thumb is to verify at the least one key phrase seems in an H2 to assist your rank.

Meta Descriptions

Content audit template example: Meta Descriptions

Take the identical method with meta descriptions. Add a brief, concise description of your content material. It must also comprise a key phrase to enhance rank.


Content audit template example: Images

When you define your headings and embrace your meta description, then you definately’ll deal with photos. First, embrace the file identify of your picture and be aware the alt textual content. Recall that alt textual content tells Google what your picture is about, so in case your photos have no, this can be a good reminder so as to add them.

Inside and Outbound Hyperlinks

Content audit template example: Internal Links

Subsequent, you are going to deal with hyperlinks: inside and outbound. Take away damaged inside hyperlinks, and ensure your web page has at the least two or three. Bear in mind, inside hyperlinks enable you to spice up the visitors of different pages.

Web page Velocity

Content audit template example: Page Speed

Following your hyperlink optimization, be aware the web page pace. In case your web page takes longer than two seconds to load, it won’t hold the reader’s consideration.

Social Sharing

Content audit template example: Social Sharing

Subsequent, be certain your web page is obtainable for sharing on social media.

Content material

Content audit template example: Content

Evaluation the contents of your web page, paying particular consideration to the size of your copy and the place and the way you are utilizing key phrases. That is additionally an opportunity to examine for duplicate or related content material.


Content audit template example: Mobile-friendly

Lastly, examine your web page on cell gadgets. This might help enhance the accessibility of your webpage.

When you’ve entered these particulars in your template, you’ll get a transparent image of what you are able to do to optimize your web page. As you add extra pages to the template, you might begin to discover points that come up repeatedly or holes in your content material technique.

For instance, the “Photographs” part above reveals that a number of posts are lacking photos and alt textual content. For those who have alt textual content, the copy is not optimized for some focus key phrases.

This content material audit knowledge might help you type a data-driven basis for technique updates and suggestions.

Content material Audit Spreadsheet

The Website positioning audit equipment additionally gives a spreadsheet guidelines. The Website positioning Audit Guidelines helps you be certain the content material of your web site is totally optimized and up-to-date.

So, the template helps you replace the on-page Website positioning of your web site, whereas the guidelines provides you an in-depth reference for operating the audit.

Content audit spreadsheet example: HubSpot SEO audit checklist

This sheet will cue you on what to search for as you audit your web site. It contains the next sections:

  • Crawling and indexing audit
  • On-page components
  • Rating components
  • Content material analysis
  • Hyperlink construction
  • Standing codes
  • Scripts and coding
  • Internationalization

These sections might help you perceive what to search for as you audit your web site. To make use of these checklists, you may merely mark “Sure” or “No” for every job, and add any notes to tell your motion gadgets.

Learn how to Run a Content material Audit

Whereas a template will be extraordinarily helpful when auditing your content material, every audit is exclusive, and plenty of will use templates as a information to create a extra customized course of over time. The steps under might help you create a customized course of to succeed in your content material targets.

1. Consider your targets.

First, take into consideration what you need to accomplish. When you may have your targets in thoughts, you’ll have a greater thought of find out how to categorize your audit later.

For instance, in case your objective is to extend model consciousness, you may audit your content material with the objective of accelerating branded key phrases. Different targets to think about could possibly be determining which pages must be Website positioning-optimized or discovering the best-performing web site content material to position in your homepage or in your e mail newsletters.

In the end, a content material audit identifies participating content material on your viewers. It will possibly additionally embrace data on Website positioning and conversion charges. This course of will enable you see the strengths and weaknesses of your content material and workflow.

Main with firm targets will guarantee your content material audit is beneficial for monitoring and updating your technique with improved techniques. After that is full, then it is time to accumulate your content material.

2. Collect your content material and create a list.

Which content material are you going to audit? Content material audits may embrace product descriptions, weblog posts, video media, or on-line publications. Resolve which content material you need to audit and collect the backlog of that content material.

Pulling your content material collectively in an organized spreadsheet will create a content material stock. It will make it simpler to trace adjustments and targets on your content material.

To begin, accumulate URLs and different web page data for the net pages you have chosen to audit. Web page particulars you might need to accumulate to start your audit embrace:

  • Web page title
  • Content material kind
  • Content material format
  • Phrase rely
  • Date final modified
  • Linked CTAs

A content material audit template might help you shortly pull collectively a content material stock to start your audit. There are additionally on-line instruments that will help you accumulate this knowledge, like SEMrush, Screaming Frog, and HubSpot.

Some instruments will present this data based mostly in your sitemap. A web site map is a file that has all of your web site’s data. You may normally create your sitemap without spending a dime on-line. For extra data on this, take a look at this sitemaps information.

3. Categorize your content material.

After you collect your content material, categorize it on the spreadsheet. Monitoring each metric for each piece of content material can get overwhelming shortly. So, use your targets to information the classes you observe on your audit.

Consider classes that supply helpful insights from totally different items of content material. For instance, an Website positioning audit focuses on metrics like key phrases, web page pace, and backlinks. However in the event you’re operating a content material conversion audit, you might need to deal with visitors, click on fee, and various kinds of conversions.

Some on-line instruments will embrace metrics in audit knowledge as nicely. Instruments like Google Analytics might help you pull this knowledge. Metrics can add worth and context to your evaluation.

Some on-line instruments can categorize the knowledge for you, but it surely’s typically useful to do it your self. Including related classes will hold you organized so your content material audit meets your wants.

It may be tempting so as to add and take away classes all through the method, however this may give you extra knowledge than you are capable of analyze. It is also simple to start out analyzing knowledge earlier than you have completed categorizing.

However these habits can even make the method extra complicated and time-consuming. They’ll additionally result in hasty and incorrect evaluation. For those who discover attention-grabbing or stunning knowledge, take a fast be aware, however hold categorizing earlier than you begin your evaluation.

On this step, your objective is to finish a spreadsheet with the classes of information that it’s worthwhile to audit your content material towards a selected objective.

4. Analyze your knowledge.

Now, it is time to have a look at your knowledge critically. That is the step that provides you with a superb measure of the state of your content material. When analyzing your knowledge, listed below are some issues to be aware of:

  • Content material that is lacking — What’s your viewers taken with that you have not coated?
  • Content material that is underperforming — Which items of content material don’t get the numbers you need?
  • Outdated content material — When you’ve got previous content material, are you able to replace or rework it for optimization?
  • Prime content material — Content material that has carried out extraordinarily nicely.

Primarily based on the outcomes of this evaluation, arrange them within the spreadsheet. A means to do that is to assign totally different colours based mostly on what you are analyzing. Then, spotlight the rows with these colours so you may have an thought of which class is which. This might help you see which content material takes up the biggest a part of your content material library.

It is also a good suggestion to scan your outcomes for patterns, traits, and connections that may be laborious to see while you’re taking a look at commonplace experiences.

  • Are there outlier posts whose efficiency exceeds expectations?
  • Are there new subjects which can be getting extra consideration than they did a couple of months in the past?
  • Have natural backlinks spiked for particular content material?

This data might help you acknowledge among the comfortable accidents which can be impacting your content material efficiency. You need to use this knowledge to increase these concepts into your content material technique and techniques.

5. Create motion gadgets.

On this step, you’ll finalize and clear up your audit. You now know what to deal with based mostly on the evaluation and might go from there. Take into consideration the posts to delete, replace, re-write, or re-structure.

To arrange these motion gadgets, add one final column to the spreadsheet — one which’s near the entrance so you possibly can hold tabs on it. This column will let you understand the motion to tackle a selected URL. For instance, are you going to maintain, replace, delete, or re-write that weblog put up?

For those who plan on rating by precedence or together with a timeline for this audit, now can be the time to incorporate that. Some organizations use editorial calendars, whereas others select a extra informal method.

To make a precedence timeline that matches finest together with your content material audit, suppose again to your preliminary targets and rank the gadgets you need to execute first.

Hold this checklist of motion gadgets prime of thoughts. That means your subsequent content material audit will present clear progress towards your targets, based mostly on the information you discovered throughout your audit.

Content material Audit Guidelines

The graphic under is a guidelines you need to use to be sure to’re heading in the right direction when performing your content material audit.

Content audit checklist graphic

Now, let’s go over some content material audit instruments you need to use to additional automate your content material audit course of.

Whereas not a requirement, selecting a content material auditing software might help you together with your course of. Reasonably than gathering URLs manually, the software can robotically combination the content material you’re searching for and show metrics so that you can see.

However probably the most vital worth of content material audit instruments is that they’re quick, serving to you save a substantial period of time.

Website positioning Instruments

1. Screaming Frog

Value: First 500 hyperlinks free, limitless for $209/12 months

Content audit tools: Screaming Frog

Screaming Frog is an internet site crawler. It collects URLs out of your sitemap and creates an Website positioning audit checklist for you. When you’ve got a smaller web site, Screaming Frog can audit as much as 500 URLs without spending a dime.

The desktop Screaming Frog web site is nice as a result of it gives a ton of research about your web site and categorizes it for you.

2. Ahrefs

Value: Pricing for this software begins at $99/month and so they provide Lite, Customary, Superior, and Enterprise plans.

Content audit tools: Ahrefs

Ahrefs makes it easy to trace your Website positioning web site efficiency. It additionally gives highly effective instruments for key phrase analysis, competitor evaluation, and backlink monitoring. You may export particular experiences or observe URLs, Website positioning efficiency, or teams of key phrases with this convenient audit software.

3. SEMrush

Value: Free trial, then $120-$450/month

Content audit tools: SEMrush

In three steps, customers of SEMrush can obtain a sturdy audit. By placing within the desired area, you may get a custom-made report that reveals you the place you possibly can enhance your web site:

From there, you possibly can join an analytics software account, like Google Analytics. This might help if you wish to see extra details about your sitemap, like posts which can be probably the most participating on your viewers. You need to use this data when creating a technique. It will possibly enable you discover content material that performs nicely on your viewers.

4. Google Search Console

Value: Free

Content audit tools: Google Search Console

This software makes it simple to trace and analyze your web site and search knowledge. You may manually verify that every web page of your web site is listed and observe URLs for helpful knowledge. The cell usability points options are additionally useful throughout a content material audit. You too can join this software to Google Analytics for extra Website positioning insights.

Be taught extra about find out how to use Google Search Console with this convenient put up.

5. Google Analytics

Value: Free, with paid premium choices

Content audit tools: Google Analytics

Google Analytics does not provide you with a conventional audit, but it surely gives good data to assist formulate your audit. It lets you understand who’s visiting your web site, and from the place. It additionally provides a rundown on the behaviors of your guests:

Google is sunsetting Common Analytics in 2023. The brand new model of this software, referred to as G4, makes use of knowledge to foretell consumer habits and provide you with a clearer image of your purchaser journey.

It’s additionally vital to know that Google Analytics creates experiences with samples of your knowledge, not actual knowledge. Which means numbers on this software might not match the numbers you may even see in different content material auditing instruments.

Observe: One other free Google software, PageSpeed Insights, is an effective way to trace web page pace on cell and desktop gadgets.

6. WooRank

Value: Pricing for this software begins at $80/month and so they provide Professional, Premium, and Enterprise plans.

Content audit tools: WooRank

WooRank has two superb options for content material auditing: Website positioning monitoring and Web site Crawler. Website positioning Monitoring from WooRank lets you understand the efficiency of your touchdown pages. It additionally lets you understand in case your web site ever goes down and the way that is affecting Website positioning. That is one other metric to import in the event you’re monitoring net web page metrics in your audit.

The Web site Crawl characteristic lets you understand how Google sees your web site and interprets the knowledge for search engines like google and yahoo. This data is nice data to make audits simpler while you’re arising with motion gadgets for the long run.

Content material Group Instruments

7. Google Sheets

Value: Free

Content audit tools: Google Sheets

For those who’re not used to spreadsheets, this convenient on-line software makes it simple to arrange your content material audit. This software might help you:

  • Tie collectively totally different knowledge factors out of your content material audit
  • Let crew members collaborate and touch upon knowledge
  • Affords formulation and different instruments to replace essential metrics

For those who’re unsure find out how to benefit from this software, this information to Google Sheets might help you get began.

Content material Media Instruments

8. Casted

Value: Contact gross sales for pricing on the Starter, Professional, and Enterprise plans.

Content audit tools: Casted

Content material audits aren’t only for blogs and net pages. Casted helps you perceive how contacts are participating together with your podcast content material. This might help you make actionable enterprise choices to drive engagement.

HubSpot clients: Casted integrates with Advertising Hub. You need to use CRM instruments to create lead seize types to attract in your listeners for additional nurturing.

9. Vidyard

Pricing: Free, with paid Professional and Enterprise choices

Content audit tools: Vidyard

Based on HubSpot analysis, 54% of firms plan to take a position extra in movies for TikTok this 12 months, and one other 56% are investing extra in Instagram movies.

However irrespective of the place you publish your movies, auditing your video content material is crucial, particularly when making an attempt to indicate ROI. Vidyard gives a complete insights dashboard with visible analytics that you need to use to audit your video content material.

For those who’re searching for extra helpful instruments, this checklist of content material advertising instruments might help you arrange and enhance your content material.

Learn how to Do a Content material Audit That Makes an Impression

You could have the data it’s worthwhile to carry out content material audits. You understand how to create them, the place to supply them, and necessities to incorporate. You are totally ready to make use of these audits in your group for higher content material technique and outcomes. Give it a attempt, and use these tricks to elevate your subsequent marketing campaign. Completely satisfied auditing!

Editor’s be aware: This put up was initially revealed in September 2021 and has been up to date for comprehensiveness.

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