A content audit is the process of systematically analyzing and assessing all the content on your website to find strengths and weaknesses in your strategy. As your marketing goals change, you’ll likely create different content, so you want to make sure it is fresh and up to date. Old pages and posts often get buried and are rarely revisited or reused. Thus, it is necessary to conduct a regular content audit to identify any content that needs updating. Below are the most important steps to follow when conducting a content audit:

How to define your goals and metrics for SEO?

Conducting a content audit is a time consuming process. If you want to make an audit successful, start with clear and defined objectives. Identify the goals of your business. What results do you want to achieve? Below are some examples of goals:

How to improve your SEO results?

• List the web pages which have the most potential to rank high in search results 
• Analyze what content you need to update or delete 
• Identify and improve your internal linking

How to increase audience engagement for SEO?

• Identify what your audience is looking for 
• Understand what type of content generates social engagement
• Determine the most engaging content for your audience

Improving conversion rate for SEO

• Identify the pages that give the best user experience to your visitors 
• Find content that generates the most leads
• Define the most efficient content types for each stage of the buyer’s journey.

Once you have determined your goals, match them with relevant content metrics. Content marketing metrics can generally be divided into four categories:

• SEO metrics: keyword ranking, dwell time, backlinks, organic traffic, etc.

• User behaviour metrics: page views, average session duration, bounce rate, etc.

• Engagement metrics: likes, shares, comments, mentions, etc.

• Sales metrics: conversion rates, ROI, number of leads, etc.