On-page content is a key part of any SEO strategy. It can establish the authority of your website and the expertise of your business – and this encourages search engines to rank your website high on their results pages.
But only high-quality content will convince them. If your website is stuffed with unhelpful, hard-to-understand, or irrelevant content, search engines will decide it has nothing to offer users, and your rankings will suffer.
It’s not enough just having content. You need great content.
With our content audit services, you get a detailed look at the content across your website to make sure it is sending the right signals to search engines. And to customers.
A content audit is a deep dive into the content on your website to see if it’s meeting your business goals. It involves collecting data from your website and analysing it via tools and human review to identify areas for improvement and guide your future content strategy.
The scale of a content audit can vary. You can choose to look at just one area of your website, such as your blog content or service pages. Alternatively, you can audit your entire website.
A comprehensive content audit will reveal the following about the content on your website:
We tailor every comprehensive content audit to the needs of each business we work with – we have no cookie-cutter checklists. We consider how content performs in relation to the specific needs of your target audience, and the needs of your business – and this will be different for every case.
However, our content audit process will almost always cover the following factors:
Content auditing focuses on the content on your website pages, while a technical SEO audit focuses on SEO behind the scenes, taking into account elements such as page performance or structured data.
If you’re concerned your website could be performing better behind the scenes as well, our complete SEO audit services will assess how your website performs in all aspects of SEO including off-page and technical SEO.
In a world of AI content, having unique, relevant and reliable on-page copy is becoming ever more important. Our expert SEO copywriters know how to craft content that is informative and easy to read, impressing both search engines and users and standing out against unhelpful, mass-produced content.
The key to keeping your on-page content relevant, useful and ranking well is to start with keyword research. We’ll discover the keywords that your target audience are searching for,and we’ll use these to make sure your content targets the right people, in the right place, at the right time.
Even if your on-page content is excellent, your search visibility could still be limited if your website isn’t technically sound too. Our technical SEO team can make sure your site is performing as brilliantly behind the scenes as it is on page, to help you secure higher SERP rankings.
The rise of AI content has left Google tightly focused on the quality of on-page content. They know they need to share relevant, reliable and useful websites to keep the trust of their users.
To help them do this, they’ve even rolled out the Helpful Content Update. This targeted thin, unreliable, and duplicate content to help provide better-quality results in the face of mass-generated, inaccurate and irrelevant content.
This is on top of the ranking factors they were already considering around readability, keyword density and authority.
Website content audits give you a comprehensive overview of your existing content. They show you the overall quality of your current content and identify any content gaps you need to cover to guide your future content creation.
A comprehensive content audit will help you make sure your website is delivering what Google – and your customers – are looking for.
We conducted a content audit with Wet Room Materials to reveal the weaknesses in their existing content. Once we started implementing the results of our audit, their SEO performance rocketed up with an amazing increase in visibility and an improved click-through rate.
There is no single ‘best’ tool for running a content audit. For a truly thorough audit you need such a breadth of information that harvesting or analysing your data with a single tool just won’t cut it.
Aggregating data from a range of sources, and analysing it in various ways will ensure you get the most useful range of information possible. As with all aspects of SEO, an SEO content audit benefits from using a range of specialised tools from free options like Google Analytics 4 (GA4) to paid tools like Screaming Frog.
As an expert content audit agency, we have access to a wide variety of subscription tools to support our audits that would cost an individual business a lot to use. We also have a knowledgeable team who can draw on years of experience to find the relevant information and important insights this data reveals – and know how to apply these insights to your future marketing strategy.
It really is impossible to say how long a content audit will take. The size of your website, the amount of existing content you have and even the specifics of your marketing strategy will impact how long the content audit process takes for your website content.
As an experienced content marketing agency, we can give you a personalised estimate of how long it will take to audit your website content. We know how to do an in-depth audit as efficiently as possible so we can make sure you get all the actionable insights possible.
As the time content auditing takes can vary so much, it is also impossible to make a one-size-fits-all cost estimate too.
If you’re concerned about the cost, ROI or effectiveness of an audit for your website content, we recommend auditing a section of your site instead. Though this will focus on a small collection of content, it will still give an indication of the content quality across the rest of your website. If necessary, we can then cover another area of your website to follow up.
Essentially, a content audit sets out to show you:
It isn’t just about changing historical content; it’s about guiding your future content marketing efforts and developing a content marketing strategy that will help your website climb the search results.
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