CONTENT AUDITS
A content audit is a systematic review of everything published on your site—pages, blog posts, product descriptions, landing pages, and supporting assets—to understand what’s working, what’s underperforming, and where hidden opportunities exist. My audit goes beyond simple metrics or generic best-practice checklists. I evaluate structure, clarity, search intent alignment, internal linking, topical coverage, and the overall customer journey your content creates. The goal is to see your site the way both users and search engines see it: a network of information that can either build trust and momentum or quietly leak potential.
A content audit is essential because most websites accumulate inefficiencies over time. Pages overlap, become outdated, or no longer match what people are searching for. Other pages may have strong potential but lack the depth, optimization, or internal links needed to perform. When this happens, even well-written content fails to earn the visibility and conversions it should. Left unchecked, this drag compounds resulting in wasted budget, declining rankings, and a diluted brand message.
By identifying these issues and opportunities, a content audit becomes a direct driver of incremental revenue. Cleaning up weak pages, consolidating duplicates, improving relevance, and strengthening high-value content all contribute to better search performance. Higher visibility brings more qualified traffic; more qualified traffic increases conversion potential. At the same time, more coherent content paths guide users toward key actions with less friction. The combined effect is compounding growth: your strongest pages rise further, your weakest pages stop holding you back, and your entire content ecosystem begins supporting revenue rather than simply filling space.
Optimisation
Optimising existing content is often the quickest path to stronger performance. A content audit highlights pages with untapped potential, pieces that already attract impressions or engagement but fall short of what users expect. By refining structure, tightening language, improving search-intent alignment, and strengthening internal links, you lift visibility without creating anything new.
Updating outdated information, expanding thin sections, and improving relevance all help search engines understand the page’s value, while users benefit from clearer, more useful content. This approach maximises what you already have, reduces waste, and delivers measurable gains far faster than starting from scratch.
Gaps
Identifying content gaps is one of the most valuable outcomes of a content audit. These are pages your audience and search engines expects but your site doesn’t yet provide. By analysing search behaviour, competitor coverage, and your existing content structure, I pinpoint missing topics, weak areas, and opportunities to expand your authority.
Gap identification isn’t about churning out more pages, it’s about targeting keywords and topics that genuinely support user needs and business goals.
Filling these gaps strengthens topical depth, improves internal linking, and helps search engines see your site as a more complete and trustworthy resource. The result is new visibility, new traffic, and new revenue opportunities
Risks
Duplicate, overlapping, or redundant content is a quiet but significant risk to site performance. When multiple pages target the same topic or use similar wording, search engines struggle to understand which version should rank often resulting in none of them performing well.
This dilution weakens your authority on core subjects and can suppress visibility across entire sections of your site. A content audit uncovers these problem areas, highlighting pages that should be consolidated, redirected, or removed.
Cleaning up redundancy strengthens your topical clarity, ensures each page has a clear purpose, and helps search engines recognise the most authoritative version of your content.
EXAMPLE ELEMENTS OF A CONTENT AUDIT
SEO & Search Performance
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Keyword relevance and targeting
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Meta titles, descriptions, and header structure (H1/H2/H3)
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URL structure and crawlability
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Schema markup opportunities
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Search intent alignment
User Experience & Engagement
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Page layout and structure
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Calls to action and conversion pathways
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Internal linking logic
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Multimedia optimisation (images, video, alt text)
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Accessibility compliance
Analytics & Performance Metrics
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Page views, engagement, bounce rate, dwell time
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Conversion tracking and goal completions
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Traffic trends and referral sources
Technical & Competitive Checks
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Broken links and redirect issues
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Indexation and crawlability issues
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Content gaps compared to competitors
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Cannibalisation risks (multiple pages competing for the same keyword)
Actionable Opportunities
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Pages to update, expand, or merge
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Topics to add for coverage gaps
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Redundant content to retire
FREQUENTLY ASKED QUESTIONS
What is a content audit?
A content audit is a structured review of all on-site content to assess quality, relevance, performance, and opportunities for improvement.
Why does my website need a content audit?
Over time, content becomes outdated, duplicated, or misaligned with user intent. A content audit helps identify what to fix, improve, consolidate, or expand.
How long does a content audit take?
The timeline depends on site size, but most audits take between one and three weeks, including review, analysis, and recommendations.
What do you actually look at during the audit?
I assess content quality, structure, search intent alignment, topical coverage, engagement metrics, internal linking, thin or outdated pages, and technical issues affecting visibility.
Will I get a list of actions to take?
Yes, your audit includes clear, prioritised recommendations, from quick fixes to strategic improvements.
Do you rewrite or update content for me?
The audit identifies what needs improvement. Rewriting or creating content can be provided as an additional service if needed.
How often should I run a content audit?
Most websites benefit from a full audit annually, with smaller reviews every 3–6 months depending on content volume and the size of the website
Can a content audit improve SEO?
Absolutely. Stronger relevance, better structure, and removing weak content all contribute to improved rankings and visibility.
Will a content audit help revenue?
Yes. Better-performing content attracts more qualified traffic, improves conversion paths, and reduces wasted visibility.
Is a content audit suitable for small sites?
Even small sites benefit. Fewer pages means every page must perform well, making clarity and quality even more important.