Collect the URLs
So first you need to collect all the URL’s of the pages of your site you want to audit. To make it easier for you, you can use a content audit tool from a plethora of tools available such as Ahrefs, Google Analytics, SEMRush and many more.
These tools will easily audit your content based on your site map data and also list for you the web pages that are important for you. In case you don’t have a sitemap, you can use a sitemap generator tool like XML Sitemaps generator to create one for your website. Having a sitemap goes beyond facilitating a content audit, it enables search engines understand the organization of your website and brings up all the important pages.
2. Categorize Your Content
After you’ve collected your URLs, you now need to categorize them in the following categories.
Author (if the case – when you have more authors or more teams creating content)
Content type e.g. landing page, blog post, ebook etc.
Date of publication or last editing (helps identify stale data)
Content format (text, images, videos)
Customers Journey Stage (awareness, consideration)
And number of words
After categorizing all your content, organize all the information in a dashboard that can automatically generate a list of URLs using a tool like Screaming Frog, or create columns (using spreadsheets) with your metrics to gather data for each web page. And before the very next stage of analysis, save yourself some headaches by removing any unwanted data, these may include:
Single value columns
3. Analysis and Recommendations
This is the second phase and here is the place you start to make sense of all the hard work you have been putting in. The goal of this entire procedure is to identify gaps and weak points, as well as the strengths of your content in order to build on them and improve on the weaknesses.
The content issues to evaluate in this phase can be put in these categories:
Relevance - Very old content that’s no longer valid.
Quality - Awfully written articles e.g. keyword bloated articles or simply inaccurate data.
Duplication - Internally repeated on other pages or externally e.g. through Review comparisons.
Remember the metrics discussed earlier? Well this is where they come into play. Here they will help you evaluate the data and define a clear course of action in respect to what your audit says.
The easiest way to start your analysis is by creating two columns next to each URL. One column is for labeling the actions and the next column is to list notes.
Here are some guidelines:
Leave this out because it needs some time to gain traction and make some sense.
If you get a high rate of impressions from GSC, perhaps the metadata (title tag & meta description) and content should be improved. Label it “improve”
Use your most valuable metric to filter your data, for instance: traffic or time on page. You could start focusing on pages with fewer than 70 views.
Let the URLs that you’re looking through have a status code of at least 200.
Exclude URLs with a large number of social shares.
Consider the number of objectives that are completed by each page and leave out any pages that are converting.
Redirect any backlinks or referring domains to similar pages and label that action as “Redirect” then note that under the notes list on your column.
If you have articles with a big number of keywords from the analysis, label this as “improve”
You may have several pages with very thin or similar content; you can merge these together then label “consolidate”. You can also consolidate pages with similar topics or duplicate content.
Rewrite important pages such as the home page or the page with top products, or pages with good links and social metrics and pages with good traffic. Label “Rewrite/Update”
Now if there’s anything else left after this, label it as “remove”.