Content Strategy
Content Auditing
Evaluate existing content performance and identify consolidation and refresh opportunities.
Why Content Auditing Unlocks Hidden Growth
Most websites have hundreds of pages that were published and forgotten. Some perform well, many are invisible, and some actively harm your SEO by cannibalising better content or diluting topical authority. A content audit identifies exactly which pages fall into each category — and what to do about it.
Refreshing and consolidating existing content is often the fastest path to organic growth. According to HubSpot, updating old blog posts with new content and images can increase organic traffic by as much as 106%. Yet most businesses spend 90% of their content budget creating new pages while ignoring the untapped potential in their existing library.
What Does a Content Audit Evaluate?
- Traffic and ranking performance — Which pages drive organic traffic and which are invisible in search?
- Keyword cannibalisation — Are multiple pages competing for the same keywords, splitting your ranking potential?
- Content quality and depth — Does the content meet current search intent and match the depth of ranking competitors?
- Technical health — Are there issues with indexation, canonical tags, internal linking, or page speed on content pages?
- Conversion contribution — Does the content drive measurable business outcomes, or just pageviews?
- Content freshness — Is the information accurate, up to date, and still relevant to your audience?
Our Content Audit Process
- Data collection — We pull performance data from Google Search Console, Google Analytics, and crawl data to build a complete picture of every URL's performance.
- Content inventory — We catalogue every piece of content with metadata including word count, publish date, last update, target keyword, and content type.
- Scoring and categorisation — Each page is scored across performance dimensions and categorised into action buckets: keep, update, consolidate, redirect, or remove.
- Cannibalisation analysis — We identify keyword overlaps where multiple pages compete for the same terms and recommend consolidation strategies.
- Prioritised action plan — We deliver a ranked list of content actions sorted by impact, starting with the quick wins that deliver the biggest returns.
What You Get
- Complete content inventory with performance scores
- Action plan: keep, update, consolidate, redirect, or remove for every page
- Cannibalisation report with specific resolution recommendations
- Content gap analysis showing missing topics in your coverage
- Refresh briefs for high-potential underperforming pages
- Internal linking recommendations to strengthen topical clusters
Results You Can Measure
[PLACEHOLDER: Example — 'Content audit identified 47 pages for consolidation and 23 for refresh, resulting in 89% traffic increase across audited content within 4 months']
Frequently asked questions
with specific answers
A content audit is a systematic evaluation of every piece of content on your website. It assesses performance (traffic, rankings, conversions), quality (depth, accuracy, freshness), and SEO health (indexation, cannibalisation, internal linking) to determine what to keep, update, consolidate, or remove.
We recommend a comprehensive content audit at least once a year, with lighter quarterly reviews of key content performance. Major website changes, brand pivots, or noticeable traffic declines should also trigger an audit.
We evaluate organic traffic, keyword rankings, click-through rates, bounce rate, time on page, conversion rate, backlinks, internal links, word count, content freshness, and technical health (indexation status, page speed, canonical configuration).
It depends on the content. Pages with valuable backlinks or partial ranking potential should be updated and improved. Pages with no traffic, no backlinks, and no strategic value can be removed or redirected. Thin pages covering the same topic as stronger pages should be consolidated.
A content audit typically takes 2-4 weeks depending on the size of your content library. A site with 50-100 pages might take 2 weeks; a site with 500+ pages could take 4 weeks or more. The output is a prioritised action plan you can execute over the following months.
Book a free call. We would love to talk growth.
All engagements start with a free 30-minute discovery call before anything is proposed or priced. No pitch deck. No pressure.
