October 20, 2022

What to Include in a Content Audit

A content audit is a key task that should be conducted towards the start of any SEO campaign. In this article we discuss why content audits are important, what you can learn from them, and the various different factors that you need to take into account when auditing the content on your website – it’s not as simple as just checking for correct grammar and spelling!

So, what should be included in a content audit in 2023? Content audits need to take various on-page content factors into account in order to gain useful insight. Key categories include Thin/No Content, Page Structure, Keywords, Duplicate Content and Blog Content. 

Read on to learn more about SEO content audits and the various factors that should be taken into account. 

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What is a Content Audit? 

A content audit is the process of evaluating the current content on your website – its strengths, weaknesses and, sometimes, how well it performs. Content audits can be detailed as you deem appropriate for your needs. 

Often, a content audit is one of the first steps in an SEO campaign, alongside other key website audits such as a technical site audit and an E-A-T audit. The information gathered during an SEO content audit is key for understanding the current state of the content on your website and where you need to make improvements in order to see positive change in search rankings. 

Depending on the level of detail in which you conduct a content audit, you may also find yourself cataloguing content, analysing its performance with tools such as Google Analytics and Google Search Console, and identifying additional opportunities based on this data.

Why Should You Do an SEO Content Audit?

A website content audit helps you to understand the health of your current content based on a number of key factors and where your priorities should be placed in the initial stages of your SEO campaign. A detailed content audit template will include information on where you should place your focus in order to gain useful insight. 

Without it, your SEO campaign will lack structure and an insight-driven strategy which could result in lacklustre and unpredictable performance. 

What to Include in a Content Audit

Now you know the importance of an SEO content audit, you need to know which areas of your website to focus on to gain valuable insight. Below you’ll find an overview of each category that is typically included in an audit, as well as some of the sub-factors within each category.

Thin/No Content

For it to be effective and have a positive impact on SEO, there needs to  be a substantial amount of content on, at least, the key pages of your website. This is to allow enough space to include important SEO and Google ranking factors, to implement keywords without keyword-stuffing, and to ensure that your content is both relevant to the title and useful for readers. 

Tasks in this category include (but are not limited to):

Learn more about thin/no content factors in our detailed blog where we explain each task in detail to help you get the most out of your website content audit.

Page Structure

The page structure section of a content audit goes into more detail than the thin/no content section. However, this section typically contains key tasks that will undoubtedly inform some of the high-priority tasks that you’ll conduct in the initial stages of your campaign. Many of the tasks in the page structure section have a significant impact on search rankings and some are Google ranking factors. 

Do not underestimate the importance of this section of the content audit. 

Tasks in this category include (but are not limited to):

You can learn more about page structure in our blog, How to Optimise a Blog for SEO.

Use of Keywords

The keyword section of the content audit is another very important section as, without the proper use of carefully selected keywords, your website will struggle to rank as you’d like it to. Insight gained here will help you to understand how keywords are currently being used (if at all), and what changes need to be made in order to have a positive impact on SEO.

Tasks in this category include (but are not limited to):

We’ve recently written a blog about keyword stuffing in SEO – take a look and learn more about how keywords can impact SEO, particularly when used incorrectly.

Duplicate Content

Duplicate content is bad for SEO for multiple reasons – the most important being that it confuses search engines and forces them to choose which version of the content should rank higher. Secondly, using the same content as another website (or identical content from across your own website) adds little value, both in terms of SEO and user experience. 

Tasks in this category include (but are not limited to):

Learn more about duplicate content in our detailed blog that explains how it impacts SEO, if Google penalises duplicate content, and how you can fix it.

Blog Content

Not all websites have blogs or news sections, so this section may not be relevant to all websites – complete as appropriate. Blogs are often considered to be lower-priority tasks at the beginning of an SEO campaign, but it can be beneficial to audit blog pages on a website in advance. An audit of blog pages may also reveal technical SEO tasks that should be addressed before blog content is optimised or created.

Tasks in this category include (but are not limited to):

If you think that blogs would be a good idea for your website, take a look at our recent article on How to Optimise a Blog for SEO, where we go into much more detail on the topic.

Content Audits at Wildcat Digital 

If you would prefer to enlist specialist help and support rather than going it alone with content audits, Wildcat Digital’s SEO team is here to help you to punch above your weight online. Learn more about our Content SEO services online today, or get in touch with us to arrange a free consultation.


What Do You Learn From a Content Audit?

When you conduct an SEO content audit, you gain valuable insight into the health of your website’s existing content, how well it’s performing and what you can do to improve your website’s search rankings. We recommend that everyone conducts a content audit on their website during the initial stages of their SEO campaign and certainly before they start making changes to key content.

How Long Does a Content Audit Take?

A content audit can take anywhere from 30 minutes to multiple hours depending on your level of experience and SEO knowledge, and the level of detail in which you conduct the audit. On average, it takes our SEO team 30-45 minutes to complete a content audit but allow for more time than this if you’re completely new to the world of SEO.

How Much Does a Content Audit Cost?

A content audit can be completely free to conduct. All you need is enough time to put in the research and learning if you’re not sure what you’re doing and a useful free content audit template.

Post by

Chloe Robinson

Content Strategist & Team Leader

Will Hitchmough


Our founder, Will Hitchmough, worked at a number of high profile Sheffield Digital Agencies before founding Wildcat Digital in 2018. He brings an extensive knowledge of all things related to SEO, PPC and Paid Social, as well as an expert knowledge of digital strategy.

Digital Marketing can be a minefield for many businesses, with many agencies ready to take your money without knowing how to deliver results. I founded Wildcat Digital to deliver digital success to businesses with smaller budgets in a transparent way.

Chloe Robinson

Content Strategist Team Lead

With a degree in Marketing and a background in more traditional, offline marketing, Chloe joined Wildcat in 2021 after deciding to move into the digital marketing industry. She joined us as a Content Specialist and quickly moved up the ranks, becoming a Content Strategist and later an SEO Team Leader.

Outside of work, Chloe is an avid creative. If she’s not knitting, you’ll likely find her behind a sewing machine or in the kitchen trying (and often failing!) to make sourdough.

Paul Pennington

SEO Account Director

Paul has a strong background in SEO, having previously founded and ran a successful eCommerce business, as well as running a personal blog that achieves an average of 17K users per month. Paul’s knowledge of SEO is extensive, with a strong emphasis on client handling and technical SEO.

Outside of work, Paul enjoys spending time with his family and staying active with weight lifting and combat sports.

Nadea van der Merwe

Head of Operations

Nadea joined Wildcat in 2021 and has since overhauled the way we work. She has a background in various administrative, operations and HR roles, which gave her the experience and skills needed to lead and organise a growing business. 

Outside of work, Nadea loves anything that keeps her active, but she especially enjoys hiking, camping and mountain biking.

Molly Sturgeon

SEO Account Manager

With a background in sales, Molly is a natural Account Manager, brilliantly handling any issues that come her way. Having joined us as a Digital Marketing Executive, and working part-time through her final year of University, Molly is a shining example of how hard work pays off. She is now an SEO Account Manager with a particular interest in Content and Client Management. 

In her spare time, Molly loves to get out in nature, hiking and exploring the Peak District. She also loves cooking and likes to unwind with a bit of yoga.

Libby Oldale

Senior PPC Account Manager

Libby joined Wildcat in 2021 as our first PPC hire. With a degree in Digital Media Production, a Master’s in Digital Media Management and previous experience in Social Media Management, Libby hit the ground running and has since climbed the ranks to Senior PPC Account Manager and has a particular interest in the eCommerce sector.

Outside of work, Libby likes gaming, and cooking and likes to keep active by lifting weights.

Jasmine Savery

SEO Team Leader

Jasmine joined Wildcat in 2022 with a strong background in SEO and Account Management. At the time, she was finishing up a Level 4 Apprenticeship in Digital Marketing from the Chartered Institute of Marketing, and has since worked her way up to SEO Team Leader. Jasmine excels at content writing and promotion, and particularly enjoys finding creative ways to join the dots on multi-channel campaigns.

In her spare time, Jasmine volunteers at a charity, helping combat loneliness & social isolation experienced by older neighbours. Outside of Wildcat, she owns a catering company, Savery Grazing, creating delicious grazing tables & platters for a range of events. She also loves skiing and exploring the Peak District.

Braden Godley

Senior PPC Executive

Prior to joining Wildcat, Braden founded and ran his own Social Media Management agency where he gained valuable skills in growing brands’ online presence, which has since proven invaluable in his role at Wildcat. 

Outside of work, Braden is a big football fan, regularly travelling to Pride Park to support Derby County. He also enjoys watching and playing snooker, hiking in the Peak District, and attending air and car shows.

Jon Herdman

Senior SEO Executive

After spending ten years managing businesses, restaurants, cafes and event spaces across Sheffield, Jon decided to change careers and joined Wildcat as an SEO Executive in 2022. He especially enjoys the client management side of the job, helping them to understand digital marketing and ways in which they can build their business’s presence online. 

Outside of work, Jon likes to keep fit with running, badminton and football, and also loves music. 

Rachel Davies

SEO Executive

Rachel joined us as a graduate, having recently graduated from Sheffield University with a degree in English Literature. Since joining, Rachel has proven herself to be a Content Queen, and particularly enjoys getting stuck into projects that allow her to explore her creative side. 

Outside of work, Rachel enjoys a wide range of hobbies, including rugby, singing, reading, and spending time with her family and three labradors.

Carl Atterbury

PPC Team Leader

Carl joined Wildcat in 2023 with a wealth of experience in PPC. He has experience working with a wide range of clients, industries and budgets, from small local businesses all the way to international e-commerce businesses. Carl has a particular interest in strategic planning and forecasting. He is passionate about data analysis and creating sustainable long-term cross-channel strategies.

In his spare time, Carl enjoys keeping fit by lifting weights, bouldering and running. He’s also a keen musician, having played the double bass and bass guitar for 20 years.

Dariusz Baczyk

Team Lead & Technical SEO Account Manager

With a degree in Computer Science and SEO experience dating back to 2017, Dariusz has a wide range of SEO skills and knowledge. His specialist knowledge of Technical SEO has firmly landed him the title of Wildcat’s Technical Wizard, and he has recently taken on the responsibility of Team Leader for the Panthers Team.

In his spare time, Dariusz loves hiking, experimenting and trying new coffees and loves learning new things. He is currently learning more about CRO and AI and how this could benefit our clients.

Jamie Stowe

SEO Account Manager

With a degree in Film and TV production, and a varied career history, Jamie made the move to marketing with a Masters degree in Digital Media Management. He has since worked in SEO at Agencies across Sheffield, before joining Wildcat and working his way up to SEO Account Manager. Jamie has a particular interest in backlinks and Digital PR and has recently gained a client a valuable backlink from Forbes!

In his spare time, Jamie is an avid foodie and loves trying new restaurants and cuisines. He also loves to travel and spent a year travelling to Australia after university.

Andy Blanchard

SEO Executive

Andy joined Wildcat in 2023 after starting his digital marketing career in-house for a local Sheffield company. Since joining, he has developed a strong interest in Technical SEO and has strong skills in Account Management. 

Outside of work, Andy loves music and plays in a couple of bands. He also enjoys rock climbing, cycling, photography and good food.

Siena Russell

Client Success Coordinator

Siena joined us in 2023 with a background in sales and digital marketing. She leads on client relationships across the company, ensuring that our customers are happy throughout their journey with us, from their initial consultation through to onboarding and beyond. 

Outside of work, Siena enjoys travelling and getting stuck into the local culture. She likes to make the most of her experiences and particularly enjoys watching sunrises and sunsets from beautiful locations around the world.

Thea Chapman

Senior SEO Executive

Thea has a wealth of experience in SEO, having previously worked for other Digital Marketing Agencies in Sheffield. She has a particular interest and skills in Technical SEO, but is more than willing to get stuck in and give anything a go. 

Outside of work, Thea spends most of her time with her children, but also loves reading, photography and gardening. 

Tom Brookes

PPC Executive

Before joining Wildcat, Tom worked across different industries, building skills in sales and customer service. He later developed a passion for digital marketing whilst working on personal marketing projects and freelance ventures, and gained numerous certifications in PPC and Social Media. 

Outside of work, Tom enjoys staying active by going to the gym and hiking. He also loves travelling and motorbiking.

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