February 21, 2024

When Is The Right Time To Do A Content Audit For SEO?

If you’re new to SEO, you’ve probably come across a range of terms that sound important but you’re not quite sure what to do, how to do it or when. One such term we’ve been asked about is content audits and, specifically, when the right to do a content audit is. 

The best time to do a content audit for SEO is right at the start of a new campaign. This helps you to understand the health and quality of existing content, as well as identify high-priority tasks that need addressing. It can also be a good idea to perform a content audit six to nine months into a campaign and at the end of a campaign to determine the overall success of your efforts.

Read on to learn more about when to do a content audit and the factors that should be considered as part of the audit.

Jump to:

When Should You Do a Website Content Audit?

There are many reasons why you might perform an SEO content audit. However, you’ll typically do them on three key occasions;

  1. at the start of a new campaign to determine benchmark statistics and set goals;
  2. six to nine months into a campaign to review initial performance;
  3. at the end of a campaign to determine success.

At the Start of a New Campaign

Whether you work for an agency, in-house or freelance, one of the first steps in a new SEO campaign is to run a series of audits in order to understand the current health and performance of the website. One such audit is a content audit.

Running a content audit at this time not only allows you to understand the current state of the content on a website, but also gives you a benchmark upon which you can assess ongoing performance. 

It also allows you to set goals and priorities based on actual data for a more strategic campaign.

Six to Nine Months Into a Campaign

SEO is a long-term strategy so it’s unlikely that you’ll see meaningful results before the six to nine-month mark. At this point, it can be a good idea to run your audits again to see how the campaign has progressed. 

This information can then be used to feed your ongoing strategy or, if things aren’t quite going as planned, to help you rethink your strategy.

At the End of a Campaign

If, for whatever reason, a campaign is ending, it could be beneficial to run a final audit in order to gauge success. If you’re working on behalf of a client, this information can be used to showcase your work on the campaign and the success of your strategy. It could also be used to gain further work if you provide detailed recommendations. 

If you’re working in-house or for yourself, this information will help you to plan future marketing endeavours and give you an up-to-date benchmark for success.

What is the Purpose of a Website Content Audit in SEO?

The purpose of a content audit is to evaluate the health and current state of content on your website. It encourages you to assess its strengths, weaknesses and how well it performs against a number of key factors for SEO. Typically, a content audit looks at the content assets on your website, such as landing pages, blogs and resources. 

The information gathered during a content audit helps you to understand what’s already working well and where you might need to make improvements in order to see positive changes in search rankings. 

For example, an audit might highlight content that is already performing well, but might just need a boost. But, it could also highlight pages that need a complete overhaul – perhaps the wrong keywords are being used, or the content just isn’t relevant to the topic. 

Depending on the level of detail that your audit goes into, you might also find yourself cataloguing content and analysing its performance using tools such as Google Analytics and Google Search Console. This would provide you with additional insights in which to create a well-informed content strategy.

Coupled with other key SEO audits such as a technical site audit and an E-E-A-T audit, you should be in a good position to create a winning SEO strategy. 

How Do You Audit Content for SEO? Our Content Audit Checklist

So, now you know why and when you should perform a content audit. But, how do you do it? Below we go through the seven key areas that you should evaluate to help you understand how to conduct a content audit.

Thin/No Content

Thin/no content means that there isn’t enough content on the page to either;

There needs to be a substantial amount of valuable content on your website to help both real users and search engines understand what you’re offering. Having enough content means that you have the space to sell your offering, and include key SEO ranking factors.

Learn more about thin/no content in our detailed blog, What is Thin Content and Does it Hurt SEO?

Page Structure

Once you’ve determined whether or not you have enough content on your web pages, you then need to assess the structure of your pages. Often, you’ll find that this section of the audit results in a number of high-priority tasks that can have a big impact on SEO.

Typically, you’ll be assessing things such as:

Keywords

Another key area to assess is the use of keywords. Without the proper use of carefully selected keywords, your website will struggle to rank as you’d like it to. Your content audit will allow you to understand how, or if, keywords are currently being used across your website and what changes need to be made to start seeing improvements in search rankings.

However, it’s important to remember that there is such a thing as over-stuffing keywords. This can have a negative impact on SEO and may see your rankings suffer. You can learn more about this in our detailed blog, How to Avoid Keyword Stuffing – Keyword Best Practices.

Duplicate Content

Duplicate content comes in a few different forms but is, essentially, exactly what it sounds like. In its simplest form, you’ll be checking that content isn’t duplicated across the site, any subdomains, or across the internet as a whole. This can have a negative impact on SEO as it confuses search engines; they don’t know which version of the content to rank.

When checking for duplicate content, this also extends to metadata such as title tags and H1s. Additionally, it also includes URLs, but this is more technical SEO than content SEO.

Learn more about this in our detailed article, Why is Duplicate Content Bad for SEO?

Blog Content

This section of a content audit will only be relevant to websites that have a blog or news section. However, in those cases, it is worth reviewing. Not only will it reveal any potential content goldmines, but it could also highlight any technical issues that you were not yet aware of. 

Blogs are typically low-priority, particularly at the start of a campaign, but some of the key factors to consider when auditing blogs include;

Learn more about what constitutes a good blog for SEO in our detailed article, How Do You Optimise a Blog for SEO? 

Helpful Content

Helpful content” is a part of Google’s content guidelines that state that content should be genuinely helpful to users and not solely created for SEO purposes. When conducting a content audit, it’s important to check that the content on the website is genuinely helpful to users and is of high quality. Google may devalue websites that they believe to break these guidelines.

E-E-A-T

E-E-A-T stands for Experience, Expertise, Authority and Trustworthiness. Whilst not necessarily a direct ranking factor, Google’s Search Quality Evaluator Guidelines use E-E-A-T to measure content quality, particularly within YMYL niches. 

As such, it’s important to ensure that your website’s content highlights each of these factors. Learn more about how to write E-E-A-T content in our dedicated blog.

Learn more about what to include in your content audit in our dedicated blog, What to Include in a Content Audit, where we go into more detail about each key factor that you should assess.

Get Help From Content Specialists at Wildcat Digital

If you’re not quite sure where to start when it comes to auditing your website’s content for SEO (and what to do with that information afterwards), get in touch with Wildcat Digital today. At the start of each and every campaign, our SEO experts take stock of your website, before putting together a tailored strategy. Even if you want to create your own content, we can help ensure that you’re starting off on the right foot and  have a strategy in place that makes sense for your business. 

Post by

Chloe Robinson

Content Strategist & Team Leader

Will Hitchmough

Founder

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.

Rich Ayre

Head of Growth

Rich joined us in May 2024 to head up our growth team. With years of experience helping other agencies to grow, Rich joins us at an exciting time as Wildcat is working on a five-year plan to become one of the biggest agencies in the UK.

Outside of work, Rich is a father to three children, which keeps him very busy! He’s also recently started running again to keep fit and loves a bit of DIY.

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