How my Content Audit Process
Secured a 6-Figure Sale of my Website

by Curt Storring

In 2019 I sold a site in the pet niche for 6 figures. There are many reasons this site earned me almost half a million dollars over the 3+ years I owned it, including great links, private affiliate offers, and high-earning ad platforms.

Perhaps the biggest reason for its success was my content strategy, including the two content audits I performed, first in January 2018, then again in October of that year.

The first audit took it from stagnation to five figures per month. 

The second audit reversed the negative effects of a Google algorithm update.

Below, I’ll break down exactly what I did, and how you can do the same.

What is a content audit, and when should you do one?

I’ll admit that I’m as guilty as the next SEO when it comes to hitting things with my link building hammer.

You publish decent content, and then every challenge thereafter becomes a nail.

Adding new content, but seeing traffic remains the same? It must be an authority issue. Get more backlinks!

Algorithm update pushes sites like Business Insider above yours for keywords they have no business ranking for? …you guessed it, get more backlinks!

But in the days of search intent and NLP, not every traffic problem really is a nail. Believing so is a sure-fire way to drive yourself crazy and end up writing depressing Medium posts about how SEO and link building are dead. 

Assuming you’ve covered the basics, that you’ve got a reasonable set of relevant, authoritative links, and that there are no glaring technical issues holding you back, performing and acting on a content audit is one of the best ways to diagnose and fix a site stuck in the SERPs.

A content audit gives you a 30,000-foot view of your website, and allows you to craft a holistic approach to improving it to meet Google’s expectations, specifically when your site has been stagnant for months or has been negatively impacted by an algorithm update.

Your output goal here is three-fold:

  1. Update underperforming content to meet current best-practices and search intent
  2. Remove irrelevant and thin content
  3. Add relevant supporting content

Here are the basic steps you’ll follow:

Content audit results

Here is a traffic graph, showing pageviews and when I performed the content audits that I’ll be describing below.


Audit 1:  January 2018

Main issue: Stagnant traffic and earnings, even though content and links were being added.

Work performed: Updated 273 posts over 3 months. Some completely overhauled, some with nothing more than a minor title adjustment. 

Result: Traffic went from about 60,000 pageviews per month to 270,000 by August 2018

The biggest issue with this site the first time I audited my content was that we were missing very basic elements of successful SEO content.

Here are some of the issues we fixed:

Naturally, there was probably a lot more going on here, but this is what we focused on, and it worked.

I believe we got the biggest boost to pages that were seriously under-optimized. 

Up until this point I had considered “playing it safe” the only way to be sheltered from future algorithm updates.

Unfortunately, I took it way too far. Many of our pages didn’t even include mentions of our target keyword outside of the title. They were also missing mentions of similar, related keywords that Google would expect to see on pages on a particular topic.

Most of the work focused on adding mentions of relevant keywords to each piece of content. We would find what keywords the top-ranking pages also ranked for in Ahrefs, and add some of those to the body content and the headers.

As an example, if we had a page titled “Sphynx Cats”, we would edit it to become “Sphynx Cat Facts: Origins, Colors, Health Issues, & Nutrition”. We’d then add sections within the article talking about these points. This allowed us to rank for a lot more long-tail keywords, and also get more click-throughs from the SERPs.

I last updated my audit spreadsheet in April, at which point 218 articles were significantly up, 15 were down, and traffic remained neutral on 4. The rest were either redirected to a similar article to fight cannibalization, removed, or we were still running tests on.

Audit 2: October 2018

Main issue: Negatively affected by a Google Algorithm Update, causing a traffic decline.

Work performed: Created site-wide relevancy by updating over 300 of our 467 posts. We updated content to match search intent and ensured each topic was properly siloed.

Result: Traffic went from a low of 136,000 pageviews in February to 235,000 in April.

February 2019- April 2019

The biggest issue we found in our second audit was that a lot of our content was out of line with what Google was expecting. The articles didn’t match the search intent for their main keywords.

This happened one of two ways:

  1. Our content simply didn’t answer the question in an authoritative way, and missed many of the topics that a searcher would care about when looking for an answer to their query.
  2. Our content type was wrong. Google’s update seemed to focus on tightening relevancy, so 10,000-word Ultimate Guides that covered reviews of every single type of cat food, for example, were too broad. 

Here are some of the issues we fixed:

This update focused much more on the overall site and topic relevancy, rather than ensuring we had the basics covered and a keyword on each page. 

This is when we noticed that topics were becoming more important than keywords, and that we needed to become a lot more thoughtful in our content production in order to genuinely serve Google’s users.

How to perform an SEO content audit in 2020

Content Audit Template

Here’s a copy of our Google Sheets content audit template so you can follow along.

Download Template

When I do content audits these days, I combine all of the above steps, and of course, streamline as much as possible. We’ve also started using more advanced tools to get to the heart of what Google wants.

Keep in mind that this is almost exclusively an on-page content audit, and not a technical content audit. For WordPress content-based sites under 1000 pages, this should give you everything you need. However, if your site is large or highly technical, you’ll likely need to add other data points (from Screaming Frog or Google Search Console, for example) to your audit.

Feel free to add any other data you need. For example, if your site is more complex and/or you’re dealing with redirects or other status issues, you will likely need to export data from Screaming Frog.

Here’s a step by step guide to auditing your site to get more traffic.

Step 1: Downloading your data into a spreadsheet

First, you’ll need to export all of your current content data from Google Analytics.

Go to Acquisition > Channels > Organic Search, then select Primary Dimension = Landing Page.

Then, go to Export, and choose CSV. Copy the relevant columns and paste into Google Sheets or Excel.


Next, I like to pull in some data from Ahrefs (you could use SEMRush here), including:


The spreadsheet I use automatically pulls Title and H1 values into the spreadsheet using an =IMPORTXML function in Google Sheets.


I’ll then add the published date and the word count.

Next comes some manual data entry. 

Categorize each article by the category or silo that it fits within. For example, my cat website had silos like: 

The final piece of the puzzle is running a Clearscope report for each page. Clearscope is a paid tool, but in my opinion, it is vital to get a full picture of what Google expects to see from a page ranking on Page 1.

While you can perform a content audit without Clearscope, it just takes more time, and your work is going to be less accurate.

Without Clearscope, you’d need to manually analyze Page 1, finding things like Content Type, Word Count, Headers, Phrases Used, and more.

I performed my first content audit without Clearscope, and about half of my second audit without Clearscope, so there’s still a lot you can do without it. 

But thanks to Clearscope’s use of IBM’s Watson and Google’s NLP, not using it is like bringing a knife to a gunfight.

I’ll add the Clearscope report link to the Audit Spreadsheet, run my content through their Optimize function, enter the current Clearscope grade in the spreadsheet, enter the most prominent Content Type, and enter word counts for both my page and the average of the top-ranking pages.

I’ve added a formula to calculate the percent difference in word count between my article and the top 10 in Google, and another formula which tells me when my content is 25% shorter or longer than the average.


Word count is not usually the cause of your ranking issues, but if something’s way off, it’s nice to have a quick filter to use to see where you might be out of line. 

Step 2: Identifying underperforming, thin, and irrelevant content

Now it’s time for the content analysis to begin.

The first column of the spreadsheet is the Status column. This is where we’ll break down the work that needs to be done.

I like to break this down as follows:

Good

The article is high quality, the search intent is correct, on-page signals like inner links are set, and there doesn’t appear to be anything majorly wrong with the article. No content work needs to be done.

Edit

The article is pretty good, the search intent is correct, but it requires some light edits, like adding inner links, updating the Title or Headers, making the answer to the query more succinct and clear on the page, or adding a content upgrade (like a PDF download). 

Rewrite (Intent)

The search intent is incorrect, and the article needs to be rewritten to match the intent. 

For example, if you are targeting the keyword “keto ketchup”, and your current blog post is an article (you describe what keto ketchup is, whether it’s actually keto, where to buy it, etc.), you are not targeting the correct search intent. 

Looking at Page 1 of Google for this term, we see that Google believes people either want to know how to make keto ketchup, or want to buy keto ketchup.

An article that simply talks about the facts of keto ketchup will never rank for this query, and you should rewrite your article as a recipe.

Rewrite (Quality)

The search intent is correct, but the article is low quality. 

Low quality in this case can mean obviously poor writing, thin content, bloated content, or a low Clearscope grade.

You should rewrite your article and aim to get an A+ grade in Clearscope, or at least increase the quality of your writers.

Redirect

The search intent and article quality are fine, but this page is competing with another, more important page on your website.

If it is so closely related that you can’t edit it to target a unique topic, and that it makes sense for the reader of this page to consume your more important page, you can 301 redirect it to the more important page.

Remove

This article is either irrelevant to the overall theme of your blog, or is outdated and can’t be updated, or is otherwise not serving your audience.

To preserve topical relevancy in the eyes of Google, you can remove this post.

In order to select a Status, you will likely have to both visit and examine both your page and the SERPs, either manually or by using Clearscope.

Pages that are getting a lot of traffic or ranking in the top 3 for your target keyword typically get marked Good, because unless the SERP relies on freshness, you’re probably doing things mostly right here.

One extra step you can take to ensure your “Good” articles really are good, is to compare search traffic with the other pages ranking on Page 1 in Ahrefs. If you’re getting 1000 visits per month, but everyone else on Page 1 is getting 4000+, for example, you may be missing some important longtail sections in your article.

For pages underperforming from a traffic or keyword ranking standpoint, you’ll need to go through and try to diagnose the problem, and then mark down exactly what you think needs to be fixed.

Here is what I look for:

This process takes time, but can produce massive results, as I shared above.

Once you’ve gone through each page to diagnose what you think might be the problem, and chosen a Status for each page, you’ll be more likely to determine whether it’s a broad site-relevancy issue or if your posts are simply not good enough.

While simplistic and difficult to systemize, the overarching principle here is to look at your site from a visitor’s perspective. Is your content really good enough to be ranking on Page 1 and does it serve the needs and search intent of a searcher?

If the content is just “OK”, if the UX is clunky, if it looks outdated, if there are no links to reputable sources, if you don’t mention important phrases and topics in your post that experts would mention, if you’re missing the basics…you probably don’t deserve to rank, no matter how many off-page authority signals you’re sending.

Step 3: Editing, rewriting, and producing new content

Now that you’ve given each post a status, it’s time to get to work. Start with your most important pages, and then work down the list.

If you’re not experienced making updates to existing content, you might choose to make small edits to a handful of pages, and see what happens. 

If you see results, you can move forward with more changes, knowing that you’re on the right track.

If you’re a more experienced SEO and are confident in your diagnostic abilities, you can tackle a larger portion of the site. 

Be aware that the work itself can take months, and the results can take anywhere from a few days to a few months, if you’re successful.

Editing and rewriting should be fairly straightforward now that you have your audit spreadsheet filled out, so I’ll mention one last thing regarding new content creation.

If, during the content auditing process, you discover that your site has thin categories or silos, you may want to prioritize the filling of these gaps by adding them to your content calendar.

For example, during my second content audit, I realized that our most important page, which reviewed cat food, was poorly supported. 

We originally included so much information in this one giant article that we never created supporting content around it, because we were worried about cannibalization.

What we ended up doing was significantly shortening the main cat food review page, and creating 10+ new articles related to cat food. The original page ended up acting like a hub or pillar page, as it linked to each of the new supporting pages, and vice versa.

The original page saw a slight increase in traffic, and each of the new supporting pages we created brought in even more highly targeted new traffic. 

Content audits are a vital part of SEO and content marketing

Hopefully, you now understand just how important content audits can be to your overall content strategy and the growth of your website.

I now perform regular content audits of my properties, even when things seem to be going well.

It’s one of the biggest reasons I was able to increase a recent client’s Google traffic by 2,287% in 4 months.

Search engine algorithms change daily, and updating your content inventory a couple of times per year can yield big dividends and keep you ahead of the curve.


Learn more about content strategy

Check out our Content Strategy course to learn even more about running content audits, planning and executing on content campaigns, and how to find quick wins with existing content.

View our Content Strategy Course

Comments

  • Curt (5 comments)    10 March 20

    Thanks a ton for letting me share this! Happy to answer any questions in the comments.

    • Matthew Rupp (1 comment)    11 March 20

      This is brilliant. Superb work. I specialize in local service business (hvac, electricians, plumbers) I wonder how much excellent content like this might help them (w long tail where most of the money is) vs it being all about proximity, GMB, etc.

    • Shawna (1 comment)    11 March 20

      Hey Curt,
      Great read! One question though to confirm that I understand the process – you’re only looking at pages showing up in Google Analytics and not doing something like pulling in a list of all your posts from Screaming Frog or the like?

      If that’s the case, then I’m wondering about the content that isn’t getting any traffic (and needs dealt with) but isn’t showing up cause it’s not in the GA report. It seems like that’s what needs pruned/revised/etc. the most and it will be missed.

      Thanks!

    • Curt (5 comments)    12 March 20

      Hey Matthew –

      I don’ t have any experience working with local SEO, but I have come across fairly local sites that have great informational sections. Obviously you’re only going to be able to convert a small portion of the people who find you since they could be Googling from anywhere around the country, but if you have the ability to monetize some other way, it might be worth it. Hard to say, but think outside the box like offering DIY courses, eBooks, etc…

    • Curt (5 comments)    12 March 20

      Hey Shawna –

      Sorry, should have made that clear – I pull all pages. You can use screaming frog or just pull it in from your sitemap.

      I like to have the Google Analytics information because it gives me all the traffic data, so then you can pull in anything that’s missing, either by doing a VLOOKUP and marking all the pages in your SF report that you’ve already got, or by manually adding pages that aren’t in GA if you have a small site.

  • Quinton (1 comment)    11 March 20

    Appreciated the write up. I have a site I should do this to.

    I had a site that I did a full revamp on with Clearscope. It seemed to help it a little bit — traffic rose for a little while before slumping down again.

    Then, I pulled out the link hammer and started with one link a month to the homepage. Everything started climbing again, and it’s now making $700 a month.

    Besides clearscope and screaming frog, were there any other tools you used?

    • Curt (5 comments)    12 March 20

      Hey Quinton –

      Haha, pulling out the link hammer is still a great approach on many sites. I find the more authoritative the site, the more benefit a good content audit can have.

      Ahrefs is my go-to for just about everything SEO, so I used that a lot, but not a whole lot else. You can do this really low-tech.

      Having an SEO browser extension can help for finding things like on page issues (headings, words, titles, etc.). I used “SEO META in 1 CLICK” but recently have just been using the Ahrefs tool bar as they’ve added things like broken link checkers and an on-page SEO report.

  • Kevin Hilton (1 comment)    11 March 20

    Only half way through but had to stop to comment that this post is great! Very useful advice Curt, thanks for sharing.

    • Curt (5 comments)    12 March 20

      Hey Kevin –

      Thanks for the kind words!

      I hope the second half of the post is as valuable as the first!

      Best,
      Curt

  • Alex Horsman (1 comment)    12 March 20

    This is an amazing article, Curt! Thanks for sharing. I’m going to be sure and implement this on one of my own sites.

  • Sebastian (2 comments)    15 March 20

    Wow this was thorough. Nice work Curt!

  • Elias Lange (eliaslange.com) (1 comment)    18 March 20

    This is awsome! Thanks.

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