Though a little confusing at first, on-page SEO refers to the strategies used to optimize individual web pages in order to rank higher and earn more relevant traffic from search engines. On-page refers to both the content on a website and HTML code of each page that can be optimized, as opposed to off-page SEO which refers to links and other external factors.

As Google has regular updates and changes to it’s important to do a website content audit.

What is the purpose of a content audit?

A content audit can have many purposes and desired outcomes. In terms of SEO, they are often used to determine the following:

  • How to escape a content-related search engine ranking filter or penalty
  • Content that requires copywriting/editing for improved quality
  • Content that needs to be updated and made more current
  • Content that should be consolidated due to overlapping topics
  • Content that should be removed from the site
  • The best way to prioritize the editing or removal of content
  • Content gap opportunities
  • Which content is ranking for which keywords
  • Which content should be ranking for which keywords
  • The strongest pages on a domain and how to leverage them
  • Undiscovered content marketing opportunities
  • Due diligence when buying/selling websites or onboarding new clients

While each of these desired outcomes and insights are valuable results of a content audit, I would define the overall “purpose” of one as:

The purpose of a content audit for SEO is to improve the perceived trust and quality of a domain, to optimize the ranking signals throughout the site.

Content audits start with taking an inventory of all content available for indexation by search engines. This content is then analyzed against a variety of metrics and given one of three “Action” determinations namely; improve, remove and keep.

If you would like free traffic to your website for a few days and a free website audit, click here to send us your website name.