If you’re not regularly checking up on your content, you may be missing opportunities for growth. Search engines constantly update, and they prefer content that’s relevant, fresh, and useful. Meanwhile, your audience’s needs and search habits evolve over time.
A blog post that was popular a few years ago, like “The 10 Best Sneakers to Buy in 2025,” may no longer drive the traffic it once did.
Conducting a content audit helps you keep up and make the most of your content.
Why Outdated Content Hurts Your SEO
Ignoring outdated content affects both traffic and rankings. When content is irrelevant or old, engagement drops, and search engines notice.
They see low engagement, irrelevant keywords, and outdated information as reasons to rank you lower. Over time, this leads to fewer clicks and lower visibility, pushing once-valuable content further down search results.
In fact, 49% of marketers report increased traffic when they update their content regularly, and 61% conduct content audits at least twice a year to stay competitive.
Key Steps in a Content Audit
A content audit involves more than just taking inventory. It’s about understanding each piece’s purpose and current performance. Here’s how to get started:
- Content Inventory: Begin by listing every piece of content on your site. Look at the URL structure, content type (blog, product page, etc.), publication date, and last update. Assess performance metrics like traffic, engagement, and current keyword rankings. Screaming Frog or Sitebulb can help you gather this data into a spreadsheet.
- Performance Metrics: Don’t stop at page views. Dig into metrics like time on page, bounce rate, conversions, social shares, and backlinks. These show you if users are staying engaged. For example, a high bounce rate may indicate that a page’s content doesn’t match user expectations. Use Google Analytics and Google Search Console to understand these metrics in detail.
- Content Quality: High-quality content keeps readers engaged. Review each piece for accuracy, relevance, and alignment with current SEO standards. Compare it with competitors’ content on the same topic to see if it provides value. Look at mobile optimization and technical elements, like meta descriptions, headers, and image alt text. Tools like Grammarly and Hemingway can help improve readability and clarity, while Copyscape checks for duplicate content.
Turning Your Content Audit into Results
Once you’ve reviewed your content, decide how to handle each piece. Content can usually be grouped into four actions:
- Keep and Monitor: Content that performs well and remains relevant. You can leave it as is for now and monitor its performance over time.
- Update and Optimize: Content with good potential that needs updates. This could mean adding new data, improving internal links, or refreshing sections with recent information.
- Consolidate: When you have multiple pieces covering similar topics, combining them can make them stronger. This creates a more comprehensive piece that ranks better.
- Remove: Outdated or low-performing content that no longer aligns with your goals. Removing this content helps search engines focus on higher-quality pages.
Using AI Overviews to Improve Your Content
AI Overviews offer a quick, snapshot-style way to see what Google considers valuable. This tool aggregates top content and highlights key points, giving users a summary at a glance. For example, if you search “how to eat a pomegranate,” an AI Overview might provide a four-point list of steps, an alternative method, additional ideas for using pomegranate in dishes, and even a video.
To increase your content’s chances of being cited by AI Overviews, align it with the structure and style of existing featured snippets. These snippets are typically pulled directly from websites and display as quick answers at the top of search results. For the “how to eat a pomegranate” example, your content should include:
- A simple list of steps
- An alternative method or approach
- Creative ways to use the item (such as recipes)
- A video guide or demonstration
Video content has become increasingly important for SEO. Google prioritizes content with a mix of text and media, so adding short, relevant videos can enhance engagement. If you find that competing content includes low-quality videos, creating a better one could be an opportunity for you. Videos help users interact with your content and stay on the page longer.
In short, analyzing AI Overviews and featured snippets can help you refine your content format. Matching your approach to these formats improves your chances of ranking in AI Overviews and enhances the overall user experience.
Keep It Simple, Short, and Engaging
The rise of natural language algorithms has changed how we approach content. Instead of stuffing keywords, the focus is on creating relatable, easy-to-read content that holds attention. People browsing online want clear, concise answers, not long paragraphs. Think of how you’d explain something to a friend and aim for that natural, engaging tone.
AI Overview results often mirror this approach, offering short, direct answers to user queries. Blog posts should follow the same style. Brief, conversational content helps readers find what they need quickly, making it more enjoyable to read and more likely to rank well.
Setting Priorities for Content Updates
Prioritize updates that will have the most impact. Start with pages ranking on pages 2–3 of search results. These pages often need only small changes, like updating examples, improving links, or adjusting meta descriptions.
Then, address high-value pages that should perform better. Look at pages with high traffic but low conversions. These pages may benefit from clearer calls to action, improved layout, or updated information.
How to Update Content for SEO
Updating content doesn’t mean starting from scratch. Keep elements that perform well. For example, if a blog post ranks well for certain keywords, keep those sections intact and add new insights or examples.
When consolidating or revising pages, remember to check technical elements:
- Set up redirects for old URLs
- Update internal links to direct to the new or updated page
- Ensure the page is mobile-friendly and loads quickly
- Review schema markup for added SEO value
Measuring the Impact of Your Content Updates
Once you’ve made updates, track their effects. Monitor keyword rankings, traffic, engagement, and conversion rates to measure how well your updates are working. Tools like Google Analytics and Google Search Console are essential for tracking these metrics and refining your approach for the next audit.
Tools to Support Your Content Audit
Several tools can make content audits easier and more precise:
- Screaming Frog and SEMrush for site crawling and competitor insights
- Google Analytics and Google Search Console for traffic and engagement data
- Grammarly for clarity and grammar
- Copyscape to check for duplicate content
- Hemingway to improve readability
Using these tools can save you time and give you a clear view of how each piece performs.
Finding Hidden Opportunities in Content Audits
While many brands look at basic performance metrics, a few less obvious areas can give you an edge:
- User Intent Changes: Search intent evolves over time. A search like “best smartphones” may reveal different results in 2024 than in 2020. Keep an eye on changes in content format, new questions appearing in “People Also Ask” boxes, and shifts in featured snippet types.
- Competitor Content Comparison: Don’t just look at keywords. See how your competitors are approaching the same topics. They might include expert quotes, original research, or interactive elements that add value.
- Internal Linking: Many sites overlook internal linking. Review your structure, strengthen orphaned content, and make sure links support important pages. Linking from high-authority pages to relevant content can boost their rankings.
A well-planned content audit supports your SEO strategy by keeping content fresh, relevant, and visible. Start with your top-performing pages, and gradually work your way through your entire site. Regular audits will help you find issues before they affect your rankings, and the right tools will make the process smoother. With these steps, your content will keep meeting user needs and supporting your SEO goals.
