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Content Inventories and Audits


Content Inventories and Audits are essential components of an effective SEO strategy. A content inventory involves cataloging all the content on your website, including webpages, blog posts, videos, infographics, and other multimedia. This process provides a comprehensive overview of the existing content, allowing you to understand what you have, how it’s structured, and where it resides.

A content audit, on the other hand, is a systematic examination and evaluation of this content. The goal is to assess the performance, quality, relevance, and effectiveness of each piece of content. This involves analyzing various metrics such as page views, bounce rates, conversion rates, and SEO performance indicators like keyword rankings and backlinks. By conducting a content audit, you can identify strengths, weaknesses, gaps, and opportunities for improvement in your content strategy.

Together, content inventories and audits help in making informed decisions about content creation, optimization, and removal. They ensure that your content is aligned with your SEO goals, target audience needs, and overall business objectives.

How You Can Use Content Inventories and Audits

To effectively use Content Inventories and Audits in your SEO strategy, follow these steps:

  1. Conduct a Content Inventory: Start by cataloging all the content on your website. Use tools like spreadsheets or specialised software to list all URLs and associated metadata, such as titles, descriptions, publication dates, and content types.
  2. Perform a Content Audit: Evaluate the performance of each piece of content. Analyze metrics such as traffic, engagement, SEO rankings, and conversion rates. Tools like Google Analytics, SEMrush, Ahrefs, and Screaming Frog can help gather this data.
  3. Categorize and Analyze: Group content based on different criteria, such as content type, topic, or performance. Identify high-performing content, underperforming content, and content gaps that need to be addressed.
  4. Make Data-Driven Decisions: Based on your analysis, decide which content to keep, update, repurpose, or remove. Focus on optimizing high-performing content, improving underperforming content, and filling content gaps with new, valuable content.
  5. Create an Action Plan: Develop a plan for implementing the changes identified in your audit. This may include content updates, SEO optimisation, new content creation, and content promotion strategies.


Imagine you run an e-commerce website selling fitness equipment. Through a content inventory, you catalog all your product pages, blog posts, videos, and customer testimonials. You then perform a content audit and find that blog posts about workout tips and equipment reviews generate high traffic and engagement, while certain product pages have high bounce rates and low conversion rates.

Based on this analysis, you decide to:

  • Optimise High-Performing Content: Update and expand the successful blog posts with new information, images, and internal links to relevant product pages.
  • Improve Underperforming Content: Enhance the product pages with better descriptions, high-quality images, customer reviews, and clear calls-to-action.
  • Fill Content Gaps: Create new blog posts and videos targeting frequently asked questions about fitness equipment and workout routines.

By using content inventories and audits, you can ensure your content strategy is more effective and aligned with your SEO goals.

Calculations and Formulas

Analysing content performance involves various calculations:

  • Page Views: The total number of views a page receives. Useful for understanding content popularity.
  • Bounce Rate: (Single Page Sessions / Total Sessions) * 100. Indicates the percentage of visitors who leave after viewing one page.
  • Conversion Rate: (Number of Conversions / Total Visitors) * 100. Measures the effectiveness of content in driving desired actions.
  • Keyword Rankings: The position of a webpage in search engine results for specific keywords.
  • Backlinks: The number of inbound links pointing to a webpage, indicating its authority and relevance.

These metrics help in evaluating the effectiveness of your content and making data-driven improvements.

Key Takeaways

  1. Comprehensive Overview: Content inventories provide a detailed view of all existing content on your website.
  2. Performance Assessment: Content audits evaluate the performance and quality of each content piece.
  3. Data-Driven Decisions: They enable informed decisions about content creation, optimization, and removal.
  4. SEO Alignment: Ensure your content strategy is aligned with SEO goals and audience needs.
  5. Continuous Improvement: Regular inventories and audits help in continuously improving your content strategy.


1. What is a content inventory?

A content inventory is the process of cataloging all content on a website, including URLs, titles, descriptions, and publication dates.

2. Why is a content audit important?

A content audit is important for evaluating the performance, quality, and relevance of website content, helping to identify strengths, weaknesses, and opportunities for improvement.

3. How often should I perform content inventories and audits?

It’s recommended to perform content inventories and audits at least once a year or whenever there are significant changes to your website or content strategy.

4. What tools can help with content inventories and audits?

Tools like Google Analytics, SEMrush, Ahrefs, Screaming Frog, and content management systems can assist in conducting content inventories and audits.

5. What metrics should I analyze during a content audit?

Analyze metrics such as page views, bounce rates, conversion rates, keyword rankings, and backlinks.

6. How can content inventories and audits improve SEO?

They help in identifying high-performing content to optimize, underperforming content to improve, and content gaps to fill, thereby enhancing overall SEO.

7. What should I do with underperforming content?

Underperforming content should be optimized or updated to improve its performance, or in some cases, it may be best to remove it.

8. How do I identify content gaps?

Content gaps can be identified by analyzing audience needs, keyword opportunities, and missing topics in your existing content.

9. Can small businesses benefit from content inventories and audits?

Yes, small businesses can benefit by ensuring their content strategy is effective and aligned with their SEO goals, leading to better visibility and engagement.

10. What are the benefits of regularly performing content inventories and audits?

Regular inventories and audits help in maintaining content quality, optimizing SEO performance, and ensuring continuous improvement in your content strategy.

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