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FREE online course: SEMrush Content Marketing Toolkit 

Content Audit

9 lessonsFeb 15, 2019

Recap

SEMrush Content Audit Overview

Hello! Welcome to the first lesson of the first module of our course. In this module, we will learn how to analyze and optimize your content. There's no doubt that throughout your career as a content strategist or a content marketer, you've created, reviewed, and edited loads of content. And even if not, you probably know that your ready-to-be-released blog post or article should be consistent with an already existing content strategy.

However, instead of relentlessly creating new pieces of content, it often makes more sense to refer to existing materials. In most cases, these existing materials just need to be revamped to become an integral part of your content strategy again.

Content Audit Functionality: Analyze Your Content Quality

That's where the Content Audit tool comes into action. It enables you to review the content placed on your website, blog, etc., measuring its effectiveness.

By using this tool, you'll be able to define how well your piece of content engages readers and interacts with other sites and search engines. With the set of the tool's internal metrics and the possibility to import metrics from your Google Analytics and Google Search Console accounts, you'll have a clear picture of which of your pages should be updated and optimized first.

Getting Started with Content Audit

Let's take a closer look at the tool. Once you launch it in the ‘Projects' section, you'll be asked to start a content audit. To do so, you'll need to choose the desired sections of your website, which, most commonly, would be a blog, based on your sitemap file.

Depending on the number of pages being tracked, it will take some time for Content Audit to gather the data and generate a report.

Getting Data on User Engagement and Traffic with Google Tools Integration

To unleash the tool's full functionality and be able to see your content performance from different standpoints, connecting your Google Account is a must.

Google Analytics integration will enable you to see and sort pages by sessions, average session duration and bounce rate. After connecting Google Search Console, you'll be able to see which queries each page is getting traffic from.

By knowing the search queries for a specific article or post, you'll be able to gain insights into how your target audience finds the post and what other keyword can be relevant for you to target.

All of these metrics put together, indicate one simple but important thing: whether your audience likes your content or not.

Content Sets View: An Even More Convenient Way to Analyze Your Content

Now, let's go to the ‘Content Sets' tab, which will become unlocked once you connect your Google Analytics account. There you will see groups:

  • The ‘Rewrite or remove' group shows pages older than 24 months and viewed less than 15 times in the last 30 days.
  • The ‘Need to update' group consists of pages published more than 6 months ago and viewed less than 15 times in the last 30 days.
  • The ‘Quick review' group stores pages published less than 6 months ago and viewed more than 150 times in the last 30 days.
  • And, finally, the ‘Poor content' group shows pages less than 200 words long.

To help you streamline your work with underperforming pages, the tool offers statuses and tasks that can be assigned to each URL. Just click the ‘Start Analyzing' button in any category, and you'll jump to the ‘Workflow' section with a preview of one of your pages.

Hover over an image, a title, a text paragraph, or other page element that needs to be changed or updated and add a specific task for it, like ‘rewrite', ‘delete', or set your own task. You can then add the created task to Trello or your Google Calendar.

After you're done with this piece of content, continue analyzing your other pages one by one by clicking the ‘Next URL' button.

You can divide the pages you are working on by ‘Analyzed'/'Not Analyzed'/'In Progress'. You'll see the changes in your pages metrics' values as soon as you alter their statuses. That's because Content Audit automatically saves these metrics to let you track your content improvement progress step by step.

SEMrush Content Audit: Lesson Summary

Let's sum up. The SEMrush Content Audit is designed to estimate the performance of your texts, blog posts and articles published on your own website.

Remember that practice is the key to your knowledge, so evaluate your content with this tool. We recommend studying the Read Further section, since it contains more information needed to pass the exam. Also, refer to our Knowledge Base and take a look at our blog to learn more.