The underlying point of employing a regular content audit (especially for large websites) is to investigate issues that may be “slowing its SEO roll”. Depending on the project, the process involves a combination of perspectives, tools, and procedures to methodically peel the onion on the many layers that impact SEO. The art of performing an SEO content audit is a balance between both the right and left brain. In other cases, it can be a broader exercise in identifying untapped ideas and new topics to help grow a site’s online footprint. In many cases, a specific intention is set to find duplicate content, cannibalization issues, index bloat, or mysterious problems – like persistent layout shifts or JavaScript SEO issues. In a general sense, an SEO content audit is an actionable inventory of indexable content that’s organized in ways to better determine what to consolidate (or remove!), what to improve upon, and what to leave as-is. What’s an SEO Content Audit? And What’s the Point? This article is a guest contribution from Tory Gray and Tyler Tafelsky. But the overarching purpose is generally unified – to pinpoint disruptive bottlenecks and uncover new opportunities that can effectively grow search (and brand) visibility. There are many ways to assess content through an SEO lens. Or it can take the form of a data-driven inventory that documents an entire site’s URLs. It can be an interpretive review of a site’s top organic landing pages. The process of conducting an SEO content audit can take many shapes.
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