5 Website Content Audit Templates to Simplify Your Audit - Web Ascender (2023)

5 Website Content Audit Templates to Simplify Your Audit - Web Ascender (1)

The content of your website plays a big role in how your site appears on search engines, and whether users can find your site or not. A content audit helps you take a closer look at your content in an organized way. You can see which pages could benefit from search engine optimization strategies (SEO), which pages need new content or updating, where errors exist, and much more. These website content audit templates will give you a roadmap for assessing your site and making improvements. We’ve updated this post in 2022 to give you the latest information and help you go through a content audit step by step.

What is a Website Content Audit?

A website content audit is the process of organizing and analyzing your webpages in order to improve your SEO, navigability, overall information and more. Your content audit may show where pages should be removed, redirected, expanded, or improved.

Your website content audit can use many different metrics. Which metrics you use will depend on what information you’re looking for, and what changes you’d like to make. Some website content audits are simple, using a few metrics to make changes, while others are much more in-depth.

Do I Need to Do a Website Content Audit?

If you have a large site and some of your pages or posts are five years old or more, you might use a content audit as a way to prune pages. You may find that some of your pages are redundant, outdated, or aren’t bringing in traffic. You’ll want to combine or delete these pages and use redirects.

Regardless of your website’s size or age, your content audit can also show you where to make improvements. For example, if you notice a number of pages don’t target a primary keyword, you’ll want to fix this. Finally, your content audit will show which of your pages or posts perform the best—bringing in the most traffic or converting the most leads—so you can make more pages or posts like this.

5 Website Content Audit Templates to Boost Your Web Rank

1. Google Analytics

Google Analytics is a free tool that will give you a wealth of valuable information about your website. Many of the other website content audit templates will incorporate Google Analytics. If you’ve just added Google Analytics to your site, it may take some time to gather data, so you may have to return to this part of your content audit at a later time.

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(Video) How to Increase Organic Traffic with a Content Audit

Google Analytics is a powerful tool to help with your content audit.

A good place to start for your basic website content audit template using Google Analytics is with the Behavior tab. Underneath this, select Site Content and then All Pages. This will show you the pageviews, average time on the page, bounce rate, and other metrics for each page. You’ll want to get a good picture of each page’s performance, so set your dates, in the upper right corner, for a wide range; a year or more. You might also want to refine which pages you’re looking at. Perhaps you only want to audit your blog, or only your core pages. Refine your page selection with the Advanced button near the middle of the page. Underneath this, you’ll see your page URLs and their statistics.

Once you have the pages and time period you want, use the Export button in the upper right corner to bring your data to an Excel spreadsheet, Google sheet, or another format. After you clean up a few extra cells and organize your data a bit, you should have something like this:

5 Website Content Audit Templates to Simplify Your Audit - Web Ascender (3)

After exporting your Google Analytics data to a spreadsheet and cleaning it up a bit, you’ll have something like this.

You now have a basic template for comparing and assessing your pages. You might decide to eliminate, update, combine, or take a closer look at pages below a certain number of pageviews. Or, a low time on page may indicate that a page or post is too short, and could use some more content.

You might stop here for your website content audit. However, this doesn’t address other factors which are important to Google rank, such as backlinks or SEO. Some of the other website content audit templates will.

Learn more about tools and strategies for improving and measuring SEO

Download the Ultimate Guide to Increasing Your Google Rankings »

2. Screaming Frog SEO Spider

Screaming Frog SEO Spider is another free and very powerful tool to help with your website content audit. The other templates on this list may also incorporate Screaming Frog SEO Spider, as well as Google Analytics.

5 Website Content Audit Templates to Simplify Your Audit - Web Ascender (4)

Screaming Frog SEO spider will crawl your entire site, or subfolders, and give you important SEO information about each page.

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This tool is ideal for working on your SEO, which is an important part of your website content. The SEO Spider will crawl your site, collecting information on each of your pages, such as keywords, headings, images, links, and more. With all this information in one place, you can see where you have broken links, missing alternative text for images, pages without keywords, and other SEO issues. You can export this data to a spreadsheet to organize it and assess your pages, or use the Screaming Frog report. With some Excel or Google Sheets knowledge, you can even merge the spreadsheets you gathered from Google Analytics, and generate even more data for each of your pages.

3. SEMrush

SEMrush is a paid tool that will help you gather all of these insights more easily. With the SEMrush Content Analyzer tool, you can perform a content audit on your entire site, or specific subdomains. You can even use the spreadsheet templates provided here to organize the information you gather from the Content Analyzer when you export it.

SEMrush gives you great detail about each page. You’ll see information you gathered from Screaming Frog and Google Analytics, as well as information about word counts, recent updates, shares, and backlinks. All of this information is important to your SEO.

4. Distilled.net

Distilled’s website content audit template also helps to combine and organize a wide range of information. This template includes more qualitative information, like how well-written the content is, the author, the tone, target market, and the design. These factors also play a role in SEO, page rank, lead conversions and more.

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This content audit template from Distilled provides qualitative metrics, as well as quantitative ones.

If you use this template alongside the others listed here, you may start to notice trends. For example, the pages with the most backlinks will probably have high traffic, since this is an important factor in determining search engine rank. You may also notice that content from particular authors performs better than others, or that content targeted towards particular market segments performs better than others. The additional metrics in this template can help you make informed decisions about your individual pages, as well as your overall website and content team.

5. Alexa

While not providing a template you can duplicate, Alexa provides an outline for website content audit. Alexa breaks their outline down by sections, including engagement metrics like page visits, content quality metrics like word count, SEO metrics like keywords, and links. You can gather this information yourself and integrate it into the template, or use Alexa’s paid tools to create a spreadsheet from one platform. Combining this information can help you get the most detail from your pages and posts, so you can decide what to do with them. This website content audit outline might be especially helpful if you’re comparing a variety of different content types, and you’re conducting an in-depth audit.

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Alexa’s content audit outline provides these organizational fields, and many more.

How To Do A Website Content Audit Like A Pro

An annual website content audit keeps your site fresh and ranking well. When you know how to do a website content audit properly, you’ll get useful insights to improve your content strategy. A thorough website content audit is labor intensive, and it’s important to have a strategy in mind beforehand, otherwise the audit can go on for days and ROI can dissolve. Now that you have some content audit templates, let’s take a look at how you can conduct a website content audit like a pro.

Step 1: Set Goals

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When deciding how to do a website content audit, it’s important to know what you’re looking for. This will help to decide the size and scope of your audit, and keep it from getting out of hand.

What do you want to improve?

  • Organic traffic
  • Lead generation
  • Conversion rates
  • Audience engagement
  • Sales

What pages should you focus on?

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  • Landing pages
  • Blog posts
  • Pages within a selected timeframe
  • Pages below a performance minimum
  • Pages by a certain author
  • Pages related to a certain product

Which goals you choose will help you decide how to do a website content audit. For example, if you want to improve organic traffic, SEO will be your main focus. If you have good traffic but high bounce rates, you’ll want to improve the content quality.

Step 2: Gather Information

This is where your content audit templates come in. When you choose how to do a website content audit, you’ll know what data points to focus on. First you’ll need to inventory your site content using a crawler like Screaming Frog or SEMrush. These tools will give you SEO data on each page like titles, meta descriptions, headings, redirects and more.

You’ll also need to connect Google Analytics data, Google Search Console data, or similar information from another tool. You can connect these tools to your crawler or extract it yourself and add it to your spreadsheet.

With your web crawl completed, export it to a spreadsheet. The spreadsheet you use will determine how to do a website content audit that’s most useful for you. Download an existing website content audit template, or create your own to target your unique Key Performance Indicators (KPIs). It’s helpful here to delete blank columns, extra URIs, or performance metrics that aren’t useful.

Step 3: Make Determinations

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In order to know how to do a website content audit, you must have actions in mind. Assess the pages in your audit based on your goals. Based on your best-performing pages or your site average and your target KPIs, which pages are significantly below par? Be careful to use realistic judgements, or you could remove too many pages and inadvertently harm your site performance.

You might assess each page individually or you might target only low performing pages. How to do a website content audit and make accurate determinations depends largely on your goals, scope, and your site. You might organize your determinations like this;

  • Remove: The page serves no purpose, is irrelevant, or far below a performance metric.
  • Edit: The page isn’t performing well, but it can be fixed.
  • Consider: The page could perform better with some changes, but the changes should be carefully considered.
  • Keep: The page performs well, it shouldn’t be changed.

Step 4: Take Action

With your problem pages identified, use other key metrics to determine a course of action. Use your high-performing pages as a model. Try applying these fixes to the following problems;

  • Low SERP position: Target long-tail keywords and generate backlinks.
  • High bounce rates: Add more relevant content, check load times, address any technical issues.
  • Low conversion rates: Add relevant and compelling CTAs.
  • Outdated Content: Combine the information with a relevant, recent post and use a redirect.
  • Duplicate Content: Write new, original content with targeted keywords.
  • Low engagement: Add social sharing buttons, make the content shorter, or add more engaging content, like videos or pictures.
  • Low performing, high functionality content (ex. Login pages): block page from web crawlers to stop negative SEO effects.
  • Irrelevant content: remove it and use a redirect or error message.

How to do a website content audit with the right amount of change can be tricky. Before making changes or removing pages, make sure you know how much traffic you could be losing or other metrics that could be affected. You might start small and remove only the most problematic pages, and expand your audit accordingly.

Knowing how to do a website content audit effectively is about knowing what data to exclude as much as include. Set realistic goals and allocate time that makes sense with your expected ROI. Remember, you can always make more changes later, but you can’t get your time back once it’s spent.

Depending on the amount of content and new pages or posts you produce, it’s a good idea to do a content audit annually. This will help to keep your top-performing content high in the search results, and help keep stale or low-performing content from bringing down your site rank. If you’re not sure how to do a website content audit, or you don’t have the time or resources, digital marketing experts can help.

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What is an audit template? ›

Audit templates are pre-built audits that serve as starting points for building audits. As every audit is different, additional customization may be required. Depending on the workflow, the following items and relationships are included in audit templates: Workflow. Items.

How do you create a simple audit? ›

How to Build an Audit Plan
  1. Assess business risks. ...
  2. Verify the appropriateness of accounting policies and procedures. ...
  3. Identify areas where special audit consideration may be necessary. ...
  4. Establish materiality thresholds. ...
  5. Develop expectations for analytical procedures. ...
  6. Develop audit procedures. ...
  7. Reassess the plan.

How do I create a content based website? ›

10 Steps for Creating Remarkable Website Content
  1. Identify your unique value proposition. ...
  2. Conduct a website content audit. ...
  3. Target each of your personas. ...
  4. Map content to the client lifecycle. ...
  5. Include the essential content. ...
  6. Write compelling web copy. ...
  7. Use the right language. ...
  8. Develop a content schedule and optimize for SEO.
Apr 14, 2022

Which tools are used in auditing website? ›

25 effective website audit tools
  • Ahrefs SEO Site Audit. Ahrefs SEO Site Audit carefully inspects your keywords and your link building quality as well as compares how your site is performing versus your competitors.
  • BuzzSumo. ...
  • DeepCrawl. ...
  • Found. ...
  • Google Analytics. ...
  • Google Webmaster Tool. ...
  • Marketing Grader. ...
  • Moz Pro.
May 1, 2020

What are the 5 contents of an audit report? ›

Audit Report Contents are the basic structure of the audit report which needs to be clear, providing sufficient evidence providing the justification about the opinion of the auditors and includes Title of Report, Addressee details, Opening Paragraph, scope Paragraph, Opinion Paragraph, Signature, Place of Signature, ...

What are the 5 C's of audit? ›

What Are the 5 C's of Internal Audit? Internal audit reports often outline the criteria, condition, cause, consequence, and corrective action.

What are the 5 elements of audit finding? ›

There are five elements of a finding:
  • Condition: What is the problem/issue? What is happening?
  • Cause: Why did the condition happen?
  • Criteria: How do we, as auditors, know this is a problem? What should be?
  • Effect: Why does this condition matter? What is the impact?
  • Recommendation: How do we solve the condition?

What is a full website audit? ›

Website audit is a full analysis of all the factors that affect website's visibility in search engines. This standard method gives a complete insight into any website, overall traffic and individual pages. Website audit is completed solely for marketing purposes.

What does a good audit look like? ›

Good audits will demonstrate how the audit team have applied high-quality judgement to assess the evidence they have obtained. Such evidence should be both corroborative and contradictory. A robustly executed audit will utilise an appropriate variety of audit tools to provide an effective audit approach.

Why is a website content audit important? ›

Content audits are a hugely valuable part of any content strategy and can help you evaluate your content marketing strategies, giving you the opportunity to organise everything you have on record and help clarify your plans for additional content.

What are the 4 types of audits? ›

They include:
  • Clean Report or Unqualified Opinion.
  • Qualified Report or Qualified Opinion.
  • Disclaimer Report or Disclaimer of Opinion.
  • Adverse Audit Report or Adverse Opinion.
Apr 12, 2022

What are 3 types of audits? ›

There are three main types of audits: external audits, internal audits, and Internal Revenue Service (IRS) audits. External audits are commonly performed by Certified Public Accounting (CPA) firms and result in an auditor's opinion which is included in the audit report.

What is an audit simplified? ›

Definition: Audit is the examination or inspection of various books of accounts by an auditor followed by physical checking of inventory to make sure that all departments are following documented system of recording transactions. It is done to ascertain the accuracy of financial statements provided by the organisation.

What is the simplest type of audit? ›

Correspondence audits are the simplest type of audit and involve the IRS sending a letter in the mail (typically a 566 letter) requesting more information about particular part of a tax return.

What are the 4 stages of audit process? ›

Although every audit process is unique, the audit process is similar for most engagements and normally consists of four stages: Planning (sometimes called Survey or Preliminary Review), Fieldwork, Audit Report and Follow-up Review.

What are the five steps in content analysis? ›

Next, you follow these five steps.
  • Select the content you will analyze. Based on your research question, choose the texts that you will analyze. ...
  • Define the units and categories of analysis. ...
  • Develop a set of rules for coding. ...
  • Code the text according to the rules. ...
  • Analyze the results and draw conclusions.
Jul 18, 2019

What are the tools used in content analysis? ›

17 Free Content Analysis Tools To Boost Your Online Marketing...
  • Databox + Google Analytics. This first one is a combination of two platforms. ...
  • Keyword Density Checker. ...
  • Search Combination Tool. ...
  • Header Checker Tool. ...
  • ClickFlow. ...
  • On-Page Optimization Tool. ...
  • WordCount. ...
  • Blaze.
Jul 27, 2018

What is website content example? ›

Web content refers to the textual, aural, or visual content published on a website. Content means any creative element, for example, text, applications, images, archived e-mail messages, data, e-services, audio and video files, and so on.

What is an example of content based websites? ›

Content based websites, as their name suggests, are those that do not sell products or services to their audience. Rather, they provide users with content (which may be free or paid for). News websites and blogs are two great examples of content based websites.

What are examples of audit tools? ›

Content Audit Tools
  • DYNO Mapper.
  • Seoptimer.
  • Screaming Frog.
  • Marketing Grader.
  • MySiteAuditor.
  • SEO Site Checkup.
  • Site Analyzer.
  • WooRank.
Jan 4, 2021

Which is a free website audit tool? ›

SEOptimer is a free SEO Audit Tool that will perform a detailed SEO Analysis across 100 website data points, and provide clear and actionable recommendations for steps you can take to improve your online presence and ultimately rank better in Search Engine Results.

What are the 4 C's of auditing? ›

As for directors, there are four features to consider when evaluating the sufficiency of any risk-based audit plan: culture, competitiveness, compliance and cybersecurity – let's call them the Four C's, for short.

What are the types and content of audit report? ›

There are four different types of audit report opinions that can be issued by the company's auditor based on the analysis of the company's financial statements. It includes Unqualified Audit Report, Qualified Audit Report, Adverse Audit Report, and Disclaimer Audit Report.

What are the five audit assertions PDF? ›

There are generally five accounting assertions that the preparers of financial statements make. They are accuracy and valuation, existence, completeness, rights and obligations, and presentation and disclosure.

How do you make a 5S audit? ›

How to Implement the System
  1. Step 1: Sort. The first step in implementing the system is to sort through everything in the workspace. ...
  2. Step 2: Set in Order. The second step is to set in order what remains. ...
  3. Step 3: Shine. The third step is to shine. ...
  4. Step 4: Standardize. ...
  5. Step 5: Sustain.
Mar 17, 2022

What are the 5 internal controls in auditing? ›

There are five interrelated components of an internal control framework: control environment, risk assessment, control activities, information and communication, and monitoring.

What is 5S audit tool? ›

A 5S audit app is a tool used by teams of workers across various industries such as manufacturing, hospitality, and logistics to evaluate their adherence to the 5S principles: Seiri (Sort), Seiton (Systematize), Seiso (Shine), Seiketsu (Standardize), and Shitsuke (Sustain).

What is the 5C model to document findings? ›

The CCCER/5C Model is widely used by internal auditors to document internal audit findings. It consists of Criteria, Condition, Cause, Effect, and Recommendations.

What are the 6 steps of an audit? ›

Audit Process
  • Step 1: Planning. The auditor will review prior audits in your area and professional literature. ...
  • Step 2: Notification. ...
  • Step 3: Opening Meeting. ...
  • Step 4: Fieldwork. ...
  • Step 5: Report Drafting. ...
  • Step 6: Management Response. ...
  • Step 7: Closing Meeting. ...
  • Step 8: Final Audit Report Distribution.

What are the 5 C's of issue writing? ›

To introduce you to this world of academic writing, in this chapter I suggest that you should focus on five hierarchical characteristics of good writing, or the “5 Cs” of good academic writing, which include Clarity, Cogency, Conventionality, Completeness, and Concision.

What is website audit in SEO? ›

An SEO audit is the process of analyzing how well your web presence relates to best practices – it is the first step to creating an implementation plan that will have measurable results. The purpose of the audit is to identify as many foundational issues affecting organic search performance as possible.

How do I audit a website SEO manually? ›

  1. Step 1: Identify link building opportunities. ...
  2. Step 2: Identify site structure improvements. ...
  3. Step 3: Find (and fix) thin content. ...
  4. Step 4: Identify (and nix) duplicate content. ...
  5. Step 5: Scan for keyword optimization. ...
  6. Step 6: Make sure meta tags are optimized. ...
  7. Step 7: Identify page update opportunities.
Jun 20, 2018

How often should a website be audited? ›

To ensure the sustainability of your online store, it is strongly recommended to audit your site regularly (on a weekly or monthly basis). This guarantees you to constantly monitor the evolution of your online sales. In this way, you can optimize your customer acquisition strategies and your sales path.

What makes a successful audit? ›

What is a successful audit? A successful audit starts with adequate preparation and a focus on making things easier for all involved, has continuous support from management, and leads to a change in course or other corrective action.

What is a high quality audit? ›

A high-quality audit is essentially an audit that accomplishes its classic goal—namely to be a systematic and objective assessment of your business's accounts. It should be performed by a qualified, independent organization in compliance with current auditing standards.

What is the most important thing in audit? ›

Evaluating internal controls

This is arguably the most important part of an audit and where many organizations can find a significant amount of value from having an audit conducted.

What is the main purpose of a content audit? ›

A content audit is a process of systematically reviewing all the content you have on your site. This process allows you to look closely at your optimization efforts to see how well you are meeting your business objectives.

What are the goals of a content audit? ›

The goal of a content audit is to: Catalog the content your company has in its library and where it lives, so it can easily be repurposed, resurrected, and updated for future needs. This is especially important for offline content.

How do you create an audit spreadsheet? ›

Create an audit report in Microsoft Excel
  1. Set up a connection to the auditing database (create a new data source).
  2. Create a query in Microsoft Query.
  3. Return data to Excel.
  4. Create a report in Excel (a table or a PivotTable report).

How do I create a social media audit template? ›

How to perform a social media audit in 7 steps
  1. Create a list of all your social media accounts. ...
  2. Check in on your branding. ...
  3. Identify your top-performing social media content. ...
  4. Evaluate each channel's performance. ...
  5. Understand your audience on each platform. ...
  6. Take action: Update your social media marketing strategy.

How do you create an audit trail in Word? ›

Select Audit Trail from the right-click menu. The Audit Trail window opens. This window lists the document's creation date and time, what changes have been made to it and if it requires approval, which stages in the approval process it has completed.

How do you create an audit checklist? ›

How to Prepare a Checklist for an Audit
  1. Sketch out the main subject headings for the audit checklist to help paint a picture of the necessary pieces of an audit. ...
  2. Place management topics under the "Management" subject heading. ...
  3. Place topics and functions related to financial operations under the "Finance" subject heading.

What are the tools used in auditing? ›

Tools of Auditing
  • Audit Plan.
  • Audit Programme.
  • Audit Evidence.
  • Working Papers.

Can Excel be used for auditing? ›

What are Auditing Tools? Excel has built-in auditing tools that allow users to trace precedent and dependent cells, evaluate formulas and perform basic error checking.

What are the 5 types of social media models? ›

Types of Social Media
  • Social Networking.
  • Photo Sharing.
  • Video Sharing.
  • Interactive Media.
  • Blogging/Community Building.
Dec 7, 2020

What is a social media template? ›

Social media templates are pre-made graphics or video files that can be edited in programs such as Adobe Photoshop, After Effects and Premiere Pro and then used to create content like Instagram Story templates or Instagram Reels.

What is an example of social audit? ›

Use of Social Audit Findings

For example, a company might find out through its assessment that the company was not adequately involved in charitable activities within the community. As a result, company executives could enact initiatives with measurable goals designed to increase community involvement.

What is audit trail example? ›

Examples of Audit Trails

An audit trail could be as simple as a receipt for the purchase of an item. The receipt would have the date of the transaction, the price, the place where it was bought and who was involved in the transaction. Another example is when a company is buying office equipment.

How do I create an audit trail in Excel? ›

To create an audit trail in Excel, you need to enable the Track Changes feature. To do this, go to the Review tab and click the Track Changes button. Once Track Changes is enabled, any changes that are made to the workbook will be recorded in the audit trail.

What makes a good audit trail? ›

Your audit trail should be easy to follow. Anyone looking at the trail should be able to quickly identify mistakes and show if and when they were corrected. It's especially helpful if your audit management program makes it easy to generate an automated audit report for internal and external stakeholders.


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