{"id":166634,"date":"2023-09-15T02:21:29","date_gmt":"2023-09-15T07:21:29","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=166634"},"modified":"2025-06-23T11:28:01","modified_gmt":"2025-06-23T16:28:01","slug":"content-audit","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/content-audit\/","title":{"rendered":"Follow Our Content Audit Process (Template Included)"},"content":{"rendered":"\n<div class=\"intro-txt\">Not every blog post you publish will be a home&nbsp;run.<\/div>\n\n\n\n<p>Even if you pour your heart and soul into your content, it\u2019ll often fail to rank, convert, or do anything for your business. It\u2019s frustrating.<\/p>\n\n\n\n<p>But you don\u2019t have to leave these pages to die a slow, painful death. You can revisit them, figure out what went wrong, and take action to improve their performance. This is the content audit process in a nutshell\u2014and it\u2019s a key part of a successful content strategy.&nbsp;<\/p>\n\n\n\n<p>Let\u2019s go through how to do one using <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1fY7R_IEzjgjgm-nGoyik_AkYg_BUC8K2aP7A2xXcqeI\/copy\">our content audit template<\/a> and <a href=\"https:\/\/docs.google.com\/presentation\/d\/19yZlQkZgBWlQuKWwUB4LNPZVGSuKDoOkzrpGV43TtYo\/\">interactive process<\/a>.<\/p>\n\n\n\n<div class=\"intro-tok\" id=\"intro_tok\" style=\"display:none;\"><div class=\"intro-title\">Contents<\/div><a href=\"#\" class=\"expand-dots\"><span><\/span><span><\/span><span><\/span><\/a><\/div>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Using WordPress<\/div><div class=\"recommendation-content\">\n\n\n\n<p>Our <a href=\"https:\/\/ahrefs.com\/wordpress-seo-plugin\">SEO WordPress plugin<\/a> automates and handles many of the steps in the content audit process below.&nbsp;<\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to do a content audit (our process)\" data-section=\"how-to-do-a-content-audit-our-process\">\n\n\n\n<h2 class=\"wp-block-heading\">How to do a website content audit (our process)<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Every content audit process is roughly the same. You ask questions to figure out what, if anything, is holding your content back, then make improvements in those&nbsp;areas.<\/p>\n\n\n\n<p>To do this, you need three things:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>A list of website pages\/URLs to&nbsp;audit<\/li>\n\n\n\n<li>A robust* content audit checklist<\/li>\n\n\n\n<li>The right content audit&nbsp;tools<\/li>\n<\/ol>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> *I can\u2019t stress how important this is. Most content audit processes are far too basic. They don\u2019t pull in enough content audit data which can lead to harmful recommendations.<\/div>\n\n\n\n<p>You can collect URLs freely and easily with an <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools (AWT)<\/a> account. Just crawl your website with <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a>, go to the \u201cBulk export\u201d tab, and export \u201cInternal HTML URLs, status code&nbsp;200.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"687\" class=\"wp-image-166646\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-9.png\" alt=\"How to export internal HTML URLs in Ahrefs' Site Audit\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-9.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-9-680x234.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-9-768x264.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image5-9-1536x528.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>You can then just copy and paste the URLs (\u201cURL\u201d column) into <a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1fY7R_IEzjgjgm-nGoyik_AkYg_BUC8K2aP7A2xXcqeI\/copy\">our content audit template<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1182\" height=\"826\" class=\"wp-image-166648\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-6.png\" alt=\"Importing URLs into the content audit template\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-6.png 1182w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-6-608x425.png 608w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image2-6-768x537.png 768w\" sizes=\"auto, (max-width: 1182px) 100vw, 1182px\"><\/figure>\n\n\n\n<p>That said, if you have thousands of pages, it can be quite time consuming to run them all through a content audit. I recommend following the 80\/20 rule and auditing the top 20% of pages with the most organic traffic or backlinks. You\u2019ll probably get 80% of results from doing&nbsp;this.<\/p>\n\n\n\n<p>You\u2019ll find columns for backlinks and estimated organic traffic in the Site Audit export too. Just copy and paste them over into the content audit template, then filter for pages that meet your minimum organic traffic and backlink requirements.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1158\" height=\"372\" class=\"wp-image-166653\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image11-5.png\" alt=\"Filtering the URLs by organic traffic\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image11-5.png 1158w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image11-5-680x218.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image11-5-768x247.png 768w\" sizes=\"auto, (max-width: 1158px) 100vw, 1158px\"><\/figure>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Want to work with \u201creal\u201d traffic numbers?<\/div><div class=\"recommendation-content\">\n\n\n\n<p>Export the data from Google Search Console (<em>Performance &gt; Search results<\/em>) and merge into the content audit template.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"1116\" class=\"wp-image-166659\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image18-2.jpg\" alt=\"How to export traffic data from Google Search Console\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image18-2.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image18-2-680x380.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image18-2-768x429.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image18-2-1536x858.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Next, it\u2019s just a case of auditing your pages with <a href=\"https:\/\/docs.google.com\/presentation\/d\/19yZlQkZgBWlQuKWwUB4LNPZVGSuKDoOkzrpGV43TtYo\/\">our interactive content audit process<\/a>.<\/p>\n\n\n\n<p>Here\u2019s how to use&nbsp;it:<\/p>\n\n\n\n<p>1. Open the process in the presenter view. (You can close the dedicated presenter view window.)<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1594\" height=\"270\" class=\"wp-image-166661\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image15-5.png\" alt=\"How to open the content audit process in presenter view\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image15-5.png 1594w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image15-5-680x115.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image15-5-768x130.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image15-5-1536x260.png 1536w\" sizes=\"auto, (max-width: 1594px) 100vw, 1594px\"><\/figure>\n\n\n\n<p>2. Go through the process for each page by answering the yes\/no questions. It will tell you what action(s) to take based on your answers. (If you\u2019re not sure how to answer, click the \u201cHow to check?\u201d link for instructions.)<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"896\" height=\"543\" class=\"wp-image-166663\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image8.gif\" alt=\"Example of the content audit process in action\n\"><\/figure>\n\n\n\n<p>3. Log the recommended actions for each page by ticking the checkboxes in your content audit spreadsheet. For example, if it recommends adding internal links and building more backlinks, tick those&nbsp;boxes.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"185\" class=\"wp-image-166665\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image26-1.png\" alt=\"Logging content audit recommendations in the template\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image26-1.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image26-1-680x63.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image26-1-768x71.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image26-1-1536x142.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>Once you\u2019re done, implement the changes yourself or pass the completed content audit to another member of your team or a freelancer. Each of the action items links to an SOP or guide to make life&nbsp;easy.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"926\" height=\"766\" class=\"wp-image-166667\" style=\"object-fit: cover; width: 556px; height: 460px;\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image25.png\" alt=\"Where to find links to SOPs and guides in the content audit template\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image25.png 926w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image25-514x425.png 514w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image25-768x635.png 768w\" sizes=\"auto, (max-width: 926px) 100vw, 926px\"><\/figure>\n\n\n\n<p>Below are the questions our content audit process will walk you through.<\/p>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Want to audit your content in&nbsp;bulk?<\/div><div class=\"recommendation-content\">\n\n\n\n<p>If you use WordPress, <a href=\"https:\/\/ahrefs.com\/wordpress-seo-plugin\">our SEO plugin<\/a> automates many (but not all) of the steps below. Otherwise, you\u2019ll need to pull all the data into a spreadsheet and create some logic for the recommendations using the <a href=\"https:\/\/drive.google.com\/file\/d\/1jsSpnBHwoW__aXVr56F9Z_xt1UAkfLm8\/view?usp=sharing\">content audit workflow<\/a>.<\/p>\n\n\n\n<p>If you\u2019re wondering why we didn\u2019t create this content audit template ourselves, it\u2019s because it\u2019s virtually impossible to make it work for everyone, as everyone has a slightly different setup.<\/p>\n\n\n\n<p>Also, pulling data from multiple sources gets real messy real quick, and minor changes to exports or formatting often cause things to&nbsp;break.<\/p>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Does the page get organic traffic?<\/h3>\n\n\n\n<p>Go to the <strong>Search results <\/strong>report in Google Search Console and filter for the page. You\u2019ll see how many clicks it got from organic search over the last three months.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1264\" height=\"598\" class=\"wp-image-166669\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image12-3.png\" alt=\"Viewing page-level organic traffic in Google Search Console\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image12-3.png 1264w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image12-3-680x322.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image12-3-768x363.png 768w\" sizes=\"auto, (max-width: 1264px) 100vw, 1264px\"><\/figure>\n\n\n\n<p>If you don\u2019t have Search Console set up (hint: you should, it\u2019s free), you can plug the page into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a> or <a href=\"https:\/\/ahrefs.com\/traffic-checker\">our free traffic checker<\/a> for a rough estimate.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1382\" height=\"718\" class=\"wp-image-166671\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image13-5.png\" alt=\"Checking estimated organic traffic in Ahrefs' Site Explorer\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image13-5.png 1382w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image13-5-680x353.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image13-5-768x399.png 768w\" sizes=\"auto, (max-width: 1382px) 100vw, 1382px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Does the page get traffic from another source?<\/h3>\n\n\n\n<p>This is something that only your analytics can answer.&nbsp;<\/p>\n\n\n\n<p>If you\u2019re using Google Analytics, in your Google Analytics account, go to <em>Reports &gt; Lifecycle &gt; Engagement &gt; Pages and screens<\/em>. From here, you can filter for a particular page by adding a \u201cPage path and screen class\u201d filter and pasting in the URL&nbsp;slug.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"751\" class=\"wp-image-166673\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image29-1.jpg\" alt=\"Checking page traffic in Google Analytics 4\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image29-1.jpg 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image29-1-680x255.jpg 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image29-1-768x289.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image29-1-1536x577.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>This will tell you whether the page gets traffic from organic or other sources.<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> If you don\u2019t use Google Analytics, it\u2019s fine to pull analytics data from other analytics tools.&nbsp;<\/div>\n<p><span style=\"font-weight: 400;\"><\/span><\/p><div class=\"recommendation\"><div class=\"recommendation-title\">Interested in a privacy-friendly, lightweight Google Analytics alternative?<\/div><div class=\"recommendation-content\"><a href=\"https:\/\/ahrefs.com\/web-analytics\"> <span style=\"font-weight: 400;\">Ahrefs\u2019 Web Analytics<\/span><\/a><span style=\"font-weight: 400;\"> is a simple, free Google Analytics alternative. It offers a better way to track website traffic by providing focused, privacy-friendly, cookie-free, and lightning-fast insights.<\/span>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-189056\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/05\/Ahrefs-Web-Analytics-Dashboard.png\" alt=\"Ahrefs' Web Analytics Dashboard\" width=\"1092\" height=\"637\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/05\/Ahrefs-Web-Analytics-Dashboard.png 1092w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/05\/Ahrefs-Web-Analytics-Dashboard-680x397.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2024\/05\/Ahrefs-Web-Analytics-Dashboard-768x448.png 768w\" sizes=\"auto, (max-width: 1092px) 100vw, 1092px\"><\/p>\n<p><span style=\"font-weight: 400;\"><\/span><\/p><\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Is the page mainly for organic search?<\/h3>\n\n\n\n<p>Pretty straightforward. If the main purpose of the page is to rank in search engines, the answer to this question is \u201cyes.\u201d If that\u2019s not why you created the page, the answer is \u201cno.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is the page useful for another purpose?<\/h3>\n\n\n\n<p>Not all pages need traffic to justify their existence. Here are a few examples of website pages you probably need to keep around regardless of whether they attract traffic:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Terms of service (ToS)&nbsp;pages<\/li>\n\n\n\n<li>Privacy policy<\/li>\n\n\n\n<li>Disclaimer<\/li>\n\n\n\n<li>Category or tags&nbsp;pages<\/li>\n\n\n\n<li>Squeeze\/landing pages for paid&nbsp;ads<\/li>\n\n\n\n<li>Anything that assists with conversions or navigation in other ways (social proof, user stories, etc)<\/li>\n<\/ul>\n\n\n\n<p>This is not an exhaustive list, but you get the&nbsp;idea.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Does the page have any backlinks?<\/h3>\n\n\n\n<p>Plug the URL into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a> and check how many referring domains (linking websites) it&nbsp;has:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1522\" height=\"734\" class=\"wp-image-166675\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image24-1.png\" alt=\"Checking backlinks in Ahrefs' Site Explorer\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image24-1.png 1522w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image24-1-680x328.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image24-1-768x370.png 768w\" sizes=\"auto, (max-width: 1522px) 100vw, 1522px\"><\/figure>\n\n\n\n<p>If this number is above zero, the page has backlinks.&nbsp;<\/p>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> You can also use <a href=\"https:\/\/ahrefs.com\/backlink-checker\">our free backlink checker<\/a> for&nbsp;this.<\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Is the page crawlable and indexable?<\/h3>\n\n\n\n<p>Google can\u2019t index pages that aren\u2019t indexable, and pages that aren\u2019t crawlable are rarely indexed. The easiest way to spot-check both of these things is with the URL Inspection Tool in Google Search Console.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s what you want to see under the \u201cPage indexing\u201d tab:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Crawl allowed? Yes<\/li>\n\n\n\n<li>Indexing allowed? Yes<\/li>\n\n\n\n<li>User-declared canonical: [same as the page\u2019s URL or&nbsp;empty]<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1516\" height=\"1120\" class=\"wp-image-166677\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image27-1.png\" alt=\"Checking a page's crawl and indexing status in Google Search Console\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image27-1.png 1516w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image27-1-575x425.png 575w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image27-1-768x567.png 768w\" sizes=\"auto, (max-width: 1516px) 100vw, 1516px\"><\/figure>\n\n\n\n<p>If this is what you see and the page isn\u2019t redirected (Google tells you if this is the case too, see above), then it\u2019s indexable and crawlable.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Has the page had time to be successful?<\/h3>\n\n\n\n<p>Pages rarely rank overnight. It takes time. If it\u2019s been less than six months since you published or significantly updated a page, it\u2019s possible that it just needs a bit more time to experience success in organic search.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is ranking the page a priority?<\/h3>\n\n\n\n<p>Nobody has infinite resources, so there\u2019s no point in breaking your back trying to rank pages that don\u2019t matter much. You need to prioritize.<\/p>\n\n\n\n<p>There\u2019s no exact formula for what should and shouldn\u2019t be a priority. It depends on your business. We typically judge pages by their business potential and search traffic potential.<\/p>\n\n\n\n<p>Business potential scores how easy it will be to pitch your product or service on a&nbsp;page.&nbsp;<\/p>\n\n\n\n<p>Here\u2019s the scale we&nbsp;use:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1600\" height=\"1422\" class=\"wp-image-166679\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-10.png\" alt=\"How to judge the business potential of a topic\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-10.png 1600w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-10-478x425.png 478w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-10-768x683.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image1-10-1536x1365.png 1536w\" sizes=\"auto, (max-width: 1600px) 100vw, 1600px\"><\/figure>\n\n\n\n<p>Traffic Potential is how much organic search traffic the page could get if it ranks #1. You\u2019ll find this metric (and many other SEO metrics) in Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/de\/keywords-explorer\">Keywords Explorer<\/a>. We calculate it by estimating the total amount of organic search traffic to the current top-ranking page.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1576\" height=\"968\" class=\"wp-image-166681\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image20-3.png\" alt=\"Checking a topic's Traffic Potential in Ahrefs' Keywords Explorer\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image20-3.png 1576w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image20-3-680x418.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image20-3-768x472.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image20-3-1536x943.png 1536w\" sizes=\"auto, (max-width: 1576px) 100vw, 1576px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Could the page get more organic traffic?<\/h3>\n\n\n\n<p>Plug the main focus keyword your page targets into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a> and check the Traffic Potential (TP) metric. This is the top-ranking page\u2019s estimated organic search traffic from all the keywords it ranks for, which is usually a good proxy for the TP of the&nbsp;topic.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1494\" height=\"974\" class=\"wp-image-166682\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image30-1.png\" alt=\"Checking a topic's Traffic Potential in Ahrefs' Keywords Explorer\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image30-1.png 1494w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image30-1-652x425.png 652w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image30-1-768x501.png 768w\" sizes=\"auto, (max-width: 1494px) 100vw, 1494px\"><\/figure>\n\n\n\n<p>If this number is higher than the estimated search traffic to your page (in the chosen country), then it can probably get more traffic. You can check this by plugging your page\u2019s URL into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1518\" height=\"730\" class=\"wp-image-166686\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-7.png\" alt=\"Checking a page's estimated search traffic in Ahrefs' Site Explorer\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-7.png 1518w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-7-680x327.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image10-7-768x369.png 768w\" sizes=\"auto, (max-width: 1518px) 100vw, 1518px\"><\/figure>\n\n\n\n<div class=\"recommendation\"><div class=\"recommendation-title\">Be careful with these estimates<\/div><div class=\"recommendation-content\">\n\n\n\n<p>For some keywords, the top-ranking page isn\u2019t the best one to derive traffic potential from.&nbsp;<\/p>\n\n\n\n<p>For example, the Traffic Potential for \u201cgoogle search console\u201d is 33K. But if you look at which page the estimate is derived from, it\u2019s Google\u2019s official page about Search Console.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1646\" height=\"942\" class=\"wp-image-166687\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-7.png\" alt=\"Example of a misleading Traffic Potential estimation\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-7.png 1646w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-7-680x389.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-7-768x440.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image7-7-1536x879.png 1536w\" sizes=\"auto, (max-width: 1646px) 100vw, 1646px\"><\/figure>\n\n\n\n<p>Given that you\u2019re unlikely to ever outrank this, it\u2019s better to look for a page similar to yours in the search engines results and derive traffic potential from that. In this case, the top four results are all official pages from Google, so this guide in position #9 is probably a truer estimate of the topic\u2019s Traffic Potential.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1612\" height=\"1292\" class=\"wp-image-166689\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-7.png\" alt=\"Dig deeper into a topic's true traffic potential by looking at the SERP\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-7.png 1612w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-7-530x425.png 530w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-7-768x616.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image4-7-1536x1231.png 1536w\" sizes=\"auto, (max-width: 1612px) 100vw, 1612px\"><\/figure>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">Is another page on your site ranking for the same targeted term(s)?<\/h3>\n\n\n\n<p>Plug your site into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>, go to the <strong>Organic keywords<\/strong> report, then filter for \u201cMultiple URLs only\u201d and the keyword you\u2019re targeting. If the keyword shows up in the report, multiple pages are ranking for&nbsp;it.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1772\" height=\"740\" class=\"wp-image-166694\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-6.png\" alt=\"How to find keywords with multiple URLs ranking in Ahrefs' Site Explorer\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-6.png 1772w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-6-680x284.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-6-768x321.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image9-6-1536x641.png 1536w\" sizes=\"auto, (max-width: 1772px) 100vw, 1772px\"><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Is the page unique enough to also target other&nbsp;terms?<\/h3>\n\n\n\n<p>Having multiple pages ranking for the same keyword isn\u2019t always a bad thing. If each page is vastly different and ranks for its own subtopics, then it can usually co-exist with the others quite happily.&nbsp;<\/p>\n\n\n\n<p>To get a rough sense of how different the pages are, look at their titles. You can see these by clicking the \u201cSERP\u201d dropdown and toggling on \u201cTarget only.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1554\" height=\"660\" class=\"wp-image-166693\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image19-1.png\" alt=\"How to see which URLs are ranking for a keyword\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image19-1.png 1554w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image19-1-680x289.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image19-1-768x326.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image19-1-1536x652.png 1536w\" sizes=\"auto, (max-width: 1554px) 100vw, 1554px\"><\/figure>\n\n\n\n<p>In this case, you can see that both ranking pages look quite similar. They\u2019re definitions of our URL Rating (UR) metric. Based on this, the answer to \u201cis it unique enough to target other terms?\u201d is probably \u201cno.\u201d&nbsp;<\/p>\n\n\n\n<p>However, in the case of \u201cshort tail keywords,\u201d the pages that rank are quite different from each other. One is a definition page, while the other is a comparison of long- and short-tail keywords.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1612\" height=\"464\" class=\"wp-image-166692\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image6-5.png\" alt=\"Example of very different pages ranking for the same keyword\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image6-5.png 1612w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image6-5-680x196.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image6-5-768x221.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image6-5-1536x442.png 1536w\" sizes=\"auto, (max-width: 1612px) 100vw, 1612px\"><\/figure>\n\n\n\n<p>Based on this, the answer to \u201cis it unique enough to target other terms?\u201d is probably \u201cyes.\u201d<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is your page better than the competition?<\/h3>\n\n\n\n<p>OK. We\u2019re definitely getting to the difficult questions now because there\u2019s obviously some level of subjectivity here. There are a million and one things that could make your website content \u201cbetter,\u201d but a good starting point is to ask yourself these two questions:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Does it cover the topic&nbsp;well?<\/li>\n\n\n\n<li>Is there anything unique about&nbsp;it?<\/li>\n<\/ul>\n\n\n\n<p>To answer the first question, you can use Ahrefs\u2019 Competitive Analysis tool. Just plug in your page along with two to three top-ranking pages that target the same <a href=\"https:\/\/ahrefs.com\/blog\/search-intent\/\">search intent<\/a> and hit \u201cCompare.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1656\" height=\"1114\" class=\"wp-image-166696\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image17-2.png\" alt=\"Using the Competitive Analysis tool in Ahrefs\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image17-2.png 1656w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image17-2-632x425.png 632w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image17-2-768x517.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image17-2-1536x1033.png 1536w\" sizes=\"auto, (max-width: 1656px) 100vw, 1656px\"><\/figure>\n\n\n\n<p>From here, head to the <strong>Content Gap<\/strong> report and look for subtopics you haven\u2019t covered among the keywords.&nbsp;<\/p>\n\n\n\n<p>For example, the keyword \u201caffiliate marketing examples\u201d stood out to me when doing this for our affiliate marketing guide, as I know we didn\u2019t include examples in our blog post. So it\u2019s clear that we could be covering the topic better.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1350\" height=\"916\" class=\"wp-image-166697\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image14-5.png\" alt=\"Finding missing topics using the Content Gap report\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image14-5.png 1350w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image14-5-626x425.png 626w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image14-5-768x521.png 768w\" sizes=\"auto, (max-width: 1350px) 100vw, 1350px\"><\/figure>\n\n\n\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> Content writing tools and on page SEO tools can also help with this. Just remember that you\u2019re looking for missed topics. Don\u2019t sweat the small stuff like word count or a page\u2019s meta description. A successful content audit is not about focusing all things. It\u2019s about focusing on the right things.<\/div>\n\n\n\n<p>As for the issue of uniqueness, I don\u2019t see much to separate our post from the crowd after a quick skim. There\u2019s very little in the way of unique data or viewpoints, so there\u2019s definitely room for improvement on that&nbsp;front.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is your page optimized well for on-page SEO?<\/h3>\n\n\n\n<p>This is about checking for basic on-page optimizations like a compelling <a href=\"https:\/\/ahrefs.com\/blog\/title-tag-seo\/\">title tag<\/a> and <a href=\"https:\/\/ahrefs.com\/blog\/meta-description\/\">meta description<\/a>, <a href=\"https:\/\/ahrefs.com\/blog\/seo-friendly-urls\/\">SEO-friendly URL<\/a>, optimized images, <a href=\"https:\/\/ahrefs.com\/blog\/schema-markup\/\">schema markup<\/a>, etc. To make life easier, use the checklist in <a href=\"https:\/\/ahrefs.com\/blog\/on-page-seo\/\">our guide to on-page SEO<\/a>.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is the page internally linked where relevant?<\/h3>\n\n\n\n<p>Internal links are links from one page on your website to another. They help pages rank by sending <a href=\"https:\/\/ahrefs.com\/blog\/google-pagerank\/\">PageRank<\/a> to them, so it makes sense to make sure that your pages have all the relevant internal links they can&nbsp;get.<\/p>\n\n\n\n<p>If your page already gets a decent amount of organic search traffic, you can use the <strong>Internal link opportunities <\/strong>tool in <a href=\"https:\/\/ahrefs.com\/site-audit\">Site Audit<\/a> to check for missed opportunities. Just set the \u201cTarget page\u201d filter to your page\u2019s URL to search for mentions of keywords it ranks for across your&nbsp;site.<\/p>\n\n\n\n<p>For example, if we do this for our list of content marketing examples, the tool suggests internally linking from a mention of \u201cinspirational content\u201d in our list of content marketing goals:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"477\" class=\"wp-image-166698\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-3.png\" alt=\"Example of an internal linking opportunity, via Ahrefs' Site Audit\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-3.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-3-680x162.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-3-768x183.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image3-3-1536x367.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>If your page doesn\u2019t get much traffic, use the <strong>Page Explorer <\/strong>to run a manual search for relevant keyword mentions. Here\u2019s how:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Go to Page Explorer<\/li>\n\n\n\n<li>Click the \u201cAdvanced\u201d filter<\/li>\n\n\n\n<li>Add a filter for where \u201c<em>Page text\u201d &gt; \u201cContains\u201d &gt; [relevant keyword]<\/em><\/li>\n\n\n\n<li>Add a filter for where <em>\u201cInternal outlinks\u201d &gt; \u201cNot contains\u201d &gt; [url of the page you\u2019re auditing]<\/em><\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1999\" height=\"732\" class=\"wp-image-166700\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image23-1.png\" alt=\"How to find more internal linking opportunities in Ahrefs' Site Audit\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image23-1.png 1999w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image23-1-680x249.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image23-1-768x281.png 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image23-1-1536x562.png 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\"><\/figure>\n\n\n\n<p>If either of these reports show results, there are probably places where you can add relevant internal links. So the answer to this question is \u201cno.\u201d&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is the page\u2019s link profile stronger than the competition?<\/h3>\n\n\n\n<p>Backlinks are one of Google\u2019s <a href=\"https:\/\/www.youtube.com\/watch?v=l8VnZCcl9J4&amp;t=1827s\">top<\/a> ranking factors, so having a weaker backlink profile than your competitors could be holding back your keyword rankings.&nbsp;<\/p>\n\n\n\n<p>To check the relative strength of your profiles, enter your page\u2019s URL into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>, click the \u201cBacklink profile\u201d tab, then click on the option to add competitors and enter a few top-ranking pages.<\/p>\n\n\n\n<p>You can then compare each page\u2019s referring domains (linking websites) and URL Rating (UR):&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1770\" height=\"1656\" class=\"wp-image-166702\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image22-2.jpg\" alt=\"Checking the relative strength of link profiles in Ahrefs' Site Explorer\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image22-2.jpg 1770w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image22-2-454x425.jpg 454w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image22-2-768x719.jpg 768w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image22-2-1536x1437.jpg 1536w\" sizes=\"auto, (max-width: 1770px) 100vw, 1770px\"><\/figure>\n\n\n\n<p>In this case, it looks like our link profile isn\u2019t holding us back. Our page has more referring domains and a higher UR score than our competitors.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Are there any old deleted pages that could be redirected?<\/h3>\n\n\n\n<p>If you have any old deleted pages with backlinks about a similar topic, it\u2019s worth redirecting them because they may help to boost your&nbsp;page.<\/p>\n\n\n\n<p>Here\u2019s how to find pages to redirect:<\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Enter your domain into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a><\/li>\n\n\n\n<li>Go to the <strong>Best by links<\/strong> report<\/li>\n\n\n\n<li>Filter for pages with the \u201c404 not found\u201d HTTP&nbsp;code<\/li>\n\n\n\n<li>Filter for pages with at least one referring domain<\/li>\n<\/ol>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1174\" height=\"1322\" class=\"wp-image-166703\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image28-1.png\" alt=\"Finding 404 pages with backlinks using the Best by links report in Ahrefs' Site Explorer\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image28-1.png 1174w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image28-1-377x425.png 377w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image28-1-768x865.png 768w\" sizes=\"auto, (max-width: 1174px) 100vw, 1174px\"><\/figure>\n\n\n\n<p>For example, if we were auditing <a href=\"https:\/\/ahrefs.com\/blog\/domain-rating\/\">our blog post about Domain Rating (DR)<\/a>, it would make sense to redirect this old deleted page about domain authority:&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1128\" height=\"198\" class=\"wp-image-166705\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image21-1.png\" alt=\"Example of a broken page with backlinks\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image21-1.png 1128w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image21-1-680x119.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image21-1-768x135.png 768w\" sizes=\"auto, (max-width: 1128px) 100vw, 1128px\"><\/figure>\n\n\n\n<p>Is it the strongest page ever? No. It only has four referring domains. But every little helps, and it\u2019s an easy&nbsp;win.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Do you think the page could get more conversions?<\/h3>\n\n\n\n<p>If your page has maxed out its traffic potential, think about whether there\u2019s anything you can do to make it more valuable for your business. Could it get more conversions, assisted conversions, or somehow play a better role in the user journey?<\/p>\n\n\n\n<p>This is not my area of expertise, so I\u2019m sure there are many ways to improve things on this front. But I\u2019d start by asking yourself these two questions:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Could I add any relevant calls to action (CTAs)?<\/li>\n\n\n\n<li>Could I better sell the product or service in the content?<\/li>\n<\/ul>\n\n\n\n<p>For example, I recently rewrote <a href=\"https:\/\/ahrefs.com\/blog\/google-index\/\">my guide to getting indexed in Google<\/a> (original was written in 2019). The main reason for this is because our product has come a long way since then, and there are more ways it can help solve the problem at&nbsp;hand.&nbsp;<\/p>\n\n\n\n<p>We also added CTAs to some of our free tools at some point, like this one on <a href=\"https:\/\/ahrefs.com\/backlink-checker\">our free backlink checker<\/a>:<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1520\" height=\"274\" class=\"wp-image-166706\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image16-3.png\" alt=\"Example CTA from our free backlink checker\n\" srcset=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image16-3.png 1520w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image16-3-680x123.png 680w, https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2023\/09\/image16-3-768x138.png 768w\" sizes=\"auto, (max-width: 1520px) 100vw, 1520px\"><\/figure>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Content audit template\" data-section=\"content-audit-template\">\n\n\n\n<h2 class=\"wp-block-heading\">Content audit template<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<p>Just in case you missed it above, here are the templates you&nbsp;need:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><a href=\"https:\/\/docs.google.com\/spreadsheets\/d\/1fY7R_IEzjgjgm-nGoyik_AkYg_BUC8K2aP7A2xXcqeI\/copy\">Content audit spreadsheet<\/a><\/li>\n\n\n\n<li><a href=\"https:\/\/docs.google.com\/presentation\/d\/19yZlQkZgBWlQuKWwUB4LNPZVGSuKDoOkzrpGV43TtYo\/\">Content audit process (interactive)<\/a><\/li>\n<\/ul>\n\n\n\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"FAQs\" data-section=\"faqs\">\n\n\n\n<h2 class=\"wp-block-heading\">FAQs<\/h2>\n\n\n\n<\/div><\/div>\n\n\n\n<h3 class=\"wp-block-heading\">What is a content audit?<\/h3>\n\n\n\n<p>A content audit is where you analyze the performance of your website content to find opportunities for improvement. Many content audits focus on SEO performance, but a full audit also takes into account the content\u2019s business performance and utility.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Why is a content audit important?<\/h3>\n\n\n\n<p>A content audit is important for understanding what you need to do to improve your site\u2019s content marketing performance. It helps you to identify pages that aren\u2019t performing well, why they aren\u2019t, and how to fix&nbsp;that. It\u2019s a key part of any content marketing strategy.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Is a content audit just for blog&nbsp;posts?<\/h3>\n\n\n\n<p>No. You can audit landing pages and other types of web pages too. Just remember that some landing pages are needed regardless of how they perform (e.g., \u201cabout\u201d page).<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Final thoughts<\/h2>\n\n\n\n<p>Content audits should be done regularly. They reveal how to improve your website\u2019s performance (SEO and otherwise) and help you achieve your business objectives.<\/p>\n\n\n\n<p>Just remember never to delete or redirect website content unless you\u2019re confident that it\u2019s the best course of action. The most successful content audits need balance. If you\u2019re unsure, hire an SEO or content marketing professional to do the content audit for&nbsp;you.<\/p>\n\n\n\n<p>Got questions? Ping me on <a href=\"https:\/\/twitter.com\/joshuachardwick?lang=en\">X (Twitter)<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Even if you pour your heart and soul into your content, it\u2019ll often fail to rank, convert, or do anything for your business. It\u2019s frustrating. But you don\u2019t have to leave these pages to die a slow, painful death. You<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":114,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[335],"tags":[],"coauthors":[336],"class_list":["post-166634","post","type-post","status-publish","format-standard","hentry","category-general-seo","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Follow Our Content Audit Process (Template Included)<\/title>\n<meta name=\"description\" content=\"We share our content audit process, which involves systematically revisiting underperforming pages and identifying ways to improve them.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, 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