Conducting an SEO Content Audit

If your organization has been publishing content for many years, chances are your website has more content than you can keep track of. This makes managing a content strategy harder than it needs to be. When you don’t know what content already exists — or the quality of that content — any efforts to create new content may actually work against your overall search performance.

To combat this, we recommend conducting an SEO content audit. This process will help you understand everything that has been published on your website so you can make an informed choice about how to use it more strategically.

A step-by-step guide to SEO content audits

Step 1: Define your goals

Before you can start an SEO content audit, you need to know what you’re trying to accomplish. Without clearly articulated goals, the analysis derived from the audit is likely to lack focus and meaningful insights. Setting clear goals provides a framework for prioritizing tasks, evaluating the effectiveness of implemented changes, and demonstrating the impact of the SEO content audit on overall website performance.

When you define specific, measurable, achievable, relevant, and time-bound (SMART) goals for your SEO content audit, you set yourself up to have direction, purpose, and measurable outcomes. Whether the aim is to improve keyword rankings, enhance user experience, increase organic traffic, or achieve a combination of these, well-defined goals are the key to a targeted and strategic approach.

Step 2: Compile a content inventory

The first step in the content audit itself is gathering a comprehensive list of all the content on your website, including blog posts, articles, product pages, and any other destinations where content is crawled. This inventory clarifies exactly what content lives on your site, where it’s located, and its performance data. This lays the groundwork for all the work that comes next.

Without this information, your audit could miss hidden opportunities or tackle irrelevant content, hindering your SEO efforts. But when you have a full picture of your content ecosystem, you can confidently understand what you have, what you need, and what you can improve.

Step 3: Keyword analysis

Once you have an inventory, review the keywords associated with each piece of content. This process reveals whether your pages are targeting the right search terms, attracting the desired audience, and ranking where they should be.

Analyzing the keywords that your content targets and comparing them to search trends, competition, and user intent. Doing this will help identify missed opportunities, address keyword cannibalization, and guide your content optimization efforts.

Step 4: Assess content quality

For each piece of content on your website, evaluate the accuracy, readability, and how closely it maps to search intent. High-quality helpful content is more likely to perform well in search engine rankings, especially after Google’s 2022 helpful content update.

An abundance of content on your website that search engines deem “low quality” can have a significantly negative impact on overall search authority. An SEO content audit will help you identify your lowest-quality content, which you can either remove or enhance with a content refresh. Either way, addressing these pieces of content will help you improve your site’s overall search performance.

Step 5: Internal linking

Another aspect of the content itself that should be audited is how other pages are linked within your content. Internal links guide users to relevant content and help search engines understand the relationships between different pages.

But internal linking is more than simply adding a list of additional resources at the bottom of the page (although that has its place). These should be relevant, contextual links embedded within the content itself. By optimizing internal linking, you enhance the overall SEO performance of your website and contribute to a more seamless user experience.

Step 6: Check for duplicate content

Google’s bots will penalize your search performance if it finds two pieces of content that cover the exact same topic. Not only that but creating duplicative content is a waste of resources.

Duplication analysis will help you identify instances of duplicate content within your website or across external sites. This isn’t so simple as identifying duplicate keywords, because sometimes different keywords are targeting the same user intent. Expert guidance will help you filter out these instances.

Step 7: Content gap analysis

Now that you know what content you have, it’s time to figure out what’s missing. A content gap analysis helps you identify those missing pieces in your content ecosystem by comparing your existing content with the needs and interests of your target audience.

By understanding what your audience is searching for and comparing it against what you have already published, you can create a list of new relevant content to fill these gaps. This strategic approach ensures that your future content creation will align with user intent while targeting a more comprehensive and strategic range of keywords.

Step 8: Make a plan for each piece of content

With your audit complete, it’s time to analyze the data and make a plan of action. A well-structured plan provides a roadmap for addressing specific issues identified in the content audit and implementing improvements strategically.

Your plan should include tasks such as refreshing content on low-quality pages, optimizing internal links, or totally removing duplicate content for each piece of content on your website. This will ensure that all your subsequent efforts adhere to the broader content strategy and are tailored to the unique needs of each piece of content.

An SEO content audit is one component of a broader SEO audit. To learn more about this more comprehensive approach, read our guide: Here’s Why You Should Conduct an SEO Audit, and What You Can Learn From It

The post Conducting an SEO Content Audit appeared first on B2B Marketing Blog – TopRank®.


What Marketers Need to Know About the Latest Google Algorithm Update (March 2024)

The latest update to Google’s algorithm has potentially major implications for brands and marketers who are focused on showing up for their audiences in search. As with many recent updates, this one is designed to surface genuinely helpful results that align with search intent.

The March 2024 update to Google’s algorithm primarily targets low-quality, AI-generated content and spammy SEO techniques. Read on to learn more about what this means and how it impacts your SEO content strategy. First, a quick overview on the state of the Google algorithm, and why it is valuable to stay in the loop.

“The March 2024 core update is a more complex update than our usual core updates, involving changes to multiple core systems. It also marks an evolution in how we identify the helpfulness of content.” – Google

About the Google search algorithm

When it comes to search, Google is the primary gatekeeper between your content and your potential buyers. As of last year, Google was still processing 8.5 billion searches per day and HubSpot reports that, “While close to one in three consumers use social search to find answers, traditional search engines are still dominant, used by 88% of people.”

The last few core algorithm updates have been all about promoting better content. Each one has caused a shakeup in rankings — brands that enjoyed unassailable top spots lost positions, and new, more relevant content rose up the search engine results page (SERP).

The March update is no different. If you’re seeing changes in your content performance, here’s what you need to know.

What marketers need to know about the March 2024 core algorithm update

Algorithm updates are coming faster than ever. The last core update was in November, which was preceded by updates in October and August. These various enhancements from Google have openly shared a focus: increasing visibility of high-quality content that demonstrates experience, expertise, authoritativeness and trustworthiness (E-E-A-T). The latest follows a similar theme, but is more geared toward penalizing content that fails to meet these standards.

Key Facts to Know:

  • Name: Google March 2024 Core Algorithm and Spam Update
  • Launch Date: March 5, 2024
  • Rollout Duration: March through May 2024
  • Scope: A comprehensive update that evaluates all content types
  • Effect: Devalues low-quality content, including AI and spam.
  • Global Reach: Affects all regions and languages worldwide
  • Impact: High — could reduce prevalence of certain SERP results by 40%
  • Wide Influence: All sites are being analyzed under this new update
  • Recovery: If your site is affected, review your content and implement Google’s core update recommendations.
  • Ongoing Evolution: Google will continue to strengthen its algorithm against spammy SEO tactics and AI-generated content.

What’s included in the March 2024 core update

The new update includes two main components: a spam update (completed as of March 20, 2024) and a core update (currently rolling out). These changes are designed to help searchers “see more useful information, and fewer results that feel made for search engines.”

The core update focuses on filtering out low-quality, inaccurate or unoriginal content, especially pages that are generated by AI or those with poor E-E-A-T scores. Google shared that they expect these and previous changes to collectively reduce “low-quality, unoriginal content” in search results by 40%.

The spam policies target three manipulative SEO techniques that Google is aiming to halt:

  • Scaled content abuse: Use of AI to produce high volumes of low-quality content.
  • Site reputation abuse (parasite SEO): High authority websites that host third-party content with little editorial oversight can expect to be affected.
  • Expired domain abuse: Spammers who buy up expired domains to host low-quality content and get an initial boost will also be targeted with this update.

The big takeaway here is that if you’re trying to game the system, it’s a losing battle. With their wealth of resources and expertise, Google is constantly innovating their search engine to circumvent the new era of black hat SEO.

While incorporating AI into its own search experience, Google is taking active steps to ensure that unhelpful applications of the technology from others don’t diminish that experience.

What’s next for content marketers

As we often say, the secret to good SEO is quite simple: great content. Plenty of data and analysis should go into selecting the right keywords and how you approach them, but at the end of the day, quality is what matters most to rank. Focus on showcasing your brand’s expertise, building connections, and providing concrete value.

Do not use artificial intelligence to directly produce content. Generative AI can be helpful for content marketing in many ways, but only as a complement to human skill and perspective. Ultimately, this Google algorithm change should be good news for brands that place domain expertise at the heart of their content strategy. Your authentic and credible content will further differentiate you from competitors who might be drawn to the allure of spammy AI tactics.

How to respond to the spam update

The site reputation abuse and expired domain abuse updates are a bit more technical in nature, and could merit exploration if your brand posts content to third-party sites. If you’re concerned about how your website might be affected by these changes, you can get out in front of it with a thorough SEO audit.

Reviewing the latest updates:

At TopRank Marketing, we keep a close eye on the ever-changing Google algorithm so we can make sure our clients are in the loop. Here’s a rundown of the latest core updates and where they’ve focused.

November 2023

  • Name: Google November 2023 Broad Core Update
  • Launch Date: November 2, 2023, at around 11:30 am ET
  • Rollout Duration: Ended November 28, 2023
  • Scope: A comprehensive update that evaluates all content types
  • Effect: Higher ranking for high-quality content with an emphasis on firsthand content
  • Global Reach: Affects all regions and languages worldwide
  • Impact: High — over 10% of top 10 rankings are new
  • Wide Influence: Extends its impact to Google Discover, featured snippets, and more
  • Recovery: If your site is affected, review your content and implement Google’s core update recommendations
  • Ongoing Evolution: We can expect more core updates to come, focused on the goal of providing higher-quality content to searchers

October 2023

  • Name: Google October 2023 Broad Core Update
  • Launch Date: October 5, 2023, at around 12 pm ET
  • Rollout Duration: Anticipated to span one to two weeks
  • Scope: A comprehensive update that evaluates all content types
  • Effect: Not a penalty; it rewards high-quality web pages
  • Global Reach: Affects all regions and languages worldwide
  • Impact: Google hasn’t disclosed specific figures, but the impact seems wide-reaching, typical of core updates
  • Wide Influence: Extends its impact to Google Discover, featured snippets, and more
  • Recovery: If your site is affected, review your content and implement Google’s core update recommendations
  • Ongoing Evolution: Google will periodically refresh this algorithm, with potential future updates unannounced

Previous core updates

  • August 2023 Core Update: Rolled out from August 22 to September 7.
  • March 2023 Core Update: Rolled out from March 15 to March 28.
  • September 2022 Broad Core Update: Completed on September 26.
  • May 2022 Broad Core Update: A significant and fast update.
  • November 2021 Core Update: Impactful changes to search rankings.
  • July 2021 Core Update: Another important update.
  • June 2021 Core Update: A significant update that rolled out gradually.

Make your content algorithm-worthy

The path to performing better in search is two-fold: First, evaluate the content you have with an inventory and performance audit. Then develop a content strategy to create content that’s helpful to — and created by — humans.

Learn about TopRank’s SEO services and let our experts help you take the lead. We’ll get you started with a free SEO report card.

The post What Marketers Need to Know About the Latest Google Algorithm Update (March 2024) appeared first on B2B Marketing Blog – TopRank®.


Das Plakat isst eine Fläche.

Are posters still surfaces that catch the eye? Can they tell a continuous story, a “Poster Novel,” as the original design working title was called? Düsseldorf University of Applied Sciences looks back on a diverse and lively tradition of posters. Starting in 1968 with Uwe Loesch’s corrugated cardboard posters, through the outstanding typographic poster formats […]


Naturally Good

Die Fressnapf-Gruppe gilt mit über 1.900 Märkten in 13 Ländern als größte Fachhandelskette für Heimtierbedarf in Europa. Zu der Tierfutter-Eigenmarke Multifit wurde eine neue Submarke entwickelt, die das zukunftsorientierte Thema „Alternative Proteinquellen“ besetzt. Gerade für eine junge, urbane Zielgruppe ist es wichtig, durch einen reduzierten Fleischanteil die Umwelt zu schonen und dem Haustier dennoch eine […]


A 3D design application for Google DeepMind

Google DeepMind is one of the world’s most influential artificial intelligence companies. By solving some of the hardest scientific and engineering challenges of our time, they’re working to create breakthrough technologies that could advance science, transform work, serve diverse communities — and improve billions of people’s lives. In collaboration with the London agency Multiadaptor, Berlin’s […]