Website Content Audit 101: The Metrics, Tool, and Strategy

Tati Khumairoh

Tati Khumairoh

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an astronauts holding content audit checklist

Table Of Contents

    It’s safe to say that a website content audit needs to be done regularly to make sure the content is efficient. That is why you need to have a successful content audit. To begin with, make sure you understand the metrics and strategy.

    In this article, we will also provide an overview of the metrics to consider during a website content audit, the tools that can be used, and the strategies for conducting a successful website content audit. 

    By the end of this article, you will have a better understanding of how to conduct a website content audit and how it can help improve your website's performance.

    What Is Website Content Audit?

    A website content audit is an essential process that involves evaluating the content on a website to determine its effectiveness and relevance. It is an important action for website owners who want to improve the quality of their content, user experience, and overall website performance.

    By conducting a website content audit, website owners can identify outdated or irrelevant content, optimize their content strategy, and ensure that their website meets the needs of their target audience. 

    This practice can also help website owners to improve their website's search engine rankings, increase website traffic, and boost user engagement through content.

    Content Audit Metrics

    To have a guided website content audit, you need to make sure that you target the right metrics. In this part, we will provide you with a list of the key metrics to analyze during a content audit, and show you how to use them to improve your website.

    Meta Information

    Meta information refers to the HTML elements that provide information about a web page to search engines and users. When conducting a content audit, it is important to analyze the meta information on each page of your website, including the page title, description, and keywords.

    Make sure that the meta information is relevant to the content on the page, includes your target keywords, and is compelling enough to entice users to click on your link in search results.

    We suggest you be aware of the length. Make sure that it is long enough to describe the content and fit the SERP space. Use Title and Meta Description Checker to make it right.

    Keyword Density

    The next metric is Keyword density. It refers to the number of times a keyword appears on a page in relation to the total number of words. While it is important to include keywords in your content, overusing them can harm your website's search engine rankings. 

    Make sure that the keyword density on each page is reasonable and does not appear unnatural. Before that, make sure that you have targeted the right keyword through keyword research process. 


    Readability is a metric that measures how easy it is for users to read and understand the content on a page. When analyzing readability, consider factors such as sentence length, paragraph length, and the use of headings and subheadings. 

    Make sure that your content is easy to scan with clear headings and short paragraphs that make it easy for users to find the information they need. Sometimes, readers do skimming to find the answer to their questions. Thus, readability is essential for website content site audits.


    The URL of a page is an important factor in determining its relevance to search engines and users. When conducting a content audit, analyze the URLs of each page on your website to make sure they are relevant, descriptive, and easy to read.


    Images can improve the user experience on your website, but they can also slow down page load times if they are not optimized. It is important to include images in your content audit. Analyze the images on each page to make sure they are relevant, high-quality, and properly optimized.


    Links are an important factor in determining a page's relevance and authority. Analyze the in-link and out-link when you conduct a website content audit. That way, you can make sure they are relevant, high-quality, and properly optimized.

    Page Speed

    Page speed is a critical factor in determining a website's overall performance. You need to analyze the page speed of each piece of content on your website and identify any factors that may be slowing it down. Next, make sure that the content can be loaded fastly both on desktop and mobile devices.

    Website Content Audit Tool

    In website content auditing, Sequence Stats can be your website content audit tool that helps analyze the performance of website content.

    It allows you to perform a comprehensive analysis of your website's content, including both on-page content elements and mandatory SEO elements. By using Sequence Stats Site Audit, you can quickly identify areas of your website that need improvement and develop a strategy to optimize your content.

    Picture 1: Site Audit Basic Report detail

    Picture 1: Site Audit Basic Report detail

    One of the primary benefits of using Sequence Stats is its ability to analyze on-content elements such as meta information, keyword density, readability, images, and links.

    • Meta information analysis: helps determine whether your metadata is optimized and whether it contains the right keywords. 

    • Keyword density analysis: helps determine if your content has an appropriate keyword distribution and if it is over-optimized. 

    • Readability analysis: helps determine if your content is easy to read and if it is appropriate for your target audience. 

    • Link analysis: helps determine if your internal and external links are working correctly and if they are adding value to your content.

    Picture 2: Site Audit On-content report

    Picture 2: Site Audit On-content report

    In addition to analyzing on-content elements, Sequence Stats also analyzes SEO elements. These elements are essential for ensuring that your website is properly optimized for search engines. For example, it analyzes your website's URL structure, page speed, and other technical aspects that are critical for ranking well in search engines.

    Picture 3: Site audit with lighthouse data

    Picture 3: Site audit with lighthouse data

    Website Content Audit Strategies

    After knowing the website content audit metrics, you need to understand the next steps to proceed with your findings. In this section, we will show you how to build a working strategy after you conduct a website content audit. 

    Review Content Goals

    Reviewing content goals will be best if it's done before the audit. Ask yourself What do you want to achieve with your content? Who is your target audience? What kind of content performs best on your website? Understanding your content goals will help you identify which metrics to prioritize during your content audit.

    Categorize Your Content

    Categorization allows you to identify which types of content are performing well and which ones need improvement. Consider categorizing your content by type (e.g. blog posts, product pages, landing pages), topic, and format (e.g. text, images, video).

    Create Action Checklist

    Creating an action checklist is a crucial step in conducting a content audit. The checklist should include specific actions that you need to take to improve your content. 

    For example, if you find that some of your content is missing a meta description, you may need to update it. If you find that some of your content is performing well, you may need to create more content in the same vein.

    Prioritize Action Items

    Once you have created your action checklist, it is important to prioritize the items on the list. Prioritization allows you to focus on the most important items first, so you can optimize your content more effectively based on the website content audit result.


    In conclusion, a website content audit is an essential process for anyone who wants to improve their website's user engagement and search engine rankings. By analyzing the performance of on-page content elements and  SEO elements, you can identify your flaw to create a better strategy.

    To do that, let Sequence Stats help you provide the site audit data with ease. You can explore the features by signing up for the app. A free trial of one year is waiting for you!