4 Metrics Not To Be Missed in Your Next Content Audit

Deciding which metrics to focus on while auditing your content for SEO performance can be a difficulty. You can’t utilize all the available analytics, but overlooking some can be harmful to your SEO efforts.

These are a few of my favorite metrics that should not be missed in an assessment. However initially, let’s have a fast recap on what content audits are and why you ought to be doing them.

How Does A Content Audit Work?

A content audit permits you to produce a holistic view of what’s working and what isn’t. It can assist you decide what content to get rid of, improve, or combine. It also gives a clear idea of what content your audience responds to.

To audit your content, gather a list of URLs. Concentrate on the content-heavy pages or formats. It likewise may be useful to select a timeframe given that you likely don’t care about what your audience did 5 years ago.

The contrast will assist you define effective content at your brand– your goal posts. For instance, the top pieces of content have thousands of visits, and others just have a hundred approximately. You may want to enhance or remove those ones in the hundreds of visits. But if your leading piece of content just has 100 visits, you definitely would not eliminate those.

Some general information points like total traffic and organic visits should constantly be determined. Now, here are four more metrics to examine. (Some of which you can even use on your content proactively to decrease the effort in future audits.).

Page Load Time

Online search engine utilize page speed as a ranking metric. They are more likely to assist users to pages that load faster since they allow a better user experience. Aside from online search engine, sluggish packing will leave your audience annoyed and increase bounce rates and lower conversions.

Assess the load time for underperforming pages initially due to the fact that modifications to words or additional optimization won’t be valuable if that’s a possible problem.

To assess average page load time metrics from Google Analytics. Browse to behavior > website speed > page timings.

PageSpeed Insights can examine any load-time problems with the basic input of the URL. Some services may require support from a web developer to deal with, but if the page has large images, videos, or other media files, that’s a fix you can make. Consider eliminating the huge files or a minimum of compressing them to reduce load time.

You might also be getting in touch with media from other sources that have a hard time to load. For example, ingrained content can require extra HTTP demands and information loading, which takes some time. If this embedded media is crucial to your content, you’ll need to discover a method to strike a balance. Evaluate whether you can lower the number of ingrained products or serve them in a different way.


Keeping content uncomplicated and simple to check out is very important for both readers and search engines. If writing is too complex, Google’s web crawlers may have a hard time to comprehend the meaning in addition to the links inside the text. When the significance can’t be drawn out, Google won’t rank your content well. Simplicity is becoming more important as Google uses natural language processing (NLP) and continues to move towards semantic search

If your audience is having a hard time to comprehend your content, they may leave your website and look for another alternative. This can increase your bounce rate.

Readability metrics can assist you recognize content that may perform better if simplified. Assess the readability rating for each URL in the content audit to understand specific pieces of content in addition to gain a summary of your site.

The Flesch reading ease score ratings a piece of content from absolutely no to 100 based upon the typical length of sentences and the number of syllables per word. The greater the number, the much easier the content is to read. A score in between 50 to 60 equates to a college level– relatively difficult to read.

To improve your rating, consider modifying the content by reducing sentences, using simpler words, and eliminating unnecessary words. Keeping content both understandable and engaging is an art type. It needs practice and perseverance. If you streamline your content too much, it can lose pace and interest. Tools like the Hemmingway editor can provide some useful tips for making your content more understandable.


While a piece of content may not perform well on your website, see if it’s offering value of another kind– bring in important backlinks to your site. External backlinks from pertinent and authoritative sources offer important trust signals to online search engine.

This traditionally underperforming content also might earn greater traffic if it’s connected to relevant content and pages in other places on your website. This internal linking also can help the other pages where it’s included become more attractive to search engine rankings.

You can get backlink data for your site within Google Search Console. Browse to links > external links > top linked pages. (Use the internal links area to explore your on-site link structure.).

An entire host of SEO tools are readily available that supply external backlink information: Moz, Majestic SEO, Semrush, and Ahrefs are a few of the most popular tools.

Crawling your site with an SEO tool like Screaming Frog can likewise provide you comprehensive internal linking information to contribute to your content audit metrics.

Assisted Conversions

You most likely consider direct conversions as part of your basic audit, but what about assisted conversions? Assisted conversion data can reveal the true value of a content piece. Possibly it isn’t converting straight, however it might be playing an essential part in the customer journey.

Changing or removing this content without taking assisted conversions into account may lead to a downturn in conversions. It’s a hidden metric that can be crucial.

In Google Analytics, visit Multi-Channel Funnels > Assisted Conversions. Select ‘Landing Page URL’ as the secondary measurement to see which pages are assisting conversions.

Make Your Audit Metrics Matter

Before you start your content audit, consider your measure of success carefully. Making decisions without the full image can be damaging. While this isn’t an exhaustive list, it’s assisted point me in the right instructions, and I hope it will for your next content, too.

All tools in this article are recognized by the author. If you have a tool to recommend, please add it in the comments.

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