Content Audit
A content audit is a systematic review of all existing content on a website to assess what is performing, what needs updating, and what should be removed or consolidated.
A content audit is both diagnostic and strategic. It takes stock of everything a website has published — every blog post, landing page, and resource — and evaluates each piece against a consistent set of criteria: organic traffic, rankings, engagement, backlinks, and alignment with current business goals. The output is a clear action plan that typically categorises content as keep, update, consolidate, or remove.
For most B2B companies that have been publishing for two or more years, a content audit reveals significant waste. Thin articles written years ago that rank for nothing, duplicate content competing against itself for the same keyword, outdated posts that damage credibility, and strong posts that could rank better with a moderate update. Addressing these issues often produces faster ranking improvements than publishing new content.
Content audits also reveal gaps in the topic cluster architecture. When you map existing content against the full keyword opportunity, you typically find clusters that are missing their pillar page, subtopics with no coverage, and high-volume keywords with no matching content. The audit becomes the foundation for the content calendar going forward.
A full audit for an established site can take one to two weeks. The most common mistake is auditing without a clear action framework — ending up with a spreadsheet that no one acts on. The audit is only valuable if it outputs a prioritised list of specific actions tied to expected impact.
Updating existing content often produces faster ranking improvements than publishing new content — a targeted audit identifies the highest-leverage optimisation opportunities immediately
Removing or consolidating thin and duplicate content cleans up site quality signals, which can improve the performance of every other page on the domain
An audit maps what you have against what you need, turning the gap analysis into a ready-to-execute content calendar rather than guesswork
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Full glossaryContent Calendar
A content calendar is a scheduling system that maps planned content across formats, channels, and publication dates — giving a content program structure, accountability, and strategic pacing.
Content StrategyTopic Cluster
A topic cluster is a content architecture where one comprehensive pillar page links to multiple supporting articles, all covering different aspects of a central subject.
SEOTopical Authority
Topical authority is the degree to which a website is recognised by search engines as a credible, comprehensive source on a particular subject — earned by publishing deeply on a topic cluster.
Content StrategyContent Brief
A content brief is a strategic document that defines everything a writer needs before drafting a piece: the target keyword, audience, structure, tone, and conversion goal.