If you feel that your content isn’t driving the traffic that you know your website is capable of, it’s likely that you need an SEO content audit. Search engines (especially Google) keep refining their algorithms to focus on overall website content quality, and AI tools like ChatGPT, Claude, Gemini and Perplexity are choosing which pages to cite in their answers. Having low-quality pages indexed puts your website at risk with algorithm updates, and thin or unclear content makes it less likely that AI tools will recommend you. A content audit shows which pages to improve, merge or remove so the rest of your site can rank and get cited.
Dan Kern has been running SEO content audits for over 20 years. You get a page-by-page plan you can act on to grow your website’s organic search traffic, AI citations and revenue.
In our research, AI tools cited homepages and other commercial pages far more often than blog posts. A content audit shows which pages earn visibility and which ones hold the rest of your site back.
Research figures come from the Kern Media AI Search Citation Study (2026), an analysis of 1,044 AI answers, mostly from ChatGPT, with a head-to-head test of Claude, Gemini and Perplexity. Client results are anonymized; see our case studies.
Why an SEO Content Audit Benefits Your Website
- Improve overall content quality by identifying how to refine your website’s indexation in search engines.
- Protect your website from Google algorithm updates (including core updates) and potentially benefit from future updates.
- Increase search traffic and conversion potential by improving pages that already get traffic with better optimization and formatting.
- Create more authoritative content by combining multiple pages about the same topic (fixing keyword cannibalization) and increasing your ranking potential in search engines and AI tools.
- Increase conversions and drive more revenue, leads or subscribers by identifying Call-to-Action (CTA) improvements.
- Improve search and AI bot crawls by identifying and fixing technical SEO and JavaScript rendering issues that may be holding your website back.
- Increase and expand your keyword and AI visibility by identifying opportunities for metadata improvement, keyword targeting, keyword gaps and the questions buyers ask AI tools.
On a free 30-minute call, we’ll look at your content and traffic and show you where an audit would pay off first.
Creating Your Content Audit
A proper content audit takes more than a tool. We’ve yet to see software that delivers the insight an expert review provides, and here’s how our process works.
Crawling Your Website to Produce a Content Audit Inventory
Our process starts with crawling your website with a crawler like Screaming Frog to create a “content inventory,” which serves as the foundation of the content audit. Important data such as URLs, HTTP status codes, page titles, meta descriptions, H1 titles, meta robots tags, canonical URLs, word count and other data is pulled into one spreadsheet. This data lays the foundation for analyzing your website content the way search engines and AI tools will analyze it to determine quality, ranking and whether it’s worth citing.
The crawl report also helps to identify errors and missed opportunities. These errors include (but are not limited to):
- Broken pages
- Internal redirects
- Redirect chains
- Missing canonicals
- Orphaned pages
- Content hidden from AI crawlers (JavaScript-only content)
Identifying these errors and missed opportunities is just the start of a content audit, and it often turns up quick wins that help create a more crawl-friendly website for search engines and AI bots.
Discovery of Additional Pages in Google Analytics & Search Console
Website crawls don’t always identify all pages on your site, because some pages may not be properly linked from other internal pages. By exporting landing pages from Google Analytics and pages from Google Search Console, we can create a more complete inventory for conducting the content audit. This is an important step, and skipping it will result in an incomplete audit.
Aligning Traffic Metrics per Page
Once the inventory is complete, it’s necessary to pull in key traffic and conversion metrics to determine which content is “working” for your website. Organic search sessions and conversions are pulled in for every page, along with key metrics from Google Search Console (clicks, impressions, CTR and average ranking position). We also pull in AI referral sessions and revenue from tools like ChatGPT, Claude, Gemini and Perplexity, and when AI visibility tracking is in place, which pages AI tools cite most. This data shows which pages are worth keeping, improving or cutting.
Conducting the Content Analysis
Once we have a complete inventory of your content and the right traffic metrics, the real analysis begins. The first step we take is to tag all of your pages by “Page Type.” This allows for batch analysis. The worksheet is filtered to review pages by page type, and quality factors such as the following are reviewed:
- Organic traffic and conversions per page
- Google clicks, impressions, CTR + average ranking position per page
- AI referral traffic and AI citations per page
- URL structure
- Missing metadata
- Duplicate metadata
- On-page optimization and how clearly each page answers buyer questions (answer engine optimization, or AEO)
- Keyword cannibalization and content decay
This is where the majority of work is done to determine the overall quality of your website. We determine which pages to remove from search engine indexes, which pages to optimize and improve, which pages to rewrite so they answer the questions buyers ask Google and AI tools, and which pages to consolidate if there is clear topic duplication. We also summarize the recommendations so you can see the summary at a glance, such as:
- Number of pages that drive any organic traffic, out of all website pages
- Total organic traffic for pages recommended to be removed from search engine indexes
- Total organic traffic for pages recommended to be improved
- Pages earning AI traffic or citations, and pages AI tools should be citing but aren’t
Creating the Content Audit Strategy
The final step is to create a strategy document that curates the findings from the content audit so that you and your team can read the findings quickly. Typically, the findings are striking. Most companies realize that the vast majority of their content is not performing (driving traffic and/or conversions), and that some of their content actually poses a quality risk to the website’s overall ranking potential in search engines (especially Google). You get pragmatic, step-by-step recommendations to fix it.
The content optimization strategy will also include keyword and prompt research for your top pages to better optimize the metadata and body content, which decides how your content ranks in search engines and shows up in AI answers. This typically becomes an ongoing process, where we work with clients to research and optimize their entire website over time.
Smaller websites can often be fully researched as part of the initial content audit project, but most websites are large enough that the research becomes an ongoing effort.
Aligning your content with the keywords and questions your target audience uses in Google and AI tools can grow your organic traffic, AI citations and leads.
On a free 30-minute call, we’ll talk through your site and where a content audit would help most.
What AI Search Means for Your Content
More content isn’t always better. In our AI search citation study, blog posts earned only 6.9% of AI citations on company websites, while homepages (16.3%), service pages (12.2%), About pages (10.6%) and product pages (10.4%) earned far more. A content audit shows which of your pages deserve the most attention, and which are holding the rest of your site back.
Content Audit Results
An eCommerce store doubled its organic search revenue within a year after we rewrote its product pages with unique content and optimized its categories. See more in our case studies.
Is Kern Media a Good Fit?
- You have an established website and leads or sales from search that matter to the business.
- You have marketing, content or development resources (in-house or outsourced) who can implement changes.
- You want senior strategy from an experienced consultant rather than a large agency account team.
See pricing for typical retainers and projects, or Working With Kern Media for how we work.
Content Audit FAQs
How long does a content audit take?
It depends on how many pages your site has. Smaller sites can often be audited in a few weeks, while large content libraries take longer and may be split into phases by page type.
How much does a content audit cost?
Content audits are billed at our standard month-to-month rates. Scope depends on the size of your website and the depth of the analysis. See our pricing page for how projects and retainers work.
Will removing pages hurt our traffic?
Not when it’s done carefully. We only recommend removing or consolidating pages that drive little or no traffic, conversions or links, and we redirect pages that have value. Pruning low-quality pages often helps the pages that remain.
Should we delete, noindex or redirect old blog posts?
It depends on the post. We update posts that have potential. If a post has to stay on your site but shouldn’t show up in search, we noindex it. Otherwise we merge overlapping posts into one stronger page, or prune posts with no traffic, links or business value, and redirect the old URLs. Removing thin posts rarely affects AI visibility, since our study found AI tools cite blog posts far less than service, product and About pages.
Does the audit show which pages AI tools cite?
Yes, when AI visibility tracking is in place. We pull AI referral traffic and revenue by page from GA4, and flag the pages AI tools should be citing but aren’t.
What happens after the audit?
You get a prioritized strategy document. Many clients continue with a monthly retainer for keyword and prompt research, content briefs and ongoing optimization.
Ready for a Content Audit?
We’ve refined our content audit process across eCommerce, lead generation, B2B software, financial services and online publishing websites, and every audit covers how your content performs in Google and AI search. Let’s talk.
You’ll talk directly with founder Dan Kern, not a salesperson, and get a custom proposal after the call.
