A content audit is the process of analyzing content on a site to determine if it is the best possible use of resources and if the content is promoting the website and brand in the way it is intended to. It is important for you to have a content audit when you want to determine why your rankings are not where they should be. In most cases, changes to content will boost your rankings even if you do not do anything else to help them such as a PPC campaign.
Whether you do your own content audit or have a professional do one for you, it is important to follow a pattern that will allow you to document the changes that must be made. A good content audit will accomplish several purposes, including: