[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fbrighton-seo-sam-marsden-next-level-content-audits-crawlers":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":11,"coauthors":16,"class_list":18,"acf":27,"head_links":411,"breadcrumbs":412,"reading_minutes":144,"category":419,"head":421},"2018-04-27T14:30:22",{"rendered":6},"\u003Cp>Sam Marsden is a content and SEO manager at DeepCrawl. He is responsible for optimising for organic, content strategy and tagging for the site. Sam is talking about how you can take your content audits to the next level.\u003C\u002Fp>\n\u003Ch2 id=\"the-need-of-a-new-site\">The need of a new site\u003C\u002Fh2>\n\u003Cp>Sam started at DeepCrawl last year, soon after starting received Series A funding. DeepCrawl were therefore able to ‘scale up’. Funds were made available for a site redesign which was much needed.\u003C\u002Fp>\n\u003Cp>A site redesign is a long, time-consuming process. As well as the redesign they needed to move to a new CMS because they were suffering from a plugin bloat which was making it difficult to upload content.\u003C\u002Fp>\n\u003Cp>They had to manually upload all the content. Any low value content wasn’t worth migrating where Sam decided a content audit was needed.\u003C\u002Fp>\n\u003Ch2 id=\"four-stages-of-a-content-audit\">Four stages of a content audit\u003C\u002Fh2>\n\u003Cp>Sam broke down the best way to complete a content audit into 4 easy to follow steps:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Full extent of the inventory\u003C\u002Fli>\n\u003Cli>Attach relevant performance data\u003C\u002Fli>\n\u003Cli>Create a set of criteria\u003C\u002Fli>\n\u003Cli>Make a decision\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Cp>He then explained that he googled ‘what is a content audit?’ to get more of an insight into how to conduct a content audit. This source brought a featured snippet from marketing land that didn’t hit the nail on the head.\u003C\u002Fp>\n\u003Cp>DeepCrawl wanted a data-driven approach. Sam continued to look and develop a comprehensive, fresh approach that took all of the site’s content inventory into account.\u003C\u002Fp>\n\u003Ch3 id=\"a-content-audit-is-like-a-spring-clean\">A content audit is like a spring clean\u003C\u002Fh3>\n\u003Cp>Sam listed four core stages of a site audit, comparing it to a Spring clean:\u003C\u002Fp>\n\u003Col>\n\u003Cli>Find all the crap you have hidden in your home \u002F URLs on your site.\u003C\u002Fli>\n\u003Cli>Decide what is off-limits. Core pages you don’t want to get rid of.\u003C\u002Fli>\n\u003Cli>What’s your reasoning behind what will go? Create a set of criteria.\u003C\u002Fli>\n\u003Cli>Make the call on what gets binned? What isn’t needed?\u003C\u002Fli>\n\u003C\u002Fol>\n\u003Ch2 id=\"first-things-first\">First things first\u003C\u002Fh2>\n\u003Cp>You need to find all the existing content on your site. You can export all pages from your CMS – but pages might be missed.\u003C\u002Fp>\n\u003Cp>You can run a crawl of your site – recommended – but this will give a limited view of data in isolation.\u003C\u002Fp>\n\u003Cp>Other guides say export from third party tools which can be very luborious and time consuming.\u003C\u002Fp>\n\u003Cp>DeepCrawl is the best solution as it not limited by scale and can easily integrate data into that crawl. Crawl data needs to be at the centre of your audit rather than just a single source.\u003C\u002Fp>\n\u003Cp>You can then move on to extracting out onpage data such as author data etc. to review all the content thoroughly on your site.\u003C\u002Fp>\n\u003Cp>You are going to have a lot of metrics in your crawl that might not be useful so whittle that down so you can start making some decisions and decide on the core pages you want to keep.\u003C\u002Fp>\n\u003Ch2 id=\"questions-youll-want-to-answer\">Questions you’ll want to answer\u003C\u002Fh2>\n\u003Cp>\u003Cspan style=\"text-decoration: underline;\">1\u002F. What is an isn’t performing well?\u003C\u002Fspan>\u003Cbr \u002F>\nDependant on the nature of your site. News publisher will define this completely differently to a niche B2B site like DeepCrawl.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"text-decoration: underline;\">2\u002F. How can you deal with content that isn’t performing well?\u003C\u002Fspan>\u003Cbr \u002F>\nGo into content inventory and add in an action column.\u003C\u002Fp>\n\u003Cp>Keep –> Cut –> Combine –> Convert.\u003C\u002Fp>\n\u003Cp>On DeepCrawl’s site there was a lot of ‘best practise’ content which was very outdated so looked at whether the content was published in the last year, if it was definitely keep. Also looked at impressions etc.\u003C\u002Fp>\n\u003Cp>Ask yourself important questions about the content: Is this page being seen in search and receiving traffic? Is the page bringing value to the site?\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"text-decoration: underline;\">3\u002F. How do you get the most out of content that is performing well?\u003C\u002Fspan>\u003Cbr \u002F>\nExamine ways you can maximise your top performing content. Start using full data sources and look at tag pages etc.\u003C\u002Fp>\n\u003Cp>\u003Cspan style=\"text-decoration: underline;\">4\u002F.How can you inform your content strategy going forward?\u003C\u002Fspan>\u003Cbr \u002F>\nEnsure that resources are invested into more of what works and less of what doesn’t. This will be particularly useful for large sites where a page-by-page assessment isn’t possible.\u003C\u002Fp>\n\u003Ch2 id=\"look-at-relationships\">Look at relationships…\u003C\u002Fh2>\n\u003Cp>Tool of choice will be the pivot table..\u003C\u002Fp>\n\u003Cp>\u003Cstrong>1\u002F. Performance by channel \u002F category \u002F content\u003C\u002Fstrong>\u003Cbr \u002F>\nDo some types of content perform better than others. Review articles, average PageViews and average shares.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>2\u002F. Is content length positively correlated with engagement?\u003C\u002Fstrong>\u003Cbr \u002F>\nIs there long form content that isn’t being engaged with? Maybe there can be guidelines for your content team created from this.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>3\u002F. Is page speed harming bounce rate and conversions?\u003C\u002Fstrong>\u003Cbr \u002F>\nBranded3 did some research that showed that the load time of a page is closely related to conversion rate.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>4\u002F. Performance and engagement by author\u003C\u002Fstrong>\u003Cbr \u002F>\nHow does various bits of content perform on the site and relate this back to the author? This is very useful for sites like news sites where there is a high turnover of content.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>5\u002F. Performance fluctuations by publish date and time\u003C\u002Fstrong>\u003Cbr \u002F>\nIs content better received on specific days or at specific times?\u003C\u002Fp>\n\u003Ch2 id=\"automating-the-process\">Automating the process\u003C\u002Fh2>\n\u003Cp>The above is just the beginning, you will want to automate the process. This could initially be by scheduling crawls. You could then look at creating automated rules such as automated alerts for when traffic drops etc. You could also noindex low quality UGC.\u003C\u002Fp>\n\u003Cp>You will want to have a look at how you can pull that data into dashboards for continuous monitoring, such as Google Data Studio.\u003C\u002Fp>\n\u003Cp> \u003C\u002Fp>\n\u003Cdiv id=\"drum-screenshare-extension\" style=\"display: none;\">1.0.0.19\u003C\u002Fdiv>\n",false,"standard",[10],1,[12],{"id":13,"name":14,"path":15},128,"brightonSEO","\u002Fblog\u002Fcollection\u002Fbrighton-seo\u002F",[17],135,[19,20,21,22,23,24,25,26],"post-3816","post","type-post","status-publish","format-standard","hentry","category-seo","collections-brighton-seo",{"page_content_modules":28,"hero":140},[29,95],{"acf_fc_layout":30,"reduced":31,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":31,"title":32,"content":6,"authors":33},"blog_post_content",true,"Brighton SEO: Sam Marsden – Next Level Content Audits With Crawlers",[34],{"id":35,"path":36,"display_name":37,"job_title":38,"description":39,"avatar_url":40,"acf":41},33,"\u002Fabout\u002Four-team\u002Fimpression-team\u002F","Team Impression","","This post may have been written by a past member of the Impression team, or be a collaboration of us all. We hope you like it!","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":38,"full_bio":38,"specialist_service_links":7,"photo":42},{"ID":43,"id":43,"title":44,"filename":45,"filesize":46,"url":47,"link":48,"alt":38,"author":49,"description":38,"caption":38,"name":50,"status":51,"uploaded_to":46,"date":52,"modified":52,"menu_order":46,"mime_type":53,"type":54,"subtype":55,"icon":56,"width":57,"height":57,"sizes":58},12476,"Impression-Icon","Impression-Icon.jpg",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&q=90","\u002Fimpression-icon\u002F","12","impression-icon","inherit","2021-11-02 16:49:21","image\u002Fjpeg","image","jpeg","\u002Fwp\u002Fwp-includes\u002Fimages\u002Fmedia\u002Fdefault.png",500,{"thumbnail":59,"thumbnail-width":60,"thumbnail-height":60,"medium":61,"medium-width":62,"medium-height":62,"medium_large":63,"medium_large-width":64,"medium_large-height":64,"large":65,"large-width":66,"large-height":67,"1536x1536":68,"1536x1536-width":69,"1536x1536-height":69,"2048x2048":70,"2048x2048-width":71,"2048x2048-height":71,"post-thumbnail":72,"post-thumbnail-width":73,"post-thumbnail-height":74,"12_col":75,"12_col-width":76,"12_col-height":77,"default_landscape":78,"default_landscape-width":79,"default_landscape-height":80,"default_portrait":81,"default_portrait-width":80,"default_portrait-height":79,"6_col_and_margin_short":82,"6_col_and_margin_short-width":73,"6_col_and_margin_short-height":77,"11_col_and_margin":83,"11_col_and_margin-width":84,"11_col_and_margin-height":77,"9_col_rectangle":85,"9_col_rectangle-width":86,"9_col_rectangle-height":87,"11_col":88,"11_col-width":89,"11_col-height":77,"staff_image_696_600":90,"staff_image_696_600-width":91,"staff_image_696_600-height":80,"rectangular_thumbnail":92,"rectangular_thumbnail-width":93,"rectangular_thumbnail-height":94},"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=200&q=90&w=200",200,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=768&q=90&w=768",768,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","1892","1000","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=1536&q=90&w=1536",1536,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=scale&h=2048&q=90&w=2048",2048,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",1860,1180,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2880",2880,870,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=800",800,600,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=800&q=90&w=600","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=1860","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=3080",3080,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=1400&q=90&w=2150",2150,1400,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=600&q=90&w=696",696,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F11\u002FImpression-Icon.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",750,300,{"acf_fc_layout":96,"reduced":31,"top_overlap":97,"bottom_underlap":97,"disable_observer":-1,"heading":98,"cta_text":99,"cta_link":100,"items":101},"related_module","small","See more posts","See all articles","\u002Fblog\u002F",[102,116,125],{"type_key":20,"title":103,"excerpt":104,"to":105,"postedAt":106,"readingTime":107,"image":108,"authors":109,"category":113},"August 2026 Google algorithm and search industry updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on changes made to Google’s AI Overviews, the personalisation of search, and the way AIOs are affecting zero-click behaviour. The start of a large shift, and a slightly controversial one, is happening in the world of […]\u003C\u002Fp>\n","\u002Fblog\u002Faugust-2026-google-algorithm-and-search-industry-updates\u002F","2026-09-09T10:48:44",5,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F09\u002Ft-i-m-e-l-o-r-d-eCC0dhkg_pY-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[110],{"name":111,"image":112},"Scott Lynam","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F05\u002FScott-Lynam.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":114,"name":115},"\u002Fblog\u002Fcategory\u002Fseo\u002F","SEO",{"type_key":20,"title":117,"excerpt":118,"to":119,"postedAt":120,"readingTime":107,"image":121,"authors":122,"category":124},"July 2026 Google Algorithm and Search Industry Updates","\u003Cp>This month, we bring you some exciting developments and updates from the world of search, with a clear focus on tailoring AI search results in Google and an upgrade to WordPress e-commerce websites. The start of a large shift, and a slightly controversial one, is happening in e-commerce: Google has started initial tests for AI-generated […]\u003C\u002Fp>\n","\u002Fblog\u002Fjuly-2026-google-algorithm-and-search-industry-updates\u002F","2026-08-04T14:15:43","https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Frubaitul-azad-58HvxSq7rrU-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[123],{"name":111,"image":112},{"to":114,"name":115},{"type_key":20,"title":126,"excerpt":127,"to":128,"postedAt":129,"readingTime":130,"image":131,"authors":132,"category":139},"How information gain solves commodity SEO","\u003Cp>When building informational assets as an SEO professional, how can you distinguish your brand when so many articles often mirror one another? The answer lies in information gain. By moving away from replication and toward the creation of unique value, you provide both Google and users with a compelling reason to prefer your brand over […]\u003C\u002Fp>\n","\u002Fblog\u002Fhow-information-gain-solves-commodity-seo\u002F","2026-07-20T11:37:53",12,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F07\u002Fgetty-images-lwAc6CL9tlM-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[133,136],{"name":134,"image":135},"Rhianne Moriarty","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FOxCBEwDu-Rhianne-Moriaty.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"name":137,"image":138},"Milly Green","https:\u002F\u002Fimages.impression.co.uk\u002F2025\u002F02\u002FMilly-Green.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":114,"name":115},{"type":141,"style":142,"heading":32,"date":4,"updatedAt":143,"reading_minutes":144,"image":38,"imageAlt":32,"categories":145,"collections":328},"blog-post","light","2022-02-07T16:48:30",4,[146],{"id":10,"count":147,"description":148,"link":114,"name":115,"slug":149,"taxonomy":150,"parent":46,"meta":151,"acf":152,"head_links":153,"resource_count":154,"yoast_title":155,"yoast_meta":156,"yoast_json_ld":200,"_links":297,"path":114},431,"\u003Cp class=\"p1\">Looking for the latest news in the world of SEO? Then you’ve come to the right place. We regularly publish blogs on the announcements, updates, and strategies that are shaking up the industry.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">Find out more about our \u003Ca href=\"\u002Fseo\u002F\">SEO services\u003C\u002Fa>, or browse our blog posts below for our latest tips, advice and guides. If you’re interested, why not check out our \u003Ca href=\"\u002Four-work\u002Fservice\u002Fseo\u002F\">SEO case studies\u003C\u002Fa> too?\u003C\u002Fp>","seo","category",[],[],[],27,"SEO Blog | SEO Tips, Advice & Guides | Impression",[157,159,162,165,168,171,174,176,178,180,183,186,189,192,194,197],{"property":158,"content":155},"title",{"property":160,"content":161},"description","Keeping up to date with the latest SEO trends, strategies, and announcements can be difficult. 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