July 15, 2025 • 14 mins
Learn how to audit your content to improve your website's SEO and AI SEO. If you want to get more traffic to your website, show up more often on ChatGPT or AI Overviews or AI Mode, then this is an online marketing strategy that will help you.
Your website and blog's content can drive lots of website traffic, but we want to make sure it's the right people.
Learn how to do an audit, what to look for, and how to determine what to keep, remove, and change so that you're more visible in search.
Register now for the free live SEO class and find out the secrets to being found, generating leads, and making money from Google and in AI Search like ChatGPT.
https://www.etchedmarketing.com/registration-seo-class
My free resources, including the Beginner's step-by-step SEO Guide and my free class, are available here.
https://www.etchedmarketing.com/freebies
Learn more about 1:1 Elite Marketing Coaching, where we work together for 3 months on your business. I'll help you make more money.
https://www.etchedmarketing.com/marketing-coaching
Join me in Simple SEO Content, my complete SEO and Content Marketing course that teaches you what to do step-by-step. It walks you through the entire process. (complete course)
https://www.etchedmarketing.com/yes
Join Simple Podcast SEO and learn how to grow your show quickly and easily in the self-study podcast SEO program.
https://www.etchedmarketing.com/enroll
My favorite marketing tools (affiliate links)
Podcast recording and editing - Descript
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:02):
Hi there.
Welcome back to the podcast.
I am going to sneak in one morequick episode before I go pick
him up at his friend's house.
So I'm doing good.
I've gotten three recorded whilehe was at a play date, so yay
for that.
So this time what I wanna talkto you about is how to audit
(00:23):
your website and blog content toboost your SEO, especially your.
Ai, SEO, we've talked a lotabout AI overviews, AI mode
chat, GPT, and the fact that wehave to change our content
formatting for ai.
So today I wanna really look at.
(00:44):
What do you have on yourwebsite?
How is it performing?
Can we update it and make itwork better for SEO and can we
have a better chance of rankingin AI in the overviews, AI mode
chat, GPT, perplexity, etcetera.
So on a regular basis, like oncea year, I go ahead and I update
(01:06):
and review and audit my websiteand blog content.
And if I have any pages thatreally aren't applicable
anymore, I go ahead and get ridof those.
So say that I had a.
Product or course that I used tosell and I don't sell it
anymore, or a consulting programthat you don't have anymore, you
(01:27):
wanna go ahead and get rid ofthose pages because you don't
really want people.
To come in and find things thataren't relevant or you're not
really helping, you're notoffering that anymore.
It's not a good user experience,so let's go ahead and get rid of
those.
Now, when you are getting rid ofthem, there are a couple things
you can do with them.
One, you can redirect them,meaning somebody who finds that
(01:51):
page goes to another pageautomatically, they land on a
different page.
Or you can just remove them.
You can just delete them out.
Now, if you don't do.
An actual, like you don't deletethem the correct way on the
backend, then you're going toend up with what's called a 4 0
4 error, meaning that the pagewas not found well, it doesn't
(02:15):
impact your SEO.
Google doesn't really care.
I care because it's not a gooduser experience.
So I had an issue with my.
Um, air fryer, toaster oven thismorning.
It's been acting up for the lastweek or two, and so I reached
out to Cuisinart to find outbecause I heard, you know, it
was under warranty, they'd takecare of it.
So I searched and sure enough,online I found information.
(02:37):
It gave me the website page thatI could submit my claim, but
when I went to that page, it wasa 4 0 4 error, so I couldn't
submit my claim, I couldn't dowhat I needed to do in that
moment, and I actually had tocall them now.
Thank goodness.
They were awesome and theyanswered their phone in like 20
seconds, and I got somebodyreally nice on the phone and she
(03:00):
was super helpful, and they'resending me a brand new air fryer
toaster oven because mine broke.
But it's not always like that.
My microwave decided to die onMemorial Day as I was getting
ready to host a pool party withlike 25 people at my house.
And when I called KitchenAid toget help with it, it ended up
taking me three phone calls inabout two and a half hours
(03:21):
before I got somebody and got itscheduled to have someone come
out.
So.
As a consumer, when I saw that 40 4 error on the page, it was
like, oh my gosh, no.
I just wanna be able to submitthis online.
I don't wanna have to wait onthe phone for hours to get help.
So think about that from yourconsumer's perspective, your
(03:41):
reader's perspective.
You don't wanna have 4 0 4errors on your website.
Where you're not helping themget to where they need to get
to.
So really think about that.
So go through and clean up anypages that are no longer
applicable.
You don't offer that.
It doesn't tie to anything inyour business anymore.
Just get rid of them, removethem or redirect them.
(04:02):
So I have.
Like training classes that Iteach live once or twice a year.
Well, if I'm not teaching itlive, the person doesn't need to
end up on a page that says, Hey,this doesn't exist.
I just redirect them so thatwhen they search that they end
up on the page for the trainingclass.
That's currently availablebecause that's what they're
looking for is a training class.
(04:23):
So think about that.
Think about the user experiencewhen you're doing this, and make
sure that if you are doing aredirect, you are redirecting
them to the correct page.
Now, if you are going to do aredirect, you, there are two
types.
One is a 3 0 1, which is a.
Permanent redirect.
The other is a 3 0 2, which is atemporary redirect.
(04:44):
In most cases, you're gonna usea 3 0 1 permanent redirect.
If this is feeling too techy,just have your tech person do
it.
But realistically, if you're inWordPress and Squarespace and
some of those, you're gonna beable to do this pretty easy on
your own.
Now we've talked about what weneed to get rid of.
Now what I want you to do islook at your blog or your
(05:04):
remaining pages on your website,and I want you to see what you
have as far as what content youhave.
So you can use a tool to helpyou crawl it, to look at it and
see.
So if you want, there's a freeone called Screaming Frog.
I know it's a funny name, but itworks really well.
It's a free download.
(05:25):
You can use it and it'll helpyou crawl your site and.
Can you see what Google sees?
Or if you have analytics set up,I just go straight into
analytics and I go into myanalytics and I like my blog is
back or forward slash blog.
So I go into analytics and Ijust look at forward slash blog.
I pull the traffic for 12 to 18months.
(05:48):
That way I know I'm not making adecision based on seasonality.
Let's say that there's a postmost of minor evergreen.
Yours may or may not be.
An evergreen post just meansit's applicable at all times.
So most mine are evergreen, butyou wanna make sure that if
there's something that isseasonal, you're not making a
decision to cut it now, when youactually would be getting a lot
(06:11):
of traffic to it during theright time of year.
So you wanna look at that 12 to18 month view and you wanna look
and see which pages are gettingno traffic, which pages are
getting a lot of traffic.
If you have a keyword rankingtool, you wanna look and see
which pages have keywords thatare ranking high.
Are there.
Keywords that you couldpotentially get to Page two.
(06:33):
You know, maybe you're at thetop of page two.
Maybe you wanna get to page one.
There are so many things thatyou can do when you're auditing
your content.
What I generally recommend.
Is you categorize and prioritizebased on opportunity.
So if you have blog posts thatgot like five visits in the last
18 months, you may not evenwanna bother with those because
(06:56):
you know what?
They're not doing much.
They're not getting a lot oftraffic.
Maybe your audience doesn't like'em.
Maybe they're not superrelevant, maybe they're really
old and not very good, and youshould consider just getting rid
of them.
What I want you to really lookat are the ones that are getting
traffic and the ones that areranking, and I want you to look
for SEO opportunities.
So here, if you have ones thatare ranking in your ranking.
(07:18):
Um, ranking software.
Let's say that your trackingshows that you are between 11
and 20 in your keyword rank fora given keyword.
I want you to take a look at theblog post that is associated
with that keyword and look andsee what is the keyword and is
it the right one?
Should you maybe do a revisionon it?
(07:38):
Is there something that youshould change to improve your
SEO and see if you canpotentially increase your
rankings?
So you're gonna wanna go throughand use some of your competitive
research.
I've got some podcast episodesabout this.
If you're a student in simpleSEO content, you have your AI
SEO assistant who can help youwith this.
You also have access to me, askme questions, I will help you
(08:00):
and answer them, and walk youthrough what to do.
So you're looking foropportunities.
Are there keywords that you canrank for today that maybe you
couldn't rank for before?
Are there keywords that youcould just adjust the title or
the content a little bit andmake it more applicable?
Do you need to update theformatting like I'm looking at?
My original blog post that Iwrote here for how to audit your
(08:21):
content, and let me tell youbefore this goes live with the
podcast episode and the embedand everything, I'm going to
update the formatting on thisdrastically because this was
written probably in 2017 or2018.
It's been updated a few timesfrom an SEO standpoint.
But it's not been updated forai.
(08:43):
SEO.
I have not formatted it.
There is not enough white spaceon this post.
There are different things thatI'm going to change now.
I update and review my contenteach.
Year.
I generally make it a summerproject because as you know, I
work fewer hours in the summer.
I don't do a whole bunch of biglaunches and things like that,
so I try to do projects likethis.
(09:04):
You don't have to do it in thesummer, just do it maybe during
your downtime.
If you don't have downtime, thenjust choose a handful of posts
and work on'em at a time.
As you work your way througheverything, you're going to want
to determine what to update,what to keep as is, and what to
get rid of.
Once you've made that decision,like pull your data out of
(09:25):
Google Analytics, create yourspreadsheet, and just have, keep
revise.
Delete.
And that way you'll know whatyou have that you need to work
with.
And then you'll also be able tosee like, are there content
gaps?
Are there posts that you thoughtyou had covered that you didn't
or are there posts that you'vecovered five different ways?
(09:50):
One is getting traffic and theothers are not.
That might be a situation whereyou want to redirect those
others to whichever version ofit is getting the most traffic.
Because sometimes when we'vebeen blogging for years, we
duplicate.
We don't realize, we think wehave a great idea and we do, and
we write it, and then werealize, oh yeah, I wrote one
about that five years ago.
So, you know, you just wannalook at it and do the update.
(10:13):
In the blog post, there's moredata, more details on like how
do you determine what to look atfrom a data perspective.
So make sure you take a look atthat blog post.
It was in your, it was linked inyour email.
It's also linked in thedescription here, because it
does actually walk through, likewhat questions you can ask
yourself to figure out, do Ikeep, do I edit, do I remove.
(10:36):
Last year when I did this, Iremoved over a hundred posts
from my blog because they reallyweren't applicable.
And I'll be honest, it waspainful because one of them in
particular ranked in positionnumber one.
It drove a ton of traffic, but Ididn't have anything to sell.
(10:56):
The person who came in from thatblog post, because it was.
It was from 2017.
It wasn't super relevant for meanymore.
It was how to nail Your FirstFacebook Live.
I got hundreds of visits fromthat blog post every month.
Great traffic, all of it.
But I don't really teachFacebook Live.
(11:16):
At this point, I don't have acourse that teaches anything
about it.
So while it was a great blogpost and it ranked really high
and it drove a lot of traffic,it didn't drive traffic for
people who were interested inlearning about SEO or what
content to create.
And so I ultimately killed itoff.
And yes, my website trafficdropped because of that.
(11:36):
And so sometimes I have toremind myself.
I removed several really goodblog posts that were getting a
lot of traffic, but I couldn'tedit them in a way that was
going to make them.
Applicable and relevant to mybusiness as it is today, which
is why I got rid of them,because it's more important to
have the right people coming toyour website.
(11:58):
Even if you have fewer of theright people, it's going to work
better than a bunch of the wrongpeople, and that's why we wanna
audit your content.
Then I also want you to look atyour content to see what can you
adjust to be able to rank in orshow up in AI search.
AI overviews, AI mode, etcetera, because your old content
(12:21):
was not written with AI searchin mind.
Neither was mine.
So we need to go through andrevise and audit and update to
help that old content drivetraffic today.
If it is still relevant andapplicable to your business,
let's update it and let'srefresh it and let's get it out
there so that it can start doingmore.
(12:42):
To boost your SEO and yourA-I-S-E-O.
Alright, hopefully you foundthis one helpful and gave you
some ideas as to what to do.
And like I said, make sure youlook at the blog post on this
one just because I've got a lotof questions you can ask
yourself.
I've got a lot of notes as tolike where you can find the
information, what to look at,things that I didn't go into as
much in the podcast because youare not gonna probably be
(13:05):
jotting a bunch of notes.
You are like me, you're probablywalking or working out or
driving.
So.
Make sure you review the blogpost because it's got lots of
data on in there and questionsand things you can do to help
you go through this process.
Alright, that's it for today.
You have a great day and I willsee you back here next week.
Bye for now.
Hi there.
Welcome back to the podcast.
I am going to sneak in one morequick episode before I go pick
him up at his friend's house.
So I'm doing good.
I've gotten three recorded whilehe was at a play date, so yay
for that.
So this time what I wanna talkto you about is how to audit
(00:23):
your website and blog content toboost your SEO, especially your.
Ai, SEO, we've talked a lotabout AI overviews, AI mode
chat, GPT, and the fact that wehave to change our content
formatting for ai.
So today I wanna really look at.
(00:44):
What do you have on yourwebsite?
How is it performing?
Can we update it and make itwork better for SEO and can we
have a better chance of rankingin AI in the overviews, AI mode
chat, GPT, perplexity, etcetera.
So on a regular basis, like oncea year, I go ahead and I update
(01:06):
and review and audit my websiteand blog content.
And if I have any pages thatreally aren't applicable
anymore, I go ahead and get ridof those.
So say that I had a.
Product or course that I used tosell and I don't sell it
anymore, or a consulting programthat you don't have anymore, you
(01:27):
wanna go ahead and get rid ofthose pages because you don't
really want people.
To come in and find things thataren't relevant or you're not
really helping, you're notoffering that anymore.
It's not a good user experience,so let's go ahead and get rid of
those.
Now, when you are getting rid ofthem, there are a couple things
you can do with them.
One, you can redirect them,meaning somebody who finds that
(01:51):
page goes to another pageautomatically, they land on a
different page.
Or you can just remove them.
You can just delete them out.
Now, if you don't do.
An actual, like you don't deletethem the correct way on the
backend, then you're going toend up with what's called a 4 0
4 error, meaning that the pagewas not found well, it doesn't
(02:15):
impact your SEO.
Google doesn't really care.
I care because it's not a gooduser experience.
So I had an issue with my.
Um, air fryer, toaster oven thismorning.
It's been acting up for the lastweek or two, and so I reached
out to Cuisinart to find outbecause I heard, you know, it
was under warranty, they'd takecare of it.
So I searched and sure enough,online I found information.
(02:37):
It gave me the website page thatI could submit my claim, but
when I went to that page, it wasa 4 0 4 error, so I couldn't
submit my claim, I couldn't dowhat I needed to do in that
moment, and I actually had tocall them now.
Thank goodness.
They were awesome and theyanswered their phone in like 20
seconds, and I got somebodyreally nice on the phone and she
(03:00):
was super helpful, and they'resending me a brand new air fryer
toaster oven because mine broke.
But it's not always like that.
My microwave decided to die onMemorial Day as I was getting
ready to host a pool party withlike 25 people at my house.
And when I called KitchenAid toget help with it, it ended up
taking me three phone calls inabout two and a half hours
(03:21):
before I got somebody and got itscheduled to have someone come
out.
So.
As a consumer, when I saw that 40 4 error on the page, it was
like, oh my gosh, no.
I just wanna be able to submitthis online.
I don't wanna have to wait onthe phone for hours to get help.
So think about that from yourconsumer's perspective, your
(03:41):
reader's perspective.
You don't wanna have 4 0 4errors on your website.
Where you're not helping themget to where they need to get
to.
So really think about that.
So go through and clean up anypages that are no longer
applicable.
You don't offer that.
It doesn't tie to anything inyour business anymore.
Just get rid of them, removethem or redirect them.
(04:02):
So I have.
Like training classes that Iteach live once or twice a year.
Well, if I'm not teaching itlive, the person doesn't need to
end up on a page that says, Hey,this doesn't exist.
I just redirect them so thatwhen they search that they end
up on the page for the trainingclass.
That's currently availablebecause that's what they're
looking for is a training class.
(04:23):
So think about that.
Think about the user experiencewhen you're doing this, and make
sure that if you are doing aredirect, you are redirecting
them to the correct page.
Now, if you are going to do aredirect, you, there are two
types.
One is a 3 0 1, which is a.
Permanent redirect.
The other is a 3 0 2, which is atemporary redirect.
(04:44):
In most cases, you're gonna usea 3 0 1 permanent redirect.
If this is feeling too techy,just have your tech person do
it.
But realistically, if you're inWordPress and Squarespace and
some of those, you're gonna beable to do this pretty easy on
your own.
Now we've talked about what weneed to get rid of.
Now what I want you to do islook at your blog or your
(05:04):
remaining pages on your website,and I want you to see what you
have as far as what content youhave.
So you can use a tool to helpyou crawl it, to look at it and
see.
So if you want, there's a freeone called Screaming Frog.
I know it's a funny name, but itworks really well.
It's a free download.
(05:25):
You can use it and it'll helpyou crawl your site and.
Can you see what Google sees?
Or if you have analytics set up,I just go straight into
analytics and I go into myanalytics and I like my blog is
back or forward slash blog.
So I go into analytics and Ijust look at forward slash blog.
I pull the traffic for 12 to 18months.
(05:48):
That way I know I'm not making adecision based on seasonality.
Let's say that there's a postmost of minor evergreen.
Yours may or may not be.
An evergreen post just meansit's applicable at all times.
So most mine are evergreen, butyou wanna make sure that if
there's something that isseasonal, you're not making a
decision to cut it now, when youactually would be getting a lot
(06:11):
of traffic to it during theright time of year.
So you wanna look at that 12 to18 month view and you wanna look
and see which pages are gettingno traffic, which pages are
getting a lot of traffic.
If you have a keyword rankingtool, you wanna look and see
which pages have keywords thatare ranking high.
Are there.
Keywords that you couldpotentially get to Page two.
(06:33):
You know, maybe you're at thetop of page two.
Maybe you wanna get to page one.
There are so many things thatyou can do when you're auditing
your content.
What I generally recommend.
Is you categorize and prioritizebased on opportunity.
So if you have blog posts thatgot like five visits in the last
18 months, you may not evenwanna bother with those because
(06:56):
you know what?
They're not doing much.
They're not getting a lot oftraffic.
Maybe your audience doesn't like'em.
Maybe they're not superrelevant, maybe they're really
old and not very good, and youshould consider just getting rid
of them.
What I want you to really lookat are the ones that are getting
traffic and the ones that areranking, and I want you to look
for SEO opportunities.
So here, if you have ones thatare ranking in your ranking.
(07:18):
Um, ranking software.
Let's say that your trackingshows that you are between 11
and 20 in your keyword rank fora given keyword.
I want you to take a look at theblog post that is associated
with that keyword and look andsee what is the keyword and is
it the right one?
Should you maybe do a revisionon it?
(07:38):
Is there something that youshould change to improve your
SEO and see if you canpotentially increase your
rankings?
So you're gonna wanna go throughand use some of your competitive
research.
I've got some podcast episodesabout this.
If you're a student in simpleSEO content, you have your AI
SEO assistant who can help youwith this.
You also have access to me, askme questions, I will help you
(08:00):
and answer them, and walk youthrough what to do.
So you're looking foropportunities.
Are there keywords that you canrank for today that maybe you
couldn't rank for before?
Are there keywords that youcould just adjust the title or
the content a little bit andmake it more applicable?
Do you need to update theformatting like I'm looking at?
My original blog post that Iwrote here for how to audit your
(08:21):
content, and let me tell youbefore this goes live with the
podcast episode and the embedand everything, I'm going to
update the formatting on thisdrastically because this was
written probably in 2017 or2018.
It's been updated a few timesfrom an SEO standpoint.
But it's not been updated forai.
(08:43):
SEO.
I have not formatted it.
There is not enough white spaceon this post.
There are different things thatI'm going to change now.
I update and review my contenteach.
Year.
I generally make it a summerproject because as you know, I
work fewer hours in the summer.
I don't do a whole bunch of biglaunches and things like that,
so I try to do projects likethis.
(09:04):
You don't have to do it in thesummer, just do it maybe during
your downtime.
If you don't have downtime, thenjust choose a handful of posts
and work on'em at a time.
As you work your way througheverything, you're going to want
to determine what to update,what to keep as is, and what to
get rid of.
Once you've made that decision,like pull your data out of
(09:25):
Google Analytics, create yourspreadsheet, and just have, keep
revise.
Delete.
And that way you'll know whatyou have that you need to work
with.
And then you'll also be able tosee like, are there content
gaps?
Are there posts that you thoughtyou had covered that you didn't
or are there posts that you'vecovered five different ways?
(09:50):
One is getting traffic and theothers are not.
That might be a situation whereyou want to redirect those
others to whichever version ofit is getting the most traffic.
Because sometimes when we'vebeen blogging for years, we
duplicate.
We don't realize, we think wehave a great idea and we do, and
we write it, and then werealize, oh yeah, I wrote one
about that five years ago.
So, you know, you just wannalook at it and do the update.
(10:13):
In the blog post, there's moredata, more details on like how
do you determine what to look atfrom a data perspective.
So make sure you take a look atthat blog post.
It was in your, it was linked inyour email.
It's also linked in thedescription here, because it
does actually walk through, likewhat questions you can ask
yourself to figure out, do Ikeep, do I edit, do I remove.
(10:36):
Last year when I did this, Iremoved over a hundred posts
from my blog because they reallyweren't applicable.
And I'll be honest, it waspainful because one of them in
particular ranked in positionnumber one.
It drove a ton of traffic, but Ididn't have anything to sell.
(10:56):
The person who came in from thatblog post, because it was.
It was from 2017.
It wasn't super relevant for meanymore.
It was how to nail Your FirstFacebook Live.
I got hundreds of visits fromthat blog post every month.
Great traffic, all of it.
But I don't really teachFacebook Live.
(11:16):
At this point, I don't have acourse that teaches anything
about it.
So while it was a great blogpost and it ranked really high
and it drove a lot of traffic,it didn't drive traffic for
people who were interested inlearning about SEO or what
content to create.
And so I ultimately killed itoff.
And yes, my website trafficdropped because of that.
(11:36):
And so sometimes I have toremind myself.
I removed several really goodblog posts that were getting a
lot of traffic, but I couldn'tedit them in a way that was
going to make them.
Applicable and relevant to mybusiness as it is today, which
is why I got rid of them,because it's more important to
have the right people coming toyour website.
(11:58):
Even if you have fewer of theright people, it's going to work
better than a bunch of the wrongpeople, and that's why we wanna
audit your content.
Then I also want you to look atyour content to see what can you
adjust to be able to rank in orshow up in AI search.
AI overviews, AI mode, etcetera, because your old content
(12:21):
was not written with AI searchin mind.
Neither was mine.
So we need to go through andrevise and audit and update to
help that old content drivetraffic today.
If it is still relevant andapplicable to your business,
let's update it and let'srefresh it and let's get it out
there so that it can start doingmore.
(12:42):
To boost your SEO and yourA-I-S-E-O.
Alright, hopefully you foundthis one helpful and gave you
some ideas as to what to do.
And like I said, make sure youlook at the blog post on this
one just because I've got a lotof questions you can ask
yourself.
I've got a lot of notes as tolike where you can find the
information, what to look at,things that I didn't go into as
much in the podcast because youare not gonna probably be
(13:05):
jotting a bunch of notes.
You are like me, you're probablywalking or working out or
driving.
So.
Make sure you review the blogpost because it's got lots of
data on in there and questionsand things you can do to help
you go through this process.
Alright, that's it for today.
You have a great day and I willsee you back here next week.
Bye for now.
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