Content Audit Services
Before anything new is made, you should know what you already have and how it performs. We gather every asset you have published into one library, benchmark each one where its own data lives, and compare your share of voice against the competitors ranking for your topics.
Most businesses cannot list what they have published
Articles on the website, reels on Instagram, videos on TikTok, a guide someone else cited — scattered across platforms, measured nowhere in one place. New content gets made without knowing what already works, and two pieces end up competing for the same attention.
Each asset benchmarked where its data lives
A web page and a reel do different jobs, so they are judged on different numbers.
| Asset | Benchmark source | What it shows |
|---|---|---|
| Website pages | Google Search Console | Queries each page earns, impressions, clicks and average position |
| Social posts | Each platform’s native analytics | Reach, saves, shares and watch time on Facebook, Instagram, TikTok and Snapchat |
| Topics you compete on | Semrush | Share of voice: which competitors’ pages rank for the topics you publish on |
| Your brand off-site | Citations and mentions | Where your business or your content is referenced outside the assets you own |
What a content audit covers
An asset library
Every page, article, video and post you have published, gathered into one repository — what it is, where it lives, what topic it covers. If one exists, we build on it.
Benchmarks per platform
Each asset measured against the data its own platform reports, so a page is judged on search and a reel on watch time — not one metric forced across both.
Share of voice
How your content compares with the competitors ranking for the same topics, so gaps show up as topics they own and you do not.
Citations and mentions
Where your brand and content are referenced beyond your own channels — the signal of what the market already finds worth citing.
Review, gather, benchmark, decide
The library comes before the benchmarks: you cannot measure what you have not listed.
- 01
Review what exists
Current assets reviewed platform by platform: the website, each social account, and anything published elsewhere under your name.
- 02
Build the asset library
Everything gathered into one repository, so the audit — and every plan after it — works from a complete list rather than memory.
- 03
Pull the benchmarks
Search Console for the website, native analytics for each social platform, Semrush for share of voice, and a sweep for citations and mentions.
- 04
Decide keep, improve or retire
Assets that perform are kept and built on, ones that are close are improved, and ones that compete with each other or say nothing are merged or retired.
Audits that changed what got made
This site
Every page and tool on refinity.io was inventoried and benchmarked in Search Console, overlapping pages consolidated with redirects, and each page given one query to own. Monthly search impressions grew roughly twentyfold after the rebuild.
Check one of your pages →Benchmarks that stay current
Search Console data for client sites syncs into the Refinity client portal, so the website benchmark from the audit becomes a live baseline every later change is measured against.
See where the audit fits →The tools behind the work
Native to our workflow or run through partners — chosen for the job, not the logo.
- Google Search Console
- Semrush
- Google Analytics 4
- Meta
Where this fits
Content Production
Pillar content on one home platform, produced so its performance decides what gets amplified or deepened.
Content Distribution
Each pillar piece repurposed into native placements — pins, carousels, short video — scheduled on each platform.
Content Strategy
The planning, execution, and measurement of content marketing to achieve specific business goals.
Brand Awareness
Be the business your market sees first.
Further reading
Content Strategy 101: A Foundational Guide to Success
Content strategy is the planning and management of all content that you create - having a deliberate procedure for what you produce, for whom, why, and where.
Consolidate for Clarity: Fix Content Cannibalization to Win AI Traffic
Content cannibalization isn't a duplicate-content problem — it's a clarity problem, and clarity is what both search engines and LLMs now reward. This pillar covers how to diagnose cannibalized clusters, the Merge / Differentiate / Sunset triage for deciding what to do with each, a link-equity-preserving 301 strategy, and entity optimization for LLM citations.
How to Measure Content Success (Against Business Objectives)
Most content measurement fails before a number is collected — because nobody attached a decision to it. This pillar covers the Decision-Back Measurement Model, which KPIs survive it, how to calculate content ROI with an honest cost side, the last-click trap and what replaced it, and how to build a dashboard that actually drives decisions.
Frequently asked questions
What do content audit services include?
A review of everything you have published, an asset library that gathers it in one place, benchmark data for each asset from the platform it lives on, a share-of-voice comparison against competitors, a sweep for citations and mentions, and a keep, improve or retire decision for each asset.
Does the audit cover social media or only the website?
Both. The website is benchmarked in Google Search Console; Facebook, Instagram, TikTok and Snapchat are benchmarked in their own native analytics. Most businesses publish more on social than on their site, so an audit that only looks at the website misses most of the content.
How is a content audit different from a technical SEO audit?
A technical SEO audit asks whether search engines can reach, render and index your pages. A content audit asks whether what those pages — and your social posts — say is earning attention. The free technical SEO audit tool covers the first; this service covers the second.
What is an asset library?
A single repository of every piece of content you own: what it is, where it is published, the topic it covers and how it performs. It turns the audit from a one-off report into a working list that production and distribution plans are built from.
What happens after the audit?
The decisions feed straight into the plan: proven assets are repurposed and amplified, near-misses are improved, overlaps are merged, and the gaps against competitors become the topics for new pillar content.
Free tools to get started
Technical SEO Audit
Enter a URL and get a graded technical audit — field Core Web Vitals, crawlability, indexability, AI-crawler readiness — plus a prioritised fix plan.
Open tool →On-Page SEO Checker
Enter a URL and a target keyword for a scored check of the title, meta description, heading outline and keyword placement, plus rewrites and an intent read.
Open tool →
Know what your content is already worth.
Book a call and we’ll look at what you have published, where it lives, and which assets are earning attention — before anything new is made.