A Content Audit shows where your published content is strong, where it is falling short, and exactly what to do next. It checks your content against the topics and questions your audience is actively searching for, so instead of guessing what to write, you get a prioritized, actionable plan.
What am I looking at?
Your Content Audit lists one row per topic from your Visibility Audit (formerly known as a report). Each row summarizes how you are doing on that topic and how much work it would take to improve, and expands to show the specific pages to write or change.
Each topic row shows:
- Recommendations: New and Existing, showing how many pages to create and how many to improve, and how many of each you have completed.
- Top Competitor: the brand doing best on that topic right now.
- Visibility: your share of responses on that topic.
- Sentiment: how positively the models talk about you there, as a score above or below zero.
- Content Opportunity: how much there is to gain from working on this topic.
Visibility, Sentiment, and Content Opportunity are sortable, so you can order the list however you want to work.
What is inside a topic?
Expand any topic row to see its recommendations. Each one is a single piece of work, laid out across four columns:
- Page: the page in question. For an existing page, this links to the live URL. For a new one, it is the title we suggest you publish under.
- Recommendation: either Create new page or Improve existing page.
- Why this page? the evidence behind the recommendation, written specifically for your brand. This is the part worth reading, because it tells you what the models are missing and why it matters.
- Content: a View content plan button, which opens the plan for that recommendation.
What is the difference between Create new page and Improve existing page?
- Improve existing page points at a URL you already publish, where the content is close but incomplete. These are usually faster, because the page already has whatever authority and links it has built up.
- Create new page means there is no page addressing that question at all. These take more effort but they close a real gap, and they are often where competitors are winning uncontested.
Where should I start?
Sort by Content Opportunity to put the biggest gains at the top, then look at the Visibility column alongside it. A topic with high opportunity and low visibility is where you have the most room to move.
Within a topic, the Improve existing page recommendations are generally the quicker wins, so they are a reasonable first pass before you commit to writing anything new.
The Top Competitor column is worth a look too. If the same brand keeps appearing across your weakest topics, that is a pattern rather than a coincidence.
Can I narrow the audit down to a single page?
Yes. Open the Filters panel above the results and set a Page URL. The audit then shows only the recommendations affecting that page.
You can also set Showing to All recommendations, Complete, or Incomplete, which is the quickest way to see what is still outstanding. Clear filters puts everything back.
This is worth knowing if you work page by page, or if you need to hand someone a short list rather than the whole audit. Filtering to the few URLs a person owns gives you exactly their work, without exporting anything or rebuilding the list in a spreadsheet.
How do I track my progress?
The top of the page shows how many pages you have completed out of the total for that run. You can also select a past run from the dropdown to see how that count has moved over time.
When does the Content Audit run?
The Content Audit runs on your project's subscription schedule, the same as your other audits. There is no button to run or refresh the Content Audit itself on demand.
Content Audit is available on the Pro plan. If your project's subscription includes it, your topics will appear here the next time the audit runs.
Pro tip: read the Why this page? column before you decide what to work on. Two recommendations can look similar from the title and be completely different jobs once you see what the models are actually missing.